Tourism marketing plan
Part 1: Tourism Marketing Solutions
Under the background of the national implementation of the bridgehead strategy and the construction of the Ruili key development open experimental zone, Dehong Tourism has ushered in a new round of development opportunities. In combination with the actual situation, the State Party Committee and the State Government of Dehong Dai and Jingpo Autonomous Prefecture of Yunnan Province put forward the development idea of the tourism industry in the new era of “Beautiful Dehong Romantic Journey”. In the fierce market competition, how to change the concept of tourism development, innovate the marketing marketing ideas, and obtain higher output with lower investment has become an active topic for the relevant departments and tourism enterprises in Dehong Prefecture.
I. The status quo and characteristics of tourism marketing in Dehong Prefecture
With the implementation of the national bridgehead construction strategy, Dehong Prefecture has incorporated tourism into the construction of the Qiaotoubao Golden Port. As one of the five billion-dollar projects in Dehong Prefecture, Dehong Prefecture has made efforts to build an eco-tourism holiday park, build a tourist bridgehead, and increase tourism. The intensity of marketing work.
1. Implement a “point-to-point” marketing strategy. Based on the positioning of the source market, Dehong Prefecture consolidates and expands the tourist source market in neighboring provinces, and actively cooperates with Chongqing and Chengdu. Based on the establishment of three Dehong tourism marketing centers in Kunming, Chongqing and Tengchong, 20XX In addition, Dehong Tourism Marketing Center was established in Chengdu to integrate Dehong tourism marketing into the markets of Chongqing and Chengdu for comprehensive marketing. During the Water Dragon Festival in Chengdu Luodai Ancient Town in July 20XX, a strong lineup was set up to Chengdu to carry out publicity and promotion activities. Through the promotion of press promotion, national song and dance performances, publicity materials and on-site consultation and introduction, Chengdu was further deepened. The public's understanding and understanding of Dehong, the source market has been further expanded.
2. Actively participate in various tourism trade fairs and exhibitions organized by the state, the province, and the state, and do a good job in tourism image publicity. Key organizations participated in the China Domestic Tourism Trade Fair, China International Tourism Trade Fair, Northern Tourism Trade Fair, China Kunming International Cultural Tourism Festival, and the Provincial Tourism Bureau organized a tourism promotion event to Taiwan, the China-Burma Border Fair, etc., fully demonstrating Dehong The rich tourism resources of the state, the tourism image and popularity of Dehong Prefecture have been continuously improved. In October 20XX, Dehong Prefecture held a new tourism product briefing in Kunming, and launched a series of “tropical rainforest landscapes, walking along the border of the Millennium Road, viewing jewels and emeralds, exploring the mysterious gambling culture, and the people of the borders. Dehong's new tourism products featuring the customs and the colorful scenery of different countries have achieved remarkable results.
3. Strengthen cooperation with the media. Actively communicate with the news media, and build a bridge between the local tourism enterprises and the tourism administrative departments and tourism enterprises outside the state to build a platform for mutual cooperation and mutual benefit. First, it cooperated with People's Daily to open a one-year Dehong tourism culture propaganda column on the Chinese and English websites of People's Daily. The second is to actively invite and cooperate with the major media to Dehong for interviews and filming, and successfully completed the "CCTV4 "Family in the Distance" - "Borders in the Frontier" column group, "Zhongxin Net", "Yunnan Tourism Information Network", " News media such as “Holiday Travel” and “Asahi Shimbun” went to Dehong Prefecture for interviews and filming work; in the newspapers and magazines such as Fengguang Magazine and Chuncheng Evening News, the tourism promotion of Dehong Prefecture was carried out.
4. Increase the editing and publishing of Dehong tourism culture books. Edited and published the series of "Dehong Lousheng" series and "Guide Dehong", "Dehong Tourism Promotional Album" two Dehong tourism culture books, the third part of Dehong's sound series "The Temptation of Coffee" is being edited, Germany Macro tourism culture propaganda books are increasingly rich.
5. Make full use of the economic effects of holidays and festivals, organize various events and strengthen publicity and promotion. In February 20XX, during the Mau Nao Song Festival, the “Finding the Most Beautiful Jingpo Girl in China” was held; in April 20XX, during the China Dehong International Splashing Carnival, the “Looking for the most beautiful Peacock Princess of the Yi Nationality” was held; In February 20XX, during the Mau Nao Song Festival, the first Miss World Jingpo Competition was held. According to statistics, from January to October of 20XX, the total number of tourists from the whole state was 4,739,800, an increase of 14.46% over the same period of the previous year, including 98,800 overseas tourists, an increase of 26.39% over the same period of the previous year; the number of domestic tourists was 9.88. Ten thousand people, an increase of 14.41% over the same period of the previous year. The number of day trips to the port was 1.152 million, an increase of 14.71% over the same period of the previous year. The total tourism revenue is expected to be 5.28 billion yuan, an increase of 27.63% over the same period last year. Tourists from tourist destinations in the province and surrounding areas have grown rapidly, the source of tourists has expanded to the surrounding areas of Yunnan Province, and the tourism economic indicators have grown rapidly. The tourism industry in Dehong Prefecture has achieved rapid development.
Second, the problems in the marketing of Dehong Prefecture tourism market
Dehong Prefecture's tourism industry has sprung up in the mid-1980s and early 1990s, and it has made a dazzling light. However, in the new round of development, the development momentum has gradually weakened and even struggled. Compared with the later Tengchong, Dali, Lijiang, Shangri-La and Xishuangbanna, Dehong Prefecture's tourism development is obviously behind. The lag of tourism market marketing is one of the main factors restricting the development of tourism in Dehong Prefecture.
1. The tourism market marketing plan lacks depth, and the resource advantage has not been transformed into a competitive advantage. Successful marketing is focused on planning. Only by accurately predicting and grasping the development trend of market demand, timely designing and developing tourism products with unique selling points and core competitiveness can transform resource advantages into product advantages and win the tourism market share as soon as possible. Dehong Prefecture is located in the western border of Yunnan Province, bordering the friendly neighboring Myanmar. It belongs to the south subtropical monsoon climate type. It has no cold in winter, no heat in summer, beautiful natural environment, splendid history and culture, and unique ethnic customs. It is known as the hometown of peacocks at home and abroad. ", the hometown of mythology", "hometown of song and dance". There are primordial forests that cover the sky, and the Daying River and Ruilijiang national-level scenic spots run through the whole territory; there are beautiful and magical Bana Xixiqi Park, and there are endless Nangu River rubies. Dehong is the exit of the ancient "Southern Silk Road". There are nine roads in the territory that are connected to the northern towns of Myanmar... Beautiful natural scenery, rich ethnic exoticism and prosperous border trade make Dehong Prefecture a rare tourist destination. However, due to the lack of depth in the marketing plan of the tourism market in Dehong Prefecture, the resource advantage has not been transformed into a product advantage, and the tourism hotspot is “hot”.
2. The promotion and promotion efforts are not enough, and the tourism brand effect is not obvious. Brand is the commanding height of tourism competition, and creating a distinctive brand has become an inevitable choice for tourism development and innovation. The brand determines the quality of the tourism industry. In recent years, the Dehong State Committee and the State Government have made many efforts to build the Dehong Tourism Brand. First of all, focus on creating the "Peacock Township" total brand and "Oriental Jewelry City - Ruili", "China-Burma Cycling Carnival", "Hometown of Munao Longitudinal Songs", "勐Bana West Wind Festival", "China- - Tourism sub-brands such as Dehong Hulu Silk Culture Festival, built a number of tourist attractions, created two "China Excellent Tourism Cities" and three 4A-level tourist attractions, with the "Peacock Township" as the total brand The tourism brand system has gradually formed. Later, it focused on creating a brand “Beautiful Dehong – Recreational Paradise” that reflects Dehong’s rich connotation and unique image. However, due to insufficient promotion and promotion, the tourism brand effect is not obvious, and the tourism industry is still not as strong as the surrounding areas. Tengchong has volcanoes, hot seas and grassy seas; Dali has ancient cities, Erhai Lake and Xueshan; Lijiang's Sifang Street is a kind of lazy and leisurely state of daze, listening to songs and sunbathing; Shangri-La has flower sea grassland and highland scenery; Xishuangbanna has beautiful tropical scenery and marketing culture. Xishuangbanna's marketing through the tourism market has caused many foreign tourists to think that the song "There is a beautiful place" created by Yang Fei in 1954 to Dehong Ruili was from Xishuangbanna. Dehong Prefecture has five ethnic minorities, and its advantages in national cultural characteristics are stronger than those in Xishuangbanna. Because of the lack of effective overall tourism marketing planning, external publicity is not in place, and the tourism brand effect is not obvious. Play the role of "to fill the gap". It can be seen that how to stand out from the competition in the surrounding tourism market and create a characteristic brand of Dehong Prefecture has become the key to tourism marketing in Dehong Prefecture.
3. There is a lack of tourism consulting service centers and information exchange places. In foreign countries, many countries attach great importance to providing enough information for tourists. Each tourist destination has a professional tourism information consultation center, and travel agencies are also happy to provide free consultation for self-help travelers. There are many bars in Dali and Lijiang Old Towns in Yunnan. It is a place that self-help travelers like to visit. Travel enthusiasts enjoy photos, exchange experiences and ask for directions. This kind of private tourism information distribution center is undoubtedly a tourist catalyst. Although Dehong has also set up a travel website, the needs of tourists are different, and professional, face-to-face travel advisory service centers and information exchange places are lacking.
4. The technology content of the tourism market is low. Judging from the current situation in Dehong Prefecture, many tourism companies still stay in the telephone and fax stage, lacking the use of high-tech and new skills, and have not fully utilized the advantages of network technology in the tourism market. Although the travel website has also been established, the content basically stays on the website promotion. In online marketing, especially in the initial stage of website construction, it is necessary to use a certain force to promote the website. However, the promotion of the website is not the core of online marketing, but only in the network marketing. The atmosphere of the environment.
5. The tourism marketing strategy has not yet been formed. Tourism marketing marketing portfolio refers to the comprehensive marketing plan of tourism enterprises, that is, tourism enterprises to optimize their competitiveness, and to optimize the various marketing factors that can be controlled by the target market, to meet the needs of the tourism target market and to ensure the tourism enterprises. The marketing goal was successfully achieved. Tourism marketing marketing portfolio strategies include product strategy, price strategy, sales channel strategy, and promotion strategy. At present, Dehong Prefecture has invested in tourism projects and has introduced Zhejiang Hangzhou Urban Construction Investment Group, Zhejiang Dahua Construction Group, Zhejiang Qianjiang Real Estate Group, Aochen Group, Yunnan Investment Group and Yunnan Huafeng Group to participate in the development of Dehong Tourism Project. However, tourism marketing is still dominated by the government, and the power of tourism enterprises is not fully utilized. Tourism enterprises are not familiar with the subtle and complicated relationship between tourism product marketing strategies, tourism price strategies, tourism sales channel strategies, and tourism product promotion strategies. According to the consumer's demand psychology to choose the appropriate promotion strategies, promotional carriers, it can be said that a more reasonable tourism marketing marketing strategy has not yet formed.
