| For the past few years,the construction of smart cities is more and more hot in many cities.Inspired by the concept of smart cities,along with the continuous progress of Internet of things,artificial intelligence,and mobile Internet,smart tourism has increasingly become a new trend in the transformation of the culture and tourism industry in recent years.At present,more and more technology companies are devoting themselves to the business of smart tourism.How to adapt to the market development in the intense competition in this market and how to maintain innovation in products,technologies,and services to win more customers is the widespread problems faced by domestic enterprises.Thesis takes company A as the object of research,and carry out research on the marketing strategy of its smart tourism products.According to the current actual instance of company A,and make an in-depth analysis the macro environment and industry competition environment of company A’s smart tourism products,and explain its advantages,disadvantages,opportunities and threats through the SWOT model.At the same time,by inviting relevant personnel to conduct in-depth interviews,further find out the marketing problems of company A’s smart tourism products and analyze the reasons.Aiming at the problems found,STP theory is first used to clarify its target market selection and positioning,so as to realize the full use of the company’s superior resources.Secondly,combine with the 7Ps strategy,a marketing mix strategy suitable for company A’s smart tourism products is proposed from the aspects of 7Ps,so as to help the company continuously improve the position of the product of smart tourism in the market.Besides,in order to guarantee effect of the marketing strategy,matching safeguards are come up with,including technology,resources,talents,corporate culture and organization.Through the research of thesis,we hope to provide the marketing direction of company A’s smart tourism products,help it formulate effective marketing plans,and enhance the popularity and influence of its products.At the same time,there are few relevant literatures on the marketing of smart tourism products at present,and we hope to use this research to provide referential value for the correction for other smart tourism companies on marketing strategy. |
