Tourism industry online marketing plan

The competition in the modern tourism industry is becoming more and more fierce. Various tourism companies have sprung up like mushrooms. This is a strong competition for every travel company. In the competition, we will take the lead and win the competition. This is The problem with the company's marketing strategy.

Now travel companies are not only expanding their publicity in the real world, but expanding their publicity on the Internet is also a very important marketing strategy. With the continuous advancement of the times, more and more people like to surf the Internet, and their access to knowledge in the Internet is more effective and enriched. Therefore, online marketing in the tourism industry has become a very important part of corporate propaganda.

Tourism network marketing is based on IT technology and has driven a radical revolution in tourism marketing. It combines media and trading venues and uses the international Internet to conduct tourism marketing activities, thus giving the tourism marketing portfolio a new meaning. Tourism network marketing for tourism companies and destinations should implement the following marketing mix strategies:

1. Tourism promotion strategy

Travel online promotion is to make full use of the interactive communication function of the Internet, and use the rich network communication method to promote the promotion of tourism enterprises and products and the image of tourist destinations. Its main practice:

Conducting network public relations

Organize online travel enthusiasts salons and travel clubs, and recruit members to continue to hold colorful online networking activities to attract tourists to participate, promote tourism corporate culture and tourism products, and cultivate tourism hobbies to deepen tourists' tourism enterprises. Impression, stimulating the desire of tourists to consume.

Online advertising promotion

There are three main forms of advertising promotion on the Internet: one is to directly publish various normative tourism enterprises and tourism product information, and the display window of tourism products formed by stereoscopic images such as shape, shadow, sound and color is displayed in front of online customers; Promotional cartoons with knowledge, information and fun.

Virtual online promotion

Attract customers to participate in virtual online travel, let customers feel the charm of travel products through online games, and feel the image of tourism companies.

2. Promote the image strategy of tourism products

The characteristics of tourism products are that their production and sales are in the same place and the main body is invisible. Tourists cannot touch the tourism product entity before purchasing. Although tourism network marketing cannot change this essential attribute of tourism products, it can give a unique form of tourism products - virtual product image. Therefore, in the travel network marketing of tourism companies or tourist destinations, the image strategy of tourism products is the first.

The tourism product image strategy is to make full use of the multimedia function of the travel network, and to display the virtual image of the tourism product in a three-dimensional and simulation manner on the travel website, so that the travel consumer can see the image of the travel product in the cyber space. Knowing the value of travel products, you can even experience the charm of travel products through virtual internet travel.

In order to make the image of tourism products can be positioned in the hearts of tourists, the real-time interactive function of the travel network should be used to develop and design tourism products. The specific method is: set up a tourist column on the travel website, and open up a "tourist opinion area", "online travel consultation area", "tourism self-design area" and other web pages, through these pages to understand the needs of tourists, solicit tourists The opinions and suggestions on tourism products, especially the development and design suggestions for tourists' tourism products, to develop and design tourism products that meet the needs of tourists.

3. Tourism product price publicity strategy

The price of tourism products is characterized by its cost ambiguity and price aggregation. Tourists always judge the rationality by comparing before purchasing tourism products. Tourism network marketing of tourism enterprises and tourist destinations should use these characteristics to promote the pricing policy of tourism products.

The tourism product price publicity strategy is to use the media function and interactive function of the travel network to publicize the list of travel product prices and product prices of various tourism companies, so that the travel consumers can see the price of a large number of similar tourism products in the travel network space at the same time. To understand the reasonable price of tourism products, and to get the satisfaction of the purchase price through interactive price adjustment.

The main methods for implementing the price announcement strategy for tourism products on the Internet are as follows: First, a series of price lists for various tourism products are provided. These price lists are to be marked with product combinations, and the price adjustment tables are published in the light season and supply and demand changes. The second is to open up a tourism product portfolio to adjust the price zone, so that tourists can freely combine the tourism product portfolio they need and obtain the corresponding product price.

4. Tourism network channel strategy

Tourism network sales is the most revolutionary part of travel network marketing. It integrates virtualized display of tourism products, virtual consumption, travel consultation, and travel ordering, and allows tourists and tourists to travel across time and space. Product sellers and even travel product producers sit together for trading activities. In this trading revolution, the status of tourism intermediaries and agents has been greatly affected, and production direct sales and product retailers have gained more and more market initiative. In the face of this tourism marketing revolution, the travel network marketing of tourism companies and tourist destinations must implement the tourism network channel strategy.