3. Measures to optimize the marketing strategy of Dehong Prefecture's tourism market
In the face of the national implementation of the bridgehead strategy, the construction of Ruili key development and opening experimental zone, the realization of the “two strong and one fort” strategy in Yunnan Province and the comprehensive establishment of the ASEAN Free Trade Zone, Dehong Prefecture will make its tourism products enjoy tourism. The market is highly recognized and the economic benefits are obtained. The key is to enable consumers to gain new experiences and new feelings through continuous marketing innovation and to continuously create new customer value.
1. Based on resource analysis and market research, formulate practical and feasible tourism marketing strategies. Excellent marketing planning ideas come from reality, from the possession, analysis and refinement of a large amount of information. The development of tourism in a region depends first on local resource advantages. Before developing a strategic plan, we must first do resource analysis and market research. Resource analysis is internal, market research is external, and the two are inextricably linked. From the perspective of resource analysis, among the many tourism resources in Dehong Prefecture, the core tourism resource advantages that are truly unique can be summarized as “edge, love, green, treasure”. "Bian": It is the border. Dehong Prefecture borders Myanmar and has a 503.8 km border. The China-Myanmar border is a well-known peaceful border, trade border, and strange border. With the only implementation of the "domestic customs clearance" policy in China, Ruili Sisters confessed to the border trade zone, and can experience the strange border wonders and border village customs of "Izhai and the two countries". It is an important land port for Southeast Asia and South Asia. "Love": It is a colorful and ethnic style. Dehong Prefecture is home to more than 20 ethnic minorities such as Bengbu, Jingpo, Achang, Deang and Bengbu, and its ethnic culture is rich and colorful. There is the largest ethnic group dance in the world--"Menau Longitudinal Song", which is a wonderful work in the cultural and artistic garden of the motherland. On May 20th, 20XX, "Menau Longitudinal Song" was approved by the State Council to be included in the first batch of countries. A directory of intangible cultural heritage; the "Yong Forbidden City", which has been preserved to date and has the largest scale - the Nandian Xuanfu Department; the profound enthusiasm of the Chinese and Burmese people, rich ethnic sentiments, unique religious sentiments, and beauty The scenery of the mountains and rivers. "Green": It is a green resource. Dehong Prefecture has a forest coverage rate of 67.1%. It is known as the “Tropical and Subtropical Species Gene Bank” for its four seasons and fruit seasons. As long as you come to Dehong, you can breathe green air, taste green food, enjoy the green mood, and experience the green of Dehong in nature. "Bao": It is a jewel jade. Dehong Prefecture is adjacent to the world famous jewellery and jade origin Myanmar, and it is a collection of rare treasures such as red, sapphire, jade, agate and tree jade. In 20XX, Ruili City was awarded the title of “China Jewelry and Jade Jewelry Characteristic Industrial Base” by the China Jewelry and Jade Jewelry Industry Association and the Jewelry and Jade Jewelry Management Center of the Ministry of Land and Resources, and became the leader in the development of the jewelry and jade industry in Dehong Prefecture and even Yunnan Province. In recent years, Dehong Prefecture is striving to create “Chinese Jade Capital”. “Jade Out of Yunnan, Yumei Dehong, and Cuiwei Ruili” have been widely recognized by the industry. Market research is the basis for scientific decision-making. To this end, all relevant departments and tourism enterprises in Dehong Prefecture should pay attention to the demand survey of consumers when formulating the marketing strategy of the tourism market, and constantly tap the direct marketing appeal point to guide consumption. Second, we must pay attention to tourism advertising and promotion, establish a tourism image of Dehong, arouse the customer's purchase behavior, and achieve marketing purposes. Third, on the basis of previous cooperation with the media, like Dali, Lijiang, Pu'er and other places in Yunnan, the program broadcasts Dehong weather information in the CCTV weather forecast, so that the whole country and even the world know that there is a beautiful place called Dehong; The tourist registration hotline is used to make large outdoor light box advertisements, and it is used by tourist stations such as bus stops, airports and plazas.
Widely advertised the well-packaged Dehong travel image and products; print a variety of impressive marketing materials, through local and source travel agencies, travel companies lobby desks or entrances, states The major tourist spots, government tourism authorities, travel agents, airports, stations, hotels, restaurants and other channels are distributed to create a good tourist atmosphere in Dehong Prefecture.
2. To build a tourism brand as the core driving force, highlighting the characteristics of Dehong tourism. The successful creation of tourism brands can stimulate the potential demand of the tourism market, stimulate the desires and behaviors of tourists, and promote the development of tourism in cities and regions. As far as tourism companies and tourism products are concerned, once the strong position of tourism brands is formed, the biggest advantage is that they can expand the market boundary of enterprises and products and comprehensively improve the performance of marketing management. From the perspective of the development of the world's tourism industry, after a country's per capita GDP exceeds 2,000 US dollars, leisure vacation tourism and physical fitness tourism that emphasize quality and comfort will become the mainstream of tourism consumption. At present, the tourism industry has changed from simple sightseeing to leisure and recreation to the general trend. The bright sunshine, clean air and green mountains have become people's yearnings. Golf, self-driving tour, camping and other leisure and sports tourism have become the fashion of people chasing. The unique natural conditions of Dehong Prefecture provide conditions for the development of leisure and sports tourism that are unmatched elsewhere. Wet and mild environment, proper altitude, climate suitable for all ages, abundant sunshine, rich and clean oxygen, criss-cross rivers and lakes, exotic subtropical rainforest, beautiful bamboo forest, idyllic pastoral scenery, star-studded hot springs The delicious green flavor foods, as well as the ethnic minorities with different customs and so on, constitute the most suitable environment for human habitation in Dehong Prefecture. Here you can feel beautiful and feel soothing. You can participate in various kinds of recreational activities to achieve the purpose of pleasing to the eye, exhaling the new, eliminating fatigue, reducing the burden and invigorating the spirit. According to this, the Dehong Prefecture Government has put Dehong tourism in the big pattern of tourism development in the whole province or even the whole country. It focuses on the development of natural resources in Dehong Prefecture and analyzes planning from the perspective of tourism consumers. The development of tourism in Dehong Prefecture is based on the creation of the “Beautiful Dehong – Recreational Paradise” tourism brand. The scientific and generous planning of Dehong and the development of Dehong. But how can we sell this brand out, highlighting the tourism characteristics of Dehong Prefecture, so that when people hear the word "Dehong", they will naturally think of it: it is a beautiful and harmonious place, a holy place for leisure and health, a A paradise for sightseeing and shopping, and a fascinating paradise, will DeHon’s tourism resources be truly transformed into a highly competitive industry? Through the tourism market marketing, around the development of the tourism market, grasp the new trends of tourism development in China and the world, grasp the trend of people's consumption, grasp the thread of innovation, take the boutique route, and create "people without me, The people who have my best, the resounding brand with long-lasting core competitiveness, highlights the tourism characteristics of Dehong Prefecture.
3. Establish a tourism consulting service center and information exchange place to build a bridge between tourism enterprises and tourists. The tourism consultation service center and the information exchange place are the bridges and lubricants between the tourism enterprises and tourists. They are the link and catalyst for tourists to implement the purchase of tourism products. They are in tourism orientation, consulting services, publicity and promotion, market research, image communication, Tourism and shopping play an important role in many aspects. With the acceleration of the construction of the important bridgeheads for the opening of the southwest and the development of the open experimental area of Ruili, the tourism market of Dehong Prefecture should be successfully marketed, and it is imperative to establish a tourism consulting service center and information exchange. The services of the tourism consulting service center and the information exchange place are derived from the government's behavior. The business development should be based on the needs of tourists. There is a certain span from horizontal to vertical. Visitors can compare and select tourism products in their own right. The characteristics of the market economy are easy to be accepted and trusted by tourists. When conducting tourism services, because the main service target is individual customers, you can introduce tourism products in a targeted manner through face-to-face communication and meticulous service. The people-oriented service concept is more in line with the psychological needs of modern people, and can transform a one-time purchase behavior of tourists into a regular or long-term purchase behavior.
4. Establish a tourism e-commerce and online marketing platform to improve the technological content of the tourism market. The Internet technology that emerged in the late 1990s has had a huge impact on traditional marketing. The advantages of Internet marketing in high-speed real-time, interactive, global, all-weather, private and other information flow are difficult to replace traditional marketing. . To this end, Dehong Prefecture tourism must use scientific and advanced tourism marketing strategies to arm themselves, introduce modern and advanced tourism market marketing concepts, integrate marketing communication theory, establish tourism e-commerce and online marketing platform, and improve tourism marketing. The scientific and technological content. First, formulate relevant preferential policies, integrate existing tourism e-commerce resources, set up tourism e-commerce service enterprises, and concentrate on superior resources to build a tourism e-commerce service platform with great influence, so that residents of different regions can browse Dehong's tourism at any time. Information to accelerate the upgrading of Dehong's tourism industry. All tourism enterprises in the whole state can join this e-commerce platform for information release, online promotion and online trading. The second is to establish a tourism website, open up markets, find business opportunities, sell products, and obtain economic benefits. The service content of Dehong Tourism website should not only stay on the promotion of the website, but should meet the needs of the customers and potential customers while meeting the needs of the tourism enterprises. In addition to providing relevant information of the company, it involves the city profile. Relevant public tourist information such as weather forecast, travel knowledge, etc., constantly enrich the content of the website, enhance the corporate image, and attract visitors to visit again for more information. Tourism companies should increase tourism online consultation services, make full use of the "online interaction" function of online marketing, and provide timely and efficient two-way communication with tourism consumers and potential consumers, so that consumers perceive more attention to services and Enthusiastic service, tap more potential customers, increase sales opportunities, and win sales profits. The third is to set up a tourist database. Relevant departments and tourism companies in Dehong Prefecture can jointly set up a tourist database to collect a large number of information such as age, occupation, income, education, hobbies, emails, etc., and establish tourist information files. Through in-depth analysis of the database, we will find a group of tourists characterized by different values and different holiday needs, and conduct marketing promotion based on data analysis to attract more repeat customers and potential tourists. The fourth is to conduct travel marketing through mobile phone newsletters. Relevant departments and tourism enterprises in Dehong Prefecture can cooperate with mobile phone operators of major customers to establish a tourism newsletter marketing platform, and regularly transmit tourism information of Dehong Prefecture to mobile phone users, and gradually promote them to the national and global markets to attract more tourists. Travel to Dehong Prefecture.
