202 1 Three Sample Articles of Tourism Product Marketing Scheme
Tourism product marketing plan 1 Geleshan scenic spot is a key scenic spot in Chongqing, and its scale and reception capacity occupy an important position in Chongqing tourism market. However, in recent years, Chongqing's tourism market is booming, but Gele Mountain Scenic Area is not so strong. Under the macro situation of the rise of Chongqing and the rapid increase of per capita income, various tourist spots have accelerated the market-oriented operation, thus accelerating the pace of development. Geleshan Scenic Area should also look for effective marketing strategies again to achieve good development in the next few years or even longer.
Second, industry characteristics and consumption trend analysis
Tourism has changed from the initial centralized consumption to the national consumption today, and its economic benefits are increasing sharply. (China tourism market for 20 years)
Number of domestic tourists
265.438 billion person-times, an increase of 10.6% in 20 years.
Domestic tourism revenue
1.26 trillion yuan, an increase of 23.5% in 20 years.
Number of inbound tourists
65438+34 million person-times, an increase of 5.8% in 20 years;
Number of outbound tourists
57.39 million person-times, an increase of 20.4% in 20 years;
Total national tourism revenue
1.57 trillion yuan, an increase of 2 1.7% in 20 years.
According to expert analysis and prediction:
(1) In the future, the trend of tourism consumption market will become self-help tourism, the market will turn to diversification, the theme segmentation will become more and more obvious, and consumers will turn more and more. The degree of marketization of tourism economy is getting higher and higher, and tourism image and tourism products are equally important.
(2) Short-distance and rural tourism is growing rapidly, especially? The policy of agriculture, countryside and farmers has accelerated the process of urbanization and promoted consumption, but at the same time, the growth of this part of consumption is not as good as the growth of the number of consumers.
(3) outbound travel continues to grow.
(D) Characteristic tourism will continue to be a bright spot.
According to the normal economic law, the development of tourism will progress with the development of the whole social economy. Tourism is a rapidly developing industry and will continue to play an important economic role.
Environmental analysis
1: macro-environmental analysis
After the country put forward the policy of developing the western region, Chongqing's economy developed rapidly. In 20 years, the per capita income of residents has reached 17532 yuan.
Economic growth has brought about changes in consumption structure and consumption concept. The economic base determines the superstructure. In recent years, Chongqing's economic strength has greatly improved. What followed was the improvement of consumption power and the change of cultural concept. They are becoming more and more sensitive to fashion. They used to regard tourism as a luxury consumption, but their desire was unattainable. Now they regard tourism as an experience, a challenge and an enjoyment.
The overall cultural atmosphere in Chongqing is conservative, and the determination to try new things is not enough. At the same time, the consumption calculation is also relatively fine.
In Chongqing, it is still red tourism, and the tourist attractions near Gele Mountain are the places that Chongqing citizens often go to. However, after observation, it is found that Gele Mountain Scenic Area is small in space and its facilities are simple and outdated. Old people and children often go in and out, which does not give people a special experience. Ciqikou scenic spot is relatively close and belongs to cultural resources. Must have a certain cultural foundation, serious and monotonous, but also lack of free entertainment space. So when it comes to holidays, Chongqing is really a place with little fun, especially for young people who are eager for challenges, pursue individuality and dare to release themselves.
Red tourism has been strongly supported by Chongqing government. Revolutionary scenic spots such as Hongyan Soul Memorial Hall have many similarities with the history of Chongqing, which has increased the attention.
2. Micro-environmental analysis
Travel agencies usually play a professional role as a bridge between consumers and tourist attractions. The widespread honesty problem of travel agencies makes some consumers unable to obtain travel channels. For safety reasons, schools often prohibit students from organizing their own tours, which also inhibits the consumption behavior of some potential consumers.
Seasonal changes will affect the number of trips consumers make. In Chongqing, there are few sunny days, so there are few tourists on rainy days, and there are more tourists when the weather is better.
3. Market overview
The survey shows that 52% of Chongqing residents have traveled more than three times in five years, with a population of 23.89 million. How many trips are there in five years? 450? 52%=702 (ten thousand times). This does not include changes brought about by demographic structure, consumption capacity and other factors.
Chongqing's tourism has developed rapidly. In 2000, the city received 50,579,300 domestic tourists, achieving a total tourism revenue of 32,002 million yuan.