The tourism network channel strategy is to use a large-scale professional travel website as a marketing center to establish a networked sales channel covering the target market area, so as to provide the most recent services to various customers 24 hours a day. The main method of implementing the tourism network channel strategy is to gradually establish services in the domestic and foreign target markets in accordance with the market development strategy plan in the domestic third- and international third-tier markets and the opportunity market of tourism enterprises and tourist destinations. At the sales agent network. These sales agent outlets establish a closed sales service network with the professional websites of the travel companies, and establish a safe and efficient online travel settlement system for travel cards with banks to ensure travel information, product sales, merchandise goods, and funds. Clear business such as settlement.

Tourism network marketing strategy planning focus

The development of tourism network marketing is a huge high-tech project that requires technology, capital and equipment. It is also a system economic project that requires ideas, talents and wisdom. Whether it is a tourism enterprise or a tourist destination, we must fully understand the necessity and urgency of tourism network marketing and seizing the tourism network information market at the height of global strategy, and seize the strategic focus of developing tourism network marketing. Strike out and establish a set of tourism network marketing system as soon as possible to shorten the gap with developed and developed countries. Here, the Henan Province tourism network marketing strategy as an example to carry out key planning.

1. Strengthen various propaganda of tourism network marketing

As a new thing, travel network marketing is not accepted by domestic travel consumers. Therefore, the promotion of travel network marketing must strengthen various publicity. The main forms of publicity include: conducting extensive publicity and publicity, raising awareness of tourism and online marketing by the society and the public, eliminating strangeness and enhancing trust; launching exciting advertising campaigns to stimulate tourism consumers' motivation for online travel; Colorful online public relations activities, especially through the wonderful virtual network travel to guide tourism consumers into the field of travel network marketing.

2. Organizing the preparation of “Henan Province Tourism Network Marketing Development Strategy Plan ”

In order to promote the development of tourism network in Henan Province with high efficiency, systemization and planning, the relevant departments of the Henan Provincial Government should organize a group of experts in e-commerce, tourism marketing, network technology, economic law, banking and finance, etc. as soon as possible. The preparation team will compile the “Strategic Report on the Development of Tourism Network Marketing in Henan Province” in stages. The "Strategic Planning Report" should be based on the "Henan Province Tourism Development Strategy Master Plan", comprehensive planning for tourism network enterprises, tourism website construction, network marketing portfolio, tourism network sales outlet system construction and control, etc. In order to guide the tourism industry in Henan to develop the tourism network marketing industry scientifically, systematically and in a standardized manner within three to five years.

3. Hosting a tourism online fair

Give full play to the virtual marketing expertise of the travel network, and regularly hold the “Tourism Online Expo” every spring and autumn, and invite domestic and foreign tourism companies, tourist attractions and tourist destinations to participate in the Internet. The exhibition address is located in the virtualized Zhongzhou International Tourism Expo Center on the “Central Plains International Tourism Website”. This expo center is divided into "International Pavilion" and "Domestic Pavilion", both of which use English and Chinese. The “International Pavilion” is mainly aimed at the international tourism market and related enterprises, organizations and groups. The “domestic pavilion” mainly faces the domestic tourism market and related enterprises, organizations, groups and individuals. According to the online exhibition mode, the Expo will set up a virtual booth in the virtualized Zhongzhou International Tourism Expo Center to fully display the tourism corporate image and tourism products, and receive customers who come to the Internet for consultation and transaction.

4. Immediately prepare to build a large-scale website of “Central Plains International Tourism Network”

This is a provincial-level large-scale professional international business travel network. It is best to jointly build a joint-stock travel network company by several large tourism companies in Henan, and then directly invest in the construction of the “Central Plains International Tourism Website”. The travel network company and travel website should hire a professional management team to manage the business. On the basis of establishing a joint-stock travel network company, there are three main tasks for the establishment of “Zhongyuan International Travel Network”: apply for the website name of the registered website as soon as possible, and apply for the right to operate online advertising agency; complete the self-owned website hardware construction. , equipped with a full set of website management engineering and technical personnel; cooperate with the bank to establish an online safe and efficient travel card, online payment and settlement system for the website.

