Research on Marketing Strategy of Chinese Tourist Attractions:

Taking Jianglang Mountain Scenic Spot as an Example

——Xintong Mao，School of Economics and Management, Chongqing University of Posts and Telecommunications

Abstract

With the sustained and rapid growth of the national economy and marked improvement in living standards, Chinas tourism industry has developed rapidly. Tourism products have become increasingly popular consumer goods for Chinses residents. Jianglang Mountain Scenic Area is located in Zhejiang Province, with unique location, convenient transportation, and rich tourism resources. In this paper, Jianglang Mountain Scenic Area is the research object, comprehensively using marketing and other theories to study the marketing development status and problems; than formulating marketing strategies for the market development of Jianglang Mountain Scenic Area under the framework of 4P theory. The in‐depth study of the marketing strategy of Jianglang Mountain Scenic Area is of great significance for improving the marketing management level and market competitiveness. It has important reference value for the marketing management research of other tourist attractions in China.

Keywords: Tourism Marketing ; SWOT Analysis; Marketing Atrategy；

一 Introduction

With the rapid development of Chinas economy and tourism, the tourism industry has become important pillar of Chinas industry and economy. At the same time, it brings China to the world and displaying Chinese culture. 'China Tourism Economic Blue Book No. 12' shows that the number of domestic tourists in China for the whole year of 2019 was about 6.006 billion people, an increase of 8.4% year‐on‐year; the domestic tourism revenue was about 5.73 trillion yuan, an increase of 11.7% year‐on‐year. However, the outbreak of COVID‐19 in 2020 has not only brought a big impact on the politics, economy, and culture of China, but also brought a huge blow to the tertiary industry such as tourism. Jianglang Mountain Scenic Area is a national key scenic spot and a national 5A scenic spot. It was included in the World Natural Heritage List in 2010. It is located in the southwest region of Zhejiang Province and belongs to Jiangshanwhere has the unique topography of mountain basin, attracting a large number of tourists from Zhejiang, Anhui, Jiangxi, Fujian and other surrounding areas to visit.

二 Research Methods

The PEST model is a strategic analysis method to improve the adaptability of the enterprise to the internal environment and the external environment, so as to achieve the rapid growth of the enterprise. SWOT analysis is an important strategic analysis method that conducts comprehensive and multi‐level research on factors such as regional development strengths, weaknesses, opportunities and threats. Using the above methods not only can objectively evaluate the internal and external environment of Jianglang Mountain Scenic Area, but also find out the potential development opportunities for scenic spots, and provide theoretical support for optimizing marketing strategies and scenic spot management. On this basis, it points out the problems and deficiencies in its development, and proposes a marketing strategy to promote the development of tourism in Jianglang Mountain Scenic Area.

三 Marketing Status Analysis of Jianglang Mountain Scenic Area

3.1 SWOT Analysis of Jianglang Mountain Scenic Spot

3.1.1 Strengths Analysis (S)

(1) Unique Geographical Location and Convenient Transportation: Jianglang Mountain is located in the southwest of Zhejiang Province, at the junction of the three provinces of Zhejiang, Fujian and Jiangxi. It is adjacent to Qujiang District and Suichang County in the East, Pucheng County in Fujian Province in the south, Yushan County and Guangfeng County in Jiangxi Province in the West and Changshan County in the north. Jiangshanhas convenient transportation with highways such as Huangqu South Expressway, Provincial Rd 46, t Provincial Rd 48 and many rural roads. Jiangshanrsquo;s high‐speed rail station has a large volume of commuters every day, and have many high‐speed rails from Hangzhou, Shanghai, Nanchang, Wuhan, Jinhua, Shaoxing, Ningbo, Xiamen and other places, which brings great convenience for tourists. At the same time, many Scenic spots direct bus connected to Jianglang Mountain Scenic Area are established at Jiangshan High‐speed Railway Station which the price is cheap, service is high‐quality and they are adjust the operation time appropriately according to the flow of people. All of these formed a huge advantage of convenient transportation.

(2) Unique Scenery and Rich Historical Culture: Jianglang Mountain Scenic Area is a national‐level scenic spot and a national 5A‐level scenic spot that has been listed as one of the World Natural Heritage 'China Danxia'. Its shape is like Chinese character mountain“山” which attracts many tourists. Moreover, Jianglang Mountain has a thousand years of history, and the Tang Dynasty poet Bai Juyi climbed the mountain marveled that if you can live in this mountain, you will be immersed in the scenery and freedom forever. Xu Xiake who geographer, traveler and literature of Ming Dynasty awaken recollection about Jianglang Mountain three times in his life.

(3) Unique Cultural Brand Image and Governments Full Support: Taking Jianglang Mountain as the prototype, Jiangshan peoples government actively designs the brand image and logo with urban characteristics to strongly propagandizing Jiangshans characteristic culture. And Jiangshan Tourism Bureau invests a lot of human and material resources every year to promotion. It has established brand image on many famous media such as CCTV, Shanghai TV, Zhejiang TV, 'Peoples Daily', 'The Shanghai

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