Scenic Spot Marketing Plan 1 I. Time
August 1, 20 _ _-March 3 1, 20 _ _ (end of the opening ceremony)
Second, the basic idea: divided into five stages, make full use of news events, major projects and various festivals in scenic spots. Introduce "Wang Yaogu" in the news media step by step, so that the vast number of tourism consumers can know and understand "Wang Yaogu", understand and be eager to visit it. Let the "Medicine King Valley" constantly appear in the public's field of vision, and then have a sense of "must visit".
Third, staged marketing planning.
(a), the first stage:
Introduce the marketing stage, August 1, 20 _ _-September 30, 20 _ _.
This paper takes several important events in the scenic spot as the theme, and uses relevant media to report Wang Yaogu scenic spot and spread Wang Yaogu's ideas.
Major events:
1, the fourth joint cave survey by Chinese and French experts, underground caves in Wang Yao Canyon Scenic Area.
2. Opening Ceremony of Yaowanggu Bridge
3. City and county leaders inspected Wang Yaogu Scenic Area.
4. Recruitment of talents for important positions in scenic spots
5. Overview report of scenic spots
Form: Media reports
Select media:
Mianyang Daily, Mianyang Evening News, Mianyang TV, Sichuan Daily, Huaxi Daily, Chengdu Business Daily, Mianyang Tourism, Sichuan Tourism, Sichuan Tourism Bureau, Mianyang Personnel
(2), the second stage:
Trial operation stage: June 65438+1 October1,June 20 _ _-June 65438+1October 30, 20 _ _.
Major events:
The highway hardening project in the scenic spot was fully started.
The main reception facilities in the scenic spot have been completely renovated.
Recruitment of managers in various departments of scenic spots
Form: Media reports
Media: Mianyang Daily, Mianyang Evening News, Sichuan Daily, Huaxi Daily, Chengdu Business Daily, Mianyang Tourism, Sichuan Tourism, Sichuan Tourism, Mianyang Personnel.
Operation mode:
65438+1 October1to165438+1October 30: At this stage, the marketing promotion mainly focuses on recruiting department managers, and the image of scenic spots is bold, and the existing network resources (Mianyang personnel, Sichuan tourism and Sichuan tourism) are mainly selected as carriers. According to the recruitment progress, Taking the inspection of city leaders as an opportunity to report relevant events in possible media; During the highway hardening project in the scenic spot, it is convenient and fast to contribute to the media and publicize to enter the scenic spot, and the accessibility fully meets the needs of tourism and vacation.
The scenic spot prepares relevant manuscripts and directly puts them into the above media in different periods.
Timely urge Sichuan Daily to publish the theme report of scenic spots before June 15.
Talent recruitment is still conducted online, and in principle it is not published in print media.
(3) The third stage: 20 _+February 65438-20 _+0 years 65438.
The official operation began, and the whole opening marketing was fully launched.
1. Preparation: 65438+February 1 to 65438+February 10.
A. the design and printing of the weekly calendar have been completed.
B. coordinate with the media in place.
C, draw up the new year's visit targets and finally determine the list of all units and personnel. Now, all units or individuals working in the scenic spot put forward a list, which will be examined and determined by the company.
D. Determination of countdown cards or advertisements for business opening.
E. determine the environmental layout scheme of the entrance (bridge) of the scenic spot.
2. Send the Spring Festival calendar: 65438+February 1 1 to 65438+February 20th.
Relevant units and individuals in Mianyang and Suining scenic spots need to send people in place; According to the approved list,
Individuals are responsible for all the distribution as required, and must obtain the relevant information of the sender (name, unit, position, address, contact information).
It is divided into municipal government units, county government units, enterprises, culture, education, news media and banks, and the chairman, general manager and department manager are responsible for it.
