Research On Marketing Strategy Of Nanshan Tourist Scenic Area In Longkou,Shandong

The steady development of the tourism industry throughout the country benefits from the growing material and cultural needs of the people,the entire industry faces excellent development opportunities in the economic development of the rapid development of the tertiary industry.Under the favorable policy environment of Yantai Municipal Government,Longkou South Mountain Scenic Area also gained good growth space,However,in recent years,the economic performance of Longkou South Mountain Scenic Area still has some problems in its growth,including single and extensive products in the scenic area.These problems will seriously affect the development of Nanshan Scenic Area in the long run.How to make good use of marketing strategies and transform policy incentives into the driving force for enterprise growth has become the primary issue in the current development of Longkou Nanshan Scenic Area.Based on the related theories of management,marketing and tourism,this paper analyzes the marketing status of Nanshan tourist scenic spot based on economic development,industrial upgrading and other related concepts,based on the goal of long-term development,and makes market fine for Nanshan tourist scenic spot.Points,select the target market of Nanshan Tourism Scenic Area,and position the market of Nanshan Tourism Scenic Area,and propose the implementation of marketing strategy and strategy.Firstly,combined with the research of domestic and international marketing strategies,this paper summarizes the existing research situation,summarizes the research focus in marketing strategy research theory,Select the theory that should be used in the paper,in order to study the marketing strategy of Nanshan tourist scenic Area.Do a good job in theoretical guidance and research framework.Secondly,walk into the Nanshan tourist scenic spot for on-the-spot investigation,visit relevant professionals to understand the current situation of resources,competition status,infrastructure status,relevant construction level,etc.of Nanshan Tourism Scenic Area,and then,through SWOT theory,carry out the marketing competitiveness of Nanshan Tourism Scenic Area.Analyze and understand the current internal advantages and disadvantages of Nanshan Tourism Scenic Area and the external opportunity threats.Then systematically analyze the marketing status of Nanshan Tourism Scenic Area,conduct tourist satisfaction survey,and finally summarize the problems existing in the marketing status of Nanshan Tourism Scenic Area.After that based on the analysis results and problem summary,combined with STP theory and market research,the market segmentation of Nanshan tourist attractions,and determine the target market,and then market positioning.Combined with the 7P theory,the marketing strategy combination of Nanshan tourism scenic Area is given,which is explained from seven aspects:product strategy,price strategy,channel strategy,promotion strategy,personnel strategy,tangible display strategy and service process strategy.Finally,the implementation guarantee of Nanshan tourism scenic Area marketing strategy is proposed.From optimizing the execution strategy of the scenic area,improving the overall quality of the scenic Area staff,strengthening the marketing learning ability of the scenic Area,and exploring the four aspects of the scenic Area funding to ensure the implementation of the marketing strategy,in order to seek long-term benign development of the scenic Area.