Research On The Marketing Strategy Optimization Of Sichuan Hanyang Lake Tourist Attractions Based On The Tourist Experience

As per capita disposable income grows,people have shown stronger demand for diversity in tourism.The vigorous development of domestic tourism industry has led to the emergence of domestic tourist attractions,whose development confronts many challenges when faced with a rapid growth,increasingly fierce market competition,and the impact of COVID-19 on the overall economic environment.Many problems have arised in marketing,operation and management of the Qingshen Hanyang Lake Scenic Spot owing to fierce market competition and changes in consumer demand environment.In order to adapt to the new competition circumstances,meet current consumer demands and improve the core competitiveness,the Hanyang Lake Scenic Spot needs to make corresponding improvements,with the optimization of marketing strategy particularly urgent.However,the crisis of the whole industry is also a turning point.Only by seizing the opportunities of the industry and overcoming the sufferings,can it stand out in the intense market competition.A larger market share of the Qingshen Hanyang Lake Scenic Spot can be secured by constantly improving the performance and optimizing the marketing strategies and related systems.The Hanyang Lake Scenic Spot in Qingshen,Sichuan was rated as a 3A-level scenic spot in 2018,with its advantageous location and rich tourism resources.After years of development and construction,the tourist facilities and supporting services of the scenic spot have been further improved.However,due to the impact of the external environment and its own development,difficulties arise such as poor visibility,inadequate tourist flow,low tourist satisfaction and restricted development.It is urgent to carry out a systematic study and formulate a marketing strategy for the Hanyang Lake,so as to help clarify its direction,enhance the marketing ability,make up for its own disadvantages and improve its competitiveness.In this study,case analysis method,comparative research method,literature research method,quantitative and qualitative analysis combined methods.Firstly,it analyzes the marketing status quo and existing problems of Qingshen Hanyang Lake tourist attraction,such as the industrial system is not sound enough,the product types are not rich enough,the product price is lack of systematic guidance,the promotion program is too single,the sales channel publicity is limited,the lack of clear marketing objects,the service quality of the scenic spot is difficult to meet the needs of tourists’ experience;Then from the actual Hanyang Lake scenic spot,analyze the marketing environment,through SWOT analysis,get the overall strategy of the marketing development of the scenic spot.Through the questionnaire survey of tourist experience marketing,this thesis analyzes the experience marketing situation and evaluation of Qingshen Hanyang Lake scenic area.STP analysis method is used for scientific market positioning,based on the market segmentation and market selection theory,the target market of the scenic vb Hanyang Lake scenic spot marketing optimization plan.Finally,from the organization,system,human resources,finance and other aspects of Hanyang Lake tourist spot marketing strategy implementation guarantee measures.Furthermore,the study of marketing strategy optimization in this thesis will provide theoretical reference for that of other tourist attractions.This study is helpful for the Qingshen Hanyang Lake Scenic Spot to form a comprehensive marketing management system and operation mode in marketing management,so as to improve the core competitiveness of the scenic spot and realize the sustainable growth of the profits of the scenic spot.and it is also hopeful to play a reference role in the formulation and optimization of marketing strategies for similar tourist spots.