3. Media group worship: 65438+February 2 1 to 20__ year 65438+1October 5.
From 65438+February 2 1 to 65438+February 25, the group worship plan was completed and coordinated with various media, and it was implemented after the approval of the chairman. Main contents:
A. Choose two local mainstream media in Mianyang and Suining (one is TV and the other is newspaper) to wish people a happy New Year's Day: Wang Yaogu in Beichuan, healthy in the Year of the Pig! It marks the countdown to the opening of Wang Yao Canyon Scenic Area 10 day.
Frequency: every other day, every media, ***5 times /media _2 _2 cities.
Three group visits were made in Sichuan Daily, Huaxi Daily and sctv: Wang Yaogu in Beichuan, Health in the Year of the Pig! It marks the countdown to the opening of Wang Yao Canyon Scenic Area 10 day.
4. Set up a countdown board: in Mianyang and Suining, choose the electronic display screen in the public place with the largest flow of people to continuously play the countdown information of the opening of the scenic spot.
5. Layout of the entrance to the scenic spot: from Jiangyou and jiepai in Beichuan County to the south bridge head of the scenic spot bridge, decorated with colorful flags and banners; Banners should also be hung in front of the gate of the scenic spot and the reception facilities such as hotels.
6. Related websites: Congratulations to travel peers and travel enthusiasts for their health in the New Year.
7. VIP reception: Starting from the VIP reception in the basic market of the scenic spot on the first day of the New Year's Day, the activity of "First Taste of Yaowang Valley" was launched, and the main leaders of influential enterprises, institutions, organizations and government departments, including the news media, were invited to experience in the scenic spot.
(4) The fourth stage: 65438+1October 6, 20 _ _-65438+May, 20 _ _.
In the deepening stage, the marketing activities before the opening of the scenic spot will be deepened by using the traditional national festival Spring Festival. Main contents:
1, New Year's greetings: Choose two mainstream media in Mianyang, Suining and Chengdu to pay New Year's greetings to all walks of life and convey the opening information.
2. Public Spring Festival activities: Sponsor Mianyang and Suining Spring Festival Gala. The propaganda theme is "Medicine King Valley sends health and happiness".
3. Special Report: Choose mainstream print media in Mianyang, Suining and Chengdu, and systematically publicize the people and events in Wang Yao Valley in the form of red guides, illustrations and soft articles.
(5) Stage 5: The market opened on February 16, 20.
The climax stage is officially opened.
Main contents: product promotion meeting or press conference before opening, pre-heating on March 8, opening celebration meeting, cooperation agreement signing meeting.
1, 10 days or 15 days before the opening.
Choose 1-2 print media in Chengdu, Mianyang and Suining, publicize the opening of business with banner 12 every day, and publicize the list of congratulations units with 1/2 on the last day. The TV station continuously broadcasts the above information in the news column with mobile phone subtitles.
2. Product promotion meeting or press conference before opening.
In Chengdu, the annual government-sponsored fair set up an independent booth and held a special press conference.
Inviting unit:
A government departments: provincial vice governor in charge of tourism, provincial tourism bureau, well-known experts in the field of traditional Chinese medicine, experts in health care institutions of traditional Chinese medicine, mayor in charge of tourism in Mianyang City, Mianyang Tourism Bureau, county government of Beichuan Qiang Autonomous County Committee, Beichuan Tourism Bureau.
B. Travel peers: heads of well-known travel agencies in Chengdu, Mianyang and Suining.
C. Newspapers and periodicals: mainstream TV stations in secondary cities such as sctv, Chengdu TV, Mianyang TV and Suining TV, major tourism websites and government websites.
Sichuan Daily, Huaxi Daily, Chengdu Business Daily, Tianfu Morning Post, Mianyang Daily, Mianyang Evening News, Suining Daily and related tourism professional newspapers and periodicals.
D. specific implementation: experienced professional institutions can be invited to handle it.
E note: related work (invitation letter, personnel, venue layout, meeting materials, gifts, etc. ) It must be finished ten days ago.
2. Preheating on March 8th: On March 6th, 7th and 8th (Saturday, Sunday and Monday), the scenic spot will hold a "Free Visit to Wang Yaogu during Trial Operation" activity.