This growth rate will continue unabated in the next few years. It can be said that the market is huge and the prospects are broad.
4. Summary:
Our opportunities increase with the growth of the number of students in Chongqing and the growth of social and economic income. Meiling has a high reputation among young people, especially students. But we didn't plan this market well, attract consumers and publicize ourselves widely, which made the product information seem superficial.
Six: Our chance? Situation analysis
In Chongqing, it is difficult to find a place to get close to nature and entertain yourself. The relatively rich natural resources and vast space in Gele Mountain can just provide such a place.
Advantages: Good natural resources and environmental space, convenient transportation and huge capacity for receiving tourists, especially short-distance routes, suitable for groups and individuals to play. The play items are exciting and challenging to some extent, and tourists have a high degree of self-experience.
Disadvantages: the characteristics are not distinct. Compared with the porcelain mouth culture, Geleshan is vague and general. The range of scenic spots is wide and the internal management is relatively coordinated.
Opportunity: Tourism consumption has also increased under the macro situation of economic growth. The government strongly supports tourism. The increase in the number of young people has greatly stimulated short-distance travel. The trend of tourism is that the theme segmentation is more and more specialized and the tourism experience is more and more personalized. Under the situation of homogeneous competition in Chongqing tourism market, Geleshan has the opportunity to find a breakthrough and promote the improvement of economic benefits.
Threat: competition from competitors in the industry. With the improvement of consumption level, consumers' requirements for consumption quality are constantly improving, and the change of consumption structure affects the transfer of mass tourism demand. Opportunities and problems: According to the business data over the years, the main consumer groups of Chongqing tourism are college students and some young people who have just entered the society. However, the tourism demand of this group has not been well met and the market potential is great. In order to tap this part of the main market without losing the remaining consumer groups, what should our position be? Release vitality and get close to nature? The main function is to provide a natural space for young people to pursue experience, self-release and seek challenges, and at the same time provide an environment for the public to get close to nature and have fun. The problem to be solved is to establish brand impression in consumers' minds as soon as possible, strengthen the audience's cognition of scenic spots, and form obvious differences with other scenic spots.
Seven: Integrated marketing strategy
1, STP analysis
(1) market segmentation
Although the overall tourism market is growing rapidly, the degree of personalization is also improving. The formation trend of tourism market segmentation is more and more obvious. In Chongqing tourism market, the changes of high-income individuals or collectives have little influence on the low-end tourism market. Because price fluctuations do not require high economic strength of consumers. At the middle and low income level, the change of consumption concept does not necessarily lead to consumption behavior, but they are eager to realize their desires under the premise of economic conditions.
In Chongqing, this group includes the following parts:
One: college students.
Two: young people who have just stepped into society.
Three: young families.
Four: the high-income class
(2) Target market selection
In the choice of market segmentation, the change of economic income determines the direction of consumers' consumption choice. College students generally go through 3? During the six-year period, their consumption level and desire fluctuated little. Meanwhile, they have relatively more time at their disposal.
Young people who have just entered the society are most likely to change, and their interest in pursuing social status or economic ability is far greater than others. At the same time, their economic strength is constantly increasing, and their consumption transfer is more likely. Therefore, this group's attitude towards short-distance travel consumption is unstable.
The economic strength of young families has risen steadily, but the expenses are relatively large. When individuals enter the mature stage, their consumption attitude becomes more rational, and their interest in short-distance and low-end tourism consumption gradually declines. The high-income class has strong consumption power and high requirements for life. Their demand for the quality of tourism is higher than the price.
Therefore, the target market we choose is mainly students at school, and implementing marketing strategies based on their needs will also drive the consumption of other young groups.
2. Marketing strategy
(1) product strategy? Create a vibrant natural space
Dynamic space, dynamic nature, dynamic entertainment, dynamic spirit.
1, energetic and natural? Make a fuss about your own natural resources and fully tap the characteristics of scenic spots.
Water? A symbol of vitality
2. Energetic entertainment? On the basis of a good natural environment, we will constantly improve entertainment facilities and project construction.
3. Energetic spirit? Excavate and create the culture and unique spirit of Geleshan. Nature tourism is the unique selling point of Geleshan, but it is not the starting point of consumer motivation. Geleshan Scenic Area has a lot of history.
