Exploration on the Construction and Marketing Path of Heilongjiang Health Tourism Products in the "Internet+" Environment

Abstract

 With the high-level development of the national economy and the continuous improvement of people's living standards, consumers have begun to pursue healthy travel methods, giving rise to a new form of tourism—health tourism. The state has also issued a series of policy documents on health tourism to boost its development. The advancement of internet technology has made the integrated development of online platforms with different industries an overall trend. This analysis shows that when constructing the health tourism product system of Heilongjiang under the "Internet+" background, a complete product system should be built following the basic principles of resource integration and optimization, product innovation and characteristic development, service upgrading and intelligent management, and industrial chain extension and collaborative development. Furthermore, in the product marketing phase, strategies such as shaping brand images, strengthening promotion, achieving precision marketing, optimizing customer service, expanding marketing channels, developing online sales, focusing on cross-industry cooperation, and realizing resource sharing are proposed to optimize the marketing effectiveness of Heilongjiang's health tourism products and fully leverage internet resources.