Attention: free ticket promotion in advance, promotion of traditional Chinese medicine health care products in scenic spots.
3. Opening Ceremony (detailed cases will be formed and related matters will be implemented 15 days before the meeting)
Time: March 20th (determined according to the weather forecast for the first ten days), and the time is two days.
Procedures and contents:
A. Site layout: environment, venue, acoustics, exhibition boards, gifts, materials (celebration activity manuals and related materials, business cards of main leaders of scenic spots), safety, order, etc.
B, personnel invitation:
A government departments: provincial vice governor in charge of tourism, provincial tourism bureau, well-known experts in the field of traditional Chinese medicine, experts in health care institutions of traditional Chinese medicine, vice mayor in charge of tourism in Mianyang, Mianyang Tourism Bureau, county government of Beichuan Qiang Autonomous County Committee, Beichuan Tourism Bureau, relevant government departments of Mianyang, relevant government departments of Beichuan, leaders of scenic spots and villages, large enterprises and institutions, and Mianyang Medical College.
B. Travel peers: heads of well-known travel agencies in Chengdu, Mianyang and Suining, heads of major scenic spots in Mianyang and Suining, heads of top ten travel agencies in Chongqing, and heads of top ten travel agencies in Hanzhong and Xi 'an.
C. Newspapers and periodicals: mainstream TV stations in secondary cities such as sctv, Chengdu TV, Mianyang TV and Suining TV, major tourism websites and government websites.
Sichuan Daily, Huaxi Daily, Chengdu Business Daily, Tianfu Morning Post, Mianyang Daily, Mianyang Evening News, Suining Daily and related tourism newspapers.
C reception: welcome guests, sign in, leave business cards or contact information, send off guest cards, give gifts, send celebration brochures and related materials, and arrange accommodation.
D main contents of the meeting: the professional host hired or arranged by the scenic spot presided over the meeting, the chairman gave a welcome speech, the general manager introduced the scenic spot, the county leaders spoke, the tourism department leaders spoke, the industry representatives spoke, the city leaders spoke, the travel agency representatives spoke, the provincial leaders spoke, and the director thanked and summarized.
E. Main opening activities: (cultural performances, tours-Xinyi Flower Line, Giant Buddha Line, Cave Line, Seven Health Banquets, Dinner).
F, time (process) arrangement:
The first day: morning report, afternoon visit; Welcome dinner, literary evening, fireworks show, medicated bath, free activities.
The next day: hold a theme meeting, enjoy flowers, have lunch, end, and send some delegates; Special meeting with the middleman in the afternoon. The whole celebration is over.
Fourth, matters needing attention:
1, safe and orderly
2. Passion and generosity
3. Careful arrangement and preparation.
4. Lively and sensational, with strong news effect.
5. The cost is controllable and the responsibility lies with people.
6, preview three times in advance
Scenic spot marketing plan 2 I. Purpose and significance of the activity
By holding this activity, we will fully display and promote the rich eco-agricultural tourism resources in the east of Liangzhou, grandly launch a new tourism route suitable for "Wuwei people visiting Wuwei", comprehensively launch the eco-agricultural sightseeing tourism project in Liangzhou, and create a large tourism environment with the organic combination of characteristic culture and eco-agriculture in our region.
Second, the name of the event
"Watching nature, the first of ecological agriculture, searching for ancestral relics and exploring the mysteries of the desert" summer camp activities.
Third, the preparation work arrangement
(a) the time and place of publicity
1, publicity time: June 12, 17: 00-20: 00.
2. Publicity place: Century Classic Square
(2) Activity arrangement
1. Venue: Liangzhou District Preparatory Committee Office will coordinate and arrange the festival.
2. Venue layout: Ronghua Travel Agency is responsible for balloons, arches, banners, signs and band performances required for the event, and Liangzhou Tourism Bureau and Chengdong Eco-agricultural Tourism Zone Management Committee assist in venue layout.
