Research On Marketing Strategy Of Baotou Ma'anshan Eco-tourism Zone

With the rapid development of economy and society and the steady improvement of people's living standards,tourism consumption as an important way to improve people's spiritual life has entered the era of mass consumption.It is not only the main way of life and social and economic activities in modern human society,but also an important industry to drive economic growth,promote industrial linkage,drive cultural construction and foreign exchanges.Driven by the policies of "One Belt And One Road" and "targeted poverty alleviation through tourism",many scenic spots with regional characteristics have emerged in Inner Mongolia autonomous region in recent years.The rapid development of these scenic spots has promoted the economic development of the autonomous region.Ma 'anshan eco-tourism area,as an important eco-tourism area in Inner Mongolia,develops rapidly with its rich natural resources and unique red tourism resources.Due to the fierce competition in tourist market,product homogenization and other problems in ma 'anshan eco-tourism area,such as low brand recognition,imperfect infrastructure,unprominent product features and backward marketing methods,there is a large gap between its marketing level and the same level of scenic spots,resulting in a negative profit year after year.In this context,how to improve the core competitiveness and profitability of ma 'anshan eco-tourism scenic spot is the focus of this paper.From the perspective of marketing,this paper discusses the problems found,analyzed and solved.Puts forward the specific marketing idea is: first,the ma on shan ecological tourist area marketing present situation analysis the characteristic,the environment,customers,find out the ma on shan ecological tourist area existing problems in the marketing strategy,analysis of the enterprise has advantages and disadvantages,opportunities and challenges facing,in-depth understanding of the geographical features,cultural factor of existing customers,purchase behavior characteristic.Then,according to STP theory,the source market of ma 'anshan eco-tourism area is divided into three markets: main source market,key source market and potential source market.Finally,the 4Ps marketing strategy for ecotourism is formulated,including product system building,product strategy for tourism consumption development,pricing strategy for differentiated and bundled sales,channel strategy for improving online sales channel,line joint marketing channel and other channel strategies,and promotion strategy for customer source area promotion and community marketing.Combining traditional marketing methods with innovative marketing methods,and under the protection of a series of objective conditions such as massive investment in infrastructure,service facilities and human resources,we will constantly meet the needs of tourists and ultimately achieve a win-win situation for the operators,tourists and the public of ma 'anshan eco-tourism zone.