You put the example of the plan:
Tourism marketing planning and current situation of Dongxiaokou town
The current situation of tourism industry in Dongli town: obvious advantages of resources, the beginning of rapid development; The image of beautiful scenery is blurred, the tourism talents lacking in marketing are lacking, and the facilities are simple. The development prospect that the government should guide (1) The current situation of tourism image.
The cognition of tourism image includes three aspects: the cognition of tourists' tourism cognition, the cognition of tourism interior and three complete tourism images. The eastern towns are rich in tourism resources, but the understanding of the tourism image of Dongcheng City is still vague, which is very unfavorable to their future tourism development.
1, low tourist awareness:
Due to various reasons, Dongli Town's tourism image positioning, so there is no in-depth and detailed research, which leads to a one-sided and vague image of the scenic spot. Tourists generally include the knowledge of scenic spots. The familiarity and interest in the scenic Dongcheng Town are rich in tourism resources, but its tourism image is scattered. Is there a main selling point, sharp slogan, visual image, style image, image history and culture, and there is a lack of image design and perfect system? Backwardness, coupled with the local tourism infrastructure, poor reception, the visibility of eastern cities in the surrounding markets is very low, and the awareness of tourist attractions in Dongfang Village is not strong. Most tourists only stay in Tangshan Buddha carvings to pick fruits in orchards and farmers who grow rice, and the level of eating in villages is low, which limits the development pace of local tourism.
Weak awareness of tourism cognition:
Tourism cognition, as long as it is to understand the local residents' awareness of tourism in recent years, under the correct leadership of the government, Dongxiaokou Town has been built as an industrial city, a commercial tourist city and an agricultural industrialized city, and NGS tourism has been implemented, while the good momentum of economic development and the rapid growth of per capita net income of residents are not enough, because the government has not fully understood the concept of tourism development in the tourism industry, and some residents have taken the initiative to participate in tourism construction.
3, the lack of internal cognitive tourism:
The internal cognition of tourism refers to how the local tourism department and tourism professionals view the current tourism development. The determination of government departments, in the development of tourism in Dongfang Village, the tourism department has established professional knowledge with certain abilities and done a lot of work in planning the development of tourism. However, the government does not develop tourism, industry, planning and project construction, and lacks investment in human, financial and material resources, especially in marketing. Although the pace of host travel in Dongxiaokou Town lags far behind that of Wise, it has been started and started to be realized, but there is no specific tourism industry yet.
(B) the state of market speculation
Extensive and in-depth publicity and promotion activities are important measures to expand the tourism market and promote the rapid development of tourism. Tourism is an attention economy, tourism promotion, in fact, it is to spend money to earn money, earn eyeballs and attract tourists' attention. The marketing promotion of Dongli Town is still relatively backward.
1, hard and soft.
Hard disk: single-minded? In the field of infrastructure construction, is there a business market promotion and promotion plan for development? New scenic spots in Zibo and surrounding cities have sprung up like mushrooms after rain. Dongxiaokou Town and other tourist attractions and supporting facilities were promoted before completion, which is equivalent to being ceded to competitors.
Promote insensitive markets and opportunities. BR /> The relevant departments are not sensitive to the tourism market, and their awareness of publicity is weak. They have a waiting, waiting and wait-and-see attitude instead of active publicity to meet the needs of the tourism market, and the agenda of tourism development is forced to drag on.
Promotion and advertising methods are backward.
After traveling, it is a comprehensive job to choose the right marketing. You need to use the means of publicity and promotion to carry out targeted promotion. It is the fastest to see the scenic spots in a timely and comprehensive way, and it is recommended for tourists. Dongli Town relies on traditional channels to publish tourism news to a great extent, which does not aim at the narrow channels and cannot effectively attract tourists' attention.
(c) The development of tourism products in Dongcheng Town can be summarized as follows: a single tourism product, the development status of packaging products is lacking; It is too light that tourism projects lack quality products; Subsequent slow development, out of touch with the market.
A single tourism product has its own unique charm.
The tourism planning in front of the eastern town has been completed, but the most important tourism resources have not been developed, and there are no designed tourism projects, and tourism products lack packaging. Dongli Town can carry out cultural tourism and agricultural tourism in Tangshan Buddha Carving Park. These tourism projects are very rough, and it is not enough to do the detailed packaging.
