Product packaging plan
Part 1: Product Packaging Planning
In order to fully display Liangzhou's long and splendid history and culture, rich and colorful cultural relics and historic sites, and to create a natural and beautiful scenery, the "Tianma Hometown", "Hometown of Chinese Wine", "The Origin of Chinese Grottoes", and "History Witness of Tibet's Incorporation into the Motherland" A series of special tourism brands such as “Gui” and “Siliang Ancient Capital” will effectively improve the development and market share of tourism products in Liangzhou, enhance the social awareness of Liangzhou, attract more tourists to participate in the tourism industry in Liangzhou, and promote the opening up of Liangzhou. Really enlarge and strengthen the tourism industry of Liangzhou, thus promoting the economic development of Liangzhou, and set up a tourism promotion and promotion plan for Liangzhou on the height of a national chess game.
I. Guiding ideology: conscientiously implement the party's XX spirit, firmly grasp the two major opportunities for the development of the western region and the accession to the WTO, proceed from the Liangzhou district, integrate products, package, enhance tourism attraction, and promote the overall linkage Establish a good tourism image, increase sales promotion, organize and attract tourists, expand business management with innovation, compete with enterprises, vigorously develop inbound tourism, moderately develop domestic and foreign tourism, and conduct tourism in all directions and at multiple levels.
Second, the overall goal of publicity: its overall goal of tourism promotion in Liangzhou is to create a number of world-class and national-level tourism boutiques through the integration of Liangzhou tourism, thereby promoting the overall tourism development of Liangzhou, and for the Hexi Economic Corridor The development has made a big contribution.
III. Objectives of the publicity stage: The first step is to select some areas with high tourism resources, adapt tourism products to the market, and enjoy excellent tourism development conditions, strengthen publicity, and start and accelerate the development of local tourism through certain funds and project support. Form a local tourism growth pole. The second step is to use the funds and projects developed by the Western Development Economic Corridor, especially the transportation infrastructure projects and the strength of the tourism growth poles, to open up the channels leading to the various growth poles as soon as possible. In the third step, the area near the growth pole is integrated into the channel in the form of complementary resources or in the form of other auxiliary elements. On the one hand, the integration level of the growth pole is formed to form partial integration, and on the other hand, the development of other tourism destinations is formed. Tourism development axis
Fourth, the problems of publicity and promotion
1. The overall tourism image design is not good and does not form its own brand. Yunnan's tourism image is colorful in Yunnan--Qishan's different waters and ethnic customs; Shandong is close to Confucius and sails to Qingdao; Dalian is the capital of romance. Liangzhou lacks research positioning and planning in this area. The scenic spots lack such awareness, and they cannot produce flags and brands that can represent their own image, concise and tempting, so the sign of Liangzhou in the tourism market is unclear. The characteristics are not prominent, which is an important issue that needs to be studied seriously.
2, the concept is outdated, can not achieve leapfrog development
3. The lack of central theme in scenic propaganda
4. There are more blanks in the production of publicity materials, and the network construction is lagging behind
5. The lack of publicity personnel and insufficient investment funds
There are basically no full-time tourism propaganda personnel in each scenic spot. They belong to the typical "militia" category, and the cultural quality of personnel is uneven, lack of professional knowledge, slow response to various publicity activities, no creative ideas, and no major publicity activities. The propaganda work can't keep up with the needs of the development of the scenic spot. The various propaganda of the various scenic spots are in the same position, and they cannot form a joint force. They cannot act in unison, let alone participate in the promotion activities of the province and even the whole country. Insufficient investment in publicity funds, insufficient strength, can not produce a sensational effect, such as the National Highway 312 crossing our district is not fully utilized, as its east and west traffic artery, its huge billboard is almost blank.
6. Strengthening the promotion and promotion of travel agencies is an urgent task.
As the main force of the tourism industry, the travel agency has good business cooperation with domestic and foreign travel agencies, civil aviation, railways, highways and major hotels, and plays an irreplaceable role in the promotion of scenic spots. However, the long-term business concept of going out to travel has obviously been in a deficit position in the development of tourism in our district. In the future, we must increase the propaganda of travel agencies and establish the concept of “introducing a batch, we can promote a batch”, standing in the whole district. At the height of a game of chess, we will strive to open up domestic and foreign markets and accelerate the development of the source market through publicity.
7. Nowadays, the publicity fee for the scenic spots has been spent a lot, and the hotel’s publicity fee has also been spent a lot, but the results have not been achieved.
The core issue here is to string these points into lines, to form products and promote products through travel agencies, and this requires a multi-faceted linkage. But from an operational point of view, this diversified linkage operation level should be the operational level of a tourist destination. For example, a city forms a promotion mechanism, everyone gets some money, and then unified accounting. Nowadays, many localities are led by the mayor to promote the publicity, and various enterprises follow up the promotion. Among them, the travel agency as the leading factor has produced a correspondingly better situation. Over the years, it should be said that this mechanism has largely been formed, but it is still not perfect. In the next step, this situation needs to be strengthened. That is to say, the local government is the main destination image promotion, and the travel agency is the main product level of the online road. Then, various types of tourism enterprises will be included in the joint promotion.
Overall image packaging design analysis:
It can be seen that the image of urban tourism is a new field of urban tourism development. A city without a distinct, unique and holistic tourism image is difficult to attract tourists for a long time and win in the increasingly fierce competition. Recent research shows that even the citizens of Liangzhou have a lack of unity in their perception of the image of their hometown city. The old, scattered and unclear reality of the tourism image of Liangzhou City is inconsistent with the title of the national excellent tourist city. Therefore, the design, shaping and promotion of the tourism image of Liangzhou City is imminent.
The basis of urban tourism image design
Whether a city has characteristics that are distinct from other cities or possesses a special status in terms of geographical characteristics may be strengthened and developed to become a tourist attraction. Liangzhou is innately lacking coastal tourism resources. From the perspective of mountains, water and lakes, Liangzhou also lacks unique landscapes with influences around the world and across the country. It basically does not have the characteristics of typical landscape cities like Hangzhou or Guilin. Although the uniqueness of the strange slope and the Xiangshan stone has certain influence in the region, its volume is too small to highlight the characteristics of the entire city's tourism resources. Therefore, it is difficult to abstract the typical urban tourism image elements from the natural geographical features of Liangzhou. One exception is that Liangzhou has a vast rural hinterland with rich agricultural tourism, vacation and leisure resources, and has the conditions to develop agricultural tourism. For a long time, the design of Shenyang's urban tourism image is trapped in the background image of modern city, lacking pastoral color.
To analyze the historical perspective, it is to find historical sites, historical figures, historical events and cultural accumulation backgrounds of Liangzhou with certain popularity and influence as the prominent factors of the city image. We believe that Liangzhou does not have the characteristics of ancient capitals or historical cities that are as typical as Luoyang and Nanjing. It is necessary to highlight the locality of Liangzhou, and it should not be said that it has a long history, but should emphasize its special connection with historical figures and historical events. In addition, with the continuous development of the regional economy, Liangzhou has become the largest commercial center in Hexi, and its commercial features will become more and more distinct.
Folk customs
Liangzhou is the birthplace of the party-government regime, and Tibetan residents also have a certain proportion. Tibetan religion, weddings and funerals, ancestral rites, costumes, festivals, etc. are all mainly involved in local literary works and tour guides. However, due to the acceleration of urbanization, ethnic integration, and historically inhabited ethnic minority areas, the development of folk tourism projects that can be directly involved and experienced by tourists is difficult. Therefore, the Tibetan customs cannot form a similar Tibet, so the folk elements are used as Liangzhou. The ontology of urban tourism image is also not suitable.
Perception Analysis of Tourist Image of Liangzhou in Different Market Areas
The most vivid positive image of the tourists' perception of Liangzhou is the horse stepping swallow, and the most vivid negative image is the city's crowded and messy. There is a considerable difference between the tourists outside the province and the tourists in the province on the image perception of Liangzhou: in addition to the impressive impression of Ma Tiaoyan, the tourists outside the province are concentrated on the old original image of the old town of Silk Road; The inside tourists' perception of Liangzhou is concentrated in the largest city in Hexi, a long history and bustling excitement. It objectively recognizes the long history of Liangzhou and the image of modern city; and the perception of Liangzhou citizens on their hometown image It is scattered in a series of representative things and landscapes such as long history, convenient transportation, landscape and scenery, and does not form a more unified and unified image perception.
Preference Analysis of Tourists in Different Market Areas on Liangzhou Tourism Landscape
The survey results of tourists who take Liangzhou as a tourist destination show the different preferences of the types of landscapes for tourists from outside the province, tourists from the province and tourists from this city. Tourists' preference for Liangzhou tourism landscape determines the market direction of future urban tourism development, thus affecting the design of urban tourism image. In order to develop into an international tourism metropolis, Liangzhou must pay attention to the response of the provincial market to landscape preferences, and should consider tourists in the large-scale space as their potential source market. For these long-distance tourists, the attraction of the cultural landscape with local characteristics of Liangzhou is enormous. Instead of sitting down and watching these landscapes go to the recession of the product life cycle, we must try to reshape its market image.
Analysis of competitive substitution characteristics
The design of Liangzhou city tourism image should consider the interference factors from competitors. The premise of studying this problem is to identify the neighboring cities similar to the Liangzhou target market. . On this basis, we need to further examine the two aspects: First, is the image of Liangzhou's urban tourism easy to be imitated by neighboring cities with similar local and target markets, thus diluting the image? Second, is it more accurate to reflect the image of Liangzhou's characteristics has been preemptively registered by neighboring cities? First of all, in order to prevent other cities in the region from imitating the tourism image of Liangzhou, the positioning of Silk Road Ancient Town should be avoided.
Overall image of tourism
It is characterized by the soul and life of tourism. In the middle of more than 30 provinces, municipalities and autonomous regions across the country, Liangzhou must identify and highlight its own characteristics, form a distinctive and personalized tourism image, and carefully package and vigorously promote it, which may become a powerful domestic and foreign tourists. Attractive tourist destination. Because the biggest characteristic and advantage of Liangzhou tourism resources is the colorful scenery of its rich resources, the tourism image of Liangzhou is a combination of multiple sides, multiple levels and diversity.
The combination of the Great Wall, the desert scenery, the oasis, the Tibetan customs and the Xixia culture make it different from the desert landscape of other provinces. In particular, the fascinating artistic conception of "the desert is solitary and the long river is falling into the sun" is a stimulating tour. Although Xixia culture is scattered in Ningxia, Qinghai, Gansu, Shaanxi, Inner Mongolia and other places, it is concentrated and typical in Liangzhou. Xixiabei, temple tower, colorful sculpture, inscription, casting, carving and Xixia scripts constitute a mysterious and fascinating historical expo.