5. Establish a global Central Plains international travel network sales outlet system

Travel network companies should cooperate with the construction of travel websites to gradually establish sales outlet systems in global and national target markets. This system includes the original sales outlets of several major shareholders of the Internet company and the newly established sales outlets of the company according to market needs.

The establishment of new sales outlets is: in the domestic tourism domestic three-level and international three-level market, in accordance with the market development strategy of the domestic and international target market area, select the appropriate sales agent, and gradually establish a sales agent network to make the company's The travel marketing network can provide services directly to tourists to ensure timely delivery and smooth sales.

In general, the shaping of brand image needs to go through the following ways.

1. Optimize brand design

Designing the brand name, logo and packaging is the only way to highlight the brand personality, enhance the brand awareness, and reflect the beauty of the brand form. It is an indispensable step in shaping the brand image. It is necessary not only to carefully plan and design the various elements of brand recognition, but also to coordinate and match the various elements to form a complete brand recognition system to produce the best design results.

2. Strengthen brand management

Strengthening brand management first requires senior leaders of enterprises to personally ask about brand issues, and image shaping as a priority issue for enterprises. As a strategic issue for enterprise development, it is like grasping product quality to capture brand image. In doing so, it is more conducive to combining the brand image with the corporate vision and business philosophy, or to reflect the company's vision and business philosophy on the brand image. Secondly, it is necessary to establish the brand awareness of all employees, enable employees to share brand knowledge, familiar with brand recognition, understand brand concepts, and express their brand image. Employees understand the importance of shaping the brand image, which will create a sense of responsibility and mission, and then form cohesion and combat effectiveness. Another core issue in strengthening brand management is to establish a unique concept system and operational mechanism within the enterprise, establish a scientific organizational structure and strict rules and regulations, which is the organizational guarantee for implementing brand management. Finally, because the brand image is shaped by a long process and many links, people, things, and things in and out of the company must be included. It is a three-dimensional, multi-dimensional, dynamic, and complex social system project, so it needs a full-time brand. management.

3. Pay attention to the public and do a good job in public relations and advertising.

For public relations and advertising, for the brand, such as the two wings of the bird, the two rounds of the car, its importance is self-evident. The brand image will ultimately be built in the minds of the public, ultimately depending on the brand's own popularity, reputation and public trust and loyalty to the brand. Therefore, all the work of brand image formation, including public relations and advertising, should be directed to the public, with the public as the core, and attach great importance to the public's response. For example, many strong brands are good at using the public relations to win the public's goodwill and trust. Of course, the public relations campaign should be good at grasping the psychology of consumers, otherwise it will backfire. On June 7, 1992, the San Francisco fast sailing "Hennessy Spirit" arrived in Shanghai Huangpu Port, which opened the prelude to Hennessy's public relations promotion activities in China. Then, through the Hennessy Art Exhibition, Hennessy Cinema and various cultural awards, the company established the image of the cultural communication messenger and successfully entered the Chinese market.

4. Pay attention to the quality of products and services

Quality is the cornerstone of the brand, and the most striking feature of all strong brands is their quality. According to a poll, 90.6% of Chinese people think that brand name is "good product quality."

In terms of quality, companies should always be ahead of market demand and be ahead of consumers. In order to improve the quality of products and services, enterprises should establish a complete quality assurance system. The quality certification carried out by Chinese companies in recent years is part of this work. A sound quality assurance system will strengthen the brand image and form a good brand reputation.

5, pay attention to brand positioning

Since brand positioning is the action that makes the brand occupy a unique and valuable position in the minds of the public, that is, to outline the brand image, it can be imagined how much influence brand positioning has on the brand image. Excessive brand positioning, low targeting, blurred positioning or conflicting positioning can jeopardize the brand image. We can use Nestlé as an example to illustrate the significance of brand positioning in shaping brand image.

Technology is the forerunner of the brand, culture is the soul of the brand, innovation is the vitality of the brand, and so on. The shaping of brand image and the formation of charm are by no means a one-off effort. It requires long-term accumulation and a lot of investment. But as long as the method is correct and long-term unremitting efforts, there will be substantial returns.

I believe that as long as the travel company expands its publicity on the Internet, it will have a good effect. Because the times are advancing, more and more people choose to travel during the holidays. Online promotion can make them more aware of the company's business and capabilities, which can expand the business of many companies.