(2) Public relations
Carry out activities in colleges and universities at different levels.
According to the survey data, specify the survey plan of the corresponding group. In view of the purpose of college students going to Gele Mountain, such as visiting celebrities and historical sites, enjoying the natural beauty to relax and interacting with students in groups, the activities are promoted at different levels. Initiated at school? A cultural journey? A series of activities. Adventure hero list: mountaineering competition
Content: Colleges and universities organize their own teams to participate in the competition, and give certain rewards according to their scores. Time: once a year in mid-June.
event marketing
Organize relevant and influential activities among students or plan relevant news events. For example, the Meiling campus tourism ambassador trial can be held. This can close the distance between us and enhance Meiling's image among students.
(3) Promotion strategy. Promotion strategy mainly plays the role of information transmission, affects the consciousness of target consumers in an effective way, and spreads products or design schemes to meet their needs.
(4) Marketing strategy
Promoting campus sales by using university agents.
Brochure production: focus on natural resources and bind the pictures of representative scenic spots into a book. At the same time, there are tips on the contact information and network channels of each agent.
Salesman selection: students in school, below junior year, lively and diligent, with team consciousness. The ratio of male to female is stable at 50%, and training is conducted through the organization of agents.
VIII. Budget:
Public relations expenses:
University challenge? Twenty-five thousand yuan
Promotion expenses (calculated by month):
Easy travel to win the mystery prize? 20__ yuan
Are you going to win the grand prize? 20__ yuan
Sales expenses:
Depends on the size of institutions and universities? Sales staff remuneration+training fee+promotional materials fee+commission.
Nine-effect evaluation
Direct economic benefits? During the implementation of the marketing plan, the sum of scenic spot ticket income and other project income.
Fame References and impressions of target consumer groups on scenic spots.
Lenovo? Psychological review and evaluation of scenic spot publicity and other activities.
Loyalty? Consumers' satisfaction with the formation of scenic spots, and whether psychological first mind is occupied.
Recognition rate? Are you disgusted with the products and marketing activities in the scenic spot?
This is the basic index of effect evaluation, and relevant data analysis can be obtained through market research.
Marketing planning of tourism products. The Present Situation and Characteristics of Tourism Marketing in Dehong Prefecture
With the implementation of the national bridgehead construction strategy, Dehong Prefecture has listed tourism as the focus of the bridgehead golden port construction. As one of the five billion projects in Dehong Prefecture, we will strive to build an eco-tourism holiday park, build a tourist bridgehead and increase tourism marketing.
1, implementation? Point to point? Promotion and marketing strategy. In view of the positioning of the tourism market, Dehong Prefecture consolidates and expands the tourism market in neighboring provinces and actively cooperates with Chongqing and Chengdu. Based on the establishment of three Dehong tourism marketing centers in Kunming, Chongqing and Tengchong, Dehong tourism marketing center was established in Chengdu in 20__, and Dehong tourism marketing was integrated into Chongqing and Chengdu markets for comprehensive marketing. In July 2000, during the Water Dragon Festival in Luodai Ancient Town, Chengdu, a strong lineup was formed to go to Chengdu for publicity and promotion activities. By holding news promotion meetings, national song and dance performances, distributing publicity materials and on-site consultation and introduction, Chengdu citizens' understanding of Dehong has been further deepened and the tourism market has been further expanded.
2. Actively participate in various tourism trade exhibitions held by the state, province and state, and publicize the tourism image. Key organizations participated in China Domestic Tourism Fair, china international travel mart, Northern Tourism Fair, China Kunming International Cultural Tourism Festival, Taiwan Province Tourism Promotion Activities organized by Provincial Tourism Bureau, China-Myanmar Border Fair, etc. , fully demonstrated the rich tourism resources of Dehong Prefecture, and the tourism image and popularity of Dehong Prefecture have been continuously improved. On June+10, 20__ in 5438, Dehong Prefecture held a briefing on new tourism products in Kunming to launch a series of products. Visit the tropical rain forest landscape, stroll along the border of the Millennium ancient road, see the brilliance of jewels and jade articles, explore the mysterious gambling stone culture, taste the ethnic customs in the frontier and appreciate the exotic and colorful scenery? Dehong tourism, a new product with Dehong characteristics, has achieved remarkable results.