5. Give full play to the guiding role of the government in the marketing of tourism market, and gradually establish a reasonable marketing marketing strategy. From the perspective of market marketing, it is undoubtedly the most important for tourism companies to establish a scientific marketing concept, formulate a suitable marketing strategy, and conduct effective management. The government can match the bridge, but the marketing body should be a tourism enterprise. The government should start from it. Guide rather than lead. First, the Dehong Prefecture government must have a sense of the future and the height of thinking, and give full play to its guiding role in the marketing of the tourism market. When choosing an investor, one must look at his economic strength, on the other hand, he must Look at his cultural literacy and artistic taste, to see if he has the awareness of ecological environmental protection and the level of management team. Second, the government can prepare a three- to five-year tourism marketing plan to achieve long-term and phased implementation of marketing positioning. The third is to strengthen exchanges and cooperation with neighboring Baoshan, Tengchong and other counties and cities, establish and strengthen the linkage development between tourism administrative departments and tourism enterprises, and strive to create Mangshi--畹畹-------Tengchong Tourism Boutique Loop And to achieve barrier-free tourism between regions; continue to strengthen exchanges and cooperation with Myanmar, develop and build cross-border tourism, and build Dehong Prefecture into an important tourist transit station for Southeast Asia and South Asia.
Chapter 2: Tourism Marketing Solutions
This year is a crucial year for the full restoration of the tourism market. After last year's vigorous publicity, at present, the image of the New Three Gorges tourism has begun to have a certain impact at home and abroad. The National Tourism Administration and the Provincial Tourism Bureau have taken the New Three Gorges tourism as the focus of external promotion, providing a good external environment for tourism promotion and promotion in the city. However, we must also see that tourism, especially inbound tourism, faces serious challenges. The impact of SARS and avian flu on the recovery of the inbound tourism market may exceed our expectations. To restore the historical level of the Three Gorges tourism, we need to further increase efforts to open up the international and domestic tourism market.
First, the market development work
This year, the city's tourism market development should highlight key source markets. The international market should form a tourism promotion pattern based on Europe, the United States and Japan, consolidating Hong Kong, Macao and Taiwan, expanding Southeast Asia and opening up new markets. The domestic market should further consolidate the Huazhong market centered on Wuhan, broaden the North China market centered on Beijing, the East China market with Shanghai and Hangzhou as the focus, and the South China market with Guangzhou, Fuzhou and Xiamen as the focus, and strive to open up the Pearl River Delta region. Source market, cultivate and improve the holiday tourism market. Specific work includes:
1. Actively organize the participation in the Huazhong Tourism Expo held in Wuhan from April 2nd to 4th;
2. In August, the promotion of the “South China Tour” promotion of Yichang New Three Gorges Tourism;
3. In accordance with the unified requirements of the National Tourism Administration and the Provincial Tourism Administration, participate in the Hangzhou National Tourism Fair on June 5-6, and the Shanghai International Tourism Trade Fair on November 25-28.
4. Participate in the Provincial Tourism Bureau to organize promotion and promotion in Japan, South Korea, Europe, America, Southeast Asia, etc., to promote exchanges and cooperation between Yichang tourism and countries and regions around the world, and to explore the international tourism market;
5. Explore new modes of opening air links with Guilin, Huangshan and other places for joint promotion and customer interaction. Second, the product development work continues to introduce the Gaoxia Pinghu Three Gorges Essence Tour, the Ring Dam, the Double Gods Tour, the "Two Dams and One Gorge" Tour, the Qingjiang Style Tour, the Three Kingdoms Relics Tour, the Zhaojun Shennong Tour, and the Yichang City Tour. Focus on the three Gorges Pinghu Three Gorges Essence Tour, the Ring Dam, the Double Gods Tour, and the "Two Dams and One Gorge" tour. Market-oriented, research new routes, develop new products, broaden new markets, and give visitors a new experience. Vigorously develop high-end tourism products such as MICE tourism, official tourism, business tourism, and incentive tourism, and change the single product pattern of sightseeing, especially the Three Gorges of the Yangtze River, to form a multi-variety, multi-form, wide-area, composite product portfolio. Grasp the activities of the theme life of the people. The year of XX is the theme year of the Chinese people's life tour. Further increase the development of "farmhouse music" tourism products, strengthen the "farmhouse music" tourism cultivation work of the main traffic trunks and urban-rural joints, establish a typical, and promote comprehensive. We will vigorously develop tourism products that reflect the lives of the people and have their own characteristics, including residential, farming, food, clothing, entertainment, festivals and customs, and promote the standardized and healthy development of "farm music" tourism.
Third, media propaganda work
Focusing on media such as CCTV, we will vigorously promote and promote the image of urban tourism. According to the main leaders of the municipal party committee and the municipal government this year, we will further intensify efforts to publicize the image of the “Golden Three Gorges Silver Dam Green Yichang” city. Specific work includes:
1. Play the Yichang weather forecast in the cctv-1 news 30 points "Weather Forecast";
2. Co-organized a program of "Going Around China" with CCTV cctv-4;
3. In the "China Tourism News" to run a special edition of the city tourism image advertisement;
4. Co-organized a program of "Kyushu Deep Breathing" with Phoenix TV.
Fourth, tourism festival work
Carefully organized the 5th China Yichang Three Gorges International Tourism Festival. The 5th China Yichang Three Gorges International Tourism Festival, the 4th China Netizen Tourism Festival, and the 4th Three Gorges Food Festival will be held as scheduled. Quxian Cultural Tourism Festival, Zhaojun Cultural Tourism Festival and Changyang Qingjiang Dragon Boat Tourism Culture will be held in various counties and cities. Festival, Dangyangguan Cultural Tourism Festival, Zhijiang Peach Blossom Art Festival, Three Gorges Chexi Lamei Festival, Qihuting Ancient Battlefield Three Kingdoms Cultural Tourism Festival, Wufeng Chaibuxi Grand Canyon Walking Tour and other festival activities, creating a city brand, driving the city as a whole Tourism publicity.
V. Tourism informationization work
1. Establish the Yichang Three Gorges Tourism Information Center, improve its functions, and build an Yichang tourism publicity network platform.
2. Give full play to the role of Yichang Station of China Travel News and increase the propaganda of the New Three Gorges tourism. Establish a team of tourism industry correspondents, international travel agencies, high-star hotels, key tourist attractions and other tourism enterprises and institutions should arrange special personnel to be responsible for publicity and reporting.
Chapter 3: Tourism Marketing Solutions
One. Analysis on the Prospect of University Tourism Market
1. The size of the university student tourism market is huge
With the continuous expansion of universities across the country, the proportion of college students has reached a new level. In recent years, the number of enrolled students has increased by as much as 30% per year. By the end of 20XX, the number of college students in colleges and universities nationwide has reached 15.08 million. According to the education plan, higher education will enter the stage of popularization in 20XX, and the proportion of young people attending college will reach 15%, reaching 20% by 20XX. The university market, which is focused on a new generation of people, has begun to take shape and will continue to expand.
2. College students have strong travel motivation
Entering the university from high school is undoubtedly a new life for the majority of student groups. High school is heavy, time is tight, and students are under ideological pressure. In contrast, college students are more open-minded, eager for new things, and now the quality of social material life is improved, and young people have a more persistent pursuit of spiritual enjoyment. As an important way of learning, leisure and entertainment, tourism is also accepted and sought after by the majority of student groups. According to the survey, 80.8% of the respondents were interested in tourism, 14.2% answered yes or no, and only 5% said they opposed it. It shows that tourism is one of the most popular leisure methods for college students.
3. College students have plenty of leisure time. Nowadays, universities are mainly open education, students are relatively easy to learn, and there are many opportunities for social practice. In addition to the statutory holidays, Chinese college students also have traditional winter and summer vacations, with about 172 days of vacation, accounting for 47% of the year. Therefore, college students have sufficient time to freely deploy.
4. College students' free disposable income
With the development of social economy, China's national economy has entered a period of rapid development. Household disposable income has increased, and college students’ living expenses have also risen. Coupled with other reasons such as attending work-study, scholarships, and other reasons, the economic conditions of college students have been greatly improved and they have completely travel conditions.
5. College students' brand prospects
As a new generation of high-quality talents, college students will also grow into high-level and high-income groups in the world in 5-10 years, and the brands that are exposed in universities will also affect the consumption habits. As a young consumer group, college students have a strong desire to share, and the group of people is quite extensive, and will be distributed in all walks of life. Establishing a good brand image among college students will potentially increase the number of customers in the company, cultivate customer loyalty to the brand, and absorb outstanding young talents to study in the enterprise, which is conducive to the long-term development of the company.
two. Analysis of the Status Quo of University Tourism Market
As a special consumer group, college students have relatively low consumption power. Compared with the emphasis on tourism prices when purchasing tourism products, it also causes the lack of profit space in the student market. Most travel agencies are struggling to cope with the competition in the adult market. They are reluctant to spend too much energy on this and only set up corresponding student agents. Therefore, although the university student market is large, it has become a pity for food and taste.
Nowadays, although the university student market is fierce, the competition among student agents is quite fierce, but due to the lack of students' specialized knowledge, they face a series of problems such as loose management and lack of detailed specifications.
First of all, due to the serious homogenization of products. Although there are many student agents providing travel products, the differences between them are not obvious. Due to the limitations of students' economic conditions, the similarity of the lines is extremely high. Students' requirements for tourism hardware facilities are low, and the awareness of the brand is relatively weak in the minds of many students and student agents.
Moreover, the personality of tourism promotion is not strong. Many forms of tourism promotion are basically the same, mainly based on posting flyers. And the content is also the same, no features at all.
Then, due to the low price of the student travel market, there is no travel agency that specializes in the student market and the professional service to the students. For this reason, the travel service staff lacks professional quality, and the existing travel team does not attach importance to the students. Service issues, which not only damage the rights that students should enjoy, but also undermine the reputation of travel agencies.
Managers' theoretical knowledge is relatively weak. They rely on simple experience to manage the market. The ability to understand market vulnerabilities is relatively low. The success cannot be raised to the theoretical level and is not replicable.
