A Research Of The Development Of The Rural Complex Based On 4P Preposition

Rural complex,as an important carrier of rural revitalization,has been written into the Central No.1 Document for many times.The development of rural complex is a new model to realize the comprehensive development of agricultural modernization,rural urbanization and rural scenic spots.Since the development of rural complex was launched in 2017,there have been many problems in the development process,mainly manifested in the disconnection between the planning and construction in the early stage and the operation in the later stage,and the lack of space for the operation project in the later stage.As a result,these problems are mainly reflected in the lack of suitable customers in the development of products in the early stage of the project,the price not in line with the market demand,the lack of proper reception space for customers from different channels,and the lack of core attractions in the promotion.The elements concerned in the development and operation of rural complex are the four most critical dimensions of the traditional 4P marketing theory--product,price,place and promotion.Based on this,this paper attempts to study the development of rural complex under the 4P marketing theory.This paper studies the development of rural complex under the guidance of 4P marketing theory through literature method,case method,investigation method and interview method,taking the development of Mianqianpu rural complex as an example.The research finds that the four elements involved in the development of rural complex--core attraction,tourist market,tourism supporting facilities and supporting policies--are closely related to the four dimensions of the 4P marketing theory--product,price,channel and promotion.The tourist market elements in the development process of rural complex,and the product dimension in the 4P marketing theory,and the customer demand to reverse product development;the core attractor elements in the development process of rural complex conform to the promotion dimension in the 4P marketing theory and need to be promoted by the core attractor or web celebrity attractor;tourism supporting elements in the development of rural complex are related to the channel dimension in the 4P marketing theory.Tourists from different channels,self-driven individual tourists or group guests are required to have different tourism service facilities to support them.The supporting policy elements in the development elements of rural complex are related to the price dimension in the 4P marketing theory.The customization of price strategies requires the development of rural complex to provide matching policies and financial support.This paper analyzes the influence of four dimensions of 4P marketing theory on the development of rural complex.According to the research results,4P marketing theory is applied to the whole process of rural complex development.It can guide the whole process of rural complex from commercial planning,industrial development and spatial layout at the early stage of planning and design,to product construction,merchant introduction and reception space setting at the middle stage of construction,as well as price setting,customer retention and drainage,promotion and sales,reception service at the later stage of operation,from the four dimensions of product,price,channel and promotion of 4P marketing theory.In this perspective,the problem of mismatch and incoherence between the early planning and later use of the rural complex can be avoided.Finally,it is hoped that this paper can play a role as a starting point to provide reference for decision makers,so that the development of rural complex will take fewer detour,and can assume the role of rural revitalization.