3. Strengthen cooperation with the media. Actively communicate with the news media, bridge the gap between local tourism enterprises and tourism administrative departments and out-of-state tourism enterprises, and build a win-win platform for cooperation between the two sides. First, in cooperation with People's Daily, a one-year Dehong tourism culture publicity column was set up on People's Daily and English websites. 2. Actively invite and cooperate with major media to interview and shoot in Dehong, which was successfully completed? CCTV4 "home is far away" border? Column group? Public trust. com？ 、? Yunnan Tourism Information Network? 、? Holiday travel? 、? Asahi shimbun? Waiting for the news media to interview and shoot in Dehong Prefecture; Carry out tourism promotion in Dehong Prefecture in Scenery magazine, Spring City Evening News and other newspapers.
4. Strengthen the editing and publishing of Dehong tourism culture books. The Voice of Dehong series, the Guide to Dehong Tourism Culture and the brochure of Dehong Tourism have been edited and published. The third volume of Dehong's sound series, The Temptation of Coffee, is being edited, and Dehong's tourism culture propaganda books are increasingly rich.
5. Make full use of the economic effects of holidays, hold various activities, and strengthen publicity and promotion. 20__, February, during Munao Zongge Festival,? Looking for the most beautiful Jingpo girl in China? Activities; In April, 20__, during the Dehong International Water-splashing Festival in China? Looking for the most beautiful peacock princess of Dai nationality? Activities; In February, 20__, during Munao Zongge Festival, the first Miss World Jingpo Competition was held. According to statistics, from June 1 to June 10, Quanzhou received a total of 4,379,800 tourists, up 14.46% year-on-year, including 98,800 overseas tourists, up 26.39% year-on-year; The number of domestic tourists was 98,800, a year-on-year increase of 14.45438+0%. The number of one-day visitors at the port 1 152000, an increase of 14.7 1% year-on-year. The total tourism revenue is estimated to be 5.28 billion yuan, up 27.63% year-on-year. Tourists in the tourist areas of this province and its surrounding areas are growing rapidly, and the tourist areas are expanding to the surrounding areas of Yunnan Province. With the rapid growth of tourism economic indicators, tourism in Dehong Prefecture has achieved rapid development.
Tourism product marketing scheme 3 This paper is the network marketing planning scheme of Nanping Holiday Travel Agency, taking Nanping tourist attractions as the marketing target. Its purpose is to promote? Nanping tourism? This brand concept, publicity? Nanping tourism? This awareness of tourism consumption makes? Nanping tourism? Known, known, and at the same time promote Nanping tourism network, and finally achieve marketing purposes.
First of all, briefly introduce Nanping tourism resources.
Nanping is an important tourist area in southeast China, located in the north of Fujian Province, commonly known as northern Fujian, and is the earliest inland hinterland of Fujian. Northern Fujian is rich in tourism resources, which is one of the rare areas with dense tourism resources in East China. Magnificent strange mountains and strange waters, diverse biological resources, splendid history and culture, and colorful customs all constitute the unique tourism resources in northern Fujian. At present, there are 18 1 medium and high-grade tourist resource entities (Yanping Mangdang Mountain, Jianyang Kaoting Academy, Jian 'ou kiln site, Shaowu Tianchengyan Wanmulin, Khan Lee Temple, Heping Ancient Town, Wuyi Wu Jun, Shunchang Huayang Mountain, etc.). Wuyishan is the only four largest in China? World natural and cultural heritage? One of them is a national scenic spot, a national nature reserve, a national tourist resort and a Fujian tourism economic development zone. The provincial scenic spots in Nanping are: Mangdang Mountain in Yanping, Fugai Mountain in Pucheng, Gui Zongyan in Jian 'ou, Lushan Mountain in Songxi Station and Zhenghe Cave Mountain. Nanping also has 1.2 million mu of Yanping Lake, which is a good place for summer vacation. In recent years, on the basis of sightseeing, tea ceremony, study tour, investigation of Zhu ruins, ancient ceramics, forest bath, scientific research, RV, folk customs and so on 10 have aroused great interest of domestic and foreign tourists.
