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随着我国改革开放的深入推进，市场经济版图的日益扩大，居民生活品质不断提升，人们对于精神享受的需求日益增长，旅游业得以繁荣发展，展现出强大的生机与活力。社会各界对旅游业的高度重视、持续关注以及广泛参与，为各旅游企业带来了广阔的发展前景，同时也加剧了旅游企业的激烈竞争。由此，旅游企业欲更好地满足旅游者需求，在市场竞争者获取竞争优势，除了努力提升自身资源实力外，科学有效地运用营销策略就显得尤为必要。

本文以旅发公司蜀南竹海景区为研究对象，基于7Ps及STP营销理论，运用文献研究、问卷调查等方法，探讨景区营销策略优化问题。首先，基于7PS理论，从产品、价格、渠道、促销、人员、服务过程、有形展示等7个方面分析了景区目前的营销现状及存在的问题；其次，运用PEST分析法从政治、经济、社会、技术四个方面分析了景区营销宏观环境，从消费者、竞争者、自身分析了景区营销微观环境，为优化旅发公司蜀南竹海景区营销策略找准方向；然后，根据存在的问题，结合其营销环境，从创新旅游产品、制定差异化价格、拓宽销售渠道、多元化促销手段、优化人才队伍、重视服务过程及加强有形展示等7个方面提出营销策略优化建议；最后，为确保营销策略优化建议落地落实，提出完善管理制度、提升人力资源的培训水平、推动创新发展理念以及强化风险管理与控制等保障措施。

本文通过对旅发公司蜀南竹海景区营销策略的粗浅研究，为其提供可行性优化建议，促使公司更好的发展，同时也能为类似旅游企业景区营销策略优化提供借鉴意义。

With the continuous deepening of China's reform and opening up, the expansion of the market economy, and the constant improvement of residents' quality of life, people's demand for spiritual enjoyment is growing. The tourism industry has flourished and shown strong vitality and dynamism. The high attention, continuous focus, and extensive participation of all sectors of society have brought broad development prospects for tourism enterprises, but also intensified the fierce competition among them. Therefore, for tourism enterprises to better meet the needs of tourists and gain a competitive advantage in the market, it is particularly necessary to improve their own resource strength and to use marketing strategies scientifically and effectively.

This paper takes the Shunan Bamboo Sea Scenic Area of the Travel Development Company as the research object, based on the 7Ps and STP marketing theory, and uses literature research, questionnaire surveys, and other methods to explore the optimization of marketing strategies for the scenic area. Firstly, based on the 7Ps theory, it analyzes the current marketing status and existing problems of the scenic area from seven aspects: product, price, place, promotion, people, service process, and physical evidence. Secondly, using the PEST analysis method, it analyzes the macro-environment of the scenic area's marketing from four aspects: political, economic, social, and technological, and analyzes the micro-environment from the perspectives of consumers, competitors, and the company itself, to find the right direction for optimizing the marketing strategy of the Travel Development Company's Shunan Bamboo Sea Scenic Area. Then, based on the existing problems and its marketing environment, it proposes optimization suggestions for marketing strategies from seven aspects: innovating tourism products, formulating differentiated prices, expanding sales channels, diversifying promotional methods, optimizing talent teams, paying attention to the service process, and strengthening physical evidence. Finally, to ensure the implementation of the optimization suggestions for marketing strategies, it proposes safeguard measures such as improving management systems, enhancing the training level of human resources, promoting innovative development concepts, and strengthening risk management and control.

Through a preliminary study of the marketing strategy of the Travel Development Company's Shunan Bamboo Sea Scenic Area, this paper provides feasible optimization suggestions for the company's better development and also provides reference significance for the optimization of marketing strategies for similar tourism enterprises.