Nowadays, the competition of college students' tourism market has evolved into a simple killing of human resources. Whoever recruits more salesmen will win more markets. In fact, this is a pathological market situation, and the quality of marketing is low. a reflection of.
three. Team travel market strategy
Established a "far-distance student travel agency", based on many universities in Xiangtan, looking into the distance, professional services to the majority of student groups. "The road is at the foot, the heart is in the distance", "The distance is not far away, it is around", "Travel is going to the distance", "If you don't study, you will travel, your heart and your body will always have a distant place", etc. The main slogan. With good professional quality and service, we will establish a good brand image, raise the market price level, standardize the university student tourism market, and establish a professional travel agency that serves the students of all universities.
four. Team travel marketing strategy
1. Marketing purposes
Promoted by points and faces. We will seize the large-scale customers of group tours and win recognition with diverse products and special services, and radiate to the vast number of individual visitors. In practice, establish an advanced and feasible tourism market plan for replication promotion.
2. Product positioning
The travel of college students is largely in the form of group groups and community organizations, so the focus of the market is on group tourism. With the group and community organizations as the core customers, we will establish a good relationship with the heads of the group associations in the form of discount coupons, and adopt different marketing policies to develop corresponding policies, services and publicity.
3. Sales channels
Combine multiple marketing channels to increase customer access to business and reduce potential customer churn.
Salesman traditional marketing
Increase the business management points on campus, set up contacts in each department class, increase the channels for consumers to purchase products, thereby increasing the overall business level of the team.
Network viral marketing
Use QQ, space, Fetion, Weibo and other network information tools to directly deliver relevant information to target customers without any cost. Due to the universality of the use of information tools such as QQ and the dependence of the student community on it, the Internet can be used to spread the information you want to express without restriction.
Establish an official QQ and Weibo that represents the team image, release marketing soft texts, and directly communicate face-to-face with users to quickly identify and solve problems, which is conducive to the establishment of a good reputation in the user community. Let customers make their own propaganda and win the majority of loyal customers.
Telephone marketing
The team members call the customer to make a visit, ask the customer if they have a tourist intention, register the customer specific information in detail, and organize the data in time. The periodic business volume is specified and assessed by the team leader.
Database marketing
In the usual business operations, pay attention to the customer's detailed information, and establish a database of intent customers and existing customers. Through fixed-time information tools such as QQ, Fetion, Weibo, etc., we recommend travel products to customers or popularize tourism knowledge, quickly find target customers, and accurately carry out targeted marketing.
4. Price policy
In general, by increasing the quality of service and adding gifts, the value of the customer's purchase is increased, and the satisfaction of the customer's mind is increased to increase the overall price of the product. Different price policies are adopted for individual customers and teams, and the overall price system is established in conjunction with promotional activities.
4. Advertising
When market products and propaganda homogeneity are serious, differentiated marketing will undoubtedly make the key to winning the market. The flyers, QQ, space, and Fetion are used as carriers to carry out the fun knowledge publicity of tourism, and establish a good brand image of the team by different propaganda methods. For example: Travel is afraid of no time, a day trip to the Window of the World.鳳凰，這座古城為了你已經等了千年。要不看書，要不旅行，心和身體總高有一個在路上。以有深度、趣味性的宣傳標語營造良好的品牌形象，引導消費者進行消費。注意宣傳製作的質量，不然容易有相反的效果。
針對於團體遊客為團體旅遊的客戶特殊製作旅遊過程的視頻，一方面滿足了客戶的需求，另一方面在視頻中插入團隊的基本介紹並置於QQ空間、 優酷、土豆等網路媒體當中也是團隊宣傳的一種更加能讓客戶易於接受的方式；
5.產品結構
對團體、和散戶推出選單式的旅遊產品，全包價，半包價，零保價可自由選擇，也可列出旅遊景點讓遊客自由選擇的形式，讓旅遊出行更加靈活自由；不同旅遊景點和服務的自主選擇也避免了價格上的惡性競爭。
基本業務穩定後可通過聯合其他團隊進行業務合作，或獨立自主開發的方式增加外圍相關產品，如素質拓展，團隊培訓等。增加產品線的寬度和深度，進行多元化的擴張，有利於分散團隊整體的盈利方式，增加團隊整體的抗風險能力，同時也增加了消費者的購買渠道。
6.產品服務
旅遊產品的成本基本相同，所以當價格沒有特別優勢時，通過提高服務質量，加送贈品的形式增加顧客的購買價值來增加顧客心中的滿足感。一方面對團隊成員進行系統培訓提高旅遊服務人員的專業素質，對團隊成員進行行為規範並進行監督，注重於流程操作細節避免失誤。另一方面對遊客贈送小禮品並加強售後反饋設立專職人員及時處理遊客意見，提高整體服務水平。
篇四：旅遊市場行銷方案
旅遊業是創匯創收的外向型綜合性很強的新興產業。加大宣傳力度，開拓旅遊市場，是加快旅遊業發展頭等重要的問題；開發市場的廣度和深度，是宣傳成效的具體標誌。旅遊現在已經成為人們生活中必不可缺少的一項活動。成立石家莊辦事處，做好市場和景區之間的銜接工作，從而達到旅遊企業和旅遊者的“雙贏”目的。
一、推廣目的：
1、一年時間推出景區，讓石家莊70%旅遊愛好者認知養子溝風景區；
2、讓石家莊旅行社對景區有深入的了解，充分推廣景區優勢資源；
3、拓展至石家莊戶外旅遊俱樂部、4S店車行、自駕俱樂部等合作方，達到戰略合作同盟；
二、推廣範圍：
石家莊、邯鄲
注:推廣方向以石家莊為中心點,以地接方式擴廷周邊市場
Third, market analysis
1、石家莊市場概況
、地理位置，人口：石家莊市地處華北平原腹地，北靠京津，東臨渤海，西倚太行山，是首都的南大門。現轄6個區、12個縣、5個縣級市和1個國家級的高新技術開發區，總面積1.58萬平方公里，全市常住人口約1000萬人，市區300多萬人。
、交通情況：鐵路—京廣、京山、津浦、石太、石德、京包、京秦、京原等13條鐵路幹線及只線、地方鐵路行程了石家莊為樞紐的鐵路網。石家莊火車站位於市區中心地帶，鐵路—石家莊公路如網，通車裡程達4萬多里。石家莊有多個長途汽車客運站。
、經濟發展:石家莊市是河北省省會,全省的政治、經濟、科技、文化和信息中心。改革開放以來，石家莊人民煥發出加快發展、富民強市的勃勃生機和活力，在參與全球經濟競爭的大潮中，不斷創造出優良業績。目前石家莊已成為經濟特色明顯、主導產業突出、人民生活豐富、發展前景廣闊的中國北方重要城市之一。石家莊市一個具有發展潛力的城市，自然資源豐富，交通通訊便利，基礎設施配套，工商業發達，市場前景廣闊，投資環境較為優越，是國內外客商投資興業的理想之處。
綜上所述：石家莊近幾年經濟發展迅速，人們平均發展水平有了明顯提高，對生活品質的需求也越來越高，相對就刺激了旅遊業在石家莊的發展.
2, competitor analysis
本地旅遊資源豐富。有國家級名勝風景區5處，省級風景區名勝區2處；還擁有國家歷史文化名城—正定，省歷史文化名縣—趙縣；以及省級旅遊度假村，國家級森林公園１處，以及省級森林公園７處、南寺章、赤支、九州湖、西柏坡等），邢台天河山漂流，北京/拒馬河漂流。據了解，20XX年五一黃金周期間旅遊市場秩序良好。在旅遊接待、輸出增勢迅猛的情況下，今年旅遊市場有所升溫，但也不是很樂觀。由此可見，在諸多旅遊方式中多數石家莊人傾向於中短線旅遊。
總體上來說河北市場旅遊資源豐富，具有較強的競爭力。但是本地風景區以山為主，沒有大片水域，也沒有文化特色，參與性項目不多，而養子溝風景區是一個以水上娛樂項目、旅遊觀光、休閒養生度假為主的旅遊風景區，具有獨特韻味，這也是河北旅遊市場本地景區所無法比擬的競爭力。
四、關於養子溝的發展趨勢
提高養子溝在旅遊產品中的地位
以上關於景區的市場分析充分說明景區完全有能力成為旅遊產品中的核心產品。考慮到石家莊旅遊市場交通和市場不成熟的現狀，可以仍將景區與其它周邊特色景區相結合推廣出市場，但應該確立景區特色景觀和特色旅遊服務作為“主菜”的地位。這種做法不僅有利於景區自身的發展，也有利於克服觀光景區因生命周期引起的多種問題。
養子溝一定要走出河南
跨區域遊客正每年逐步的增加，這是一個必然的發展趨勢。尤其在南方來說，景色完全不同於北方，不具有北方山水文化特色。現在北方很少景區介入外省和國際市場，短時間內快速進入外圍市場的浪潮中，是景區推廣發展的必然趨勢。因此景區更需要健全軟、硬體設施，大力推廣，讓景區走出河南。
打造中國特色旅遊品牌
北方旅遊景區具有一定的數量，可能存在著惡性競爭的後果。利用自身資源優勢避免惡果的最好辦法就是推出景區特色，創建特色旅遊品牌形象，儘可能多的占領市場份額，這樣大大促進了旅遊市場的整體發展。 同時也需要政府提供一定的平台支持。例如推出以特色活動為主體的促銷活動，建立“河南旅遊網”與國內品牌商家達成戰略同盟關係等顯示景區的特色和實力。
建設小江南旅遊地產新名片
旅遊景區的發展是與旅遊地產緊密相連的，養子溝景區具有南方的水鄉特色是北方很罕見的地或，且地域險峻，交通便利，占具核心位置，非常利於旅遊地產的開發。但任何一個新生景區成熟至少需要三年的時間，所以在旅遊地產的開發和景區的建設推廣上必須有機結合才能得以順利進行。只要打造知名景區才能創建旅遊地產和農家示範村的新名片。
五、市場運作方式
１、了解石家莊旅行社狀況，從而有針對性的選擇合作對象達成戰略同盟。
石家莊共有旅行社100多家，其中可以走國際線路的旅行社共有8%，走國內線路的較大旅行社占45%。我們在工作中要和其中1家做為主推社，5-10家旅行社作為輔助推廣達成長期友好的合作關係，以助於市場長期穩定的開展。
2、加強服務意識，提高服務質量，強化業務知識，從而提高景區的整體工作水平。
在工作中使旅行社和社會群體對景區有一個深入直觀的認識。作為旅行社啟用哪條線路主要還是以贏利為目的，所以我們在不影響自身複利益的情況下給出旅行社較大的利潤空間，這樣就能在旅行社這個平台上使景區得到更大範圍的推廣。
Under the background of the national implementation of the bridgehead strategy and the construction of the Ruili key development open experimental zone, Dehong Tourism has ushered in a new round of development opportunities. In combination with the actual situation, the State Party Committee and the State Government of Dehong Dai and Jingpo Autonomous Prefecture of Yunnan Province put forward the development idea of the tourism industry in the new era of “Beautiful Dehong Romantic Journey”. In the fierce market competition, how to change the concept of tourism development, innovate the marketing marketing ideas, and obtain higher output with lower investment has become an active topic for the relevant departments and tourism enterprises in Dehong Prefecture.
