Tourist attraction market marketing plan

First, the sales target:

Maximizing information dissemination

Maximize media coverage

Maximizing economic benefits

Second, the sales strategy:

We set the target market as the Pearl River Delta region, Shenzhen is the second market in the region and Hong Kong and Macao, while tourists from other provinces mainly appear during the Spring Festival, relying on local propaganda to increase the number of visitors.

We should adopt the following strategies for sales:

1. Determine the target market and divide the main areas. According to different periods and different groups of people, the different aspects of the attraction of Terracotta Warriors and Horses will be used for marketing, such as graphic propaganda, cultural excavation, and roving display.

2. With the special attraction of the Terracotta Warriors and Horses to the Hong Kong market, one or two travel agencies will be selected to open the Hong Kong market through appropriate cooperation. Or use the appropriate publicity methods to open the Hong Kong market.

3. Segment the market, according to the characteristics of each market and the characteristics of different festivals, distinguish the different needs of marketing and publicity, and adopt different methods and corresponding publicity strategies for publicity and marketing.

4. In terms of price, although raising the price can increase the profit, it may also reduce the passenger flow. We can increase the income by increasing the number of people entering the park on the basis of stabilizing the original price. At the same time, we can promote the promotion by means of the intermediary. To maximize market coverage.

Third, market analysis:

1. Market selection:

1 Pearl River Delta

2 Guangzhou

3 Shenzhen

4 Hong Kong

2. Market evaluation:

1 Pearl River Delta: turnover of 5.46 million,

2 Guangzhou: turnover of 10.49 million,

3 Shenzhen: turnover of 6.64 million,

4 Hong Kong:?

Note: The above information comes from the total number of people entering the park in xx years is 1.06 million, and the turnover is 95.553 million yuan.

Foundation, effective segmentation requirements;

b Historical data does not have a Hong Kong market, and it is customary to put it together with the Shenzhen market. The Hong Kong market is listed here separately. It is based on the fact that the Terracotta Warriors and Horses may have a good high effect in the Hong Kong market, so they will carry out targeted market development.

3. Analysis of the status quo:

1 Guangzhou:

◆ Total customer source:

The population is 8.1 million, and the number of overseas Chinese and Australians is 1.35 million.

◆ Per capita income:

16,000 yuan. Annual per capita consumption of 114,000 yuan

◆Market characteristics:

The team group is divided into three groups: individual customers, corporate groups and local groups.

Most of the travels by individual travel agencies are organized by travel agencies. Time is a day trip or a two-day tour.

Corporate groups travel in the form of travel agencies and travel on their own. Time is also dominated by one or two days.

Connected to the team market, Guangzhou City, the mainland team, the overseas team deep-seated tour.

This year, the number of overseas Hong Kong and Macao tour teams has increased significantly.

◆ Travel agency:

a total of 126.

Guangzhou local travel agencies used to organize Shenzhen tourists every year, about 300,000-400,000 person-times.

b The group of individual members of the group implements a group tour method with zero group fee.

c Travel club fees and profits come from the spot ticket price and shopping rebate.

d Travel agencies organize corporate group trips with prior plans and arrangements, and the dominance is in the enterprise itself.

e Travel agency based on the ground connection team, the line arrangement has been fixed in advance, and whether the guide site recommendation is effective is the key to the success of the point.

◆ Society:

a There are 160 offices in the provinces in Guangzhou.

b In addition to the activities organized by the company itself, various types of agencies also organize various activities.

2 Shenzhen:

◆Travel agency:

A total of 55.

a Shenzhen travel agency received a total of 200,000 person-times, of which 50% were transit and 25% were mainly from the Guangzhu line. 25% is mainly for Shenzhen.

b mainly to the provincial team

c 50 travel agencies with Minsk. 96%. In September xx, it received 6,500 person-times. Among them, the travel agencies of Chinatown Travel Service, Newspaper International Travel Service, Airport International Travel Service and other travel agencies accounted for 70% of the total number of visitors in September.

