A Study On Marketing Strategy Of Yuntai Mountain

Under the background of the new round of creative marketing and network marketing,in order to help Yuntai Mountain scenic spot stand out in the new round of marketing competition,further revise and optimize the existing tourism marketing strategy of Yuntai Mountain,realize the sustainable development of the scenic spot,and provide useful thinking for the optimization and renewal of its marketing strategy,this paper uses the "4P theory" and"STP theory" of tourism marketing to adopt By using the methods of literature analysis,questionnaire survey and SWOT analysis,this paper studies the current tourism activities and marketing of Yuntai Mountain scenic spot,and finds that the product strategy of Yuntai Mountain scenic spot mainly has the following problems:the lack of cultural and creative IP products,the need to upgrade tourism products,and the need to strengthen tourism brands;the price strategy has the problems of relatively high ticket prices and the lack of secondary tourism consumption,In the aspect of promotion,there are some problems such as the concentration of marketing time and the quality of promoters to be improved.In view of the above problems,this paper first discusses the internal advantages and disadvantages and external challenges and threats of the scenic spot by using SWOT analysis method,then subdivides and selects the tourist market of Yuntai Mountain by using STP theory,and puts forward the market positioning of "international natural tourism destination with exploration tourism and geological tourism as its characteristics",which provides the market basis for the formulation of marketing mix strategy.Finally,the marketing mix strategy is put forward from the four dimensions of product,price,channel and promotion by using 4P theory.In the future,Yuntai Mountain scenic spot should take IP product marketing strategy as its feature,product diversification and product brand strategy as its support,and form a three pronged product strategy;in terms of price,diversified and flexible pricing methods should be adopted to increase the secondary consumption within the scenic spot The goal is to promote the tourist flow and income of the scenic spot greatly;in terms of channel strategy,we should take into account the network new media channel and the traditional middleman channel,and use their different customer groups to carry out scenic spot marketing;in addition,we should also pay attention to the public relations,personnel marketing and other promotional means to help Yuntai mountain scenery with diversified and combined marketing strategies Second take-off of the district.This paper hopes that the above research can provide useful reference for the selection of tourism marketing strategy of Yuntai Mountain,and then improve the marketing efficiency and market competitiveness of scenic spots.