I. The status quo and characteristics of tourism marketing in Dehong Prefecture
With the implementation of the national bridgehead construction strategy, Dehong Prefecture has incorporated tourism into the construction of the Qiaotoubao Golden Port. As one of the five billion-dollar projects in Dehong Prefecture, Dehong Prefecture has made efforts to build an eco-tourism holiday park, build a tourist bridgehead, and increase tourism. The intensity of marketing work.
1. Implement a “point-to-point” marketing strategy. Based on the positioning of the source market, Dehong Prefecture consolidates and expands the tourist source market in neighboring provinces, and actively cooperates with Chongqing and Chengdu. Based on the establishment of three Dehong tourism marketing centers in Kunming, Chongqing and Tengchong, 20XX In addition, Dehong Tourism Marketing Center was established in Chengdu to integrate Dehong tourism marketing into the markets of Chongqing and Chengdu for comprehensive marketing. During the Water Dragon Festival in Chengdu Luodai Ancient Town in July 20XX, a strong lineup was set up to Chengdu to carry out publicity and promotion activities. Through the promotion of press promotion, national song and dance performances, publicity materials and on-site consultation and introduction, Chengdu was further deepened. The public's understanding and understanding of Dehong, the source market has been further expanded.
2. Actively participate in various tourism trade fairs and exhibitions organized by the state, the province, and the state, and do a good job in tourism image publicity. Key organizations participated in the China Domestic Tourism Trade Fair, China International Tourism Trade Fair, Northern Tourism Trade Fair, China Kunming International Cultural Tourism Festival, and the Provincial Tourism Bureau organized a tourism promotion event to Taiwan, the China-Burma Border Fair, etc., fully demonstrating Dehong The rich tourism resources of the state, the tourism image and popularity of Dehong Prefecture have been continuously improved. In October 20XX, Dehong Prefecture held a new tourism product briefing in Kunming, and launched a series of “tropical rainforest landscapes, walking along the border of the Millennium Road, viewing jewels and emeralds, exploring the mysterious gambling culture, and the people of the borders. Dehong's new tourism products featuring the customs and the colorful scenery of different countries have achieved remarkable results.
3. Strengthen cooperation with the media. Actively communicate with the news media, and build a bridge between the local tourism enterprises and the tourism administrative departments and tourism enterprises outside the state to build a platform for mutual cooperation and mutual benefit. First, it cooperated with People's Daily to open a one-year Dehong tourism culture propaganda column on the Chinese and English websites of People's Daily. The second is to actively invite and cooperate with the major media to Dehong for interviews and filming, and successfully completed the "CCTV4 "Family in the Distance" - "Borders in the Frontier" column group, "Zhongxin Net", "Yunnan Tourism Information Network", " News media such as “Holiday Travel” and “Asahi Shimbun” went to Dehong Prefecture for interviews and filming work; in the newspapers and magazines such as Fengguang Magazine and Chuncheng Evening News, the tourism promotion of Dehong Prefecture was carried out.
4. Increase the editing and publishing of Dehong tourism culture books. Edited and published the series of "Dehong Lousheng" series and "Guide Dehong", "Dehong Tourism Promotional Album" two Dehong tourism culture books, the third part of Dehong's sound series "The Temptation of Coffee" is being edited, Germany Macro tourism culture propaganda books are increasingly rich.
5. Make full use of the economic effects of holidays and festivals, organize various events and strengthen publicity and promotion. In February 20XX, during the Mau Nao Song Festival, the “Finding the Most Beautiful Jingpo Girl in China” was held; in April 20XX, during the China Dehong International Splashing Carnival, the “Looking for the most beautiful Peacock Princess of the Yi Nationality” was held; In February 20XX, during the Mau Nao Song Festival, the first Miss World Jingpo Competition was held. According to statistics, from January to October of 20XX, the total number of tourists from the whole state was 4,739,800, an increase of 14.46% over the same period of the previous year, including 98,800 overseas tourists, an increase of 26.39% over the same period of the previous year; the number of domestic tourists was 9.88. Ten thousand people, an increase of 14.41% over the same period of the previous year. The number of day trips to the port was 1.152 million, an increase of 14.71% over the same period of the previous year. The total tourism revenue is expected to be 5.28 billion yuan, an increase of 27.63% over the same period last year. Tourists from tourist destinations in the province and surrounding areas have grown rapidly, the source of tourists has expanded to the surrounding areas of Yunnan Province, and the tourism economic indicators have grown rapidly. The tourism industry in Dehong Prefecture has achieved rapid development.
Second, the problems in the marketing of Dehong Prefecture tourism market
Dehong Prefecture's tourism industry has sprung up in the mid-1980s and early 1990s, and it has made a dazzling light. However, in the new round of development, the development momentum has gradually weakened and even struggled. Compared with the later Tengchong, Dali, Lijiang, Shangri-La and Xishuangbanna, Dehong Prefecture's tourism development is obviously behind. The lag of tourism market marketing is one of the main factors restricting the development of tourism in Dehong Prefecture.
1. The tourism market marketing plan lacks depth, and the resource advantage has not been transformed into a competitive advantage. Successful marketing is focused on planning. Only by accurately predicting and grasping the development trend of market demand, timely designing and developing tourism products with unique selling points and core competitiveness can transform resource advantages into product advantages and win the tourism market share as soon as possible. Dehong Prefecture is located in the western border of Yunnan Province, bordering the friendly neighboring Myanmar. It belongs to the south subtropical monsoon climate type. It has no cold in winter, no heat in summer, beautiful natural environment, splendid history and culture, and unique ethnic customs. It is known as the hometown of peacocks at home and abroad. ", the hometown of mythology", "hometown of song and dance". There are primordial forests that cover the sky, and the Daying River and Ruilijiang national-level scenic spots run through the whole territory; there are beautiful and magical Bana Xixiqi Park, and there are endless Nangu River rubies. Dehong is the exit of the ancient "Southern Silk Road". There are nine roads in the territory that are connected to the northern towns of Myanmar... Beautiful natural scenery, rich ethnic exoticism and prosperous border trade make Dehong Prefecture a rare tourist destination. However, due to the lack of depth in the marketing plan of the tourism market in Dehong Prefecture, the resource advantage has not been transformed into a product advantage, and the tourism hotspot is “hot”.
2. The promotion and promotion efforts are not enough, and the tourism brand effect is not obvious. Brand is the commanding height of tourism competition, and creating a distinctive brand has become an inevitable choice for tourism development and innovation. The brand determines the quality of the tourism industry. In recent years, the Dehong State Committee and the State Government have made many efforts to build the Dehong Tourism Brand. First of all, focus on creating the "Peacock Township" total brand and "Oriental Jewelry City - Ruili", "China-Burma Cycling Carnival", "Hometown of Munao Longitudinal Songs", "勐Bana West Wind Festival", "China- - Tourism sub-brands such as Dehong Hulu Silk Culture Festival, built a number of tourist attractions, created two "China Excellent Tourism Cities" and three 4A-level tourist attractions, with the "Peacock Township" as the total brand The tourism brand system has gradually formed. Later, it focused on creating a brand “Beautiful Dehong – Recreational Paradise” that reflects Dehong’s rich connotation and unique image. However, due to insufficient promotion and promotion, the tourism brand effect is not obvious, and the tourism industry is still not as strong as the surrounding areas. Tengchong has volcanoes, hot seas and grassy seas; Dali has ancient cities, Erhai Lake and Xueshan; Lijiang's Sifang Street is a kind of lazy and leisurely state of daze, listening to songs and sunbathing; Shangri-La has flower sea grassland and highland scenery; Xishuangbanna has beautiful tropical scenery and marketing culture. Xishuangbanna's marketing through the tourism market has caused many foreign tourists to think that the song "There is a beautiful place" created by Yang Fei in 1954 to Dehong Ruili was from Xishuangbanna. Dehong Prefecture has five ethnic minorities, and its advantages in national cultural characteristics are stronger than those in Xishuangbanna. Because of the lack of effective overall tourism marketing planning, external publicity is not in place, and the tourism brand effect is not obvious. Play the role of "to fill the gap". It can be seen that how to stand out from the competition in the surrounding tourism market and create a characteristic brand of Dehong Prefecture has become the key to tourism marketing in Dehong Prefecture.
3. There is a lack of tourism consulting service centers and information exchange places. In foreign countries, many countries attach great importance to providing enough information for tourists. Each tourist destination has a professional tourism information consultation center, and travel agencies are also happy to provide free consultation for self-help travelers. There are many bars in Dali and Lijiang Old Towns in Yunnan. It is a place that self-help travelers like to visit. Travel enthusiasts enjoy photos, exchange experiences and ask for directions. This kind of private tourism information distribution center is undoubtedly a tourist catalyst. Although Dehong has also set up a travel website, the needs of tourists are different, and professional, face-to-face travel advisory service centers and information exchange places are lacking.
4. The technology content of the tourism market is low. Judging from the current situation in Dehong Prefecture, many tourism companies still stay in the telephone and fax stage, lacking the use of high-tech and new skills, and have not fully utilized the advantages of network technology in the tourism market. Although the travel website has also been established, the content basically stays on the website promotion. In online marketing, especially in the initial stage of website construction, it is necessary to use a certain force to promote the website. However, the promotion of the website is not the core of online marketing, but only in the network marketing. The atmosphere of the environment.
5. The tourism marketing strategy has not yet been formed. Tourism marketing marketing portfolio refers to the comprehensive marketing plan of tourism enterprises, that is, tourism enterprises to optimize their competitiveness, and to optimize the various marketing factors that can be controlled by the target market, to meet the needs of the tourism target market and to ensure the tourism enterprises. The marketing goal was successfully achieved. Tourism marketing marketing portfolio strategies include product strategy, price strategy, sales channel strategy, and promotion strategy. At present, Dehong Prefecture has invested in tourism projects and has introduced Zhejiang Hangzhou Urban Construction Investment Group, Zhejiang Dahua Construction Group, Zhejiang Qianjiang Real Estate Group, Aochen Group, Yunnan Investment Group and Yunnan Huafeng Group to participate in the development of Dehong Tourism Project. However, tourism marketing is still dominated by the government, and the power of tourism enterprises is not fully utilized. Tourism enterprises are not familiar with the subtle and complicated relationship between tourism product marketing strategies, tourism price strategies, tourism sales channel strategies, and tourism product promotion strategies. According to the consumer's demand psychology to choose the appropriate promotion strategies, promotional carriers, it can be said that a more reasonable tourism marketing marketing strategy has not yet formed.