3. Publicity materials: Ronghua Travel Agency is responsible for printing 5,000 copies. The materials include the introduction of scenic spots involved in the route, quotations for participating in activities, registration telephone numbers, contacts, etc.
4. Registration method: Ronghua Travel Agency will provide on-site registration or open a registration hotline.
5. Tickets for scenic spots:
Jasmine Zhang Baoguhuai (free of charge), Forestry Science and Technology Demonstration Park (free of charge), Shenzhou Desert Wildlife Park 10 yuan/person (half price), Gaogoubao Site (free of charge), 2 yuan, desert park/person. The entrance fee for each scenic spot is reduced or halved by the Administrative Committee of Wuwei Chengdong Eco-agricultural Tourism Zone and Liangzhou Tourism Bureau.
(three) cultural shirts, tourist hats or travel bags with the name of the event and the name of the organizer. The expenses shall be borne by Ronghua Travel Agency.
(four) tourist vehicles, tour guides and insurance premiums, as well as medical personnel accompanying the group. Arranged by Ronghua Travel Agency according to the standard team.
Fourth, the activity line.
Liangzhou City (Yiwu Trade City Square)-Jasmine Zhang Castle Ancient Sophora-Forestry Science and Technology Demonstration Park-Shenzhou Desert Wildlife Park (farmhouse meal)-Gaogoubao Site-Tengger Desert-desert park (dinner)-desert park Friendship Bonfire Party-downtown.
Verb (abbreviation of verb) activity content
(1) Launching Ceremony
1, at 9: 00 a.m., set up the main venue in Dashizi Yiwu Trade City Plaza. Ronghua Travel Agency will be responsible for hanging propaganda banners, balloons and placing arches, and posting the name of the event, the name of the organizer and the propaganda slogan in a prominent position.
2. Opening ceremony:
(1) made an opening speech;
2 leaders' speeches;
3 Please ask the person in charge of Ronghua Travel Agency to speak;
(4) Please invite the representatives who participated in the summer camp activities to speak;
⑤ Announce the end of the opening ceremony and officially start the summer camp activities.
(2) Time schedule
(1): at 9: 30, the launching ceremony is over and the summer camp activities begin;
(2) Visit Jasmine Zhang Fort Ancient Pagoda at 9: 50, and the tour guide will be responsible for explaining the history of the ancient pagoda and other related information;
(3) 10:20 Arrive at the Forestry Science and Technology Demonstration Park, visit all kinds of flowers and learn about high-tech forestry technology.
(4) Arrive at Shenzhou Desert Wildlife Park at10: 50, and be introduced by the tour guide to visit various national first-class and second-class protected animals and animal specimens to learn about the living habits of various animals;
(5) 12:50, provide students with a rich and delicious lunch in the form of "farmhouse music", combined with the food and local characteristics in the east of the city, and take a rest and adjustment after dinner;
(6) 14:30 from China Desert Wildlife Park;
(7) 14:45 arrives at the ruins of the ancient city of Gaogoubao, and the tour guide explains the history and source of the ancient city;
(8) Organize the Tengger Desert 15: 00 desert exploration activities;
(9): 16: 50 —— 18: 30, visit some scenic spots with desert characteristics, such as desert plants garden, pear garden and desert pavilion in desert park;
(10):18: 30 ——19: 30 dinner;
(11): Organize a bonfire party from 20: 00 to 22: 00 to provide students with opportunities to show their talents and highlight the organization and interaction among students.
Cost budget of intransitive verbs:
Full fare: 20 yuan/person
"Nongjiale" lunch 10 yuan/person (four side dishes and pasta)
Dinner: 15 yuan/person (great wall hand-grabbed mutton, special pasta, special snacks)
T-shirts and tourist hats: 20 yuan/person
Tour guide explanation, tickets and other expenses: 10 yuan/person.
* * * meter: 75 yuan/person.
