Research On Rural Tourism Marketing Strategy In Shanying Town

Green development and ecological civilization are the trend and requirements of the times.In this context,the direction of tourism industry transformation can be summarized as "ten transformations" : industry pillars,direction ecology,content life,object popularization,humanistic emphasis,scenic spot specialization,scientific means,diversified models,operating capitalization,brand achieve.Shanying Town is a garden town with mountains and water,and has won honors such as "Zhongzhou Famous Town" and "Henan Province Ecologically Beautiful Town".Tourism has become an important pillar industry in Shanying Town.Rural tourism in Shanying Town has great appeal to the public for its unique customs,natural scenery,local culture and art,residential architecture and traditional labor.The development of rural tourism is of far-reaching significance for optimizing the rural industrial structure,transforming farmers' income growth methods,strengthening rural infrastructure construction and protecting the ecological environment.However,due to the lack of market-oriented operation mechanism,lack of overall planning control,lack of brand building,lack of distinctive tourism products,and active and effective marketing of rural tourism in Shanying Town,the progress of rural tourism construction in Shanying Town has been slow.Based on brand marketing theory,experiential marketing theory and internet marketing theory,this paper studies Shanying Township Village from the aspects of marketing environment analysis and Shanying Township tourism development status on the basis of field survey visits and questionnaire analysis.The characteristics and existing problems of tourism development,the study draws on the experience of some well-known rural tourism marketing success cases in China,and puts forward the marketing strategy of rural tourism development in Shanying Town: brand marketing,experience marketing,network marketing and product marketing.