| In December 2019,the sudden outbreak and spread of the COVID-19 made the tourism industry press the pause button.The epidemic had a deep impact on the tourism industry across the country.However,with the introduction and implementation of the20 and 10 new epidemic prevention and control measures,the impact of the epidemic on tourism activities will continue to decrease.This poses both risks and opportunities for the development of tourism enterprises.How to accurately grasp the new trends and changes in the tourism industry,timely adjust business models,product models,and service models,accelerate the transformation and upgrading of scenic spots,and achieve a more scientific,efficient,and harmonious tourism marketing model is crucial.This article selects FL Tourism Group as the research subject and selects its company’s 816 Project Scenic Area as a case for tourism marketing planning research,mainly based on the following three considerations: The 816 Project Scenic Area,as an important third-line construction industrial heritage,has important historical and cultural value,and has great development space in the future;"The 816 Project bears the threetier spirit of" hard work,selfless dedication,unity and cooperation,and the courage to innovate ".It is an excellent carrier for inheriting the red gene and promoting the national spirit in the new era,and is a highly infectious and fresh teaching material for Party members and cadres at all levels to learn Party history and the history of the New China.";Although the 816 Project Scenic Area has the characteristics of combining the "nonprofit" social nature with the "profit-making" commercial behavior,the author believes that it is necessary to strengthen research on the marketing strategies of the 816 Project Scenic Area.The basic theories involved in this article are mainly 4P and STP marketing theories,and the analysis methods are PEST analysis and SWOT analysis.First of all,after introducing the basic overview of the 816 project scenic spot,through field visits and consulting relevant materials,we understand the current marketing situation of the 816 project scenic spot,and analyze its current situation;Secondly,by analyzing the external environment of the 816 project scenic area based on the PEST analysis method and constructing a SWOT analysis model,we can identify the strengths,weaknesses,opportunities,and threats of the scenic area;Then,through the analysis of the questionnaire and interview results of the 816 Project Scenic Area,it is found that its existing tourism products are single,the infrastructure is weak,the promotion and marketing system needs to be optimized,and professional talents are insufficient.Using STP theory,it is necessary to re select the target market and market positioning for the816 Project Scenic Area.On this basis,it is necessary to form an optimized product strategy,price strategy,channel strategy,and promotion strategy combination of marketing strategies;Finally,relevant safeguard measures have been formulated in terms of improving the business supporting mechanism,strengthening the construction of marketing teams,and improving the overall service quality,to escort the optimized marketing strategy of the 816 Project Scenic Area in the new stage of epidemic prevention and control.This article designs and improves the marketing strategy of the 816 project scenic spot of FL Tourism Group,with the aim of further improving the service quality of the816 project scenic spot,providing high-quality products and services to more tourists,attracting potential tourists,further optimizing the promotion and marketing mode of the scenic spot,and promoting the brand culture,providing a certain reference for the next development,planning,and protection of the 816 project scenic spot... |
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