Tourism destination marketing strategy

4P marketing mix strategy is widely used in scenic spot marketing, namely product (Prodnet), price, Place and promotion. The thinking basis of this strategic choice mainly comes from enterprises and products. Although we have always emphasized the importance of customer needs, the purpose of meeting customer needs is to make profits for the enterprise. The basic starting point of tourism destination marketing has changed, that is, it is necessary to integrate 4P and 4C, and use 4C marketing mix strategy and integrated marketing 4i principle more. 4C marketing mix strategy is simply a consumer-oriented marketing strategy, and its basic elements are: customer, cost, convenience and communication. 4C marketing mix strategy, if it becomes the strategic choice of tourism destination marketing, means that the starting point of our thinking should be changed from focusing on scenic spots to focusing on tourists and putting tourist satisfaction first.

The 4i principles of integrated marketing put forward by the network marketing experts specially appointed by President Tsinghua University in the Handbook of Network Integrated Marketing Weapons refer to: the principle of interest, the principle of interest, the principle of interaction and the principle of individuality. In the new marketing era, consumers rule the world, the media is the emperor in the traditional communication era, and you are the new king in the network communication era! In the era of traditional media, information dissemination is "church-like", and information flows linearly from top to bottom, so consumers can only passively accept it. In the era of network media, information dissemination is "market-oriented" and information is multi-directional and interactive. The sounds are diverse, noisy and different from each other. Internet media has brought explosive growth of all kinds of "self-media". With the help of blogs, forums, IM and SNS, every grassroots consumer has his own "mouth" and "ears". Faced with these "long tails of the uprising", traditional marketing methods such as "hunting" will become "fishing": marketers need to learn to stew attractive "bait" with "creative fire" and brand information will be cleverly packaged into "hooks".

The purpose of tourism is the promotion strategy of marketing, which should be changed from one-way promotion to two-way communication. Use TV, magazines, newspapers, internet and other channels to integrate marketing communication, firmly grasp the consumer psychology of tourists through interaction, and then continuously improve the products of tourist destinations.