| Under the background of rural revitalization and tourism development,South Sichuan Bamboo Sea scenic spot is faced with the opportunity to upgrade and create a national 5A scenic spot.However,there are many problems that the current marketing strategy does not match the repositioning of 5A scenic spots.In other words,how to optimize the marketing strategy will be the primary problem to be solved in the current development of South Sichuan Bamboo Sea scenic spot.To this end,this thesis follows the application research ideas of "scenic spot marketing theory--Analysis of the status quo of scenic spot marketing strategy--optimization countermeasures of scenic spot marketing strategy" and begins to carry out research from the following aspects:Based on the service marketing theory,tourism marketing theory,scenic spot marketing theory and other relevant theories,this thesis firstly conducted a field trip to the Bamboo Sea scenic spot in South Shu,visited the scenic spot managers and tourists,local people and tourists,and issued questionnaires.Based on the data of the questionnaire survey,STP theory is used to analyze the preference and behavior of tourists in the Bamboo Sea scenic spot,so as to further achieve market segmentation and target market selection.Secondly,the macro-environment analysis of the four aspects of politics,economy,society and technology of the scenic spot is carried out by using PEST analysis method,and the marketing status is analyzed.The following problems are found in the current marketing strategy: first,the product of the scenic spot is single;Second,the price is high;Third,marketing efficiency needs to be improved;Fourth,the planning of activities is not reasonable;Fifth,lack of personnel management strategy;Sixth,the reception service quality is not high;Seventh,the level of infrastructure construction is relatively backward.Then in view of the existing marketing strategy problems,put forward to do the following marketing strategies: first,product strategy,one is to build three bases,establish brand positioning,two is to speed up the construction of industrial chain,rich tourism products,three is to radiate surrounding districts and counties,vigorously develop rural tourism,four is to design boutique tourism routes;Second,the price strategy,adopt the introduction of tickets,quantity and cash discount,regional price concessions,joint preferential package means;Third,marketing channels: first,coordinate with surrounding scenic spots to realize resource complementarity;second,combine multi-channel marketing strategies;third,focus on cooperation with the cultural and tourism Economic Belt in southern Sichuan and neighboring provinces in Yunnan and Guizhou;fourth,integrate into the cultural and tourism economic integration in Chengdu-Chongqing region;Fourth,promotion strategy,reasonable planning of festival activities,build brand activities;Fifth,strengthen talent training and introduction;Sixth,pay attention to the quality of employees,improve the level of service process;Sixth,improve infrastructure construction,improve the level of tangible display.Finally,to ensure the implementation of the marketing strategy from multiple aspects such as expanding capital channels,strengthening scientific and technological innovation support,and establishing normal prevention and control thinking,so as to seek the long-term benign development of the scenic spot. |
