| With the steady development of our national economy,the living standard of people has been greatly improved.On the basis of the increasingly optimized material life,the public pay more attention to the spiritual demand,which drives the upgrade of tourism demand from traditional sightseeing to leisure and vacation tour.Having ended the Coal’s dominant mode of development,Shanxi’s economic development enters a new stage,and are actively seeking industrial transformation.The pleasant ecological environment and rich cultural tourism resources in the province can be taken as an important fulcrum for the development of tourism,and the tourism market has a broad prospect.But with the increasing number of scenic spots,the tourism market has become a competitive Red Sea.After 2020,the grim international epidemic situation and the political environment,the repeated domestic epidemic and extreme weather have caused serious impacts on the tourism industry.Domestic tourist attractions are facing difficulties in survival and major challenges.In this context,the paper takes the Mt Wangmang scenery spot as an example to study the optimization of marketing strategy of tourist attractions.This paper firstly summarizes the development status of the domestic tourism industry,and expounds the theoretical and practical significance of marketing research on Mt Wangmang scenery spot;secondly,on the basis of systematically combing the research status of marketing and tourism marketing theories at home and abroad,the paper summarizes the blind spots of current relevant research and identifies the research breakthrough points;thirdly,the paper analyzes the marketing environment of Mt Wangmang scenery spot,including the analysis of the macro environment of the scenery spot according to the PEST model,the analysis of the industry environment according to Porter’s five forces model,the analysis of the opportunities and challenges and its own advantages and disadvantages according to the SWOT model;fourthly,further subdivides the market of the scenery spot by using STP theory,selects appropriate target markets,carry out differentiated marketing and precise market positioning;finally,on the basis of 4P marketing theory,the paper optimizes the marketing strategy for the scenery spot and formulates the safeguard measures for its implementation.Based on the development of tourism industry in hometown,this paper analyzes the special market competitive environment in the post-epidemic era,researches on the longterm effects of tourism demand-side and supply-side and people’s traveling psychology and mode,etc.The paper theoretically discusses the marketing method of Mt Wangmang scenery spot,and puts forward targeted optimization schemes.On the one hand,it helps to strengthen the core competitiveness of Mt Wangmang scenery spot,and promotes the local urban and rural construction and the economic development of the city.On the other hand,it also enriches the research on the marketing strategy of China’s scenery spot,and broadens the relevant ideas of scenery spot marketing,which can be used as a reference for the construction and marketing of scenery spots in the future when emergency situations are encountered again. |