2, pure tourism projects, lack of quality /> Dongxiaokou Town has formed a strong traditional religious atmosphere in the Buddhist Sculpture Cultural Park, sitting with Guanyin, the first crystal in China, but the planned Buddhist sculpture depends on the theme? The religious culture itself has also diluted Huiyuan Yi and fertile water, the first brand processing plants of China juice, and leisure and rural tourism resources will be ignored to some extent.
3, the slow follow-up development of products and market touch.
The market is changing, and the demand of tourists is changing. The development of scenic products needs to continue to improve the life cycle of tourism products, and the development of tourism products needs to be replaced. With the arrival of the leisure era, the demand for mass leisure tourism products will continue to rise. In 2007, the National Tourism Administration also proposed urban and rural tourism to vigorously develop rural and urban leisure tourism. On the east side of yi river in Yimeng Mountain area, there are abundant resources of seaside recreation and mountain recreation, but they are still limited to the development of traditional tourism products, and the design of towns and leisure products has not formed a complete idea.
(d) the current situation of marketing channels
The bridge between tourism products and market in tourism marketing channel is also the pillar of the development of tourist attractions at that moment. With the rapid development of economy, tourism demand is constantly changing, and how to sell your products to tourists in the most effective way, which greatly affects the scenery and vitality of tourism products. Dongxiaokou Town, with its rapid economic development, has also been widely concerned by the outside world, but the marketing channels are very narrow, and the marketing phenomenon mainly carried out by interpersonal communication networks is very common. Dongli Town Travel Agency, tourism promotion website, newspapers, television, radio and other traditional media have not been fully utilized, and public relations and festivals have not yet begun, and tourism promotion can be said to have basically not started.
Tourism market strategy
(a) Market
In terms of geographical division:
Local market: other markets in Zhangdian District, Zibo City, Shandong Province are mainly for tourism and weekend leisure.
Provincial market: the markets around Weifang, Linyi, Dongying, Jinan and other neighboring cities in the east. The main purpose of this part of the market is to entertain, find a new tourism experience, and participate in tourism projects. The attraction is the greatest through the complete physical and mental relaxation in scenic tourism.
3。 The market of scenic spots outside the province to attract foreign tourists cannot be used as an independent scenic spot, so there is no independent market outside the province. Across the board, the scenic spots in Dongli Town, Zibo, the famous tourist routes in Shandong, the ancient capital tour in Weifang, the connecting lines launched by travel agencies all over Shandong Province for 7-9 days, the Linzi Ancient Car Museum, the Martyrs' Horse Pit in the Eastern Zhou Dynasty, and the places that Yangjiabu in Weifang often go, long-term tourists stay in Weifang for half a day to one day. In the shortest time, Dongxiaokou Town, the most distinctive local tourism resources, is displayed to tourists.
According to the distance is divided into:
1, the core tourist market
The core of Chengdong New City radiates 300 kilometers-Jinan, Weifang, Dongying, Tai 'an, Laiwu, Qingdao, Yantai and Weihai in Rizhao Peninsula. More importantly, this will be included in the core tourist market.
The basic target market in the east is a city with a radial outward radius of 500 kilometers-Jiangsu, Anhui, Hebei, Tianjin and Jiangsu, with some residents in Henan, Zhejiang and Shanghai, which will be a potential tourist market.
The key cities in polar regions, roads and railways, are located in the tourist terminal market along the highway. They are identified as: a large-scale urban agglomeration around the capital, a city in Jiaodong Peninsula, Shandong Province, and a small-scale source terminal city along the railway line, such as Jinan, Zibo, Dongying, Tai 'an, Qingdao, Yantai and Weihai; Polar region: large area? Small areas of Beijing, Tianjin, Langfang, Nanjing, Zhengzhou, Hefei, Nanyang, Shashi, Yichang and Xuzhou.
The basic components of Shanxi, Shaanxi and Hunan, which are outside the radius of the special tourist target market.
500 kilometers away from Japan (Tokyo, Osaka, Nagoya), South Korea, Hong Kong, Thailand, Singapore and other cities, will target the tourist market and the special tourism characteristics of Dongxiaokou Town.
