Study On Marketing Strategy Of Jiangsu Taixing National Ancient Ginkgo Park

Leisure tourism has gradually ascent a part of the lives of a majority of the population by virtue of the rapid development of China's economy and the increasing living standards of the people.Official figures have indicated that China's per capita GDP in 2017 was $8,826,while that of Jiangsu Province was up to $15,906.In line with the development experience of world tourism,the per capita GDP of US$3000 is taken as the symbol of the outbreak point of tourism industry,that is,the tourism industry of China has entered the golden age of development.With abundant natural and human tourism resources,the boom of tourism economy has been set off in all parts of China to catch the high-speed train of tourism economic development,which has promoted the formation of a large number of tourism brands with high visibility and the generation of considerable social and economic benefits.Nevertheless,a number of problems,such as unscientific development planning,vague positioning,simplex and shortage of marketing means,are existing in many scenic enterprises,which brings about the plight of blind development.Since its establishment in 2009,Jiangsu Ancient Ginkgo Park Construction Investment Co.,Ltd.has been committed to the development and management of tourism resources in the Ancient Ginkgo Park,which has demonstrated considerable scale of scenic spot.However,in view of the problems such as low popularity and poor operating efficiency are also plaguing the spot as a new scenic spot,the exploration of effective marketing strategies to improve the current operating situation is of significance.Taking the scenic spot of Jiangsu Taixing Ancient Ginkgo Park as an example and based on the theories of marketing,tourism marketing and tourism economics,this paper conducts a comprehensive analysis of the scenic spot of Jiangsu Taixing Ancient Ginkgo Park by combining multiple research methods including field survey,literature analysis,questionnaire survey,so as to help to identify the problems and gaps of it and to accurately analyze the current situation of the tourist source market,with the view of achieving the improvement of the tourism product structure,the confirmation of target market positioning,the enhancement of the scenic spot's marketing management level and ultimately the strengthening of the comprehensive competitiveness of the scenic spot.In the first part,the background and significance of the paper are put forward,the research contents and major ideas are determined and the appropriate research tools and research methods are selected;In the second part,the theoretical basis of the research is determined by consulting a large number of theoretical research literature on marketing and tourism;A comprehensive introduction of the development status of scenic spots is in the third part.The investigation and analysis of the marketing status and product structure of the ancient ginkgo park scenic spot are carried out by means of data collection and sample survey,while the major shortcomings of the marketing of the Ancient Ginkgo Park are confirmed through field investigation and data analysis;In the fourth part,the marketing environment of the scenic spot is comprehensively analyzed.Firstly,the internal and external living environment of the scenic spot is sorted out comprehensively from the macro and micro environment of the market in which the scenic spot is located.Then the marketing strategy direction suitable for scenic spot development is found out through SWOT analysis;As the key research part of this paper,the target tourist market is reasonably determined in the fifth part through subdividing the existing tourist market of the park scenic spot,while the marketing portfolio strategy is finally formulated in accordance with the market positioning of the tourist source;In the sixth part,relevant measures ensuring the smooth implementation of tourism marketing strategies are proposed,which are elaborated from aspects of organizational construction,financial security,talent cultivation,etc.;The conclusion of this paper is put forward in the seventh part,in which the major research results of the whole paper are concluded and summarized,the specific issues in the paper requiring for further study are pointed out and the future research directions are prospected.