Urban Tourism Image Design and Modeling
The tourism image as an abstract, the most direct result of its design is to launch a series of promotional slogans. Because different market segment customers have different perceptions of Liangzhou's existing background image, and their preference for urban target landscape is different. Therefore, the image design must also be targeted. Only by launching an image that meets the needs of specific markets will it be The specific market is attractive and has become a source of power for tourists to come to travel. The following are slogans for the public image of the public in different markets in the international, domestic, provincial and municipal markets.
For international tourists--1 Xixia Kaiguo Longxingdi, urban pastoral Xinliangzhou: Hong Kong and Taiwan movies and TV dramas with Xixia as historical background are issued overseas, so that international tourists have a preliminary perceptual understanding of the history of China's Xixia, and the birth of this dynasty The traceability of the land is mysterious to international tourists. The reason for the combination of the city and the new is that the background image of Liangzhou is a modern city, emphasizing new words, intended to break the original impression of international tourists. With the advent of the post-industrial era of the world, residents who have lived in cities for a long time will inevitably escape the intense life, machine operation, environmental pollution, physical and mental exhaustion, and travel destinations point to the urban countryside. The pastoral scenery is the eternal theme of the tourism industry to the nostalgic road. It is the meaning of the new words to fight against heavy industry and maintain the background image of Liangzhou city. Although Liangzhou does not have the advantage of shaping the image of the pastoral, but through the promotion of the image, once the new image of the pastoral is owned by me, it is used by me. Tourists are most sensitive to the first, and are easily impressed. The relationship between Liangzhou and China has a specific, hierarchical concept of the northwest transition, giving people a clear sense of hierarchy.
For domestic tourists, visit Changzhou and learn about Silk Road. For those domestic tourists who are not familiar with Liangzhou, especially those in Southwest, Northeast and South China, this positioning is in line with the hierarchical cognition of geographical hierarchy, that is, people are The cognition of strange cities depends first and foremost on the perception of the high-level areas to which the city belongs. 2 New Century, New Gansu, New Liangzhou For those domestic tourists who are more familiar with Liangzhou, this positioning is to emphasize the rich meaning of new words and Imagine space.
For the tourists in the province--the birthplace of Xixia, the business environment of Shangdu: the residents of the province are familiar with the history of the party and the Xixia Dynasty, and the slogan is easy to be remembered on the basis of understanding. Shangdu and Tianyuan have merged into the most important tourist destinations in the province, such as shopping and tourism.
For the city's tourists - the countryside around the city, the urban pastoral: this positioning, it is necessary to build a ring of agricultural sightseeing landscape and country lake landscape, so that the people living in the city can experience the feeling of returning to the countryside, 迸Inspiring the pride of urban residents is conducive to the word-of-mouth publicity of the pastoral image. The larger the city, the higher the degree of modernization, and the stronger the contrast of the pastoral image to the customer base. If the promotion is successful, its attraction effect will inevitably extend to tourists outside the city, affecting other cities.
The basic idea of urban tourism image
The shaping of physical landscape image--mainly for the maintenance or construction of tourist attractions and scenic spots that best reflect the function of tourism image. For the fist landscape such as Baita Temple, as far as possible to maintain and maintain the characteristics of the original resources, do not have to add too much modern facilities, avoid landscape pollution, prevent resource damage, maximize the maturity of products, and strengthen the image of Tibet's witness to China's territory. . For the natural landscape, because the rural pastoral image has not yet been established, it needs to be strengthened to strengthen it. In particular, large-scale construction of the waterscape of the suburban lakes should be carried out to increase the volume and change the day trip to overnight.
Cultural Landscape Image--The local festivals held in the tourist city are not only part of the local cultural construction, but also can be used as representative events of urban tourism. There are many successful cases, such as Harbin Ice and Snow Festival, Dalian Fashion Festival, Luoyang Peony Festival, Weifang Kite Festival and so on. In the establishment of local festivals in Liangzhou, you can choose to take the image of the core location--the image of the core area of Shenyang to grasp a few points: 1 symbol of the birthplace of Xixia; 2 iconic sculptures or buildings of modern cities; The representative landscape of the rural pastoral scenery; 4 representative historical figures of the sculpture; 5 local government issued the implementation of the Liangzhou tourism emblem.
The image of tourism enterprises--tourism companies such as travel agencies, hotels, tourist attractions and scenic spots in Liangzhou directly contact with tourists and transmit image information. Considering the importance of the image of tourism enterprises to the image of tourism in the whole city, we must also do a good job in the image design of tourism enterprises, so that the tourism enterprises in Liangzhou can pass the city more effectively in the aspects of concept recognition, behavior recognition and visual recognition. The overall image of tourism.
Comprehensive promotion and promotion strategy.
1. Promote the overall packaging of Liangzhou tourism image, which is conducive to publicity
Tourism development depends on propaganda, and tourism image depends on packaging. But the propaganda pays attention to an overall positioning, the overall packaging, which can produce an image and an effect. The formation of the east-south north-south tourist line is to promote the overall packaging of Liangzhou tourism products. With this line, it will be packaged from the main boutiques of Liangzhou, and will be promoted at home and abroad. At present, after the display of many tourism and publicity activities at home and abroad and the publicity of major media, the north-south gold tourism line of this thing has already heated up, and the overall image of Liangzhou has become increasingly conspicuous and conspicuous, which is conducive to packaging and more conducive to publicity.
2, should pay attention to the overall packaging, the overall promotion, combined promotion
The creation of the line is to connect the tourism products on the line to form an overall image and publicize the outside. If you want to fight alone in the past, then you will lose the meaning of creating a golden tourist route. The 11 scenic spots on the gold tourist route must be united, bundled and unified. In various publicity activities, the production of promotional materials, the introduction of tourism briefings, etc., to play the tourism brand of Liangzhou, to create a sensational effect and improve the influence of the overall image. It is difficult to stand firm in the market by relying on the strength of an attraction. It is good at joint promotion and achieve a win-win situation. At the same time, in the use of publicity expenses, Liangzhou should also establish a chess game, overcome the narrow concept of each individual, concentrate limited financial resources, and unify the fine publicity for the line.
Linkage promotion
First, grasp the work of the center and do a good job of overall publicity
Focusing on the central work of the district committee and the district government on expanding and strengthening the tourism industry, giving play to the leading role of the government, encouraging social participation, conducting investigations and studies, strengthening organizational management, establishing sound management regulations, increasing investment and attracting investment, and maintaining the momentum of promotion. To carry out tourism science and give full play to the comprehensive effects of tourism to promote social and economic development.
Realize the informationization of the tourism industry. It is necessary to adapt to the new trend of the development of the world's Internet economy, accelerate the pace of utilizing scientific and technological innovations, and actively promote the informationization of the tourism industry, especially to establish a broadband network, carry out online promotions, and develop tourism e-commerce. The Nanyue Tourism Website should be built into a high-level, high-performance professional travel network and government network, and connected with well-known comprehensive websites and boutique travel websites to realize tourism network.
Second, deepen the deep cultural connotation of tourism resources.
Religious culture and ancient construction culture represented by Baita Temple, Tianti Mountain, Haizang Temple, Lianhua Mountain, Haimu Cave, Leitai, etc.; represented by Emperor Niangniangtai, Gaogoubao Ancient City and Zhangqing Big Banyan Tree The root ancestral culture; the Confucian merchant culture represented by several large courtyards such as Niu Jian, Li Minghan and Jia Tan; the revolutionary culture represented by the Dongguan Martyrs Cemetery and the Shilili West Road Army Battle Site, and the cultural connotation of each scenic spot . This is the biggest feature of Liangzhou tourism, which is different from the general natural scenery. But if we don't do a good job of researching and sorting out, most visitors will not understand it thoroughly and lose its original charm. Culture is the soul of cultural relics and the most attractive content for the development of tourism. We often attach importance to tangible hardware such as architecture and despise the invisible software of culture. So far, books and CDs about the Liangzhou culture published in various scenic spots have been published. There are few promotional items, and there are fewer works with higher levels. There are also very few narrations and commentators with excellent cultural skills. It is a heavy task to excavate the cultural connotation of the scenic spot and present the charm of Liangzhou culture in an easy-to-understand form.
Third, attach importance to the use of history, social culture and folk culture.
Liangzhou folk music has a long history and a wide variety, and is known as the hometown of Chinese filial piety. The folk art of Liangzhou is rich and colorful, and it also has the reputation of folk songs and oceans. There are also paper-cutting, sultry, shadow, face, clay, brick carving and so on. The folk customs of Liangzhou are simple, weddings and funerals, childbearing, and Chinese New Year. There are many traditional styles and strong cultural colors. These can be used for travel. Increase the viewer's enjoyment and participation, and add dynamic performances to the static attractions. Yunnan, Hainan, Inner Mongolia and other places have done a good job in this regard. Liangzhou also tried and succeeded. We should do more research and spend more energy in this area.
Fourth, do a good job of the combination of natural landscape and culture.
The tourism resources structure of Liangzhou District is relatively perfect. It has rich human resources as the cradle of the Chinese nation and a unique and unique natural resource. However, over the years, the development of natural resources has been neglected, and tourism projects lacking leisure and sightseeing have been lacking. It is necessary to develop some scenic spots with natural scenery and combine them with humanities scenic spots to meet the needs of most leisure and sightseeing tourists.
5. Going out of the misunderstanding of heavy resource product development and light talent development.
Sixth, diversification of propaganda methods, and strive to create a large propaganda atmosphere
7. Strengthening the promotion of natural landscapes
8. Establish awareness of propaganda and implement brand strategy
Brand strategy is an effective strategy for market competition to win. The main way is through image planning design and its implementation, aiming to highlight the characteristics, create famous products and establish a beautiful image. The “Four Brands” launched by the city have achieved good social effects, but the development of this series of tourism products is not enough. This requires us to establish a sense of publicity, relying on resources and market-oriented. , product-based, efficiency-centered, with facilities and promotions as the medium, from product to service to participate in international and domestic competition
Increase the propaganda of exhibition tourism and eliminate people's misunderstandings.
After years of development, the role of tourism in the national economy has been recognized by the government and the public, and the charm of the exhibition economy has gradually become familiar. However, most people still know very little about the new things of MICE, and even there are misunderstandings. Therefore, the government and relevant personnel engaged in exhibitions and tourism should vigorously publicize the characteristics and advantages of MICE tourism and the development of foreign MICE tourism, and guide the public, especially the leaders of tourism enterprises, to fully understand the role of MICE tourism and improve the general public. Exhibition tourism awareness and participation.
Give full play to the important role of the government in the development of MICE tourism, and strengthen the government's support for the macro-control and policy support for the development of MICE tourism.
On the one hand, the government should regard the development of MICE tourism as an important link to promote urban economic development, attach importance to its development and provide corresponding policy support; on the other hand, it is necessary to establish a sound management organization and strengthen the recruitment, management, reception and after-sales service of the exhibition. jobs. It is reported that Japan, Singapore and Hong Kong and other countries and regions have set up exhibition and exhibition bureaus under their tourism management agencies, which are responsible for the development of MICE tourism. We can also refer to this practice and set up a convention or exhibition office or similar institution under the Tourism Bureau.