(B) Tourism market positioning
From the order of market development: the first step, in the development of high-income market in Zibo, the local source of Zhangdian maintains the tourism income of the scenic spot. Secondly, develop the surrounding markets such as Weifang Dongying, Linyi, Laiwu and Jinan, and improve the visibility of East China tourism. Third, explore the high-end tourism market in Beijing, Tianjin, Shandong Peninsula and Yangtze River Delta, further raise awareness and gradually open the market in northern China, eastern China and southern China.
Market demand: Dongxiaokou Town develops water town holiday tourism, cultural tourism, Guanyin and Yimeng mountain area characteristic folk tourism. Time-sharing, visiting relatives and friends, official business activities, conference tours and cultural exchanges are the development of high-end tourism products that have developed very rapidly in recent years, such as reception capacity and popularity of scenic spots, enhancement of reputation, and consideration.
Third, tourism image positioning and product planning:
(
) the overall tourism image positioning:
Huiyuan Jiayihe Commercial Port, Putuo in the North
Interpretation of positioning: the positioning of Dongxiaokou Town in terms of overall economic development.
First of all, Huiyuan is famous for its tourism in Dongxiaokou Town. Huiyuan Juice has a high reputation in China, but I basically don't know Huiyuan's hometown, where Huiyuan's hometown has just come out. Huiyuan Juice can attract the attention of a wide and stable youth and middle-aged consumer groups, arouse their interest, make the eastern cities visit and hit the visibility of the eastern cities.
The total length of the Second Yihe River is 574 kilometers (287.5 kilometers in Shandong Province). What is the total basin area? 17325 square kilometers, which is the river in Linyi City, the Yellow River outside Shandong Province, and the second longest river. In the whole of Shandong Province, the Yellow River enters the card, except for the sea section and the Shandong inland river in the Shandong section of the Beijing-Hangzhou Grand Canal, other tourist products are basically undeveloped and have a certain cultural taste. People in Dongfang Town, which straddles yi river in the east, are known to be good at management in history. We locate the combination of history and culture of Dongcun Yidong Commercial Port, and excavate leisure and culture in Donggou Town, Shuidong Town at the same time, forming a seaside commercial port which is a unique tourism brand and will be able to play its reputation in our province.
Third, the Tangshan Buddhist Sculpture Cultural Park in Dongxiaokou Town is a Buddhist shrine. The Five Dynasties, Sui, Tangya and Crystal Guanyin statues are known as the largest history in the country. Here is the traditional folk custom of sacred worship of mountains, folk religion, especially Guanyin worship for a long time. The Guanyin incense during this year's festival is very strong, but the simple positioning of the goddess Guanyin shrine is too ordinary to open the distance from other beautiful scenery. Therefore, we will set up the East Putuo District in North China.
(b) Positioning of major tourism products
Tangshan Scenic Area:
Thousand-handed Guanyin, North Putuo
Explanation of positioning: BR /> Tangshan scenic spot is the so-called crystal Guanyin statue in the Sui and Tang dynasties, the Buddhist holy land of the Five Dynasties. Tangshan's strong religious culture is well-known in the local and surrounding areas, and the incense has been very strong here. However, due to the inaccurate positioning of the tourism image in the early stage of development, it is too ordinary and has no market appeal compared with scenic spots such as Putuo Mountain in Zhejiang Province. Therefore, we will focus on the tourism destination of Guanyin culture in Tangshan North, the formation of Guanyin culture in Putuo Mountain South, and the trend in the north and south. Therefore, we will position the connotation of Tangshan tourism in a consistent way, and position it as a "Thousand Hands Guanyin, North Putuo" to enhance tourism attraction and appeal, enrich and strengthen the tourism image of East Asian cities as a whole, and build a brand of Guanyin culture in the north.
