Research On Network Marketing Strategy Of Wuling Scenic Spot In Wuyuan,Jiangxi

In the context of the development of Internet technology,Internet technology tools used in enterprise marketing development also exhibit diversified characteristics.Enterprises use Internet technology tools to formulate marketing strategies based on their own products and development characteristics.The application of internet technology has also contributed to the emergence of internet marketing.Using internet platforms to formulate internet marketing strategies can improve the efficiency of marketing and maximize the profits of enterprises.In recent years,tourist attractions have developed rapidly.Tourist attractions provide tourists with product lines for tourism and leisure.In order to enhance competitiveness,tourist attractions also actively use online platforms to formulate and publicize marketing strategies.The scenic spots formulate online marketing strategies for products,prices,channels,and promotions through the online platform to promote the growth of passenger flows in the scenic spots,and to increase the revenue of the scenic spots,and enhance the brand awareness of the scenic spots through the online platform.This article takes Wuyuan Huangling scenic spot in Jiangxi as the research object to study the status quo and problems of the formulation of online marketing strategies in the scenic spot.In the study,the literature research method,case analysis method and questionnaire survey method were used to investigate and study the current situation of online marketing in Wuyuan Huangling Scenic Spot in Wuyuan,Jiangxi.Based on the 4P marketing theory,experience economy theory and product life cycle theory,it puts forward a perfect plan and countermeasures to the problems existing in the network marketing strategy of Wuyuan Huangling Scenic Area in Jiangxi.First,the background and significance of the research are introduced in the research,and the research content and research methods are described.Second,the relevant theories involved in the research are summarized,including 4P marketing theory,experience economic theory and product life cycle theory,and construction research.The theoretical basis of the paper,and summarizes the research literature held by scholars at home and abroad.Furthermore,taking Wuyuan Huangling Scenic Spot in Jiangxi as an example,the current status of the scenic spot in the network marketing strategy is summarized from the four aspects of product,price,channel and promotion,and the questionnaire survey is used to understand the tourists' perception of the scenic spot network marketing.Finally,in-depth analysis of the reasons for the problems of product differentiation in Wuyuan Huangling Scenic Area in Jiangxi in the network marketing strategy,the need to improve the price positioning of tourism products,the lack of online marketing channels and the inflexibility of the promotion strategy of tourism products.Based on the analysis of the reasons,it proposes strategies for optimizing the online marketing strategy of Wuyuan Huangling Scenic Area in Jiangxi,including shaping the characteristics of tourism products,setting prices for low and high tourist seasons,expanding different online marketing channels and flexibly adjusting promotional strategies as optimization strategies.Therefore,the network marketing strategy of Wuyuan Huangling Scenic Area in Wuxi,Jiangxi,is further optimized.