3. Measures to optimize the marketing strategy of Dehong Prefecture's tourism market
In the face of the national implementation of the bridgehead strategy, the construction of Ruili key development and opening experimental zone, the realization of the “two strong and one fort” strategy in Yunnan Province and the comprehensive establishment of the ASEAN Free Trade Zone, Dehong Prefecture will make its tourism products enjoy tourism. The market is highly recognized and the economic benefits are obtained. The key is to enable consumers to gain new experiences and new feelings through continuous marketing innovation and to continuously create new customer value.
1. Based on resource analysis and market research, formulate practical and feasible tourism marketing strategies. Excellent marketing planning ideas come from reality, from the possession, analysis and refinement of a large amount of information. The development of tourism in a region depends first on local resource advantages. Before developing a strategic plan, we must first do resource analysis and market research. Resource analysis is internal, market research is external, and the two are inextricably linked. From the perspective of resource analysis, among the many tourism resources in Dehong Prefecture, the core tourism resource advantages that are truly unique can be summarized as “edge, love, green, treasure”. "Bian": It is the border. Dehong Prefecture borders Myanmar and has a 503.8 km border. The China-Myanmar border is a well-known peaceful border, trade border, and strange border. With the only implementation of the "domestic customs clearance" policy in China, Ruili Sisters confessed to the border trade zone, and can experience the strange border wonders and border village customs of "Izhai and the two countries". It is an important land port for Southeast Asia and South Asia. "Love": It is a colorful and ethnic style. Dehong Prefecture is home to more than 20 ethnic minorities such as Bengbu, Jingpo, Achang, Deang and Bengbu, and its ethnic culture is rich and colorful. There is the largest ethnic group dance in the world--"Menau Longitudinal Song", which is a wonderful work in the cultural and artistic garden of the motherland. On May 20th, 20XX, "Menau Longitudinal Song" was approved by the State Council to be included in the first batch of countries. A directory of intangible cultural heritage; the "Yong Forbidden City", which has been preserved to date and has the largest scale - the Nandian Xuanfu Department; the profound enthusiasm of the Chinese and Burmese people, rich ethnic sentiments, unique religious sentiments, and beauty The scenery of the mountains and rivers. "Green": It is a green resource. Dehong Prefecture has a forest coverage rate of 67.1%. It is known as the “Tropical and Subtropical Species Gene Bank” for its four seasons and fruit seasons. As long as you come to Dehong, you can breathe green air, taste green food, enjoy the green mood, and experience the green of Dehong in nature. "Bao": It is a jewel jade. Dehong Prefecture is adjacent to the world famous jewellery and jade origin Myanmar, and it is a collection of rare treasures such as red, sapphire, jade, agate and tree jade. In 20XX, Ruili City was awarded the title of “China Jewelry and Jade Jewelry Characteristic Industrial Base” by the China Jewelry and Jade Jewelry Industry Association and the Jewelry and Jade Jewelry Management Center of the Ministry of Land and Resources, and became the leader in the development of the jewelry and jade industry in Dehong Prefecture and even Yunnan Province. In recent years, Dehong Prefecture is striving to create “Chinese Jade Capital”. “Jade Out of Yunnan, Yumei Dehong, and Cuiwei Ruili” have been widely recognized by the industry. Market research is the basis for scientific decision-making. To this end, all relevant departments and tourism enterprises in Dehong Prefecture should pay attention to the demand survey of consumers when formulating the marketing strategy of the tourism market, and constantly tap the direct marketing appeal point to guide consumption. Second, we must pay attention to tourism advertising and promotion, establish a tourism image of Dehong, arouse the customer's purchase behavior, and achieve marketing purposes. Third, on the basis of previous cooperation with the media, like Dali, Lijiang, Pu'er and other places in Yunnan, the program broadcasts Dehong weather information in the CCTV weather forecast, so that the whole country and even the world know that there is a beautiful place called Dehong; The tourist registration hotline is used to make large outdoor light box advertisements, and it is used by tourist stations such as bus stops, airports and plazas.
Widely advertised the well-packaged Dehong travel image and products; print a variety of impressive marketing materials, through local and source travel agencies, travel companies lobby desks or entrances, states The major tourist spots, government tourism authorities, travel agents, airports, stations, hotels, restaurants and other channels are distributed to create a good tourist atmosphere in Dehong Prefecture.
2. To build a tourism brand as the core driving force, highlighting the characteristics of Dehong tourism. The successful creation of tourism brands can stimulate the potential demand of the tourism market, stimulate the desires and behaviors of tourists, and promote the development of tourism in cities and regions. As far as tourism companies and tourism products are concerned, once the strong position of tourism brands is formed, the biggest advantage is that they can expand the market boundary of enterprises and products and comprehensively improve the performance of marketing management. From the perspective of the development of the world's tourism industry, after a country's per capita GDP exceeds 2,000 US dollars, leisure vacation tourism and physical fitness tourism that emphasize quality and comfort will become the mainstream of tourism consumption. At present, the tourism industry has changed from simple sightseeing to leisure and recreation to the general trend. The bright sunshine, clean air and green mountains have become people's yearnings. Golf, self-driving tour, camping and other leisure and sports tourism have become the fashion of people chasing. The unique natural conditions of Dehong Prefecture provide conditions for the development of leisure and sports tourism that are unmatched elsewhere. Wet and mild environment, proper altitude, climate suitable for all ages, abundant sunshine, rich and clean oxygen, criss-cross rivers and lakes, exotic subtropical rainforest, beautiful bamboo forest, idyllic pastoral scenery, star-studded hot springs The delicious green flavor foods, as well as the ethnic minorities with different customs and so on, constitute the most suitable environment for human habitation in Dehong Prefecture. Here you can feel beautiful and feel soothing. You can participate in various kinds of recreational activities to achieve the purpose of pleasing to the eye, exhaling the new, eliminating fatigue, reducing the burden and invigorating the spirit. According to this, the Dehong Prefecture Government has put Dehong tourism in the big pattern of tourism development in the whole province or even the whole country. It focuses on the development of natural resources in Dehong Prefecture and analyzes planning from the perspective of tourism consumers. The development of tourism in Dehong Prefecture is based on the creation of the “Beautiful Dehong – Recreational Paradise” tourism brand. The scientific and generous planning of Dehong and the development of Dehong. But how can we sell this brand out, highlighting the tourism characteristics of Dehong Prefecture, so that when people hear the word "Dehong", they will naturally think of it: it is a beautiful and harmonious place, a holy place for leisure and health, a A paradise for sightseeing and shopping, and a fascinating paradise, will DeHon’s tourism resources be truly transformed into a highly competitive industry? Through the tourism market marketing, around the development of the tourism market, grasp the new trends of tourism development in China and the world, grasp the trend of people's consumption, grasp the thread of innovation, take the boutique route, and create "people without me, The people who have my best, the resounding brand with long-lasting core competitiveness, highlights the tourism characteristics of Dehong Prefecture.
3. Establish a tourism consulting service center and information exchange place to build a bridge between tourism enterprises and tourists. The tourism consultation service center and the information exchange place are the bridges and lubricants between the tourism enterprises and tourists. They are the link and catalyst for tourists to implement the purchase of tourism products. They are in tourism orientation, consulting services, publicity and promotion, market research, image communication, Tourism and shopping play an important role in many aspects. With the acceleration of the construction of the important bridgeheads for the opening of the southwest and the development of the open experimental area of Ruili, the tourism market of Dehong Prefecture should be successfully marketed, and it is imperative to establish a tourism consulting service center and information exchange. The services of the tourism consulting service center and the information exchange place are derived from the government's behavior. The business development should be based on the needs of tourists. There is a certain span from horizontal to vertical. Visitors can compare and select tourism products in their own right. The characteristics of the market economy are easy to be accepted and trusted by tourists. When conducting tourism services, because the main service target is individual customers, you can introduce tourism products in a targeted manner through face-to-face communication and meticulous service. The people-oriented service concept is more in line with the psychological needs of modern people, and can transform a one-time purchase behavior of tourists into a regular or long-term purchase behavior.
4. Establish a tourism e-commerce and online marketing platform to improve the technological content of the tourism market. The Internet technology that emerged in the late 1990s has had a huge impact on traditional marketing. The advantages of Internet marketing in high-speed real-time, interactive, global, all-weather, private and other information flow are difficult to replace traditional marketing. . To this end, Dehong Prefecture tourism must use scientific and advanced tourism marketing strategies to arm themselves, introduce modern and advanced tourism market marketing concepts, integrate marketing communication theory, establish tourism e-commerce and online marketing platform, and improve tourism marketing. The scientific and technological content. First, formulate relevant preferential policies, integrate existing tourism e-commerce resources, set up tourism e-commerce service enterprises, and concentrate on superior resources to build a tourism e-commerce service platform with great influence, so that residents of different regions can browse Dehong's tourism at any time. Information to accelerate the upgrading of Dehong's tourism industry. All tourism enterprises in the whole state can join this e-commerce platform for information release, online promotion and online trading. The second is to establish a tourism website, open up markets, find business opportunities, sell products, and obtain economic benefits. The service content of Dehong Tourism website should not only stay on the promotion of the website, but should meet the needs of the customers and potential customers while meeting the needs of the tourism enterprises. In addition to providing relevant information of the company, it involves the city profile. Relevant public tourist information such as weather forecast, travel knowledge, etc., constantly enrich the content of the website, enhance the corporate image, and attract visitors to visit again for more information. Tourism companies should increase tourism online consultation services, make full use of the "online interaction" function of online marketing, and provide timely and efficient two-way communication with tourism consumers and potential consumers, so that consumers perceive more attention to services and Enthusiastic service, tap more potential customers, increase sales opportunities, and win sales profits. The third is to set up a tourist database. Relevant departments and tourism companies in Dehong Prefecture can jointly set up a tourist database to collect a large number of information such as age, occupation, income, education, hobbies, emails, etc., and establish tourist information files. Through in-depth analysis of the database, we will find a group of tourists characterized by different values and different holiday needs, and conduct marketing promotion based on data analysis to attract more repeat customers and potential tourists. The fourth is to conduct travel marketing through mobile phone newsletters. Relevant departments and tourism enterprises in Dehong Prefecture can cooperate with mobile phone operators of major customers to establish a tourism newsletter marketing platform, and regularly transmit tourism information of Dehong Prefecture to mobile phone users, and gradually promote them to the national and global markets to attract more tourists. Travel to Dehong Prefecture.
