Study On The Marketing Strategy Of Y Scenic Spot

In recent years,the way of weekend travel of cit ize ns in our cit y has been deeply affected by the rapid developme nt of agric ult ural tour is m projects in our cit y.The rapid deve lopment of agr ic ultura l tour is m has promoted the economic deve lopme nt of the surround ing countr ys ide in M ianyang and pro moted the e mplo yment of t he surround ing far mers.To this end,the relevant government depart ments issued a series of laws and regulat ions to vigorous ly support the develop ment of agr icult ura l touris m projects.Since the opening of t he May 1st in 2013,Y scenic spot has deve loped fro m a pure flower plant ing to a large-scale r ural co mp lex project cover ing pr imary,secondary and tert iary ind ustr ies,rural tour is m and sub urban le isure.However,wit h the rapid developme nt of agr icultura l tour is m,var ious compet itors emerge in an end les s strea m,and the advanta ges of Y scenic spot are no longer obvious.This paper makes a comprehens ive ana lys is of tour ists in Y scenic Spot,finds out the key proble ms of marketing strategy,and puts forward targeted optimization measures.In this paper,literature research,field vis its,Interview research method,case analys is and quest ionnaire s urve y were used to conduct a comprehens ive ana lys is o f the origina l inter nat iona l Vanilla Garden scenic spot.According to the specific content of each part,this paper can be divided into three parts: the first part is composed of the first chapter and the second chapter,which summar izes the background and significa nce of t his study,expounds the research met hods and ideas,and deeply expounds the agr icult ura l deve lopme nt,exper ience marketing,7P marketing theory me nt ioned in the artic le,at the same time,the do mestic and foreign related research status is summar ized..The second part(C hapter 3 and C hapter 4)is the focus of this paper.The second part first ly uses SPSS25.0 to analyze the results of the surve y of tour ists’ satis factio n in Y scenic spot,and finds out th e four factors that have the greatest impact on tour ists’ satis fact ion in 7P.Comb ined wit h the actua l sit uat ion of Y scenic spot,this paper makes a comprehe ns ive ana lys is o f the marketing strategies in these four aspects;then,through the analys is of questionna ire sur vey data and scenic spot statist ics,it is determined that t he target market of Y scenic spot is t he midd le-inco me and above young people,and the market is posit io ned as a lar ge-scale rura l comp le x.According to t he market segme ntat ion of the scenic spot,according to 7p According to the theory,the marketing strategies of Y scenic are put forward fro m four aspects: personnel,pr ice,promot ion,product and tour ists’ satis factio n.The third part is composed of C hapter 5 and C hapter 6.First ly,some specific suggestio ns are put forward to ensure the smooth imple me ntat ion of marketing strategies,such as active ly striving for releva nt governme nt policy s upport,strengt hening profess iona l tra ining in a ll direct ions,striving to promote the for mula t ion of ind ustry standards,and vigorous ly developing harmonious tourism,etc.Then,the full text is summarized.It is hoped that thro ugh t he investigat ion a nd analys is of t he tour ist sat is factio n data of Y scenic spot,this paper uses the theoretica l bas is and pract ice to analyze its defic ie ncies in market ing strategy,and puts forward practica l and effective improve ment measures to help the scenic spot achie ve sustainable and stable deve lopme nt.At the same time,it can serve as a benchmark for the deve lopme nt of other similar projects and play a role of reference.