Strengthen the promotion of exhibition tourism.
Due to the comprehensive nature of the MICE tourism and the wide range of participation, it is often difficult for the strength of the MICE to win in the fierce market competition. At this time, the government's support is particularly needed. Therefore, government departments should be committed to the promotion and promotion of the overall image of the city. Relevant leaders should pay full attention to and practice, publicize and promote urban exhibition tourism products, and win as many influential conference and exhibition rights as possible. In addition, you can also invite film and television stars or celebrities in the cultural and sports circles to act as "the ambassador of Liangzhou Convention and Exhibition Tourism" to promote and promote China's MICE tourism products.
First, Liangzhou tourism promotion promotion classification
1. A long and splendid culture
It mainly consists of Wuliang Culture, Xixia Culture, Grotto Culture, Tibetan Buddhism Culture, Jianyi Culture, Jinshi Culture, Wine Culture, Folk Customs, Food Culture and Culture.
2, colorful cultural relics and monuments
The ancient monuments include Tianti Grotto, Baita Temple, Confucian Temple, Leitai Han Tomb, Haizang Temple, Ancient Bell Tower, Roche Temple and Fenghuangtai.
The cultural relics are mainly Ma Tingfeiyan, Xixiabei, Hanjian, Dayun Bronze Bell, Gaochangwangbei and Xining Wangbei.
3, strange and beautiful natural scenery
Mainly desert scenery, mountain view temple view, ecological scenery, pastoral scenery, grassland scenery, urban scenery and so on.
4, the history of celebrities
1 Emperor will be the phase: Li Gui, Jin Ri Shi Dan, Niu Jian and so on.
2 groups Ying Zhonglie: Honghua Princess, Yin Yin, Hua Mulan and so on.
3 Wenyuan Essence: Li Yi, etc.
4 technology celebrities: Jia Sizhen, etc.
Third, the attraction publicity image packaging
Featured Advantage Brand Packaging
Ma Tiao Fei Yan - China travel logo.
Tianti Grottoes - boating Tianti Xianhu to see the originator of Chinese grottoes.
Baita Temple is the historical witness of Tibet's belonging to the motherland.
Liangzhou Hanjian - the essence of Chinese scholarship.
Xixia Monument - Study the live "dictionary" of Xixia script.
Liangxia Xixia Culture: The beginning of the Western Xixia Studies.
Wuliang Culture: The Central Plains Culture and the Wonders of Western Culture
Liangzhou Buddhism--the relay station of the Westernization of Buddhism in the Western Regions
Haizang Temple - the crown of Silk Road Palace
Wuwei Confucian Temple - the crown of the right school, one of the three major Chinese temples.
Liangzhou wine - the earliest wine in China.
Desert Park - China's first garden in Shahai
Shenzhou Desert Wildlife Zoo - Hope for the survival of endangered animals in China
Wuwei Chengdong Ecological Agriculture Tourist Area - the hometown of Chinese wine
Dongguan Garden - the largest botanical garden in western China
Attacking the drums - the drums of western China
Boutique line recommendation
1. One-day tour of Tianti Mountain: Urban Area - Baita Temple - Huangyang Science and Technology Park - Tianti Mountain - Huangyanghe Reservoir - Urban Area
2, desert special tour: urban area - endangered center - desert park - Gaogoubao ancient city - forty miles of sand - urban area
3. One-day tour of the vineyard: urban area - Huangyanghe Group Corporation - Science and Technology Park - Urban Area
4. Honghua Princess Tomb Tour: Urban Area - Nanying Eight-Level Hydropower Station - Nanying Reservoir - Honghua Princess Tomb - Urban Area
5, Lotus Hill Day Tour: Urban Area - Jinta Temple - Yaowang Hot Spring - Xiying Reservoir - Shifo Cliff - Urban Area
6. Songtao Temple Day Tour: Urban Area - Haizang Temple - Yin Yintai - Songtao Temple - Urban Area
7, farm tour
8. Day trips to various attractions in the city
Third, publicity and promotion strategies
Promotional promotion strategy in the district
1. On the occasion of the peak season of tourism, each tourist attraction will hold a tourist attraction to announce the event information to the public and attract the public to participate.
3. While organizing inbound and outbound tourism, travel agencies must make publicity materials for local tours, arrange local tours, promote local tourism boutique routes, and actively organize local teams to conduct local tourism activities.
4. Set up tourist light boxes and advertisements on the main streets of the city.
5, in order to swim the local people to participate in local tourism activities, regularly hold tourism photography selection activities and "Changyou hometown Wuwei, write a good feelings" as the theme of the essay selection activities.
6. In order to advocate and encourage family tourism, each tourist scenic spot can reward several tourist families in different ways during the tourist season.
7. All major media should vigorously publicize the meaning of life in tourism and guide the public to change the old concept of tourism expenditure as “remaining expenditure” and “extra expenditure”, and guide the public to arrange a certain time to participate in tourism every month. As an indispensable part of living expenses, tourism consumption expenditure inspires the public's tourism awareness and allows people to actively participate in tourism.
8. Vigorously develop tourism off-season products to meet the different needs of various source markets.
Domestic promotion strategy
1. Grasp all kinds of tourism promotion information in a timely manner, and actively participate in tourism trade fairs and promotion activities organized by organizations at all levels.
2. Establish stable information channels with various media, provide timely information on tourism products, especially some tourism websites, strengthen cooperation, produce special pages for promoting tourism products in our district, and strengthen publicity.
3. It is necessary to carry out regional linkage publicity and study. The publicity experience of Dunhuang, Jiayuguan, Lanzhou and Tianshui should be linked with these places and take the publicity express train to jointly attack.
4. In the large-scale cities of the country, the main pedestrian street in the main source city of the city and the national road leading to our district set up a large-scale tourism advertising propaganda gallery with visual impact.
5. On the occasion of the peak season of tourism, TV stations, newspapers and magazines in the main source areas, TV stations and newspapers in our province, especially tourism newspapers and periodicals, have strong propaganda. Before the arrival of the golden season of tourism, we will co-organize one to two special issues if necessary.
6. Inviting travel agents inside and outside the province to visit the mining line in our district and use our district as a key tourist attraction for the Silk Road tourist line.
7. Corporate culture celebrities come to our district to collect wind and sightseeing, hold special seminars, and vigorously develop the cultural connotation of tourism products.
8. Establish Gansu Liangzhou tourism website to realize the informationization of the tourism network in our district.
9. Establish a comprehensive and high-quality basic database of texts, photos, and discs on tourism resources, and produce a novel, creative, visually appealing CD-ROM multimedia presentation CD that comprehensively introduces the resources of our tourist attractions. Comprehensive, portable, and foldable, with pictures and texts, the text is simple and comprehensive, covering the travel brochures of Wentong, famous cultural relics, historical culture, natural landscape, etc., and the high-quality "five one" project.
Foreign promotion
1. Participate in the publicity and promotion activities and trade fairs organized by the state and provincial bureaus, and go public for promotion.
2. Establish and publicize the advertising bulletin board of tourism products in our district at the port of entry.
3. Create a webpage introducing the tourism products of our district on a foreign travel website and publicize it through the Internet.
4. Promote representative tourism products in our area in foreign influential tourism newspapers and magazines. It is also possible to use various agencies such as local and foreign government agencies and state offices abroad, foreign embassies and other embassies to form a tourism promotion network. At the same time, large-scale literary and artistic works, such as TV series and movies, for the purpose of promoting Liangzhou tourism should be planned as a whole. It is also necessary to speed up the process of tourism e-commerce, improve publicity means and facilities, and achieve innovation in promotional means.
Chapter 2: Product Packaging Planning
In the modern business society, packaging not only becomes one of the most important elements of products, but also becomes an important carrier of urban popular culture. We can see that modern packaging products are ever-changing and colorful in the end products. In the competition of new product elements, the brand culture and value system represented by packaging is increasingly valued by consumers. We see that consumers are nostalgic in the product terminal, not only to enjoy the material satisfaction of modern materials, but also to pursue the modern packaging to bring consumers spiritual pleasure. Product packaging innovation often brings unprecedented freshness and hints to consumers. In order to meet consumers' needs for packaging culture, the company constantly creates new packaging design and creates a spectacular packaging culture.
Are there any rules for new products in packaging design? What are the application techniques for packaging in the new product innovation? For consumer goods, especially fast moving consumer goods, what are the basic constraints on product packaging innovation? We believe that to understand the packaging elements of new products, below, we will analyze the impact of packaging elements in product innovation, brand image formation and promotion from eight perspectives.
First of all, color is the most important visual element of packaging.
Color is the most important visual element of packaging. Color is also the most competitive product element for consumers to directly perceive. Therefore, new products must pay great attention to product attributes when choosing color combinations. Consumers' psychological feelings need color.
Fourth, packaging layout and specification design
Packaging layouts and specifications are an important means of building consumer product differentiation today. In fast-moving consumer goods companies, packaging layouts for new products are often decisive market sales drivers.
On July 12, 20XX, the emergence of the Red River V8 caused great concern from the industry and consumers. Its horizontal packaging changed the consistent vertical design of China Tobacco and created a new era of product layout in the Chinese market.
V8 "cut down" the traditional vertical logo of cigarettes, using contrasting red and black colors, and debuting in a beautiful horizontal design. The 9:16 ratio that fits the humanized design is like opening a wide screen on the cigarette case. Of course, coupled with the "V8", which is a modern and fashionable name, which is separated from the traditional concept of celebration and blessing, it has indeed subverted the external impression of traditional cigarettes. According to industry insiders, among the more than 580 cigarette brands in the country, the trademarks are all traditional vertical designs. In the high-end cigarettes with a price of more than 50 yuan per pack, the trademark is not a one-piece design. In addition, in order to efficiently deliver accurate and complete product information and identification information to consumers, the Red River V8 has a bright focus on packaging design. The tipping paper adopts a bronzing process, and the color breaks through the traditional yellow-white color, and adopts a dignified red-red tone to highlight the V8 highlights. The cigarette is made of white high-permeability straight-threaded cigarette paper, which is harmonious with the trademark, and the foil color is golden yellow. From the external trademark to the packaging of the internal cigarettes, the Red River V8 will red, black and golden, which are the three Chinese traditional meanings of noble and elegant colors. The purpose of the first is to enjoy the beauty of consumption, and the second is to highlight the atmosphere and restraint of the "Red River" brand in a simple and generous overall package.