The following is a list of some scenic spots
Second, Nanping tourist attractions target customer analysis
(1) target market
The target market positioning of Nanping tourism is centered on northern Fujian, radiating to surrounding areas and provinces, with Fujian Province as the main market subject and the southeast coast and East China as the main target range. Attached to Wuyishan, it extends to the surrounding coastal economically developed areas and overseas markets. With what? Go into the mountains, get close to nature and return to simplicity? The main idea, go? Tradition, folklore, nature and simplicity? Does the four-in-one leisure and friendly tourist route attract people? Natural and simple, fresh and quiet? The group with life attitude is the main target customers.
(2) Main target customer groups
? Pursuit? Natural and simple, fresh and quiet? A group with an attitude towards life.
? Age characteristics are basically located in middle-aged and elderly people. Young people are potential customers.
? A group that pursues relaxed and leisure travel.
? Pursuing the feeling of home, keen? Family tour? A group of three generations traveled together on a warm tourist route.
? As Fujian is the hometown of overseas Chinese, overseas immigrants and overseas Chinese can be potential customers.
? In a certain geographical range, for the working class who tend to travel short distances.
Third, website construction.
At present, the travel agency does not have its own website, and there is no authoritative website covering all the tourist attractions in Nanping. The only website in Nanping involving tourist attractions is the website of Nanping Tourism Bureau. However, it is only a government website, not a commercial website. In order to better promote Nanping tourism resources, Nanping Tourism Network? It is inevitable to build and put into use.
In the process of website construction, we should pay attention to the influence and function of the website on the marketing effect, so that the website can become an effective online marketing tool. And give due consideration to everyone's own situation, ability, resources, preferences of user groups and profit model to decide the production of content.
(A) the function of the website
? Introduction and explanation of tourism resources
? Frequently asked questions (faq)
? Tourism Route Selection and Knowledge Management
? Online question consultation, online help
? Instant messaging service
? Real-time and system functions (such as ordering, payment, online system transmission and information presentation)
? Member management, member login, member community, member exchange.
? Advertising management
? Mailing list
? Site map
? Website traffic statistics system.
(2) the content of the website
? Travel Agency Information and Reputation Image
? Introduction and display of tourist attractions and resources
? Tourism News and Culture
? Customer service information, such as tour guides, transportation, hotels and other information.
? Promotional information, boutique routes, special routes
? Sales and after-sales service information
? Safety information, travel knowledge
? Public information, tourism forums, holiday forums and other forum communities.
? Transaction security and contract insurance
? Tourism planning, training and recruitment
(3) Website service means
? Establish an online forum community
? FREQUENTLY ASKED QUESTIONS
? Timely information service
? Online consulting service
? Member communication service
? E-mail and online forms
? Provide users with online demonstrations.
Fourth, online marketing means.
(A) the choice of search engine marketing model
Because the current market of Nanping tourist attractions is limited to the local area, few people know and understand the beautiful mountains and rivers of Nanping outside the local area. To break this dilemma, I first choose the search engine marketing model? Nanping tourism? Brand and website promotion.
1, free directory search engine marketing
2. Paid directory search engine marketing:
Choose to place ads in the Yahoo directory.
? Yahoo directory
3. Paid technology search engine marketing? Search engine advertising strategy:
Because the target markets of Nanping tourist attractions are mainly in the southeast coastal areas and East China Economic Zone, well-known domestic search engines such as Baidu, sogou, Aiwen, Yahoo Chinese, Zhongsou and other search engines will be selected for keyword advertisements, and because Nanping tourism has certain overseas market potential, there are relatively few keyword advertisements that can be placed on google.
First of all, through the analysis of cnnic's "China Search Engine Market Survey Report", the user's preferred search engine was determined. Then according to the market share of these search engines, determine which search engines should put keyword advertisements (free and paid) and the proportion of keyword advertisements in each search engine (paid).
With the development of computer technology and the wide use of computers, information on the network is flooding. To find information in the depressing ocean of information is like looking for a needle in a haystack. It is this mixed information that makes the search engine successful. Now, technical search engines like Baidu have been favored by the majority of netizens. When most netizens look for information on the Internet, they usually search related web pages through search engines, and then choose the information they need. Therefore, paid technology search engine marketing is the most critical part of search engine marketing, and whether it is done well in this piece is related to the success or failure of the whole marketing strategy.
Obviously, it is inevitable to choose Baidu keyword bidding ranking for the promotion of Nanping tourism. On the other hand, Google's adwords investment is relatively small.
?