Tourism plan

First, the background analysis

1. Overview:

Liuyang River is also known as Liujing River, formerly known as Liushui. Because the county is located in the north, "the south of the mountain, the north of the water, the yang", it is called Liuyang. Liushui is also known as Liuyang River because of Liuyang City. It has a total length of 234.8 kilometers and a drainage area of ​​4665 square kilometers.

2. Tourism resources:

Natural resources

Liuyang River: Ten bends and nine bends, Qingshan Cuizhi on both sides, Zixiadanhua.

Liuyang River Drifting: Liuyang River First Bay.

Specialties: Liuyang fireworks are famous in China and abroad, as well as chrysanthemum stone, Xiabu, Xiang embroidery, soybean meal, anise cake, paper umbrella and bamboo.

Human resources

Kaifu Temple, Mawangdui Han Tomb, Tao Gong Temple, Xu Guangda's Former Residence, Huang Xing's Former Residence, Xu Te Li's Former Residence, Tan Sitong's Former Residence, Liuyang Confucian Temple, Liuyang Mathematics Museum, Sun Yinshan and other cultural relics.

Red tour

Out of a large number of outstanding leaders of the party and the country: Hu Yaobang, general secretary of the CPC Central Committee, Wang Zhen, vice chairman of the National People's Congress, Peng Peiyun, vice chairman of the National People's Congress, and Wang Shoudao, director of the Central Advisory Committee. Out of China's first bloody sacrifice for the Wuxu Reform, Tan Sitong, out of the Republic of China, Tang Caichang, Jiao Dafeng. There are also dozens of imperial generals and tens of thousands of revolutionary martyrs who have endured the nation’s peril, rescued the spirits. It can be seen that Liuyang’s “red tourism” atmosphere is strong and its development potential is self-evident.

Second, regional advantages / disadvantages

1. Advantages:

Liuyang has a strong social and economic foundation and the city's economic strength is constantly increasing.

The roads in Liuyang City are in good condition, the location conditions are relatively good, and the accessibility is strong.

The Liuyang River is rich in tourism resources and has strong development potential.

The beautiful and beautiful "Liuyang River" has spread all over the world, and the Liuyang River has a high reputation.

The tourism industry is booming, and the country puts "red tourism" on the agenda, which can make full use of the "red tourism" resources of Liuyang River.

2. Disadvantages:

The overall image of Liuyang City lacks clear positioning and insufficient publicity.

The service personnel of Liuyanghe Scenic Area have a weak sense of service and a low level of service.

The tourism resources of Liuyang River lack effective protection and insufficient development.

Third, the purpose of planning

1. Market Analysis: A sentence "Liuyang River...", along with a generation of great men from China, has spread all over the world and spread all over the world. In the hearts of each of us, the "Liuyang River" There is an extra kindness and admiration. Therefore, the target consumer group of “Liuyang River” is very large. Both men, women and children are the target consumers of Liuyang River. Hong Kong, Macao and Taiwan like young people of cultural exchanges and the older generation of revolutionary old people. Asia and the whole world love Chinese culture. Foreign tourists who like to travel to China may become target consumers.

2, the ultimate goal: to improve the visibility of Liuyang River, so that Liuyang River out of Hunan Province, sing China, to the world.

Fourth, planning principles

1. Purpose principle:

The Liuyang River has become a famous leisure tourist attraction in China.

Integrate Liuyang “Red Tourism” resources and other “Red Tourism Resources” into a classic “Red Tourism” route.

2. Feasibility principle:

The road conditions in Liuyang City are relatively good, the transportation is convenient, and the tourists can enter better.

After years of development, Liuyang River has a good mouth beer, and it is now constantly improving, and its development potential is relatively large.

The Liuyang Municipal Government has sufficient funds and confidence to “launch” the Liuyang River and get out of the province.

3. The principle of specialization:

"Liuyang River" sang the whole of China, and its unique "poetry" feelings are lacking in other tourism resources. Therefore, to strengthen the promotion and promotion of "Liuyang River", let people generate motivation to travel to Liuyang River,

4. The principle of combining government and market:

The government is led by the Liuyang Municipal Government and even the strong support and promotion of the Hunan Provincial Government.