紅河V8的創意達到行業熱烈追捧，不久，大紅鷹便推出了自己橫版設計的新品香菸，新鄭菸草集團更是將橫版產品作為傳播點，其推出的橫版天河在河南市場上成為消費者新寵。可以想見，一個產品包裝版式變化代給我們前所未有的驚喜。
產品的規格對於消費者影響也是十分巨大的。現在我們看到白酒，菸草，日化等產品各種規格具全，消費者購買十分方便，在產品上市最初，很多企業在意識上還是比較落後，產品包裝大小往往就是一個產品成功上市的法寶。
產品包裝的版式與規格對產品包裝效果影響是顯而易見的，特別是快速消費品企業，在產品包裝版式與規格上創新與突破，一定會給你產品帶來巨大市場效應。
第五，包裝的外觀形狀與內在形狀
包裝的形狀分為內在形狀與外在形狀。特別是在中國酒市場，產品的形狀可謂豐富多彩，風格獨特。
一般情況下，產品外包裝形狀比較單一，主要是考慮運輸過程中堆放與終端展示中堆頭，儘管這樣，消費品企業也沒有忘記產品包裝的在寶貴的外包裝上抓緊創新機會。
其一，傳統的方塊式包裝。大部分包裝考慮導堆放，還是在外包裝上選擇了方塊式外包，因此，我們在終端市場上看到的方塊式包裝成為市場主流；
其二，圓通式包裝也逐漸成為潮流。圓通式包裝有很強烈的整體感與大度感，消費者攜帶也比較方便，而且中國消費者十分注重在包裝中討口彩，所以，圓通式包裝恰好滿足了中國消費者圓圓滿滿的想法，因此，圓通式包裝對消費者也是頗具吸引力的一種外觀形狀。
其三，菱形外觀包裝。菱形外觀包裝其實是一種規則多邊形籠統說法。為了創造產品差異化，很多企業在新產品開發上選擇了菱形外觀包裝，凸現產品個性與差異。
其四，異型外觀包裝。異型外觀包裝是企業為了顯示產品品牌定位而採取一種局部不對稱包裝設計。這種包裝外觀對於創造產品與品牌價值吻合起到了很好的作用，我們看，高爐家酒就採用了徽派民居作為產品上端包裝形狀，比較好地傳遞了高爐家定位家概念地品牌理念。
在產品內部包裝中，不同的形狀也代給產品許多驚喜。特別是傳統消費品領域。
其一，塔台式內包裝。目前白酒企業最廣泛一種包裝形式，以五糧液為主的白酒企業主要採用這種塔台式內包裝，並且，五糧液將塔台式包裝做成樓體，成為自己企業文化重要組成部分；
其二，圓筒式內包裝。新型白酒企業比較喜歡這種內包裝，主要是比較簡單，容易被消費者接受與攜帶；
其三，方塊型包裝。安徽白酒企業比較喜歡這種包裝，菱角分明，銳氣十足；
上述包裝主要是運用在玻璃製品白酒內包裝，中間有一些過渡性形狀使用再次不作贅述。
其四，窈窕狀內包裝。口子窖是使用這種窈窕狀的白酒生產企業，凸現了品牌定位與核心價值，因為口子窖選擇了一個窈窕人女人作為代言人。
其五，異型包裝。主要是一些功能性白酒比較多使用。
第六，包裝組合特點與關鍵節點處理
包裝在形成一個整體的，有衝擊力的焦點過程中，是需要很多組合上的技巧與關鍵節點上處理能力。包裝產品組合講究協調性與一致性，關鍵節點處理上則強調完美性與精緻性。
1包裝組合首先就是顏色協調一致性。內外包裝顏色一致性對於產品包裝和諧非常重要，特別是消費品企業，為了使得消費者在認知上不至於產生不必要的麻煩，很多企業選擇了內外包裝主畫面一致原則，可謂是一個比較簡單簡便方法。
2 包裝形狀的內外協調性。內外包裝在風格上要保持一致，避免出現外包裝與內包裝在顏色，形狀，用材上巨大差異，形成系統的不協調。內外包裝內外協調主要是考慮到品牌上的傳承與傳播。
3 包裝產品系列外觀一致性。通常情況下，為了對新產品形成一定程度的保護，我們需要對產品形成一個相對比較完備的系列，保證產品系列包裝的風格一致性也是包裝組合中需要倍加注意的焦點。
4 包裝文字風格上的一致性原則。包裝中出現的文字有商標文字與非商標文字，需要我們根據文字定位進行文字風格的協調與一致性處理，避免出現文字上重大過渡性影響。
關鍵節點處理主要表現在過渡性部分的完美與精緻。
對於包裝在製造過程中完美追求是出精品包裝的基礎，所以，作為白酒生產企業對包裝中的細節把空顯得十分重要。主要是平面部分與過渡部分把握需要很多具體技巧。
1 圓弧過渡圓潤與標準性
2 平面部分均勻性與精細化處理
3 過渡色使用上自然與美感
4 視覺與文字使用的規範與融合。
第七，包裝的性別特點凸現
包裝也是有性別的，不僅如此，人們通過包裝基本上可以判斷出消費者年齡，生活情趣，價值觀等等。包裝的這一特點告訴我們。針對包裝的要素競爭已經進入到一個相當精密的細分時代，容不得我們在包裝上犯幼稚的錯誤。
我們看，飲料上，性別使用有著非常明顯的界限。性別飲料與功能性飲料在包裝款式與顏色上搭配表明，包裝性別特徵往往通過簡單的元素就可以完整地得到顯示。
第八，包裝的品牌調性風格
包裝風格特點有兩個比較直接作用，一個就是產品功能傳播作用，另外一個就是產品品牌傳播功能。產品功能上有標準型功能宣傳與感覺性功能宣傳，一般情況下，標準型功能宣傳是我們必須做地一種說明，但是，感覺性功能宣傳則是我們可以創意空間。
而包裝的另外一個作用就是品牌宣傳作用，主要是通過包裝本身的外觀與內在形狀，包裝文字風格與顏色運用，包裝的品牌廣告語等組合方式來傳遞品牌屬性與價值。
人靠衣裝馬靠鞍，貨賣一張皮。隨著市場上消費品品種增加，越來越多的產品需要一個跳躍的包裝來傳播產品信息與品牌信息，我們可以看到，在產品包裝所能涉及的所有領域，新產品元素組合都活躍其中，因此，我們有理由相信，包裝對於產品來說不僅僅是簡單物質性享受，更是一種精神性追求。
案例精選：洽洽瓜子，包裝出來的第一品牌
瓜子是中國老百姓日常生活中在簡單不過一種休閒食品，甚至於，在洽洽瓜子出現之前，我們很難相信，瓜子還能夠形成品牌上認知與偏好。恰恰是這樣一個司空見慣的小產品，安徽華泰食品有限公司通過精妙包裝，硬是做成安徽合肥一個支柱性大產業，創造了中國商界一個傳奇。而重視對於產品包裝的創意與創新卻是洽洽成功的關鍵。
首先主顏色選擇。
與傳統瓜子產品包裝在顏色選擇上隨意不同，洽洽瓜子在包裝顏色選擇上採用了中國傳統紅色，十分強眼，也抓住了中國消費者眼神，因為作為休閒食品，瓜子最主要消費場合是冬季與各種節日，溫暖，喜慶的紅色給了消費者很好的心理暗示與價值回歸，因此，洽洽包裝顏色使用恰到好處，渾然天成。
包裝用材選擇別具匠心。
洽洽在包裝用材上摒棄了簡易紙制包裝容易破裂，質感很差的缺陷，將厚重，堅固的牛皮紙運用到產品包裝中，形成了中國市場上獨具風格的牛皮紙瓜子包裝新浪潮，不僅如此，洽洽還將腹膜技術運用於內包裝，使得洽洽瓜子高端形象樹立起來。
包裝的顏色使用我們在《新產品要素競爭顏色篇》中有比較深入的闡述，在這裡，我們僅僅對不當包裝引起的失敗新產品案例進行分析，意圖在顏色上引起企業注意。
20XX年，健力寶集團推出了據說是第三代飲料的新產品―――爆果汽，爆果汽無論是產品合成的理念還是概念設計，均創造了一個新的產品品類。其大手筆廣告傳播投入也使得其成為2003年度市場熱點產品。但是，在新產品顏色使用上，健力寶集團卻犯了一個小小的錯誤，那就是使用神秘的黑色作為瓶體顏色。
飲料作為一個夏季頻繁出現在戶外產品，其接觸陽光機會非常之多，而黑色在戶外的吸光性能決定了其產品暴露在戶外非常容易由於溫度過高導致產品變質，聰明的健力寶因為小小的新產品包裝顏色使用不當，導致了該產品在市場上遭遇了商家困惑，產品展示很難，特別是小型戶外產品展示難度更大。因為小商戶就是依靠戶外產品銷售來推動產品上量。
撇開健力寶戰略上出現的失誤，如果健力寶真的是苦心經營這個產品，就會發現這個問題是多么簡單與幼稚。產品包裝顏色使用對於一個產品生命周期影響是多么深遠。所以，從事新產品策劃的專業人士，一定要是一個對於生活非常熱愛，有著樸素的生活常識與簡單自然知識，那種不食人間煙火的策劃人絕對很難成為大師級創意人。
其次，用材是現代包裝戰略性定位元素。
包裝用材也是組成新產品核心競爭要素戰略性元素，包裝用材隨著現在材料開發領域不斷擴大而變得越來越為廣大消費者所追捧，包裝用材對於彰顯新產品品味與風格具有十分重要的外在作用。我們還是用現代白酒來說明豐富多彩的包裝用材在新產品設計中的地位。
現代白酒在包裝用材上可謂品種繁多，異彩紛呈。
從外包裝看，白酒包裝主要用材有：
木質包裝。白酒為了顯示出古樸與典雅，選擇木質包裝是一種通用的包裝手段，現在，幾乎所以白酒企業都有木質外包裝白酒。
紙制包裝。白酒現在最通用的外包裝還是紙制包裝，主要是紙制包裝比較有兼容性，並且成本比較低廉，包裝在顏色選擇匹配上很好著色。
竹製包裝。在雲南與四川，由於其竹製品十分豐富，選擇竹製品作為外包裝也非常普遍。
鐵制包裝。近幾年，鐵制外包裝隨著消費者寵愛成為白酒外包裝新潮流，很多白酒企業在外包裝上將鐵制材料使用到了極致。
塑制包裝。塑膠外包裝也成為國內白酒企業追求新寵，我們在糖酒會上，見到不少企業選擇採用塑膠製品作為產品外包裝，創造了白酒包裝另一種風貌。
In order to fully display Liangzhou's long and splendid history and culture, rich and colorful cultural relics and historic sites, and to create a natural and beautiful scenery, the "Tianma Hometown", "Hometown of Chinese Wine", "The Origin of Chinese Grottoes", and "History Witness of Tibet's Incorporation into the Motherland" A series of special tourism brands such as “Gui” and “Siliang Ancient Capital” will effectively improve the development and market share of tourism products in Liangzhou, enhance the social awareness of Liangzhou, attract more tourists to participate in the tourism industry in Liangzhou, and promote the opening up of Liangzhou. Really enlarge and strengthen the tourism industry of Liangzhou, thus promoting the economic development of Liangzhou, and set up a tourism promotion and promotion plan for Liangzhou on the height of a national chess game.