◆Hotel:

There are 200 hotels in total, and 70% of the hotels are located in the three districts of Luohu, Futian and Nanshan.

b is mainly based on the hotel's foreign customers, the conference team.

c There are more than 50 hotels in cooperation with Minsk, including two or three-star hotels, accounting for 40% of the total hotel, and the sales method is mainly pay-as-you-go.

◆Society:

a Shenzhen more than 100,000 enterprises, more than 180 small schools, more than 60 middle schools, more than 500 kindergartens

b 300-500 high-tech enterprises represented by Huawei, ZTE, Mindray and other enterprises are the most active part of the enterprise, and the annual reception volume of enterprises is relatively large.

c Government agencies and bank bond institutions and other enterprises with certain strength, more annual reception and hospitality.

d factory will organize party activities and employee welfare tour at the end of the year

e student spring and autumn activities

f Reception by high-tech enterprises and government agencies is the main income of the current association, accounting for 60%-70% of the total income of the association. Only Huawei has an average of 600-800 people per month.

g enterprise party activities are relatively active, but due to the high requirements of event planning, and the limited hardware in the scenic area, the success rate is low.

3 Pearl River Delta:

◆ Total market:

The population is 68.20 million.

The floating population is 18.9 million people.

◆ Per capita income:

1200 yuan / month

◆ Concentrated areas:

Dongguan, Foshan, Shantou, Zhanjiang, Maoming, Jiangmen.

◆ Developed areas:

Dongguan, Foshan, Zhongshan, Zhuhai, Zhaoqing, Jiangmen.

◆Market characteristics:

Have a certain economic foundation and have the habit of traveling;

◆ Sales status:

Only carried out the business of the travel agency platform

◆Travel agency:

a total of 360.

b Dongguan, Foshan, Zhongshan, Zhuhai, Zhaoqing, Jiangmen accounted for one-third of the total number of travel agencies 106.

c travel methods are mostly organized for travel agencies,

d 290 travel agencies with Minsk.

e The number of travel agency teams in the region is 15% of the market share.

f Dongguan, Foshan, Zhongshan Zhuhai, Zhaoqing, Jiangmen and other economically developed regions accounted for 80% of the total number of delegations.

◆Society:

a Dongguan, Huizhou area known as the "factory capital" has more than 8,000 Taiwan-funded enterprises and 16 of the world's top 500 enterprises.

The migrant population is more than 5.9 million.

b The per capita annual income is 16,000 yuan.

c Taiwan-funded factories in Dongguan and Huizhou will organize employee travel as a benefit at the end of the year.

d Taiwan-funded enterprises attach importance to team building, and the military background of the aircraft carrier makes the two have a combination point.

e unorganized personnel directly sold.

Fourth, the solution:

◆ Guangzhou:

Travel agency: flexible price policy

Use a variety of sales methods to incorporate Minsk into travel agency travel routes.

Give other guides the benefits of the guides and increase their enthusiasm for adding points.

Association: Recruiting Guangzhou local salesman, focusing on the community market

◆ Shenzhen:

Travel agency: flexible price policy

Use a variety of sales methods to incorporate Minsk into travel agency travel routes.

Give other guides the benefits of the guides and increase their enthusiasm for adding points.

Hotel: Pay-as-you-go + Supporting services

Associations: Promote vip services to companies with large annual receptions and increase the added value of services.

Close the local market for the factory group, special promotions.

Add participatory activities to increase interaction with other attractions, attract schools, and promote promotions

◆ Pearl River Delta:

Travel agency: Due to the fact that the travel agency is not in the market, the price of the attraction is not high.

Hotel: Pioneering.

Associations: According to the characteristics of Taiwanese capital, large-scale factory group sales are carried out in the form of quotas.

◆Hong Kong

Travel agencies: Select one or two large-scale travel agencies to jointly operate the Hong Kong market, and you can use exclusive authorizations, offers, etc. in exchange for elections.

Media: Appropriate media placement, campaign theme, history and culture, and opening up the Hong Kong market.

V. Strategy determination:

Let the more people in the target market understand the terracotta warriors and horses, and finally trigger their chance to see the true face of Minsk. Therefore, the advantages of Qin and Qin can be truly brought into play, combined with military features unmatched by other scenic spots, and strive to arouse higher awareness and attract a large number of tourists.