Esearch On Service Marketing Strategy Of Yudian Rural Tourism Resort Project Of DH Agricultural Company

The rural revitalization strategy first proposed in the report of the 19th National Congress of the Communist Party of China has been placed at the forefront of national economic construction in recent years,and rural revitalization has been regarded as an important strategic measure to solve the "three rural" issues and improve the national economy and people’s livelihood.Rural revitalization,as a strategic policy at the macro level,is implemented in local township units,and it is necessary to select feasible strategies suitable for themselves based on the resource endowment of local villages.Rural tourism has become the preferred rural revitalization measure in most places.With the increasingly accelerated pace of urban work and life,more and more urban people are beginning to tire of the busy urban life and are attracted by the natural rural scenery and life,which provides a good opportunity for the development of rural tourism and gradually develops into an important practical measure in the strategy of rural revitalization.This article selects Kaifeng City,Henan Province,a major agricultural province,as the research object,and combines the important achievements in rural tourism made by Kaifeng City,a cultural ancient city,in recent years.It further selects the Yudian Rural Tourism Resort Project of DH Agricultural Company as a case study.The company exploits and utilizes the resource endowment and cultural heritage of Kaifeng City,develops rural tourism according to local conditions,transforms and enhances the appearance of villages and beautiful courtyards,Yudian Rural Tourism Resort has been successfully established as an AAA level scenic spot.However,DH Agricultural Company,as a transformation enterprise after the concept of rural revitalization was proposed,how to achieve sustainable development in the increasingly fierce market competition,and formulating and improving enterprise marketing strategies is imperative.This article mainly discusses the future development practice of DH Agricultural Company in the field of rural tourism from the perspective of marketing.Based on STP theory and service marketing theory,it uses methods such as questionnaire survey,interview,and SWOT analysis to deeply explore the advantages,disadvantages,opportunities,and challenges of DH Agricultural Company’s Yudian Rural Tourism Resort Project in terms of service marketing,and based on the long-term development of the company’s rural tourism,To segment and select target markets for DH Agricultural Company,accurately position the market,and further propose richer 7Ps marketing strategies and marketing assurance measures from three aspects:personnel,physical display,and process management based on product,price,channel,and promotional marketing.On the one hand,to provide practical measures for the next stage of service marketing and market promotion of the Yudian Rural Tourism Resort Project of DH Agricultural Company,On the other hand,it also provides reference for the marketing development of other companies in the rural tourism industry of Kaifeng City,and contributes to the overall development and implementation of the rural revitalization strategy.