I. Guiding ideology: conscientiously implement the party's XX spirit, firmly grasp the two major opportunities for the development of the western region and the accession to the WTO, proceed from the Liangzhou district, integrate products, package, enhance tourism attraction, and promote the overall linkage Establish a good tourism image, increase sales promotion, organize and attract tourists, expand business management with innovation, compete with enterprises, vigorously develop inbound tourism, moderately develop domestic and foreign tourism, and conduct tourism in all directions and at multiple levels.
Second, the overall goal of publicity: its overall goal of tourism promotion in Liangzhou is to create a number of world-class and national-level tourism boutiques through the integration of Liangzhou tourism, thereby promoting the overall tourism development of Liangzhou, and for the Hexi Economic Corridor The development has made a big contribution.
III. Objectives of the publicity stage: The first step is to select some areas with high tourism resources, adapt tourism products to the market, and enjoy excellent tourism development conditions, strengthen publicity, and start and accelerate the development of local tourism through certain funds and project support. Form a local tourism growth pole. The second step is to use the funds and projects developed by the Western Development Economic Corridor, especially the transportation infrastructure projects and the strength of the tourism growth poles, to open up the channels leading to the various growth poles as soon as possible. In the third step, the area near the growth pole is integrated into the channel in the form of complementary resources or in the form of other auxiliary elements. On the one hand, the integration level of the growth pole is formed to form partial integration, and on the other hand, the development of other tourism destinations is formed. Tourism development axis
Fourth, the problems of publicity and promotion
1. The overall tourism image design is not good and does not form its own brand. Yunnan's tourism image is colorful in Yunnan--Qishan's different waters and ethnic customs; Shandong is close to Confucius and sails to Qingdao; Dalian is the capital of romance. Liangzhou lacks research positioning and planning in this area. The scenic spots lack such awareness, and they cannot produce flags and brands that can represent their own image, concise and tempting, so the sign of Liangzhou in the tourism market is unclear. The characteristics are not prominent, which is an important issue that needs to be studied seriously.
2, the concept is outdated, can not achieve leapfrog development
3. The lack of central theme in scenic propaganda
4. There are more blanks in the production of publicity materials, and the network construction is lagging behind
5. The lack of publicity personnel and insufficient investment funds
There are basically no full-time tourism propaganda personnel in each scenic spot. They belong to the typical "militia" category, and the cultural quality of personnel is uneven, lack of professional knowledge, slow response to various publicity activities, no creative ideas, and no major publicity activities. The propaganda work can't keep up with the needs of the development of the scenic spot. The various propaganda of the various scenic spots are in the same position, and they cannot form a joint force. They cannot act in unison, let alone participate in the promotion activities of the province and even the whole country. Insufficient investment in publicity funds, insufficient strength, can not produce a sensational effect, such as the National Highway 312 crossing our district is not fully utilized, as its east and west traffic artery, its huge billboard is almost blank.
6. Strengthening the promotion and promotion of travel agencies is an urgent task.
As the main force of the tourism industry, the travel agency has good business cooperation with domestic and foreign travel agencies, civil aviation, railways, highways and major hotels, and plays an irreplaceable role in the promotion of scenic spots. However, the long-term business concept of going out to travel has obviously been in a deficit position in the development of tourism in our district. In the future, we must increase the propaganda of travel agencies and establish the concept of “introducing a batch, we can promote a batch”, standing in the whole district. At the height of a game of chess, we will strive to open up domestic and foreign markets and accelerate the development of the source market through publicity.
7. Nowadays, the publicity fee for the scenic spots has been spent a lot, and the hotel’s publicity fee has also been spent a lot, but the results have not been achieved.
The core issue here is to string these points into lines, to form products and promote products through travel agencies, and this requires a multi-faceted linkage. But from an operational point of view, this diversified linkage operation level should be the operational level of a tourist destination. For example, a city forms a promotion mechanism, everyone gets some money, and then unified accounting. Nowadays, many localities are led by the mayor to promote the publicity, and various enterprises follow up the promotion. Among them, the travel agency as the leading factor has produced a correspondingly better situation. Over the years, it should be said that this mechanism has largely been formed, but it is still not perfect. In the next step, this situation needs to be strengthened. That is to say, the local government is the main destination image promotion, and the travel agency is the main product level of the online road. Then, various types of tourism enterprises will be included in the joint promotion.
Overall image packaging design analysis:
It can be seen that the image of urban tourism is a new field of urban tourism development. A city without a distinct, unique and holistic tourism image is difficult to attract tourists for a long time and win in the increasingly fierce competition. Recent research shows that even the citizens of Liangzhou have a lack of unity in their perception of the image of their hometown city. The old, scattered and unclear reality of the tourism image of Liangzhou City is inconsistent with the title of the national excellent tourist city. Therefore, the design, shaping and promotion of the tourism image of Liangzhou City is imminent.
The basis of urban tourism image design
Whether a city has characteristics that are distinct from other cities or possesses a special status in terms of geographical characteristics may be strengthened and developed to become a tourist attraction. Liangzhou is innately lacking coastal tourism resources. From the perspective of mountains, water and lakes, Liangzhou also lacks unique landscapes with influences around the world and across the country. It basically does not have the characteristics of typical landscape cities like Hangzhou or Guilin. Although the uniqueness of the strange slope and the Xiangshan stone has certain influence in the region, its volume is too small to highlight the characteristics of the entire city's tourism resources. Therefore, it is difficult to abstract the typical urban tourism image elements from the natural geographical features of Liangzhou. One exception is that Liangzhou has a vast rural hinterland with rich agricultural tourism, vacation and leisure resources, and has the conditions to develop agricultural tourism. For a long time, the design of Shenyang's urban tourism image is trapped in the background image of modern city, lacking pastoral color.
To analyze the historical perspective, it is to find historical sites, historical figures, historical events and cultural accumulation backgrounds of Liangzhou with certain popularity and influence as the prominent factors of the city image. We believe that Liangzhou does not have the characteristics of ancient capitals or historical cities that are as typical as Luoyang and Nanjing. It is necessary to highlight the locality of Liangzhou, and it should not be said that it has a long history, but should emphasize its special connection with historical figures and historical events. In addition, with the continuous development of the regional economy, Liangzhou has become the largest commercial center in Hexi, and its commercial features will become more and more distinct.
Folk customs
Liangzhou is the birthplace of the party-government regime, and Tibetan residents also have a certain proportion. Tibetan religion, weddings and funerals, ancestral rites, costumes, festivals, etc. are all mainly involved in local literary works and tour guides. However, due to the acceleration of urbanization, ethnic integration, and historically inhabited ethnic minority areas, the development of folk tourism projects that can be directly involved and experienced by tourists is difficult. Therefore, the Tibetan customs cannot form a similar Tibet, so the folk elements are used as Liangzhou. The ontology of urban tourism image is also not suitable.
Perception Analysis of Tourist Image of Liangzhou in Different Market Areas
The most vivid positive image of the tourists' perception of Liangzhou is the horse stepping swallow, and the most vivid negative image is the city's crowded and messy. There is a considerable difference between the tourists outside the province and the tourists in the province on the image perception of Liangzhou: in addition to the impressive impression of Ma Tiaoyan, the tourists outside the province are concentrated on the old original image of the old town of Silk Road; The inside tourists' perception of Liangzhou is concentrated in the largest city in Hexi, a long history and bustling excitement. It objectively recognizes the long history of Liangzhou and the image of modern city; and the perception of Liangzhou citizens on their hometown image It is scattered in a series of representative things and landscapes such as long history, convenient transportation, landscape and scenery, and does not form a more unified and unified image perception.
Preference Analysis of Tourists in Different Market Areas on Liangzhou Tourism Landscape
The survey results of tourists who take Liangzhou as a tourist destination show the different preferences of the types of landscapes for tourists from outside the province, tourists from the province and tourists from this city. Tourists' preference for Liangzhou tourism landscape determines the market direction of future urban tourism development, thus affecting the design of urban tourism image. In order to develop into an international tourism metropolis, Liangzhou must pay attention to the response of the provincial market to landscape preferences, and should consider tourists in the large-scale space as their potential source market. For these long-distance tourists, the attraction of the cultural landscape with local characteristics of Liangzhou is enormous. Instead of sitting down and watching these landscapes go to the recession of the product life cycle, we must try to reshape its market image.
Analysis of competitive substitution characteristics
The design of Liangzhou city tourism image should consider the interference factors from competitors. The premise of studying this problem is to identify the neighboring cities similar to the Liangzhou target market. . On this basis, we need to further examine the two aspects: First, is the image of Liangzhou's urban tourism easy to be imitated by neighboring cities with similar local and target markets, thus diluting the image? Second, is it more accurate to reflect the image of Liangzhou's characteristics has been preemptively registered by neighboring cities? First of all, in order to prevent other cities in the region from imitating the tourism image of Liangzhou, the positioning of Silk Road Ancient Town should be avoided.
Overall image of tourism
It is characterized by the soul and life of tourism. In the middle of more than 30 provinces, municipalities and autonomous regions across the country, Liangzhou must identify and highlight its own characteristics, form a distinctive and personalized tourism image, and carefully package and vigorously promote it, which may become a powerful domestic and foreign tourists. Attractive tourist destination. Because the biggest characteristic and advantage of Liangzhou tourism resources is the colorful scenery of its rich resources, the tourism image of Liangzhou is a combination of multiple sides, multiple levels and diversity.
The combination of the Great Wall, the desert scenery, the oasis, the Tibetan customs and the Xixia culture make it different from the desert landscape of other provinces. In particular, the fascinating artistic conception of "the desert is solitary and the long river is falling into the sun" is a stimulating tour. Although Xixia culture is scattered in Ningxia, Qinghai, Gansu, Shaanxi, Inner Mongolia and other places, it is concentrated and typical in Liangzhou. Xixiabei, temple tower, colorful sculpture, inscription, casting, carving and Xixia scripts constitute a mysterious and fascinating historical expo.
Urban Tourism Image Design and Modeling
The tourism image as an abstract, the most direct result of its design is to launch a series of promotional slogans. Because different market segment customers have different perceptions of Liangzhou's existing background image, and their preference for urban target landscape is different. Therefore, the image design must also be targeted. Only by launching an image that meets the needs of specific markets will it be The specific market is attractive and has become a source of power for tourists to come to travel. The following are slogans for the public image of the public in different markets in the international, domestic, provincial and municipal markets.
