The Research On The Marketing Strategy Of Fengdong Agricultural Expo Park From The Perspective Of Leisure Agriculture

In recent years,with the rapid development of China's economy,social contradictions are constantly changing.People have a strong demand for nature and rural life,so that various types of leisure agricultural parks have emerged.But there are lots of problems to be solved,such as lacking of the integration between the product and culture,poor experience.It is urgent to build high-level and high-quality characteristic leisure agriculture parks.Xi'an Fengdong modern urban agricultural expo park(Fengdong agricultural expo park for short),has been won high praise from tourists and citizens since opened in 2013.However,many problems that restrict the development like low and peak seasons difference,fierce market competition exist and the characteristic of the products is not outstanding.In this situation,looking for new business breakthrough points,relying on powerful marketing methods and characteristic service products help the enterprise achieving sustainable development has become the top priority of this paper.Based on the relevant theories and knowledge of marketing,using the literature review,site investigation and case study research,the marketing situation and problems of the scenic spot is investigated and analyzed.Then,analyze the marketing environment using the PEST analysis and SWOT analysis and put forward the reasonable suggestions from the marketing theories.In products,it need to have a clear target orientation and develop featured and high quality products.In price,the enterprise should be good at using the combination pricing strategy,pay attention to the experience of product.On the experience strategy,it need to meet the individual requirements.At the same time,the enterprise need to use the indirect channels,strengthen the internet channel,improve the brand awareness and build the “studies to travel”brand.In order to ensure the implementation of the marketing strategies,it is suggested that the managers of the scenic spots should improve and optimize the security measures in the aspects of marketing team,incentive policies and department functions.The research can effectively solve the problems of Fengdong agricultural expo park,highlight the advantages of enterprises and improve the core competitiveness.It can also also bring some experience and reference for the development of other leisure agricultural parks and related industries.