Improve the market competitiveness and comprehensive strength of Liuyang River.

V. Theme slogan

Singing ancient and modern, 璀璨 Liuyang!

Six, organizational form

Host: Liuyang Municipal Government

Undertake: Liuyang Tourism Bureau

Co-organizer: Hunan Satellite TV

Seven main activities

1. Music Evening: Among them is the chorus "Liuyang River" version, and the lyric version of "Liuyang River", sketches and so on.

2, put fireworks: fireworks after the end of the music party.

3. Essay competition: Participants are required to write articles on the theme of Liuyang River. Through this essay contest, to enhance consumer awareness of Liuyang River. The winners of the outstanding works will be presented at the evening of the music evening.

4. On the day of the music evening, Liuyang City Tourism Bureau will issue student tickets at a discount of 40% off to other consumers at a price of 20% off.

5. Donate 200,000 yuan to the local charity and charity in the name of Liuyang River, and hold a press conference at noon that day. And put this information in the most influential newspaper media in the local area. At the same time, this news was broadcast on Hunan Satellite TV.

Eight, specific operations

1. Conducting the pre-promotion of the music evening, playing a promotional video of the music party in Hunan Satellite TV's "Entertainment Daily" and a print advertisement for a music evening at an influential newspaper in the locality for a week.

2, the music evening was held in Liuyanghe Square on December 31, XX, starting from 8:00 pm to 10:00 pm, using live broadcast. Please contact Hunan Xiangshi famous host Li Xiang and Wang Han as the host. The Hunan Satellite TV film crew served as the production and post-editor of the entire party.

3. At the beginning of the program, the Liuyang River was first reviewed in the form of vcr. The picture highlights the era of Liuyang River, in order to resonate with the audience and prompt the audience to enter the theme of the party as soon as possible.

4. Next, He Wei and Li Xiang entered the TV screen and delivered opening speeches and introduced special guests, as well as introducing the process of the party.

5. Next, the host Li Xiang introduced the tourism resources of Liuyang River and other “red tourism resources” in Liuyang City, and strengthened the audience's perception of Liuyang River as “red tourism resources”.

6. Next, Super Girl Sheng Shangjie, as a guest performer, sang his famous song "Love" and performed "Liuyang River".

7. Next, the award ceremony of the “Liuyang River Essay Competition” was held on the spot, and the situation of this essay contest was briefly introduced.

8. Next, Wang Han visited the Director of the Tourism Bureau of Liuyang City to interpret the positioning and development strategy of Liuyang River from his authoritative point of view.

9. Next, the staff working in Liuyang River performed a small piece - "Love of Liuyang River".

10. Next, Wang Han visited the tourists who visited Liuyang River and improved the brand value of Liuyang River through the narration of tourists.

11. Next, the chorus "Liuyang River" - a choir composed of professionals. Let the audience relive the classics to stimulate consumers' travel motivation.

12. Next, the moderator sums up, expresses the words of thanks and proposes new hopes.

13. Finally, let the fireworks celebrate the party's success.

Nine, publicity and promotion

1. TV commercial: Find a professional to shoot an advertisement for Liuyanghe. They were broadcasted in Hunan Satellite TV's weekly "Happy Camp" and the advertising hours of the Golden Theater every night; they were broadcast during the advertising hours of Phoenix TV's "Current Affairs Express". For fifteen seconds each, for two weeks.

2, newspaper ads: print ads in local influential newspapers in Hunan. For a week.

3. Public relations propaganda: sponsor various festive activities in the name of Liuyang River. For example, sponsored the "Hunan Super Girl New Year Concert" held in January XX, and actively participated in local charity activities.

4. Internet promotion: Play online advertisements of Liuyang River on the homepage of Sina.com and Ctrip.com. For a week.

X. Capital expenditure / income

1. Expenditure:

Music evening: about 3 million yuan.

Other activities and advertising: about 1.5 million yuan.

Total: about 4.5 million yuan.

2. Income:

Advertising: About 2.5 million yuan. .

Tickets: about 3 million yuan.

Total: about 5.5 million yuan.