Research On The Marketing Strategy Of Jinan Botanical Garden Based On Product Life Cycle Theory

In recent years,China's urban scale have gradually improved,and the problems of urban environmental pollution and deterioration of residential environment have gradually increased.Residents' demand for improving the living environment and quality of life is increasing,which forces the government to make large-scale use of financial and social funds to invest in the construction of park scenic spots.However,it is difficult to achieve the desired economic and social benefits in many scenic parks by analyzing the operation of the built scenic parks.At present,the research object of this paper is Jinan Botanical Garden,which has a scarce passenger flow and consecutive years of loss.The indicators are far from the desired requirements.In order to solve this problem,through comparative analysis of previous research results at home and abroad,this paper selected PLM,STP and 4P to optimize the marketing strategy of Jinan Botanical Garden.This paper summarize and analyse the marketing problems of Jinan Botanical Garden in the form of questionnaires,personnel discussions and industry analysis.It is believed that there are four reasons for the marketing problems of Jinan Botanical Garden: first,the products fail to meet the needs of customers' core values;second,the price adjustment is restricted by the system mechanism;third,the low-impact guidance.Fourth,the shortage of resources leads to the lack of promotional means.Based on STP,this paper choose "Parent-child Travel Science Popular Education Market" as the market orientation of Jinan Botanical Garden.At the same time,based on the current situation of Jinan Botanical Garden,this paper analyse and judge the stage of product life cycle of Jinan Botanical Garden from five aspects: sales volume,cost,profit margin,buyer's characteristics and market competition.It is concluded that Jinan Botanical Garden is in the stage of introduction.By comparing the development process of product life cycle of other park scenic spots,this paper argue that the research stage of product life cycle of this park should include the introduction stage,the growth stage and the mature stage.Based on the above conclusions,this paper use 4P theory to optimize the product life cycle marketing strategy of Jinan Botanical Garden.In terms of product strategy,the park in the introduction period should adjust its product structure with low intensity,the park in the growth period should develop and construct its core venues,and the park in the mature period should develop its derivative industry chain.In terms of price strategy,the price elasticity of parks should be explored in the import period,the dichotomy pricing should be preferred in the growth period,and the separate pricing strategy should be adopted gradually in the mature period.In terms of distribution strategy,we should establish a multi-channel distribution system with direct sales as the main channel in the import period,a dual distribution structure in the growth period and a single distribution structure in the mature period.In terms of promotion strategy,low-cost promotion is implemented in the introduction period,the most radical promotion strategy is adopted in the growth period,and stable promotion strategy is adopted in the mature period.At the same time,in order to ensure the smooth implementation of the park product life cycle optimization,we should adjust the park system and mechanism.First,we should adjust the property right structure in a gradual way.Second,we should establish a governance structure with the marketing department as the core,and finally form a group management structure.