Research On The Project Marketing Strategy Of Guihe Group Rose Culture Characteristic Small Town

The rise of characteristic small town is a new development mode under the background of Urbanization Development to a certain stage and the overall development of urban and rural areas in China.With the support of the national policy,more and more characteristic towns are set up all over the country.In 2019,Hebei Province published a list of 84 towns with characteristics in the category of creation and cultivation,of which 48 were created and36 were cultivated,and the Rose Culture Town project of Guihe group is one of the 48 creation towns.This article will take the characteristic small town marketing as the research goal,use the marketing theory knowledge,pass to the domestic already successful case experience analysis,find out the characteristic marketing road which suits the Gui he group rose culture characteristic small town project.This article takes the project of Guihe group rose culture as the object,by using the methods of literature research,case analysis and model analysis,this paper analyzes the internal and external environment of the town and the problems existing in the marketing of the small town with its characteristics up to now,with a view to find the unique characteristics of your rose town marketing methods,marketing strategy and implementation of recommendations to protect.Through the investigation and analysis of this paper,there are some common problems in the development of the Rose Culture town in Guihe group.The overall strength of the small town that now exists generally is weaker,the infrastructure is not perfect,the reception capacity is not enough,the professional quality of the service staff is not high,the homogeneity competition between the small towns is fierce,the cultural resources of the small towns are not deep digging,the brand awareness is not high,the industrial cluster ability is not strong and so on.Through the analysis of the inside and outside environment of the small town,the paper puts forward the marketing mix strategy of the small town with characteristics by market segmentation,target market selection and accurate market positioning.Through strengthening the brand construction of the characteristic small town,doing well the town image propaganda,improving the professional quality of the service personnel and training regularly,digging deeply the rose culture to form the characteristic industry,etc.,in order to form the marketing strategy plan which belongs to the Guihe group Rose Culture characteristic small town project.