For international tourists--1 Xixia Kaiguo Longxingdi, urban pastoral Xinliangzhou: Hong Kong and Taiwan movies and TV dramas with Xixia as historical background are issued overseas, so that international tourists have a preliminary perceptual understanding of the history of China's Xixia, and the birth of this dynasty The traceability of the land is mysterious to international tourists. The reason for the combination of the city and the new is that the background image of Liangzhou is a modern city, emphasizing new words, intended to break the original impression of international tourists. With the advent of the post-industrial era of the world, residents who have lived in cities for a long time will inevitably escape the intense life, machine operation, environmental pollution, physical and mental exhaustion, and travel destinations point to the urban countryside. The pastoral scenery is the eternal theme of the tourism industry to the nostalgic road. It is the meaning of the new words to fight against heavy industry and maintain the background image of Liangzhou city. Although Liangzhou does not have the advantage of shaping the image of the pastoral, but through the promotion of the image, once the new image of the pastoral is owned by me, it is used by me. Tourists are most sensitive to the first, and are easily impressed. The relationship between Liangzhou and China has a specific, hierarchical concept of the northwest transition, giving people a clear sense of hierarchy.
For domestic tourists, visit Changzhou and learn about Silk Road. For those domestic tourists who are not familiar with Liangzhou, especially those in Southwest, Northeast and South China, this positioning is in line with the hierarchical cognition of geographical hierarchy, that is, people are The cognition of strange cities depends first and foremost on the perception of the high-level areas to which the city belongs. 2 New Century, New Gansu, New Liangzhou For those domestic tourists who are more familiar with Liangzhou, this positioning is to emphasize the rich meaning of new words and Imagine space.
For the tourists in the province--the birthplace of Xixia, the business environment of Shangdu: the residents of the province are familiar with the history of the party and the Xixia Dynasty, and the slogan is easy to be remembered on the basis of understanding. Shangdu and Tianyuan have merged into the most important tourist destinations in the province, such as shopping and tourism.
For the city's tourists - the countryside around the city, the urban pastoral: this positioning, it is necessary to build a ring of agricultural sightseeing landscape and country lake landscape, so that the people living in the city can experience the feeling of returning to the countryside, 迸Inspiring the pride of urban residents is conducive to the word-of-mouth publicity of the pastoral image. The larger the city, the higher the degree of modernization, and the stronger the contrast of the pastoral image to the customer base. If the promotion is successful, its attraction effect will inevitably extend to tourists outside the city, affecting other cities.
The basic idea of urban tourism image
The shaping of physical landscape image--mainly for the maintenance or construction of tourist attractions and scenic spots that best reflect the function of tourism image. For the fist landscape such as Baita Temple, as far as possible to maintain and maintain the characteristics of the original resources, do not have to add too much modern facilities, avoid landscape pollution, prevent resource damage, maximize the maturity of products, and strengthen the image of Tibet's witness to China's territory. . For the natural landscape, because the rural pastoral image has not yet been established, it needs to be strengthened to strengthen it. In particular, large-scale construction of the waterscape of the suburban lakes should be carried out to increase the volume and change the day trip to overnight.
Cultural Landscape Image--The local festivals held in the tourist city are not only part of the local cultural construction, but also can be used as representative events of urban tourism. There are many successful cases, such as Harbin Ice and Snow Festival, Dalian Fashion Festival, Luoyang Peony Festival, Weifang Kite Festival and so on. In the establishment of local festivals in Liangzhou, you can choose to take the image of the core location--the image of the core area of Shenyang to grasp a few points: 1 symbol of the birthplace of Xixia; 2 iconic sculptures or buildings of modern cities; The representative landscape of the rural pastoral scenery; 4 representative historical figures of the sculpture; 5 local government issued the implementation of the Liangzhou tourism emblem.
The image of tourism enterprises--tourism companies such as travel agencies, hotels, tourist attractions and scenic spots in Liangzhou directly contact with tourists and transmit image information. Considering the importance of the image of tourism enterprises to the image of tourism in the whole city, we must also do a good job in the image design of tourism enterprises, so that the tourism enterprises in Liangzhou can pass the city more effectively in the aspects of concept recognition, behavior recognition and visual recognition. The overall image of tourism.
Comprehensive promotion and promotion strategy.
1. Promote the overall packaging of Liangzhou tourism image, which is conducive to publicity
Tourism development depends on propaganda, and tourism image depends on packaging. But the propaganda pays attention to an overall positioning, the overall packaging, which can produce an image and an effect. The formation of the east-south north-south tourist line is to promote the overall packaging of Liangzhou tourism products. With this line, it will be packaged from the main boutiques of Liangzhou, and will be promoted at home and abroad. At present, after the display of many tourism and publicity activities at home and abroad and the publicity of major media, the north-south gold tourism line of this thing has already heated up, and the overall image of Liangzhou has become increasingly conspicuous and conspicuous, which is conducive to packaging and more conducive to publicity.
2, should pay attention to the overall packaging, the overall promotion, combined promotion
The creation of the line is to connect the tourism products on the line to form an overall image and publicize the outside. If you want to fight alone in the past, then you will lose the meaning of creating a golden tourist route. The 11 scenic spots on the gold tourist route must be united, bundled and unified. In various publicity activities, the production of promotional materials, the introduction of tourism briefings, etc., to play the tourism brand of Liangzhou, to create a sensational effect and improve the influence of the overall image. It is difficult to stand firm in the market by relying on the strength of an attraction. It is good at joint promotion and achieve a win-win situation. At the same time, in the use of publicity expenses, Liangzhou should also establish a chess game, overcome the narrow concept of each individual, concentrate limited financial resources, and unify the fine publicity for the line.
Linkage promotion
First, grasp the work of the center and do a good job of overall publicity
Focusing on the central work of the district committee and the district government on expanding and strengthening the tourism industry, giving play to the leading role of the government, encouraging social participation, conducting investigations and studies, strengthening organizational management, establishing sound management regulations, increasing investment and attracting investment, and maintaining the momentum of promotion. To carry out tourism science and give full play to the comprehensive effects of tourism to promote social and economic development.
Realize the informationization of the tourism industry. It is necessary to adapt to the new trend of the development of the world's Internet economy, accelerate the pace of utilizing scientific and technological innovations, and actively promote the informationization of the tourism industry, especially to establish a broadband network, carry out online promotions, and develop tourism e-commerce. The Nanyue Tourism Website should be built into a high-level, high-performance professional travel network and government network, and connected with well-known comprehensive websites and boutique travel websites to realize tourism network.
Second, deepen the deep cultural connotation of tourism resources.
Religious culture and ancient construction culture represented by Baita Temple, Tianti Mountain, Haizang Temple, Lianhua Mountain, Haimu Cave, Leitai, etc.; represented by Emperor Niangniangtai, Gaogoubao Ancient City and Zhangqing Big Banyan Tree The root ancestral culture; the Confucian merchant culture represented by several large courtyards such as Niu Jian, Li Minghan and Jia Tan; the revolutionary culture represented by the Dongguan Martyrs Cemetery and the Shilili West Road Army Battle Site, and the cultural connotation of each scenic spot . This is the biggest feature of Liangzhou tourism, which is different from the general natural scenery. But if we don't do a good job of researching and sorting out, most visitors will not understand it thoroughly and lose its original charm. Culture is the soul of cultural relics and the most attractive content for the development of tourism. We often attach importance to tangible hardware such as architecture and despise the invisible software of culture. So far, books and CDs about the Liangzhou culture published in various scenic spots have been published. There are few promotional items, and there are fewer works with higher levels. There are also very few narrations and commentators with excellent cultural skills. It is a heavy task to excavate the cultural connotation of the scenic spot and present the charm of Liangzhou culture in an easy-to-understand form.
Third, attach importance to the use of history, social culture and folk culture.
Liangzhou folk music has a long history and a wide variety, and is known as the hometown of Chinese filial piety. The folk art of Liangzhou is rich and colorful, and it also has the reputation of folk songs and oceans. There are also paper-cutting, sultry, shadow, face, clay, brick carving and so on. The folk customs of Liangzhou are simple, weddings and funerals, childbearing, and Chinese New Year. There are many traditional styles and strong cultural colors. These can be used for travel. Increase the viewer's enjoyment and participation, and add dynamic performances to the static attractions. Yunnan, Hainan, Inner Mongolia and other places have done a good job in this regard. Liangzhou also tried and succeeded. We should do more research and spend more energy in this area.
Fourth, do a good job of the combination of natural landscape and culture.
The tourism resources structure of Liangzhou District is relatively perfect. It has rich human resources as the cradle of the Chinese nation and a unique and unique natural resource. However, over the years, the development of natural resources has been neglected, and tourism projects lacking leisure and sightseeing have been lacking. It is necessary to develop some scenic spots with natural scenery and combine them with humanities scenic spots to meet the needs of most leisure and sightseeing tourists.
5. Going out of the misunderstanding of heavy resource product development and light talent development.
Sixth, diversification of propaganda methods, and strive to create a large propaganda atmosphere
7. Strengthening the promotion of natural landscapes
8. Establish awareness of propaganda and implement brand strategy
Brand strategy is an effective strategy for market competition to win. The main way is through image planning design and its implementation, aiming to highlight the characteristics, create famous products and establish a beautiful image. The “Four Brands” launched by the city have achieved good social effects, but the development of this series of tourism products is not enough. This requires us to establish a sense of publicity, relying on resources and market-oriented. , product-based, efficiency-centered, with facilities and promotions as the medium, from product to service to participate in international and domestic competition
Increase the propaganda of exhibition tourism and eliminate people's misunderstandings.
After years of development, the role of tourism in the national economy has been recognized by the government and the public, and the charm of the exhibition economy has gradually become familiar. However, most people still know very little about the new things of MICE, and even there are misunderstandings. Therefore, the government and relevant personnel engaged in exhibitions and tourism should vigorously publicize the characteristics and advantages of MICE tourism and the development of foreign MICE tourism, and guide the public, especially the leaders of tourism enterprises, to fully understand the role of MICE tourism and improve the general public. Exhibition tourism awareness and participation.
Give full play to the important role of the government in the development of MICE tourism, and strengthen the government's support for the macro-control and policy support for the development of MICE tourism.
On the one hand, the government should regard the development of MICE tourism as an important link to promote urban economic development, attach importance to its development and provide corresponding policy support; on the other hand, it is necessary to establish a sound management organization and strengthen the recruitment, management, reception and after-sales service of the exhibition. jobs. It is reported that Japan, Singapore and Hong Kong and other countries and regions have set up exhibition and exhibition bureaus under their tourism management agencies, which are responsible for the development of MICE tourism. We can also refer to this practice and set up a convention or exhibition office or similar institution under the Tourism Bureau.
Strengthen the promotion of exhibition tourism.
Due to the comprehensive nature of the MICE tourism and the wide range of participation, it is often difficult for the strength of the MICE to win in the fierce market competition. At this time, the government's support is particularly needed. Therefore, government departments should be committed to the promotion and promotion of the overall image of the city. Relevant leaders should pay full attention to and practice, publicize and promote urban exhibition tourism products, and win as many influential conference and exhibition rights as possible. In addition, you can also invite film and television stars or celebrities in the cultural and sports circles to act as "the ambassador of Liangzhou Convention and Exhibition Tourism" to promote and promote China's MICE tourism products.