Seven, media reports:
The third part of the scenic spot marketing plan 1. Foreword:
Songshan Mountain, the first temple in the world, is located in the northwest of Dengfeng City, Henan Province. It is known as the museum of China's historical development, integrating Confucianism, Buddhism and Taoism, and has many historical sites. Among them, there are six in China: Zen ancestral hall ~ Shaolin Temple; Tallinn ~ Tallinn of Shaolin Temple on the existing scale; The oldest existing pagoda ~ Song Yue Temple Pagoda in Northern Wei Dynasty; The oldest existing que ~ Han San que; Old Bai ~ Han Feng "General Bai"; The oldest existing stargazing platform-Gaocheng stargazing platform in Yuan Dynasty. In addition, the Zhongyue Temple at the foot of Huang Feng Mountain in Taishi Mountain was founded in Qin Dynasty and flourished in Tang and Song Dynasties. It is an existing temple complex in Henan Province. In addition, the quaint and elegant Songyang Academy, the verdant and quiet Fawang Temple, Xuanyuanguan, and Hui Ke's snow pavilion with broken arms seeking dharma are all treasures in the cultural landscape of China.
Shaolin Temple is not only the ancestral home of Zen Buddhism, but also the birthplace of Shaolin Wushu in China. Shaolin Temple has become an important part of China's spiritual wealth. ...
Xuzhou, once a battleground for military strategists, now merchants must occupy the market, running through the north and south, connecting east and west, bordering four provinces and thoroughfare five provinces. It is an important tourist export destination in China. Within one month, three special trains arrived in Kunming, and within one day, more than 100 tourist buses visited Yuntai Mountain in Henan, which is unprecedented in the tourism history of China. From south to north, from the East China Sea to Tibet, the scenic spots are full of songs and laughter from Xuzhou people. In particular, the radiation effect of Xuzhou market is impressive, and it has become an indisputable fact that Xuzhou has won development. Therefore, in the face of Xuzhou, a big cake in the tourism market, many scenic spots are eyeing up, and the Eight Immortals show their magical powers when crossing the sea. Those who came first were fat, but the Shaolin Temple scenic spot did not lock Xuzhou in the past market strategic positioning, and the tourist market was divided up. How to recover lost ground and occupy Xuzhou tourism market with its unique charm and innovative marketing model is an urgent task.
Second, the marketing environment analysis
(A) Analysis of the current situation and prospects of tourism
1, the present situation of tourism development in China.
In recent years, China's tourism industry has developed rapidly, realizing a major transformation from "business-oriented" to "industrial", becoming an important emerging industry with the fastest development and the highest development level in the national economy, and a new growth point of China's national economy.
2. Tourism development characteristics
Tourism is closely related to the inherent historical, cultural and geographical environment of a region. The number of historical sites, cultural relics and beautiful mountains and rivers in a region determines its attraction to tourists.
The degree of tourism development is closely related to the level of regional economic development, the degree of opening to the outside world and the policy inclination. The more developed the regional economy, the higher the income level and consumption level of residents, and the higher the high-level demand for tourism.
The prosperity of different tourist spots depends on the market development and its comprehensive reception level. In some places, although there are scenic spots that attract tourists, because the emperor's daughter doesn't worry about getting married, she doesn't publicize and sell, waiting for guests to come to the door, which leads to narcissism.
Tourism has the characteristics of dependence, comprehensiveness, relevance and sensitivity.
3. Market prospect of tourism.
China's tourism industry has great development potential, broad market and unlimited prospects. China residents' awareness of tourism has just risen. According to relevant data, the per capita annual tourism consumption of urban residents is 654.38 million yuan, accounting for 8% of the average annual income, while the tourism consumption of farmers is less than 3%. Compared with the world average 15%-20%, the development potential is huge, so the market prospect of tourism is unprecedented.
