Study On Marketing Strategy Of Huaishuling Family Farm Under Experience Economy

With the continuous promotion of the national rural revitalization strategy and the strengthening of industrial poverty alleviation policies,more and more people choose local rural tourism.Suburban road trips and short weekend trips are gradually being sought after by people.Facing severe urban pressure,rural tourism full of natural scenery and idyllic life has become an effective way for people to relax and release pressure.In order to better deepen the research on rural tourism development,this paper takes Huaishuling Family Farm as the research object,systematically combs the theory of experience economy and related researches on family farm and rural tourism at home and abroad,and applies STP theory,value co-creation theory based on service-oriented logic and SWOT analysis tools.Locust tree ridge are analysed in detail on the family farm in the macro environment,micro environment and consumer demand,and sums up the own existence problems in the development of the farm,and learn Japanese horseradish farm king of the family farm and Chinese Taiwan advanced marketing experience,in combination with the practical situation of pagoda tree ridge of the family farm,in a clear acacia ridge based on the family farm market positioning.Develop marketing strategies suitable for farm development.Based on this,according to the 7P theory of service marketing,the product strategy of strengthening the core position of agricultural products,developing leisure experience products,strengthening the core competitiveness of products with green certification,creating product IP and surrounding,deepening the integration of rural culture and tourism,meeting the individual needs of customers,creating refined products;Pricing strategy combining psychological pricing,differential pricing and bundled pricing;Consolidate traditional promotion methods,establish experiential taste promotion,adopt new media promotion of"planting grass drainage+short video e-commerce",create good public relations,emotional promotion to build brand image promotion strategy;Maintain the development of traditional sales channels,to create "experience+farm" sales channels,take the "Internet+farm"channel express channel combination of channel strategy;To build a team of employees with strong ability,high quality and temperature,to build a team of managers with large pattern,high standards and clear goals,and to maintain the personnel strategy of customer groups with good reputation,strong guidance and frequent feedback;Visible display strategy combining service image and service process;Pre-experience planning and participation,in-sale experience to improve personalized service,after-sale feedback to extend the service cycle process strategy.Finally,this paper has made the measures of strengthening ecological environment protection,integrating various resources,broadening financing channels and enriching cultural connotation to ensure the feasibility of the strategy.In the post-epidemic era,the mainstream trend of normalizing epidemic prevention and control has provided new opportunities for the development of rural tourism,and rural tourism has become more popular than ever before.The research conclusion of this paper will provide theoretical and practical guidance for Huaishuling Family Farm to seize opportunities,enhance innovation ability and achieve the goal of development and growth by combining its own resource advantages.