QL Safari's Marketing Strategy Improvement Plan Research

In today’s world,with rapid economic development and vigorous domestic and foreign tourism,the market competition around tourism is becoming more and more fierce.QL Wildlife Park,as a special scenic spot with animal science exhibition as the core,how to establish a firm foothold in the developed tourism industry and how to use marketing methods to stand out from many excellent scenic spots and own a broader heaven and earth,this phenomenon has attracted the extensive attention of many scholars.Founded as a 16 years old scenic area,has developed into the industry leaders in northwest China,has a certain social status,how on the basis of the existing high starting point has been more rapid growth robust,from a leader in the northwest region to a higher level,development become the international first-class AAAAA level scenic area,is the general direction of QL wild zoo at this stage development.How to improve the marketing strategy on the basis of the original scenic spot,to complete the difficult process from quantitative change to qualitative change,stride towards the grand goal,make people immersed in deep thinking.The past performance of QL Wildlife Park has proved that it has certain operation advantages,but there are also many problems,which have become the main factor restricting the operation and development of the scenic spot.In this paper,on the basis of investigating the related literature at home and abroad,to conduct the thorough research to the marketing scheme of QL safari park: firstly expounds the QL wildlife park current marketing situation,SWOT combination of strengths,weaknesses,opportunities,threats,carries on the scientific analysis,find out the marketing strategy of scenic spot management institutions have power and responsibility is not clear,bad organization of planned activities,product pricing is not flexible,such as the limited sales channels problems using 4 ps theory,STP theory and combining the actual situation of scenic spots,is put forward in xi ’an parent-child family,for the target market,in order to "qinling treasures" trademark for the product image;Use the diversified product strategy of designing new products,upgrading old products and "zoo +";Put forward flexible pricing strategies according to different seasons,periods and festivals;Implement multi-channel sales by combining direct sales with indirect sales,online sales with offline sales;Using the online promotion and media video broadcast live to sell goods,combination packages,Internet word of mouth marketing,the year card card diversity promotions such as A total of four aspects of marketing improvement strategy,finally also formulated the xi ’an tourism group led by high standard training and overall global,strengthen A level scenic spot management,perfecting the scenic spot function division and rewards and punishment mechanism safeguard measures,such as making marketing smooth implementation improvement strategy,finally promote the QL wildlife park marketing revenue,setting up enterprise good image.