(2) Development status (only referring to Xuzhou market)
At present, the market in Xuzhou is still in the cold stage. People are worried about the film Shaolin Temple, but little is known about the tourism products of Shaolin Temple. Although a few guests have been there, their understanding of Zen is not enough, so they are only superficial and even interested. In addition, Xuzhou's scenic spots are poorly publicized and submerged by many scenic spots, which directly affects the image enhancement of scenic spots and the efforts to attract guests. High-priced tickets discourage tourists, and travel agencies have no intention of recommending them because they have few rebates. The whole market is hot and cold.
(3), competitor analysis
In recent years, the tourism market in the Central Plains has become increasingly fierce, and the development of scenic spots has increased day by day. The competition for the tourism market has shown unique tricks, especially Yuntai Mountain and Luanchuan Scenic Area, which have sprung up everywhere and become the highlights and hot spots of Henan tourism. The local governments of these scenic spots attach great importance to it and their marketing methods are flexible. After years of hard work, their popularity and reputation have been deeply rooted in people's hearts and become household names in Xuzhou.
Third, Xuzhou market analysis:
(1) Present situation of leisure tourism of Xuzhou citizens. At present, Xuzhou citizens pay more attention to traveling abroad, and the frequency of traveling is generally high. Most of the tourist destinations chosen by tourists are around 600 kilometers, and there are many areas. (Shaolin Temple is only more than five hours' drive from downtown Xuzhou, which is in line with the travel habits of Xuzhou citizens. )
(2) The main factors affecting Xuzhou citizens' travel are:
1, introduced by friends and relatives 15%
2. Organization 15%
3. Self-driving 5%
4, TV advertising 5%
5. Travel agencies travel collectively by 20%
6, newspapers and magazines to promote 30%
From the investigation of Xuzhou market, it is found that the main channels for consumers to get news are newspaper media propaganda, friend introduction, unit organized tourism and travel agencies.
Fourth, the marketing of S promotion, activity promotion and corporate promotion in Shaolin Temple Scenic Area.
(2) Market segmentation: according to the characteristics of each market and different festivals, we should distinguish the different needs of marketing publicity audiences and adopt different methods and corresponding publicity strategies to promote marketing.
(3) In terms of price, although raising prices can increase profits, it may also reduce passenger flow. On the basis of stabilizing the original price, we can increase the income by increasing the number of tourists.
(4) Set up the general sales agent of Xuzhou scenic spot and open the through train of scenic spot.
(5) Overall goal: Through high-level marketing planning and various effective marketing methods, the attraction of Shaolin Temple scenic spot will be greatly improved in a short time, so that it can occupy a higher market share in the tourism market competition.
(VI) Stage objectives (divided into four stages)
First stage
This stage is the exhibition period of the image propaganda of Shaolin Temple scenic spot, which lays the foundation for development, spring outing and tourism golden week.
Estimated time of this stage: one month.
In this case, for the target group:
(1), and strive to let more citizens and the public know about the tourism characteristics of Shaolin Temple Scenic Area.
(2) Use authoritative media, public figures and government representatives such as Pengcheng Evening News and Metropolitan Morning News to feel the unique charm of Shaolin Temple Scenic Area and make comments.
(3) Strengthen advertising (Pengcheng Evening News and City Morning Funeral) and increase the number of activities, thus strengthening their sense of participation.
(4) Develop known customers, and then expand customer promotion.
(5) Starting from its own characteristics and matching with scenic spots, strengthen hardware construction.
Specific publicity methods that can be adopted at this stage
(1), interact with travel agencies and build a bridge between citizens and scenic spots.
(2) Plan interactive activities, invite photographers to visit scenic spots, report pictures and travel experiences of Shaolin Temple in Pengcheng Evening News and Urban News, and regularly publicize Shaolin Temple in Pengcheng Evening News and Urban News.
(3) Hold prize contests in Pengcheng Evening News and Metropolitan News. With valid documents, you can sign up for the prize-winning activities of the through train in Shaolin Temple Scenic Area. Of course, the prize is also the carrier of Shaolin Temple scenic spot publicity, which can be a picture calendar of the scenic spot or a scenic spot ticket.
