Marketing Strategies Of Banbianshan Tourist Resort

The success or failure of tourism resort project development is directly related to marketing.Excellent marketing scheme can not only attract tourists,but also enhance the popularity of the resort and make its brand image more widely known.It plays an important role in the sustainable development of tourism resort.With the increasing investment of local governments in the development of tourism industry,the scale and number of tourist resorts show a trend of gradual growth,which makes the competition in the tourism market increasingly fierce.Banbianshan is located at the seashore,with convenient transportation and profound historical and cultural background.However,there is a lack of insufficient market brand effect.Based on the theory of tourism marketing,this paper takes the Banbianshan Resort in the East China Sea as an example,conducts on-the-spot investigation,and uses SWOT analysis method to analyze and plan the function orientation and marketing promotion plan of the project.Among them,the overall strategic positioning of the project is a seaside resort integrating mass tourism,business leisure,coastal vacation and health preservation;the target customer groups and grades of the project are families on vacation,high-end business men and other people for leisure;the function of the project is positioned as ecological protection,health preservation,business leisure and ecological residence.Then it puts forward some suggestions on the marketing strategy of the project: during the development process,the project should focus on the coastal waterscape project,fishery experience project and health recuperation project.At the same time,it should insist on the synchronous promotion of long-term income tourism products and fast-return products.First,it should base itself on the provincial market dominated by Zhejiang Province,gradually expand to the provincial and even the whole country,and integrate the government and machinery,organizations,enterprises,celebrity resources and network resources for promotion.