Research On Marketing Strategy Of Changchun Lianhuashan Industrial Group Ecological Tourism Resort Project

At present,China's eco-tourism industry has achieved a relatively rapid development trend.From policy release,industrial development,academic research and other aspects,it has obtained more support and greater investment.These have accelerated the research and practice of eco-tourism.However,China's ecological environment is still relatively fragile and the quality of the ecosystem is generally low.There is always a dilemma between ecological protection and economic development.As one of the important means to promote the development of ecological civilization,eco-tourism is now in a golden development opportunity period,and the trend of integration and development is inevitable.In recent years,the desire for consumers to be close to nature and feel the nature has also promoted the development of ecotourism,and it has gradually become a fashion consumption trend.More and more tourists have no longer satisfied the traditional form of tourism,and The pursuit of a more vivid travel experience.Research on the introduction of the concept of global tourism in domestic resorts is still in the development stage.Taking the Lotus Mountain Ecotourism Resort as the research object,it can not only fulfill some research results,but also provide more references for marketing activities of the ecotourism industry.And then get better development.This paper takes the Changchun Lianhuashan Eco-tourism Resort as the main research object.First,it conducts field surveys and consults relevant materials and documents to collect and organize materials.It analyzes and refines the data and materials,and presents the problems currently facing the resort.Existing strengths,weaknesses,risks,and opportunities are analyzed to resolve their problems.Relying on the current market environment,policies and regulations,the STP strategy is analyzed and formulated for the resort,so that tourism products in the resort are more complete,target segmentation and market positioning are more accurate.Through analysis and research,this article proposes new tourism products,including: snow and ice themed products,hot spring themed products,eco-leisure tourism products,health and wellness themed products,and a new segmentation of the resort's positioning customer base and launched the "romantic sea of flowers" Confession season,spring ploughing and autumn planting experience season,extreme challenge graduation season "activities are used to solve the current problem of the resort's narrow coverage,low tourist loyalty and brand,and a single profit model.No overall advantage was formed.The formulated marketing strategy mainly includes 4V marketing strategy and experience marketing strategy.