Research On Marketing Strategy Of Lijiazhuang Pastoral Complex In Qiyun Mountain

Since the 18 th National Congress of the Communist Party of China,our country has proposed to promote the strategy of rural revitalization to enhance agricultural productivity.Pastoral complex is a comprehensive development mode integrating leisure tourism,modern agriculture and rural communities.Under the pattern of urban-rural integration,it conforms to the development of new industries and the reform of rural supply-side structure,and combines with the reform of rural property rights system to realize the comprehensive development of rural modernization,new urbanization and social economy in China.It is a new rural economic development model of industrial integration.Lijiazhuang pastoral complex in Qiyun mountain was created under this background.Nowadays,the idyllic complex is emerging in an endless stream.The operators must adopt active and effective marketing strategies in order to stand out in the fierce competition in the market.Lijiazhuang pastoral complex in Qiyun mountain was operated with a clear marketing strategy from the beginning of the project,which was incorporated into the whole project construction process and constantly improved in the later period.Guided by the target market marketing theory and marketing mix theory,and based on the analysis of research background,research purpose,research significance and the development concept of pastoral complex,this paper uses PEST tools and SWOT tools to analyze the macro and micro marketing environment and enterprise internal environment of Lijiazhuang pastoral complex in Qiyun mountain.And the advantages,disadvantages,opportunities and threats faced by the development of enterprises.After grasping the marketing status quo of Lijiazhuang pastoral complex in Qiyun mountain through field research,this paper analyzes and evaluates the results of marketing interviews and consumer questionnaires,and puts forward the problems encountered in the current marketing promotion stage.First,the market segmentation is one-sided,the target market structure is single,lack of accurate market positioning;Secondly,enterprises fail to conduct a comprehensive analysis of consumer demand in marketing strategies such as product,price,channel,marketing communication,personnel,process management and tangible display,and fail to form a systematic marketing mix strategy.These problems affect and restrict the long-term development of enterprises.To solve these problems,according to the above analysis results,the author firstly re-segmented the market according to the source of tourists,population factors,purchasing behavior factors and psychological factors.According to the market segmentation results and combined with the current advantages and characteristics of the enterprise,the target market selection;Through product positioning,price positioning,service positioning and cultural positioning to optimize the current market positioning.The second is to optimize marketing strategies such as product,price,channel,marketing communication,personnel,process management and tangible display.In terms of product strategy,improve products according to different needs,different regions and different age groups of consumers,and improve product refinement and guidance;In terms of price strategy,in view of the differences of different consumption levels and price sensitivity of consumers,product bundle pricing,price adjustment strategy and psychological pricing strategy are adopted to improve the degree of consumer satisfaction.In terms of channel strategy,by strengthening online marketing channels and establishing direct sales mode with group customers,we can not only improve the convenience of consumers,but also establish a long-term and stable marketing channel.In terms of marketing communication strategy,we should continuously strengthen advertising promotion,actively play the promotion role of online platform channels,do a good job in public relations,and achieve higher communication efficiency and better communication effect by increasing the coverage of communication.In terms of personnel strategy,strengthening the quality training of employees,strengthening the construction of tour guide team,building a high-quality marketing team can inject new vitality for the enterprise;In process management,through service and project adaptation,improve service level,pay attention to return visit feedback and other ways to improve the delivery effect of products and services to consumers;In terms of tangible display strategy,consumers’ sense of experience can be improved by fully displaying cultural connotation,improving external image and internal service equipment of scenic spots.This paper mainly solves the practical problems encountered in the marketing process of Lijiazhuang pastoral complex in Qiyun mountain,and achieves the purpose of improving the market share and comprehensive competitiveness through the comprehensive use of the above marketing strategies.The implementation of the marketing strategy combination can provide reference for the development of other pastoral complex,which has certain value and significance.