Yihe leisure water town
Land in the middle of the land, Taoyuan fertile water
Positioning explanation:
With the support of Mazhuang River and Yihe River, which cross the triangle intersection of Dongxiaokou Town, yi river, and Tangshan, which is a flood area, it seems to be a paradise and a rare preparation in the mountains. Landscape can be developed in this attribute to carry out leisure tourism activities such as timesharing. Dongxiaokou Town, a famous city in history, is a famous treasure of Dong 'an ancient county. Overlooking the murmuring yi river, you can see the towering Tangshan in it, and you can experience the historical charm of Dongan ancient county. Therefore, we are located in the land of the middle of the land, Taoyuan fertile water, and the cultural value of this triangle focuses on building the tourism value, recreation and cultural brand of the water town.
Xici scenic spot
Songtao culture club
Interpretation of positioning:
Xici has a long history, and it is said that Confucius' disciple Min Ziqian has stopped writing. Since the Ming Dynasty, when Jianmin Middle Temple was built, West Temple is well known. Surrounded by hills, pines and pines are ringing, breezes are blowing, and there are too many "pines and pines in West Temple", which is known as one of the eight scenic spots in Yishui County. At all times, the western temples, Songtao and cultural leisure places in the history of the House of Representatives are well received by customers. Hall combined to create a beautiful cultural mentality and build Songtao tourism culture brand.
Four hawthorn eco-tourism
Crataegus pinnatifida in Yimeng Mountain
Positioning interpretation:
In the blooming season of lotus pond in Dongjiang Town, eco-tourism can be carried out, but it is too small to carry out such activities, and there is not much market prospect. Because the soil here is a special black muddy lotus root production, which tastes crispy and delicious, the soil here is black mud with certain use value and can be developed into tourism products, such as black mud bath, so we decided to sell hawthorn: the first is lotus root, the second is black mud, and the third is lotus. The outstanding Hong Kong lotus is easy to package and publicize the lotus root products on the image, which is conducive to the rapid market, and can be described as killing two birds with one stone.
5 Huiyuan Food and Beverage Co., Ltd.
Drink Huiyuan juice, the taste of the hometown of goods.
Interpretation of positioning:
Industrial tourism is a new form of tourism. Haier, Heavy Duty Truck and other large enterprises use the image of industrial tourism enterprises to promote the successful city surrounded by Dongshan Mountain and rivers, which is the birthplace of Huiyuan juice. This is a good sign. We can make full use of the reputation of the smooth sale of Donghuiyuan juice town and use various channels. We started Huiyuan factory, saw Huiyuan's hometown and drank Huiyuan juice, which can promote the development of industrial tourism in places with generalized tourism.
6, Hejia shares, rural tourism
Yimeng family, fruit and countryside
Interpretation of positioning:
His jiawang district is located in the mountain of Tangshan and the south bank of yi river. The village has strengthened its communication, and the residential buildings with simple and harmonious folk customs have retained the variety and quantity of fruit trees in Yimeng Village with traditional characteristics. It is a veritable fruit garden "Yimeng House", which is easy to accept tourists and fruit garden, and points out the characteristics of his Jiawang tourism resources. From the point of view of accurate design of tourist routes based on Tangshan tourism, tourists need to visit rural tourism and Hejia shares after rest, giving them a feeling of home.
7. Pie and hometown cake in Dongshan Village
Positioning interpretation:
Dongzhai Pie 150 years of history, which is an ancestral craft and has a unique local reputation. Their work is purely exquisite materials and crispy taste. A pie distributed in Dongfang Village for more than 100 years always reveals a strong nostalgia and home flavor. The "cake", the hometown of its status, has aroused the vibration of diners; At the same time, it is easier to compare "his hometown cake" and "old woman cake" selling "hometown cake"
(3) Tourism product planning
1 Lishui town, east timeshare
Functional orientation: a small mountain resort
⊙ Landscape construction; Views on the construction of a certain number of villa real estate projects on the seashore; Retro and rustic atmosphere: fertile water Center restores the comprehensive service area and entertainment areas such as country bars and business clubs established in Dongan Ancient County.
Image packaging: what is the main issue? ADE is mainly a retro traditional residence or a residence style in Donggu County, which emphasizes comfort and taste internally, and highlights the concept of water town, leisure, tourist ferry and water town. When entering Shuizhen, tourists can wear Han/Tang costumes, tableware and ceramic-based, and the service staff all wear Han/Tang costumes to serve tourists to buy goods and use coins to strike the clock every day.