First, Liangzhou tourism promotion promotion classification
1. A long and splendid culture
It mainly consists of Wuliang Culture, Xixia Culture, Grotto Culture, Tibetan Buddhism Culture, Jianyi Culture, Jinshi Culture, Wine Culture, Folk Customs, Food Culture and Culture.
2, colorful cultural relics and monuments
The ancient monuments include Tianti Grotto, Baita Temple, Confucian Temple, Leitai Han Tomb, Haizang Temple, Ancient Bell Tower, Roche Temple and Fenghuangtai.
The cultural relics are mainly Ma Tingfeiyan, Xixiabei, Hanjian, Dayun Bronze Bell, Gaochangwangbei and Xining Wangbei.
3, strange and beautiful natural scenery
Mainly desert scenery, mountain view temple view, ecological scenery, pastoral scenery, grassland scenery, urban scenery and so on.
4, the history of celebrities
1 Emperor will be the phase: Li Gui, Jin Ri Shi Dan, Niu Jian and so on.
2 groups Ying Zhonglie: Honghua Princess, Yin Yin, Hua Mulan and so on.
3 Wenyuan Essence: Li Yi, etc.
4 technology celebrities: Jia Sizhen, etc.
Third, the attraction publicity image packaging
Featured Advantage Brand Packaging
Ma Tiao Fei Yan - China travel logo.
Tianti Grottoes - boating Tianti Xianhu to see the originator of Chinese grottoes.
Baita Temple is the historical witness of Tibet's belonging to the motherland.
Liangzhou Hanjian - the essence of Chinese scholarship.
Xixia Monument - Study the live "dictionary" of Xixia script.
Liangxia Xixia Culture: The beginning of the Western Xixia Studies.
Wuliang Culture: The Central Plains Culture and the Wonders of Western Culture
Liangzhou Buddhism--the relay station of the Westernization of Buddhism in the Western Regions
Haizang Temple - the crown of Silk Road Palace
Wuwei Confucian Temple - the crown of the right school, one of the three major Chinese temples.
Liangzhou wine - the earliest wine in China.
Desert Park - China's first garden in Shahai
Shenzhou Desert Wildlife Zoo - Hope for the survival of endangered animals in China
Wuwei Chengdong Ecological Agriculture Tourist Area - the hometown of Chinese wine
Dongguan Garden - the largest botanical garden in western China
Attacking the drums - the drums of western China
Boutique line recommendation
1. One-day tour of Tianti Mountain: Urban Area - Baita Temple - Huangyang Science and Technology Park - Tianti Mountain - Huangyanghe Reservoir - Urban Area
2, desert special tour: urban area - endangered center - desert park - Gaogoubao ancient city - forty miles of sand - urban area
3. One-day tour of the vineyard: urban area - Huangyanghe Group Corporation - Science and Technology Park - Urban Area
4. Honghua Princess Tomb Tour: Urban Area - Nanying Eight-Level Hydropower Station - Nanying Reservoir - Honghua Princess Tomb - Urban Area
5, Lotus Hill Day Tour: Urban Area - Jinta Temple - Yaowang Hot Spring - Xiying Reservoir - Shifo Cliff - Urban Area
6. Songtao Temple Day Tour: Urban Area - Haizang Temple - Yin Yintai - Songtao Temple - Urban Area
7, farm tour
8. Day trips to various attractions in the city
Third, publicity and promotion strategies
Promotional promotion strategy in the district
1. On the occasion of the peak season of tourism, each tourist attraction will hold a tourist attraction to announce the event information to the public and attract the public to participate.
3. While organizing inbound and outbound tourism, travel agencies must make publicity materials for local tours, arrange local tours, promote local tourism boutique routes, and actively organize local teams to conduct local tourism activities.
4. Set up tourist light boxes and advertisements on the main streets of the city.
5, in order to swim the local people to participate in local tourism activities, regularly hold tourism photography selection activities and "Changyou hometown Wuwei, write a good feelings" as the theme of the essay selection activities.
6. In order to advocate and encourage family tourism, each tourist scenic spot can reward several tourist families in different ways during the tourist season.
7. All major media should vigorously publicize the meaning of life in tourism and guide the public to change the old concept of tourism expenditure as “remaining expenditure” and “extra expenditure”, and guide the public to arrange a certain time to participate in tourism every month. As an indispensable part of living expenses, tourism consumption expenditure inspires the public's tourism awareness and allows people to actively participate in tourism.
8. Vigorously develop tourism off-season products to meet the different needs of various source markets.
Domestic promotion strategy
1. Grasp all kinds of tourism promotion information in a timely manner, and actively participate in tourism trade fairs and promotion activities organized by organizations at all levels.
2. Establish stable information channels with various media, provide timely information on tourism products, especially some tourism websites, strengthen cooperation, produce special pages for promoting tourism products in our district, and strengthen publicity.
3. It is necessary to carry out regional linkage publicity and study. The publicity experience of Dunhuang, Jiayuguan, Lanzhou and Tianshui should be linked with these places and take the publicity express train to jointly attack.
4. In the large-scale cities of the country, the main pedestrian street in the main source city of the city and the national road leading to our district set up a large-scale tourism advertising propaganda gallery with visual impact.
5. On the occasion of the peak season of tourism, TV stations, newspapers and magazines in the main source areas, TV stations and newspapers in our province, especially tourism newspapers and periodicals, have strong propaganda. Before the arrival of the golden season of tourism, we will co-organize one to two special issues if necessary.
6. Inviting travel agents inside and outside the province to visit the mining line in our district and use our district as a key tourist attraction for the Silk Road tourist line.
7. Corporate culture celebrities come to our district to collect wind and sightseeing, hold special seminars, and vigorously develop the cultural connotation of tourism products.
8. Establish Gansu Liangzhou tourism website to realize the informationization of the tourism network in our district.
9. Establish a comprehensive and high-quality basic database of texts, photos, and discs on tourism resources, and produce a novel, creative, visually appealing CD-ROM multimedia presentation CD that comprehensively introduces the resources of our tourist attractions. Comprehensive, portable, and foldable, with pictures and texts, the text is simple and comprehensive, covering the travel brochures of Wentong, famous cultural relics, historical culture, natural landscape, etc., and the high-quality "five one" project.
Foreign promotion
1. Participate in the publicity and promotion activities and trade fairs organized by the state and provincial bureaus, and go public for promotion.
2. Establish and publicize the advertising bulletin board of tourism products in our district at the port of entry.
3. Create a webpage introducing the tourism products of our district on a foreign travel website and publicize it through the Internet.
4. Promote representative tourism products in our area in foreign influential tourism newspapers and magazines. It is also possible to use various agencies such as local and foreign government agencies and state offices abroad, foreign embassies and other embassies to form a tourism promotion network. At the same time, large-scale literary and artistic works, such as TV series and movies, for the purpose of promoting Liangzhou tourism should be planned as a whole. It is also necessary to speed up the process of tourism e-commerce, improve publicity means and facilities, and achieve innovation in promotional means.
Chapter 2: Product Packaging Planning
In the modern business society, packaging not only becomes one of the most important elements of products, but also becomes an important carrier of urban popular culture. We can see that modern packaging products are ever-changing and colorful in the end products. In the competition of new product elements, the brand culture and value system represented by packaging is increasingly valued by consumers. We see that consumers are nostalgic in the product terminal, not only to enjoy the material satisfaction of modern materials, but also to pursue the modern packaging to bring consumers spiritual pleasure. Product packaging innovation often brings unprecedented freshness and hints to consumers. In order to meet consumers' needs for packaging culture, the company constantly creates new packaging design and creates a spectacular packaging culture.
Are there any rules for new products in packaging design? What are the application techniques for packaging in the new product innovation? For consumer goods, especially fast moving consumer goods, what are the basic constraints on product packaging innovation? We believe that to understand the packaging elements of new products, below, we will analyze the impact of packaging elements in product innovation, brand image formation and promotion from eight perspectives.
First of all, color is the most important visual element of packaging.
Color is the most important visual element of packaging. Color is also the most competitive product element for consumers to directly perceive. Therefore, new products must pay great attention to product attributes when choosing color combinations. Consumers' psychological feelings need color.
Fourth, packaging layout and specification design
Packaging layouts and specifications are an important means of building consumer product differentiation today. In fast-moving consumer goods companies, packaging layouts for new products are often decisive market sales drivers.
On July 12, 20XX, the emergence of the Red River V8 caused great concern from the industry and consumers. Its horizontal packaging changed the consistent vertical design of China Tobacco and created a new era of product layout in the Chinese market.
V8 "cut down" the traditional vertical logo of cigarettes, using contrasting red and black colors, and debuting in a beautiful horizontal design. The 9:16 ratio that fits the humanized design is like opening a wide screen on the cigarette case. Of course, coupled with the "V8", which is a modern and fashionable name, which is separated from the traditional concept of celebration and blessing, it has indeed subverted the external impression of traditional cigarettes. According to industry insiders, among the more than 580 cigarette brands in the country, the trademarks are all traditional vertical designs. In the high-end cigarettes with a price of more than 50 yuan per pack, the trademark is not a one-piece design. In addition, in order to efficiently deliver accurate and complete product information and identification information to consumers, the Red River V8 has a bright focus on packaging design. The tipping paper adopts a bronzing process, and the color breaks through the traditional yellow-white color, and adopts a dignified red-red tone to highlight the V8 highlights. The cigarette is made of white high-permeability straight-threaded cigarette paper, which is harmonious with the trademark, and the foil color is golden yellow. From the external trademark to the packaging of the internal cigarettes, the Red River V8 will red, black and golden, which are the three Chinese traditional meanings of noble and elegant colors. The purpose of the first is to enjoy the beauty of consumption, and the second is to highlight the atmosphere and restraint of the "Red River" brand in a simple and generous overall package.
