MBA教育中心知识库

西峡老界岭景区近年来受疫情和市场经济下行大环境，影响经营状况欠佳。对比区域内的其他5A景区，老界岭风景区在区域知名度、销售收入、营销管理等方面来说都处于相对弱势地位。造成景区发展困境的原因有多种，譬如核心市场定位不清晰、营销战略不明朗，市场营销失利等等。因此如何发展景区文化，提升相应的营销管理水平、优化景区的营销策略，是一项重要的研究内容。

本文在研究过程中从实际出发，结合老界岭景区发展现状深入探究问题成因。同时采用多种研究方法和借鉴现代营销理论，通过研究国内外景区相关文献成果，列举出相关问题，并对关键问题进行剖析。第一，根据研究数据分析出老界岭景区的现状。第二，查找景区营销策略各环节中存在的问题。第三，深入了解并查找原因。最后，运用SWOT分析总结存在的问题，并运用7P营销理论优化营销策略，结合景区最新发展规划，拟定营销策略优化方案。本文在研究中创新提出景区营销，产品定位要打造复合IP以提升市场竞争力。市场推广要以大数据为依托大力打造新媒体矩阵营销等观点，为西峡老界岭风景区的可持续发展提供了新路径。同时，目前国内对此小规模山地景区的营销策略优化研究甚少。所以本文的研究也会给其他志同道合的研究者提供一定的研究思路和方法。

In recent years, the Xixia Laojieling Scenic Area has been affected by the pandemic and the downturn in the market economy, which has affected its business performance. Compared with other 5A scenic spots in the region, Laojieling Scenic Spot is in a relatively weak position in terms of regional popularity, sales revenue, marketing management, etc. There are various reasons for the development difficulties of scenic spots, such as unclear core market positioning, unclear marketing strategies, and marketing failures. Therefore, how to develop the culture of scenic spots, improve the corresponding level of marketing management, and optimize the marketing strategy of scenic spots is an important research content.

In the research process, this article starts from reality and delves into the causes of the problems based on the current development status of the Laojieling Scenic Area. At the same time, using various research methods and drawing on modern marketing theories, by studying relevant literature and achievements of domestic and foreign scenic spots, relevant issues are listed and key issues are analyzed. Firstly, analyze the current situation of the Laojieling Scenic Area based on research data. Secondly, identify the problems in various aspects of scenic area marketing strategies. Thirdly, gain a deeper understanding and identify the reasons. Finally, SWOT analysis is used to summarize the existing problems, and 7P marketing theory is used to optimize marketing strategies. Based on the latest development plan of the scenic area, a marketing strategy optimization plan is formulated. This article innovatively proposes that scenic area marketing and product positioning should create a composite IP to enhance market competitiveness. The marketing promotion should rely on big data to vigorously create new media matrix marketing and other perspectives, providing a new path for the sustainable development of the Xixia Laojieling Scenic Area. At the same time, there is currently very little research on the optimization of marketing strategies for small-scale mountain scenic spots in China. So this study will also provide certain research ideas and methods for other like-minded researchers.