⊙ Operation mode: < BR/Product development: develop to year, month and week. According to customers' needs, one-week timeshare products will be improved with 2-2-3 or 2-4- 1 and other types of products, with flexible time and shortened time to market, so as to reduce the price increase.
Organization * * * The developer and Dongcheng Town Tourism Management Unit fertile water and East Timeshare Sales Company founded by the organization can also outsource timeshare products to provide a form of professional timeshare management organization management. The annual cost budget RCI timeshare model refers to the professionals recruited in the United States, and members are invited to attend the annual meeting, book space, exchange rent and other daily operations.
Marketing Network: Establish a timeshare exchange computer network in Donggou Town (which requires advanced computer terminal services), interconnect mature timeshare networks, or find a network timeshare company to join, make full use of existing resources, and establish a cooperative mechanism between the two parties to form an acceptable domestic sales network quickly. of
Marketing: The formation of timeshare club takes one of the sales in the whole province, and in the form of national network alliance, attracts more members to participate. It suggests that the opinions put forward to improve the sales of members, join China and China, and become a net mature timeshare exchange institution in the new journey of Beijing tourism.
2, cultural tourism
-Religious tourism in Tangshan:
Guanyin Festival Celebration: Guanyin Festival in Tangshan City.
Bhikkhu Day: Conceptual Statue, vegetarian fast: Explore the scenic spots in Tangshan, watch the sewage Guanyin in Dongcheng Town, the Crystal Guanyin in China, and the cliff stone carvings in Sui and Tang Dynasties. After the tour, a monk lent Buddhist scriptures to enlightened Buddhism to listen to the Zen voice of Buddhism: the holy land visited Putuo and devoted himself to enlightenment.
-Xici
Listen to Songtao and read quietly.
3, Huiyuan industry, tourism
Visit Huiyuan factory's production experience and Huiyuan workers, taste Huiyuan Huiyuan juice and milk, and participate in the organization activities of Huiyuan resources with various themes.
4. Tourism
At the invitation of rural sports, well-known outdoor sports clubs and organizations in Beijing, Shanghai, Guangdong and other places have launched small-scale mountaineering, upstream, orienteering and mountain cycling races, and invited nearby employees to participate in outward bound training.
Rural folk stay in the farmhouse in Dongzhen, pick in the orchard, eat farmers who grow rice, cultivate by hand, and experience the traditional folk custom of Yimeng Mountain.
Exotic experience shows the customs of Muslim minorities in three festivals: Eid al-Fitr and Eid al-Adha, and the custom of Holy Day. < BR/Alex Township Huiquan Peach Blossom Festival: In April, we go for an outing to enjoy the peach blossoms, peach blossoms and peach blossoms around, and do some small activities.
5, tourism commodities
Huiyuan Industrial Commemorative Brochure, the album "Impression of East Lane", Tangshan religious souvenirs, Dong Li, the hometown cake of Hong Kong Lotus, ecological snacks, mahogany carvings, etc.
, tourism image identification and communication channels
(A) the concept of marketing: water town, marketing and cultural marketing
> The geographical location of Dongxiaokou Town, which is surrounded by mountains and waters, and the characteristics of nature, culture and winning tourism resources, combined with the development idea of rejuvenating the town through travel, we have determined the core concepts of fertile water, leisure, cultural marketing and tourism marketing. Dongxiaokou Town has established a unique cultural connotation, high-quality leisure environment, good location conditions and large space to meet the needs of tourists for entertainment, sports, health and seaside leisure tourism, with the goal of creating ". Tourism image recognition based on (b)
◆ Visual Identification System (VI): Highlight the tourism theme of leisure Dongli Town, fertile water, Huiyuan hometown and Putuo land in the north, and carefully design the publicity posters, exhibitions, VCD/DVD and brochures of Dongcheng LOGO by selected professionals.
◆ mind identity System (MI): The establishment of Oriental Village by the regulatory authorities is a concept of scenic spots, tourists and friends, service and development. Recommend leisure tourists, pilgrimage to North Putuo and rural folk tourism.