紅河V8的創意達到行業熱烈追捧，不久，大紅鷹便推出了自己橫版設計的新品香菸，新鄭菸草集團更是將橫版產品作為傳播點，其推出的橫版天河在河南市場上成為消費者新寵。可以想見，一個產品包裝版式變化代給我們前所未有的驚喜。
產品的規格對於消費者影響也是十分巨大的。現在我們看到白酒，菸草，日化等產品各種規格具全，消費者購買十分方便，在產品上市最初，很多企業在意識上還是比較落後，產品包裝大小往往就是一個產品成功上市的法寶。
產品包裝的版式與規格對產品包裝效果影響是顯而易見的，特別是快速消費品企業，在產品包裝版式與規格上創新與突破，一定會給你產品帶來巨大市場效應。
第五，包裝的外觀形狀與內在形狀
包裝的形狀分為內在形狀與外在形狀。特別是在中國酒市場，產品的形狀可謂豐富多彩，風格獨特。
一般情況下，產品外包裝形狀比較單一，主要是考慮運輸過程中堆放與終端展示中堆頭，儘管這樣，消費品企業也沒有忘記產品包裝的在寶貴的外包裝上抓緊創新機會。
其一，傳統的方塊式包裝。大部分包裝考慮導堆放，還是在外包裝上選擇了方塊式外包，因此，我們在終端市場上看到的方塊式包裝成為市場主流；
其二，圓通式包裝也逐漸成為潮流。圓通式包裝有很強烈的整體感與大度感，消費者攜帶也比較方便，而且中國消費者十分注重在包裝中討口彩，所以，圓通式包裝恰好滿足了中國消費者圓圓滿滿的想法，因此，圓通式包裝對消費者也是頗具吸引力的一種外觀形狀。
其三，菱形外觀包裝。菱形外觀包裝其實是一種規則多邊形籠統說法。為了創造產品差異化，很多企業在新產品開發上選擇了菱形外觀包裝，凸現產品個性與差異。
其四，異型外觀包裝。異型外觀包裝是企業為了顯示產品品牌定位而採取一種局部不對稱包裝設計。這種包裝外觀對於創造產品與品牌價值吻合起到了很好的作用，我們看，高爐家酒就採用了徽派民居作為產品上端包裝形狀，比較好地傳遞了高爐家定位家概念地品牌理念。
在產品內部包裝中，不同的形狀也代給產品許多驚喜。特別是傳統消費品領域。
其一，塔台式內包裝。目前白酒企業最廣泛一種包裝形式，以五糧液為主的白酒企業主要採用這種塔台式內包裝，並且，五糧液將塔台式包裝做成樓體，成為自己企業文化重要組成部分；
其二，圓筒式內包裝。新型白酒企業比較喜歡這種內包裝，主要是比較簡單，容易被消費者接受與攜帶；
其三，方塊型包裝。安徽白酒企業比較喜歡這種包裝，菱角分明，銳氣十足；
上述包裝主要是運用在玻璃製品白酒內包裝，中間有一些過渡性形狀使用再次不作贅述。
其四，窈窕狀內包裝。口子窖是使用這種窈窕狀的白酒生產企業，凸現了品牌定位與核心價值，因為口子窖選擇了一個窈窕人女人作為代言人。
其五，異型包裝。主要是一些功能性白酒比較多使用。
第六，包裝組合特點與關鍵節點處理
包裝在形成一個整體的，有衝擊力的焦點過程中，是需要很多組合上的技巧與關鍵節點上處理能力。包裝產品組合講究協調性與一致性，關鍵節點處理上則強調完美性與精緻性。
1包裝組合首先就是顏色協調一致性。內外包裝顏色一致性對於產品包裝和諧非常重要，特別是消費品企業，為了使得消費者在認知上不至於產生不必要的麻煩，很多企業選擇了內外包裝主畫面一致原則，可謂是一個比較簡單簡便方法。
2 包裝形狀的內外協調性。內外包裝在風格上要保持一致，避免出現外包裝與內包裝在顏色，形狀，用材上巨大差異，形成系統的不協調。內外包裝內外協調主要是考慮到品牌上的傳承與傳播。
3 包裝產品系列外觀一致性。通常情況下，為了對新產品形成一定程度的保護，我們需要對產品形成一個相對比較完備的系列，保證產品系列包裝的風格一致性也是包裝組合中需要倍加注意的焦點。
4 包裝文字風格上的一致性原則。包裝中出現的文字有商標文字與非商標文字，需要我們根據文字定位進行文字風格的協調與一致性處理，避免出現文字上重大過渡性影響。
關鍵節點處理主要表現在過渡性部分的完美與精緻。
對於包裝在製造過程中完美追求是出精品包裝的基礎，所以，作為白酒生產企業對包裝中的細節把空顯得十分重要。主要是平面部分與過渡部分把握需要很多具體技巧。
1 圓弧過渡圓潤與標準性
2 平面部分均勻性與精細化處理
3 過渡色使用上自然與美感
4 視覺與文字使用的規範與融合。
第七，包裝的性別特點凸現
包裝也是有性別的，不僅如此，人們通過包裝基本上可以判斷出消費者年齡，生活情趣，價值觀等等。包裝的這一特點告訴我們。針對包裝的要素競爭已經進入到一個相當精密的細分時代，容不得我們在包裝上犯幼稚的錯誤。
我們看，飲料上，性別使用有著非常明顯的界限。性別飲料與功能性飲料在包裝款式與顏色上搭配表明，包裝性別特徵往往通過簡單的元素就可以完整地得到顯示。
第八，包裝的品牌調性風格
包裝風格特點有兩個比較直接作用，一個就是產品功能傳播作用，另外一個就是產品品牌傳播功能。產品功能上有標準型功能宣傳與感覺性功能宣傳，一般情況下，標準型功能宣傳是我們必須做地一種說明，但是，感覺性功能宣傳則是我們可以創意空間。
而包裝的另外一個作用就是品牌宣傳作用，主要是通過包裝本身的外觀與內在形狀，包裝文字風格與顏色運用，包裝的品牌廣告語等組合方式來傳遞品牌屬性與價值。
人靠衣裝馬靠鞍，貨賣一張皮。隨著市場上消費品品種增加，越來越多的產品需要一個跳躍的包裝來傳播產品信息與品牌信息，我們可以看到，在產品包裝所能涉及的所有領域，新產品元素組合都活躍其中，因此，我們有理由相信，包裝對於產品來說不僅僅是簡單物質性享受，更是一種精神性追求。
案例精選：洽洽瓜子，包裝出來的第一品牌
瓜子是中國老百姓日常生活中在簡單不過一種休閒食品，甚至於，在洽洽瓜子出現之前，我們很難相信，瓜子還能夠形成品牌上認知與偏好。恰恰是這樣一個司空見慣的小產品，安徽華泰食品有限公司通過精妙包裝，硬是做成安徽合肥一個支柱性大產業，創造了中國商界一個傳奇。而重視對於產品包裝的創意與創新卻是洽洽成功的關鍵。
首先主顏色選擇。
與傳統瓜子產品包裝在顏色選擇上隨意不同，洽洽瓜子在包裝顏色選擇上採用了中國傳統紅色，十分強眼，也抓住了中國消費者眼神，因為作為休閒食品，瓜子最主要消費場合是冬季與各種節日，溫暖，喜慶的紅色給了消費者很好的心理暗示與價值回歸，因此，洽洽包裝顏色使用恰到好處，渾然天成。
包裝用材選擇別具匠心。
洽洽在包裝用材上摒棄了簡易紙制包裝容易破裂，質感很差的缺陷，將厚重，堅固的牛皮紙運用到產品包裝中，形成了中國市場上獨具風格的牛皮紙瓜子包裝新浪潮，不僅如此，洽洽還將腹膜技術運用於內包裝，使得洽洽瓜子高端形象樹立起來。
包裝的顏色使用我們在《新產品要素競爭顏色篇》中有比較深入的闡述，在這裡，我們僅僅對不當包裝引起的失敗新產品案例進行分析，意圖在顏色上引起企業注意。
20XX年，健力寶集團推出了據說是第三代飲料的新產品―――爆果汽，爆果汽無論是產品合成的理念還是概念設計，均創造了一個新的產品品類。其大手筆廣告傳播投入也使得其成為2003年度市場熱點產品。但是，在新產品顏色使用上，健力寶集團卻犯了一個小小的錯誤，那就是使用神秘的黑色作為瓶體顏色。
飲料作為一個夏季頻繁出現在戶外產品，其接觸陽光機會非常之多，而黑色在戶外的吸光性能決定了其產品暴露在戶外非常容易由於溫度過高導致產品變質，聰明的健力寶因為小小的新產品包裝顏色使用不當，導致了該產品在市場上遭遇了商家困惑，產品展示很難，特別是小型戶外產品展示難度更大。因為小商戶就是依靠戶外產品銷售來推動產品上量。
撇開健力寶戰略上出現的失誤，如果健力寶真的是苦心經營這個產品，就會發現這個問題是多么簡單與幼稚。產品包裝顏色使用對於一個產品生命周期影響是多么深遠。所以，從事新產品策劃的專業人士，一定要是一個對於生活非常熱愛，有著樸素的生活常識與簡單自然知識，那種不食人間煙火的策劃人絕對很難成為大師級創意人。
其次，用材是現代包裝戰略性定位元素。
包裝用材也是組成新產品核心競爭要素戰略性元素，包裝用材隨著現在材料開發領域不斷擴大而變得越來越為廣大消費者所追捧，包裝用材對於彰顯新產品品味與風格具有十分重要的外在作用。我們還是用現代白酒來說明豐富多彩的包裝用材在新產品設計中的地位。
現代白酒在包裝用材上可謂品種繁多，異彩紛呈。
從外包裝看，白酒包裝主要用材有：
木質包裝。白酒為了顯示出古樸與典雅，選擇木質包裝是一種通用的包裝手段，現在，幾乎所以白酒企業都有木質外包裝白酒。
紙制包裝。白酒現在最通用的外包裝還是紙制包裝，主要是紙制包裝比較有兼容性，並且成本比較低廉，包裝在顏色選擇匹配上很好著色。
竹製包裝。在雲南與四川，由於其竹製品十分豐富，選擇竹製品作為外包裝也非常普遍。
鐵制包裝。近幾年，鐵制外包裝隨著消費者寵愛成為白酒外包裝新潮流，很多白酒企業在外包裝上將鐵制材料使用到了極致。
塑制包裝。塑膠外包裝也成為國內白酒企業追求新寵，我們在糖酒會上，見到不少企業選擇採用塑膠製品作為產品外包裝，創造了白酒包裝另一種風貌。
recommended article
- Create a smoke-free unit implementation
- Collective wedding planning
- July 1 commendation activity plan
- Guoxiaoxin Teacher Training Program
- New Year's event plan for 2019
- Equipment Management Implementation Plan
- Village-level environmental sanitation improvement plan
- Supermarket 5.1 Promotions
- Company opening ceremony planning plan
- Celebration program
- Winter Fire Prevention Program 2019
- 2014 organization life meeting plan
popular articles
- Missing childhood sentences
- Summer camp program for 2019
- Dedicated good words
- Save your boyfriend's words
- Teacher's Day Program for 2019
- 2014 encourages the words of a lost person
- Lincoln's famous sayings
- Sad sentence
- English inspirational maxim
- The latest topic of chatting with girls
- 2019 Christmas Eve event plan
- Company activity planning
- 2019 annual training program
- In-house training program
- Mandela’s famous words
- MacArthur's famous sayings
- Putin's famous sayings
- 2014 Mall National Day Festival Plan
- Blessing Dad’s words
- Funny quotes
- Jiujiu Chongyang Festival Program in 2019
- a good sentence for the motherland
- Trusted quotes
- July 1st activity plan
- Boasting words 2019
- College student business plan
- Philosophical words 2019
- Say goodbye
- Common English sentences
- a famous saying that overcomes setbacks