5. Give full play to the guiding role of the government in the marketing of tourism market, and gradually establish a reasonable marketing marketing strategy. From the perspective of market marketing, it is undoubtedly the most important for tourism companies to establish a scientific marketing concept, formulate a suitable marketing strategy, and conduct effective management. The government can match the bridge, but the marketing body should be a tourism enterprise. The government should start from it. Guide rather than lead. First, the Dehong Prefecture government must have a sense of the future and the height of thinking, and give full play to its guiding role in the marketing of the tourism market. When choosing an investor, one must look at his economic strength, on the other hand, he must Look at his cultural literacy and artistic taste, to see if he has the awareness of ecological environmental protection and the level of management team. Second, the government can prepare a three- to five-year tourism marketing plan to achieve long-term and phased implementation of marketing positioning. The third is to strengthen exchanges and cooperation with neighboring Baoshan, Tengchong and other counties and cities, establish and strengthen the linkage development between tourism administrative departments and tourism enterprises, and strive to create Mangshi--畹畹-------Tengchong Tourism Boutique Loop And to achieve barrier-free tourism between regions; continue to strengthen exchanges and cooperation with Myanmar, develop and build cross-border tourism, and build Dehong Prefecture into an important tourist transit station for Southeast Asia and South Asia.
Chapter 2: Tourism Marketing Solutions
This year is a crucial year for the full restoration of the tourism market. After last year's vigorous publicity, at present, the image of the New Three Gorges tourism has begun to have a certain impact at home and abroad. The National Tourism Administration and the Provincial Tourism Bureau have taken the New Three Gorges tourism as the focus of external promotion, providing a good external environment for tourism promotion and promotion in the city. However, we must also see that tourism, especially inbound tourism, faces serious challenges. The impact of SARS and avian flu on the recovery of the inbound tourism market may exceed our expectations. To restore the historical level of the Three Gorges tourism, we need to further increase efforts to open up the international and domestic tourism market.
First, the market development work
This year, the city's tourism market development should highlight key source markets. The international market should form a tourism promotion pattern based on Europe, the United States and Japan, consolidating Hong Kong, Macao and Taiwan, expanding Southeast Asia and opening up new markets. The domestic market should further consolidate the Huazhong market centered on Wuhan, broaden the North China market centered on Beijing, the East China market with Shanghai and Hangzhou as the focus, and the South China market with Guangzhou, Fuzhou and Xiamen as the focus, and strive to open up the Pearl River Delta region. Source market, cultivate and improve the holiday tourism market. Specific work includes:
1. Actively organize the participation in the Huazhong Tourism Expo held in Wuhan from April 2nd to 4th;
2. In August, the promotion of the “South China Tour” promotion of Yichang New Three Gorges Tourism;
3. In accordance with the unified requirements of the National Tourism Administration and the Provincial Tourism Administration, participate in the Hangzhou National Tourism Fair on June 5-6, and the Shanghai International Tourism Trade Fair on November 25-28.
4. Participate in the Provincial Tourism Bureau to organize promotion and promotion in Japan, South Korea, Europe, America, Southeast Asia, etc., to promote exchanges and cooperation between Yichang tourism and countries and regions around the world, and to explore the international tourism market;
5. Explore new modes of opening air links with Guilin, Huangshan and other places for joint promotion and customer interaction. Second, the product development work continues to introduce the Gaoxia Pinghu Three Gorges Essence Tour, the Ring Dam, the Double Gods Tour, the "Two Dams and One Gorge" Tour, the Qingjiang Style Tour, the Three Kingdoms Relics Tour, the Zhaojun Shennong Tour, and the Yichang City Tour. Focus on the three Gorges Pinghu Three Gorges Essence Tour, the Ring Dam, the Double Gods Tour, and the "Two Dams and One Gorge" tour. Market-oriented, research new routes, develop new products, broaden new markets, and give visitors a new experience. Vigorously develop high-end tourism products such as MICE tourism, official tourism, business tourism, and incentive tourism, and change the single product pattern of sightseeing, especially the Three Gorges of the Yangtze River, to form a multi-variety, multi-form, wide-area, composite product portfolio. Grasp the activities of the theme life of the people. The year of XX is the theme year of the Chinese people's life tour. Further increase the development of "farmhouse music" tourism products, strengthen the "farmhouse music" tourism cultivation work of the main traffic trunks and urban-rural joints, establish a typical, and promote comprehensive. We will vigorously develop tourism products that reflect the lives of the people and have their own characteristics, including residential, farming, food, clothing, entertainment, festivals and customs, and promote the standardized and healthy development of "farm music" tourism.
Third, media propaganda work
Focusing on media such as CCTV, we will vigorously promote and promote the image of urban tourism. According to the main leaders of the municipal party committee and the municipal government this year, we will further intensify efforts to publicize the image of the “Golden Three Gorges Silver Dam Green Yichang” city. Specific work includes:
1. Play the Yichang weather forecast in the cctv-1 news 30 points "Weather Forecast";
2. Co-organized a program of "Going Around China" with CCTV cctv-4;
3. In the "China Tourism News" to run a special edition of the city tourism image advertisement;
4. Co-organized a program of "Kyushu Deep Breathing" with Phoenix TV.
Fourth, tourism festival work
Carefully organized the 5th China Yichang Three Gorges International Tourism Festival. The 5th China Yichang Three Gorges International Tourism Festival, the 4th China Netizen Tourism Festival, and the 4th Three Gorges Food Festival will be held as scheduled. Quxian Cultural Tourism Festival, Zhaojun Cultural Tourism Festival and Changyang Qingjiang Dragon Boat Tourism Culture will be held in various counties and cities. Festival, Dangyangguan Cultural Tourism Festival, Zhijiang Peach Blossom Art Festival, Three Gorges Chexi Lamei Festival, Qihuting Ancient Battlefield Three Kingdoms Cultural Tourism Festival, Wufeng Chaibuxi Grand Canyon Walking Tour and other festival activities, creating a city brand, driving the city as a whole Tourism publicity.
V. Tourism informationization work
1. Establish the Yichang Three Gorges Tourism Information Center, improve its functions, and build an Yichang tourism publicity network platform.
2. Give full play to the role of Yichang Station of China Travel News and increase the propaganda of the New Three Gorges tourism. Establish a team of tourism industry correspondents, international travel agencies, high-star hotels, key tourist attractions and other tourism enterprises and institutions should arrange special personnel to be responsible for publicity and reporting.
Chapter 3: Tourism Marketing Solutions
One. Analysis on the Prospect of University Tourism Market
1. The size of the university student tourism market is huge
With the continuous expansion of universities across the country, the proportion of college students has reached a new level. In recent years, the number of enrolled students has increased by as much as 30% per year. By the end of 20XX, the number of college students in colleges and universities nationwide has reached 15.08 million. According to the education plan, higher education will enter the stage of popularization in 20XX, and the proportion of young people attending college will reach 15%, reaching 20% by 20XX. The university market, which is focused on a new generation of people, has begun to take shape and will continue to expand.
2. College students have strong travel motivation
Entering the university from high school is undoubtedly a new life for the majority of student groups. High school is heavy, time is tight, and students are under ideological pressure. In contrast, college students are more open-minded, eager for new things, and now the quality of social material life is improved, and young people have a more persistent pursuit of spiritual enjoyment. As an important way of learning, leisure and entertainment, tourism is also accepted and sought after by the majority of student groups. According to the survey, 80.8% of the respondents were interested in tourism, 14.2% answered yes or no, and only 5% said they opposed it. It shows that tourism is one of the most popular leisure methods for college students.
3. College students have plenty of leisure time. Nowadays, universities are mainly open education, students are relatively easy to learn, and there are many opportunities for social practice. In addition to the statutory holidays, Chinese college students also have traditional winter and summer vacations, with about 172 days of vacation, accounting for 47% of the year. Therefore, college students have sufficient time to freely deploy.
4. College students' free disposable income
With the development of social economy, China's national economy has entered a period of rapid development. Household disposable income has increased, and college students’ living expenses have also risen. Coupled with other reasons such as attending work-study, scholarships, and other reasons, the economic conditions of college students have been greatly improved and they have completely travel conditions.
5. College students' brand prospects
As a new generation of high-quality talents, college students will also grow into high-level and high-income groups in the world in 5-10 years, and the brands that are exposed in universities will also affect the consumption habits. As a young consumer group, college students have a strong desire to share, and the group of people is quite extensive, and will be distributed in all walks of life. Establishing a good brand image among college students will potentially increase the number of customers in the company, cultivate customer loyalty to the brand, and absorb outstanding young talents to study in the enterprise, which is conducive to the long-term development of the company.
two. Analysis of the Status Quo of University Tourism Market
As a special consumer group, college students have relatively low consumption power. Compared with the emphasis on tourism prices when purchasing tourism products, it also causes the lack of profit space in the student market. Most travel agencies are struggling to cope with the competition in the adult market. They are reluctant to spend too much energy on this and only set up corresponding student agents. Therefore, although the university student market is large, it has become a pity for food and taste.
Nowadays, although the university student market is fierce, the competition among student agents is quite fierce, but due to the lack of students' specialized knowledge, they face a series of problems such as loose management and lack of detailed specifications.
First of all, due to the serious homogenization of products. Although there are many student agents providing travel products, the differences between them are not obvious. Due to the limitations of students' economic conditions, the similarity of the lines is extremely high. Students' requirements for tourism hardware facilities are low, and the awareness of the brand is relatively weak in the minds of many students and student agents.
Moreover, the personality of tourism promotion is not strong. Many forms of tourism promotion are basically the same, mainly based on posting flyers. And the content is also the same, no features at all.
Then, due to the low price of the student travel market, there is no travel agency that specializes in the student market and the professional service to the students. For this reason, the travel service staff lacks professional quality, and the existing travel team does not attach importance to the students. Service issues, which not only damage the rights that students should enjoy, but also undermine the reputation of travel agencies.
Managers' theoretical knowledge is relatively weak. They rely on simple experience to manage the market. The ability to understand market vulnerabilities is relatively low. The success cannot be raised to the theoretical level and is not replicable.