◆ behavior identity (BI): The residents of Dongxiaokou Town have maintained their original folk characteristics to a certain extent, including local publicity; Tourism professionals's reception behavior has its own personality, and it also conforms to the established standard countries, and tries its best to provide high-quality services for tourists.
(3) Communication:
(1) time selection:
Three golden weeks of tourism, annual festivals (6 1 Qixi, May Day, National Day, Spring Festival, etc.), traditional folk festivals (Guanyin Day), and a major social event in scenic spots (before and after the 2008 Olympic Games).
(2) refers to communication:
◆ Huiyuan's marketing channels: Huiyuan's huge influence, rich and mature marketing channels. Dongli Town is famous for its tourism, and the ready-made channels make full use of the mode of cooperation:
-Design beautiful tourist cards and scenic spots in the east of small towns, and provide free Huiyuan as prizes. Huiyuan Company is responsible for the packaging of its additional Huiyuan juice, milk and other products, as well as bringing the products to the market.
-Invite Huiyuan's hometown, a large national distributor of Huiyuan, to visit regularly every year and recommend the tourism resources of Dongli Town.
-Dongxiaokou Town is also a good opportunity for publicity when Huiyuan holds large-scale activities in the country. It is suggested that Huiyuan Group organize a national large-scale activity every year, and the sponsorship qualification of Dongxiaokou Town is safe, and the marketing channels and publicity of Huiyuan are used throughout the country.
-The whole province can use Huiyuan to engage in some charitable activities, such as donation activities in Huiyuan's hometown.
Soft-text hype: the publicity of different themes of tourism planning before the Golden Week is shocking and fresh. In order to attract readers' attention, Zibo Shengping, Luzhong Morning News, Weifang Evening News, Dongying Oil City Weekly and Qilu Evening News are published in the form of soft-text.
News hype: the secret of the small town East Village and the holy land of North Putuo. In the process of exploring the magical development of Huiyuan Juice, we try to dig news tips from different angles, and make efforts to pay for the coverage of Zibo, Weifang, Dongying, Laiwu and Linyi Municipal Committee, free TV, radio, newspapers and online media. Take provincial media to participate in the report through channels to expand the popularity and reputation of Donggou Town.
The hype of the website: fertile water, Dongshan Village, is a tourist, and a detailed information login attempt with beautiful scenery has been established. Portal websites, Shandong Tourism Shandong Tourism Government Information, Zibo Port Significantly, Weifang Port, explore the entrance of Donggu Town tourism in the form of graphics.
◆ Promotional SMS: In cooperation with China Telecom, telecom users send SMS to Dongxiaokou Town as a tourism slogan. Launch one or two annual spring travel quiz activities in Dongfang Village to reward air tickets and timeshare products to enhance the popularity of scenic spots.
◆ Road indication: The road signs of scenic spots are set on the main traffic routes of Dongzhen, Yiyuan County, Zibo City, Shandong Province.
◆ Wall advertisement: The slogan of main traffic arteries written on the tall wall with beautiful scenery near Dongxiaokou Town, Yiyuan, Zibo, increased the popularity of beautiful scenery.
(d) Tourism promotion:
(1) One-to-one marketing: In Weifang, Dongying, Laiwu, Linyi and Jinan, Dongfang Town Tourism Bureau was established, and the travel agency was responsible for the promotion activities in the main source markets. Participating in the travel agency provided the lowest discount and year-end cash rebate. In the tourist season, the main station and airport in several major markets have opened the direct shuttle bus to Dongxiaokou Town, with 3-6 trips a day.
(2) Public relations promotion: large enterprises in Zibo communicate directly, hold a large-scale enterprise and government meeting, and get in touch with team sources; Yiyuan County Tourism Bureau, Zibo City, Shandong Province, tourism promotion support, support for public facilities, government tourism promotion funds, publicity channels, relevant policies, investment and construction, and so on.
(3) Participate in the Travel Fair: At present, Dongli Town, a scenic tourist fair in various forms, should actively participate in the annual train publicity organized by the Provincial Tourism Bureau, and at the same time, combine with other indirect competition established joint publicity in Zibo to expand its momentum and expand its visibility and reputation.
(4)FSE promotion: a good way to promote yourself in key provinces and cities in the whole province and surrounding areas through marketing teams of various tourism activities.