Review of Marketing Strategy-Case of Landscape Tourism

Abstract

From the perspective of historical evolution, marketing strategy theory has experienced the evolution of 4P, 4C, 4R, and 4V, and the definition of marketing strategy has been continuously enriched and improved. The article mainly analyzes the marketing models of PEST, STP and SWOT, and the content is divided into six parts. The first section summarizes the concept of strategy; the second section mainly analyzes the concept of market strategy; the third section discusses the influencing factors of market strategy; the fourth part analyzes the market model; The fifth section mainly use the method of case study to research the main marketing strategies for landscape tourism; the last section is the conclusion. It is concluded that the marketing strategy must be consistent with the company's goals, not only to be compatible with the company's external environment, but also with the company's internal resources. Meanwhile, strategy is often related to the company's overall actions in the future, and has obvious characteristics such as competitive, sustainability and stability. 1. The Overview of Strategy 1.1. Definition of Strategy Henry Mintzberg from McGill University defined strategy as a pattern in a stream of decisions to contrast with a view of strategy as planning , while Henrik von Scheel defines the essence of strategy as the activities to deliver a unique mix of value – choosing to perform activities differently or to perform different activities than rivals. While Max McKeown (2012) argues that "strategy is about shaping the future" and is the human attempt to get to desirable ends with available means". Dr. Vladimir Kvint defines strategy as "a system of finding, formulating, and developing a doctrine that will ensure long-term success if followed faithfully . Complexity theorists define strategy as the unfolding of the internal and external aspects of the organization that results in actions in a socio-economic context. 1.2. The Research Method of Strategy The research methods of strategy are qualitative analysis (including SWOT analysis strategy, PEST analysis model, questionnaire survey, semi-structured interview, comparative analysis) and