Research On The Marketing Strategy Of X Company’s Rural Tourism Products

As a new form of tourism in the tourism industry,rural tourism is favored by more and more tourists because of its characteristics of leisure,nature,health,and health preservation.According to statistics,in 2019,the number of tourists received by rural tourism in my country reached 3.2 billion,and the operating income reached 850 billion yuan.Compared with 2018,the number of rural tourism receptionists in 2019 increased by6.7%,showing a good development trend.With the increasing development of the tourism industry,the state has paid more and more attention to the tourism industry,and has formulated a series of relevant policies,which have provided new development directions and ideas for the rural tourism industry in my country,and further accelerated the sustainable development of the rural tourism industry.Facing a favorable development environment,more and more businesses or capital have joined the industry.Although the development scale of the rural tourism industry has been expanded,it has also intensified the level of competition among enterprises to a certain extent.The development of rural tourism enterprises has experienced The test of industry competition.However,the phenomenon of homogenization and low-end rural tourism products gradually affects the development of rural tourism.How to combine the characteristics of rural tourism to launch suitable tourism products and related marketing strategies has become the key to the development of rural tourism.In order to further explore the development direction of rural tourism,this paper takes X company as the research object,and studies the marketing of X company’s rural tourism products by using literature analysis,quantitative analysis,case study and questionnaire survey methods.First,combined with the collected literature,clarify the research background,research significance,research ideas,understand the research status at home and abroad,and clarify the theoretical basis of this research.Second,analyze the marketing status of X Company’s rural tourism products,and then investigate the rural tourism market of X Company to understand the behavior,consumption characteristics,market preferences and evaluation of X Company’s products of rural tourists,and analyze X Company by applying PEST and SWOT models.The external environment,existing competitors,and development advantages and disadvantages can grasp the actual development of X Company’s rural tourism products from multiple perspectives.On this basis,it analyzes the shortcomings of the marketing strategy of X company’s rural tourism products: the product types are not rich enough,lack of characteristics;the price positioning is not reasonable enough;the promotion methods are relatively simple;the development of online marketing channels is insufficient.Discuss the reasons for the marketing problems of X company’s rural tourism products: the external competition is relatively fierce;the development of rural tourism products is blind;the public consumption psychology is not understood;the awareness of product promotion is insufficient;the implementation of the information marketing concept is not deep enough.Third,put forward the marketing strategy of X company’s rural tourism products from the aspects of products,prices,channels and promotions: develop products such as modern agricultural tours,folk festival tours,rural parent-child tours,rural health and wellness tours,and long-and short-term rural tours;formulate new Product penetration pricing,off-peak season differential pricing,member pricing,project differential pricing and other pricing strategies;strengthen advertising promotions,personnel promotions,family marketing,public relations promotions and business promotions;continue to develop offline marketing channels and strengthen online marketing Channel development efforts.Fourth,put forward the guarantee measures for the marketing of X company’s rural tourism products: improve the rural basic supporting measures;standardize the rural tourism management cooperation and service standards;highlight the rural local cultural characteristics;enrich the company’s capital chain.Through this research,the discussion on rural tourism development strategy will be carried out,which will break through the traditional rural tourism product marketing concept and better promote the development of rural tourism industry.