Nowadays, the competition of college students' tourism market has evolved into a simple killing of human resources. Whoever recruits more salesmen will win more markets. In fact, this is a pathological market situation, and the quality of marketing is low. a reflection of.
three. Team travel market strategy
Established a "far-distance student travel agency", based on many universities in Xiangtan, looking into the distance, professional services to the majority of student groups. "The road is at the foot, the heart is in the distance", "The distance is not far away, it is around", "Travel is going to the distance", "If you don't study, you will travel, your heart and your body will always have a distant place", etc. The main slogan. With good professional quality and service, we will establish a good brand image, raise the market price level, standardize the university student tourism market, and establish a professional travel agency that serves the students of all universities.
four. Team travel marketing strategy
1. Marketing purposes
Promoted by points and faces. We will seize the large-scale customers of group tours and win recognition with diverse products and special services, and radiate to the vast number of individual visitors. In practice, establish an advanced and feasible tourism market plan for replication promotion.
2. Product positioning
The travel of college students is largely in the form of group groups and community organizations, so the focus of the market is on group tourism. With the group and community organizations as the core customers, we will establish a good relationship with the heads of the group associations in the form of discount coupons, and adopt different marketing policies to develop corresponding policies, services and publicity.
3. Sales channels
Combine multiple marketing channels to increase customer access to business and reduce potential customer churn.
Salesman traditional marketing
Increase the business management points on campus, set up contacts in each department class, increase the channels for consumers to purchase products, thereby increasing the overall business level of the team.
Network viral marketing
Use QQ, space, Fetion, Weibo and other network information tools to directly deliver relevant information to target customers without any cost. Due to the universality of the use of information tools such as QQ and the dependence of the student community on it, the Internet can be used to spread the information you want to express without restriction.
Establish an official QQ and Weibo that represents the team image, release marketing soft texts, and directly communicate face-to-face with users to quickly identify and solve problems, which is conducive to the establishment of a good reputation in the user community. Let customers make their own propaganda and win the majority of loyal customers.
Telephone marketing
The team members call the customer to make a visit, ask the customer if they have a tourist intention, register the customer specific information in detail, and organize the data in time. The periodic business volume is specified and assessed by the team leader.
Database marketing
In the usual business operations, pay attention to the customer's detailed information, and establish a database of intent customers and existing customers. Through fixed-time information tools such as QQ, Fetion, Weibo, etc., we recommend travel products to customers or popularize tourism knowledge, quickly find target customers, and accurately carry out targeted marketing.
4. Price policy
In general, by increasing the quality of service and adding gifts, the value of the customer's purchase is increased, and the satisfaction of the customer's mind is increased to increase the overall price of the product. Different price policies are adopted for individual customers and teams, and the overall price system is established in conjunction with promotional activities.
4. Advertising
When market products and propaganda homogeneity are serious, differentiated marketing will undoubtedly make the key to winning the market. The flyers, QQ, space, and Fetion are used as carriers to carry out the fun knowledge publicity of tourism, and establish a good brand image of the team by different propaganda methods. For example: Travel is afraid of no time, a day trip to the Window of the World.鳳凰，這座古城為了你已經等了千年。要不看書，要不旅行，心和身體總高有一個在路上。以有深度、趣味性的宣傳標語營造良好的品牌形象，引導消費者進行消費。注意宣傳製作的質量，不然容易有相反的效果。
針對於團體遊客為團體旅遊的客戶特殊製作旅遊過程的視頻，一方面滿足了客戶的需求，另一方面在視頻中插入團隊的基本介紹並置於QQ空間、 優酷、土豆等網路媒體當中也是團隊宣傳的一種更加能讓客戶易於接受的方式；
5.產品結構
對團體、和散戶推出選單式的旅遊產品，全包價，半包價，零保價可自由選擇，也可列出旅遊景點讓遊客自由選擇的形式，讓旅遊出行更加靈活自由；不同旅遊景點和服務的自主選擇也避免了價格上的惡性競爭。
基本業務穩定後可通過聯合其他團隊進行業務合作，或獨立自主開發的方式增加外圍相關產品，如素質拓展，團隊培訓等。增加產品線的寬度和深度，進行多元化的擴張，有利於分散團隊整體的盈利方式，增加團隊整體的抗風險能力，同時也增加了消費者的購買渠道。
6.產品服務
旅遊產品的成本基本相同，所以當價格沒有特別優勢時，通過提高服務質量，加送贈品的形式增加顧客的購買價值來增加顧客心中的滿足感。一方面對團隊成員進行系統培訓提高旅遊服務人員的專業素質，對團隊成員進行行為規範並進行監督，注重於流程操作細節避免失誤。另一方面對遊客贈送小禮品並加強售後反饋設立專職人員及時處理遊客意見，提高整體服務水平。
篇四：旅遊市場行銷方案
旅遊業是創匯創收的外向型綜合性很強的新興產業。加大宣傳力度，開拓旅遊市場，是加快旅遊業發展頭等重要的問題；開發市場的廣度和深度，是宣傳成效的具體標誌。旅遊現在已經成為人們生活中必不可缺少的一項活動。成立石家莊辦事處，做好市場和景區之間的銜接工作，從而達到旅遊企業和旅遊者的“雙贏”目的。
一、推廣目的：
1、一年時間推出景區，讓石家莊70%旅遊愛好者認知養子溝風景區；
2、讓石家莊旅行社對景區有深入的了解，充分推廣景區優勢資源；
3、拓展至石家莊戶外旅遊俱樂部、4S店車行、自駕俱樂部等合作方，達到戰略合作同盟；
二、推廣範圍：
石家莊、邯鄲
注:推廣方向以石家莊為中心點,以地接方式擴廷周邊市場
Third, market analysis
1、石家莊市場概況
、地理位置，人口：石家莊市地處華北平原腹地，北靠京津，東臨渤海，西倚太行山，是首都的南大門。現轄6個區、12個縣、5個縣級市和1個國家級的高新技術開發區，總面積1.58萬平方公里，全市常住人口約1000萬人，市區300多萬人。
、交通情況：鐵路—京廣、京山、津浦、石太、石德、京包、京秦、京原等13條鐵路幹線及只線、地方鐵路行程了石家莊為樞紐的鐵路網。石家莊火車站位於市區中心地帶，鐵路—石家莊公路如網，通車裡程達4萬多里。石家莊有多個長途汽車客運站。
、經濟發展:石家莊市是河北省省會,全省的政治、經濟、科技、文化和信息中心。改革開放以來，石家莊人民煥發出加快發展、富民強市的勃勃生機和活力，在參與全球經濟競爭的大潮中，不斷創造出優良業績。目前石家莊已成為經濟特色明顯、主導產業突出、人民生活豐富、發展前景廣闊的中國北方重要城市之一。石家莊市一個具有發展潛力的城市，自然資源豐富，交通通訊便利，基礎設施配套，工商業發達，市場前景廣闊，投資環境較為優越，是國內外客商投資興業的理想之處。
綜上所述：石家莊近幾年經濟發展迅速，人們平均發展水平有了明顯提高，對生活品質的需求也越來越高，相對就刺激了旅遊業在石家莊的發展.
2, competitor analysis
本地旅遊資源豐富。有國家級名勝風景區5處，省級風景區名勝區2處；還擁有國家歷史文化名城—正定，省歷史文化名縣—趙縣；以及省級旅遊度假村，國家級森林公園１處，以及省級森林公園７處、南寺章、赤支、九州湖、西柏坡等），邢台天河山漂流，北京/拒馬河漂流。據了解，20XX年五一黃金周期間旅遊市場秩序良好。在旅遊接待、輸出增勢迅猛的情況下，今年旅遊市場有所升溫，但也不是很樂觀。由此可見，在諸多旅遊方式中多數石家莊人傾向於中短線旅遊。
總體上來說河北市場旅遊資源豐富，具有較強的競爭力。但是本地風景區以山為主，沒有大片水域，也沒有文化特色，參與性項目不多，而養子溝風景區是一個以水上娛樂項目、旅遊觀光、休閒養生度假為主的旅遊風景區，具有獨特韻味，這也是河北旅遊市場本地景區所無法比擬的競爭力。
四、關於養子溝的發展趨勢
提高養子溝在旅遊產品中的地位
以上關於景區的市場分析充分說明景區完全有能力成為旅遊產品中的核心產品。考慮到石家莊旅遊市場交通和市場不成熟的現狀，可以仍將景區與其它周邊特色景區相結合推廣出市場，但應該確立景區特色景觀和特色旅遊服務作為“主菜”的地位。這種做法不僅有利於景區自身的發展，也有利於克服觀光景區因生命周期引起的多種問題。
養子溝一定要走出河南
跨區域遊客正每年逐步的增加，這是一個必然的發展趨勢。尤其在南方來說，景色完全不同於北方，不具有北方山水文化特色。現在北方很少景區介入外省和國際市場，短時間內快速進入外圍市場的浪潮中，是景區推廣發展的必然趨勢。因此景區更需要健全軟、硬體設施，大力推廣，讓景區走出河南。
打造中國特色旅遊品牌
北方旅遊景區具有一定的數量，可能存在著惡性競爭的後果。利用自身資源優勢避免惡果的最好辦法就是推出景區特色，創建特色旅遊品牌形象，儘可能多的占領市場份額，這樣大大促進了旅遊市場的整體發展。 同時也需要政府提供一定的平台支持。例如推出以特色活動為主體的促銷活動，建立“河南旅遊網”與國內品牌商家達成戰略同盟關係等顯示景區的特色和實力。
建設小江南旅遊地產新名片
旅遊景區的發展是與旅遊地產緊密相連的，養子溝景區具有南方的水鄉特色是北方很罕見的地或，且地域險峻，交通便利，占具核心位置，非常利於旅遊地產的開發。但任何一個新生景區成熟至少需要三年的時間，所以在旅遊地產的開發和景區的建設推廣上必須有機結合才能得以順利進行。只要打造知名景區才能創建旅遊地產和農家示範村的新名片。
五、市場運作方式
１、了解石家莊旅行社狀況，從而有針對性的選擇合作對象達成戰略同盟。
石家莊共有旅行社100多家，其中可以走國際線路的旅行社共有8%，走國內線路的較大旅行社占45%。我們在工作中要和其中1家做為主推社，5-10家旅行社作為輔助推廣達成長期友好的合作關係，以助於市場長期穩定的開展。
2、加強服務意識，提高服務質量，強化業務知識，從而提高景區的整體工作水平。
在工作中使旅行社和社會群體對景區有一個深入直觀的認識。作為旅行社啟用哪條線路主要還是以贏利為目的，所以我們在不影響自身複利益的情況下給出旅行社較大的利潤空間，這樣就能在旅行社這個平台上使景區得到更大範圍的推廣。
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