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This paper mainly in northwest Yunnan as an example, discussing the mode of the tourism industry transformation and upgrading, Core content is the extension of marketing theory to specific guidance and application of northwest yunnan tourism industry on the basis of the five contents of extension marketing theory, from five aspects to promote the transformation and upgrading of the tourism industry development in northwest yunnan. This paper is a research project of the Yunnan Provincial Department of education scientific research fund in 2015, the project number is 2015Y508. 1. Extension marketing theory overview Extension marketing research began at the end of the twentieth Century, by the Chinese scholar Yang Chunyan and Cai Wen [1] first proposed, extension marketing is based on the theory of extension theory,with extension method as a tool,innovation as the core,combined with the modern marketing theory [2] and the management thought of the ancient and modern times in China,put forward to create products to open up the market innovative enterprises as the main line of marketing ideas.It makes use of the extension, extension transformation and extension set to deal with various problems in the marketing process. Extension marketing and traditional marketing biggest difference is that extension marketing innovation. Innovative results include new products, new markets, new resources, new planning, and even new business. Extension study is a cross subject, its basic theory is the extension theory, the special method is the extension method. The study began in 1976 and published the first paper in 1983. At present,a preliminary theoretical framework has been formed. Among the many extension methods, one of the most comprehensive and systematic research is the extension of marketing. At present, the extension application of marketing in the tourism industry is very broad and common. The extension marketing of real estate and tourism industry has been studied by scholars.Scholars of real estate and the tourism industry extension marketing was studied, however, about the extension application of marketing in the theoretical study of tourism development is very small, there is no fully the extension marketing and tourism combine good, nor the extension marketing innovative ideas into concrete development of the tourism industry. So the future may also be extension application study in the field of marketing in other industries 2. The development of tourism industry in Northwest Yunnan 2.1 Rich tourism resources Northwest Yunnan has unique tourism resources, and rich in types, it located in the Yunnan Guizhou Plateau and the Qinghai Tibet Plateau with the Department, has the unique landform, and Tibetan culture and Han culture, local culture syncretism office, the formation of a complete type in this region and distinctive tourism resources. Tourist area in the northwest of Yunnan, the unique characteristics of the tourism resources in attracting worldwide tourists eager to come, with three parallel rivers Pentium, three grand canyon grand, Meili Snow Mountain and the Yulong Snow Mountain, the snow capped mountains towering, rare variety of flora and fauna landscape, have shocked the world of national culture, the natural landscape and cultural landscape of the inclusive, 5th International Conference on Social Science, Education and Humanities Research (SSEHR 2016) © 2016. The authors Published by Atlantis Press 1267 these for the development of tourism industry in the northwest region of Yunnan Province provides a solid resource security. Many of them are national scenic area, national historical and cultural city, nature reserve and a number of national, provincial, prefecture and county of key cultural relics protection unit, such as the ancient city of Lijiang, Dali, the ancient city of Weishan are the historical and cultural city in the world. The tourism resources in some not only has the province, the national first-class level, but also has a certain reputation in the world, such as the Naxi ancient music to complement and innovation of the music culture in the world. 2.2 Present situation of tourism development Tourism development in the northwest region of Yunnan Province, has basically formed a variety of levels of various types, the structure tends to be a reasonable mode of tourism. Dali Tourism: tourism resources mainly include: Cangshan Mountain and Erhai Lake, Nanzhao customs Island, butterfly spring, Jizu mountain natural landscape and the Chongsheng temple, Bai houses, Bai "Raosanling" etc. cultural resources. Dali tourism development is relatively early, high visibility, perfect tourism infrastructure, these are the development of tourism in Dali has laid a good foundation Lijiang tourism: tourism resources mainly include: cultural landscape of the Yulong Snow Mountain, Tiger Leaping Gorge, Lugu Lake, pull the city of the sea etc. the natural landscape, the old town of Lijiang, Naxi ancient music, Dongba culture. Although Lijiang tourism started late, but the development speed is very fast, at present in the northwest of Yunnan tourism area is high, become a new tourism hot spot area. Diqing tourism area: the natural landscape are: Pudacuo, Meili Snow Mountain, Balog Zon etc. and humanistic landscape main: Songzanlin temple, Tibetan folk customs, tourism resources relatively more abundant. In recent years, the government attaches great importance to the economic effect brought by the tourism, vigorously develop tourism, the infrastructure needs to be improved. Nujiang tourism area: here are famous world natural heritage three parallel rivers wonders, and unique characteristics of the Lisu ethnic customs, natural and humanistic add radiance and beauty to each other. The development of Nu River tourist area is also relatively late, coupled with the economic backwardness, poor transportation, the development of the tourism industry is very difficult. Overall, area of the northwest of Yunnan Province tourism industry a good momentum of development, in recent years is the rapid development trend, but in the long run, the development of tourism in the region exist many problems, which need to be solved urgently: (1)The tourism resources in the development of the tourism industry status is not clear, the tourism product homogeneity serious; (2) The tourism market confusion, failed to do market segmentation; (3) In the tourism development did not deal with good developing resources and protecting the environment; (4) Tourism enterprises is still too weak, did not form a cohesive force; (5) Scenic area marketing and publicity is not in place, did not do creative planning. 3. Extension marketing theory applied to the tourism industry in the northwest of Yunnan Province. 3.1 Theoretical significance Here was a history of the famous "tea horse road" of the fortress, which is also in Yunnan Province is relatively poor ethnic minority inhabited areas, in the long historical development, all ethnic groups each other frequently for economic and cultural exchanges, the formation of the a unique "cultural corridor", has a very unique human landscape, folk customs and unique natural geographical features is an excellent resource for the development of the tourism industry. Choose special location, economic and social conditions, can rely on the advantages of the border ethnic cultural resources, the development of eco friendly tourism industry. How to better play the advantages of national culture, promote the healthy development of the tourism industry, the tourism industry in Northwest Yunnan Province is an urgent problem to be solved. In the rapid

Research on the tourism industry transformation of the northwest region of Yunnan Province from the perspective of extension marketing theory