Research On Marketing Strategy Optimization Of J Scenic Spot In W City

With the upsurge of tourism development,scenic spots around the continuous development and construction,the number of scenic spots rises sharply,the competition of similar,homogeneous scenic spots intensifies.J Scenic Spot in W City is a national4 A tourist attraction,located in the south of Hebei Province.With beautiful natural scenery and rich cultural deposits,it is favored by tourists from all over the world.However,with the rapid development of the surrounding scenic spots,the survival and development space of J scenic spot in W City has been squeezed.How to reshape the prosperity of the scenic spot through changing marketing strategies is the core of this thesis.This thesis takes J Scenic spot in W City as the research object,and collects relevant information about scenic spots and tourists through field investigation,interview survey,questionnaire survey and other ways.Based on data collection,STP theory,7PS marketing mix theory and sustainable development theory are used to systematically analyze the status quo of the marketing strategy of scenic spots,and to find the problems and deficiencies in product,infrastructure,service,talent,big data and other aspects of scenic spots.Porter’s five Forces model analysis method and PEST analysis method are used to systematically analyze the internal and external marketing environment of scenic spots,and SWOT analysis method is combined to determine the strategic direction of scenic spot marketing.In the process of formulating the optimization plan of scenic spot marketing strategy,STP theory is used to subdivide the scenic spot marketing market,and make clear the choice of target market and market positioning.Using the 7PS theory,the optimization plan of scenic spot marketing strategy is formulated from seven aspects,such as product,price,channel,promotion,personnel,tangible display and process control strategy,and the guarantee suggestions for strategy implementation are put forward from four aspects,such as organizational guarantee,institutional guarantee,technical guarantee and infrastructure guarantee.It is hoped that this thesis can provide some reference for the marketing strategy optimization of J scenic spot in W city,and help the scenic spot develop rapidly and healthily.