Research On The Marketing Strategy Of "Jincheng Old Street" Project In Urban Antique Street

In recent years,China's tourism industry is in full swing.It has become one of the industries with the strongest momentum of development and the broadest prospects in China and even in the world.It is also a pillar industry of national economic strategy.Along with the great strategic conception of national construction of the "New Silk Road Economic Belt" and "Marine Silk Road in the 21 st Century",Gansu Province has put forward the tourism route of the Silk Road and the Yellow River with Chinese civilization,which takes the construction of tourist attractions in the western region as the main objective,combines culture with tourism in depth,and cultivates tourism into the costume of Gansu Province.New economic growth points and strategic pillar industries for business development.In recent years,the rapid development of urban antique streets is precisely because of its profound cultural connotation,unique antique architecture by the vast majority of tourists favored and sought after,"Jincheng Old Street" project came into being under such a background.In the first chapter,the introduction part explains the background and significance of the thesis writing,clarifies the contents and methods of the study,and combs the content framework and technical route of the article.In the second chapter,the related theories of marketing are discussed firstly,and then the concepts of cultural tourism,cultural tourism marketing and antique block are defined as the theoretical basis of this paper.After that,I read a lot of documents and materials to sort out,analyze and comment on the articles on cultural tourism and antique block tourism at home and abroad.The third chapter analyses the current marketing situation and problems of Jincheng Old Street tourism market.Through on-the-spot visits,discussions and questionnaires,it makes an analysis and Study on the basic situation,tourism behavior,space-time structure and comprehensive evaluation of Jincheng Old Street tourism market.The fourth chapter carries out PEST macro-environment analysis and SWOT analysis of Jincheng Old Street tourism market.The fifth chapter,the tourism market of Jincheng Old Street is subdivided by STP strategy analysis method,and the target market position is defined.Then the 7Ps method is used to put forward the tourism marketing mix strategy of Jincheng Old Street from seven aspects: product,price,channel,promotion,personnel,tangible display and process.The sixth chapter mainly puts forward safeguard measures for the smooth implementation of tourism marketing strategy of Jincheng Old Street to ensure the overall feasibility of marketing strategy.