(4) Implement a regional general agent, open a direct bus to facilitate individual travel, promote individual teams and teams to win the market and interact with travel agencies (anyone who advertises Shaolin Temple Scenic Area can avoid a certain number of tickets through advertising), and achieve a win-win situation.
(5) Online publicity. Nowadays, the Internet has been widely used. Pictures of some scenic spots are uploaded to the internet through the internet for everyone to browse. As the saying goes, seeing with your own eyes will further enhance your credibility.
(6) Price positioning: promoting publicity with tickets.
(7) ... (There are many wonderful ideas)
The second stage: market development period:
At this stage, the publicity activities have achieved results and the number of tourists is increasing day by day.
Estimated time of this stage: two months.
Through a series of publicity and planning activities, such as Pengcheng Evening News, Urban Morning News, Post-trip Feeling, the public's favorite scenic spots selection, Shaolin Temple Photo Contest, and the selection of the most beautiful scenic spots in my eyes, the general public can have a comprehensive understanding of Shaolin Temple scenic spots and vividly introduce the situation of Shaolin Temple scenic spots to the public.
In this case, for the target group:
(1), consolidate the success of the through train, maintain the customer base and stimulate consumption.
(2) Promote the characteristics of Shaolin Temple Scenic Area to consumers who are eager to go but have not yet traveled.
(3) Marketing for young people, firmly grasping the characteristics of "Zen" and "martial arts" of Shaolin Temple tourist attractions, so that more people yearn for it.
(4) Strong media space share.
(5) Strive for consumers to visit other tourist attractions (such as joint tickets).
(6) Price positioning: flexibly grasp the scale and seek any beneficial cooperation.
A, we can discuss cooperation with mobile companies to win tickets for scenic spots through winning short messages.
B, cooperate with the newspaper, answer questions and get tickets for scenic spots.
C, you can also get free tickets or exquisite souvenirs through major shopping malls.
The third stage: the first climax
At this stage, due to the holiday break and the scenic effect of Xuzhou Shaolin Temple, the number of tourists has steadily increased.
Estimated time of this stage: it will last until the end of New Year's Day.
In this case, for the target group:
(1). Maintain customer base and stimulate consumption.
(2) Carry out various theme marketing activities.
(3) Strengthen product brand.
(4), price positioning: a large number of preferential promotions (public welfare)
The fourth stage: the second climax;
At this stage, due to the arrival of the Spring Festival, the number of tourists has increased and their spending power has increased. In a state of low investment and high return.
Time estimate: around xx Spring Festival.
With the tourism wave of Shaolin Temple gradually cooling down in the previous stage, the difficulty of publicity will be very prominent, and new elements need to be added to make up for this demand. At the same time, we should strengthen the development of original products, improve the awareness of service innovation and maintain the later development of the market. We can carry out various promotional activities according to the situation and conditions, care about public welfare undertakings, improve the connotation and develop brand advantages.
Seven. Future work plan:
1. Maintain the original tourist sources and consolidate the image of Shaolin Temple tourist attractions.
2, convey the information of Shaolin Temple tourist attractions, formulate regional work plan (including publicity and activities).
3. Carry out innovative marketing, carry out promotional activities according to the characteristics of the area under its jurisdiction, and report the plan in advance.
4. Carry out promotional activities suitable for the Shaolin Temple Scenic Area Exhibition, and strive to make a decision before moving.
5. It is closely related to carry out customer return visits, customer clubs and other activities.
6, flexible and appropriate use of price elasticity, rapid sales.
7. Increase the number of tourists and publicize the new image of Shaolin Temple.
8. Carry out cultural and knowledge marketing, improve internal hardware facilities, and emphasize the significance and importance of publicity orientation.
9, around the promotion, auxiliary publicity activities.
10, attracting a large number of tourists with various promotional activities with rich themes.
1 1, improve profitability and improve the quality of activities.
Eight. budget
1, print and distribute publicity materials.
2, promotional gifts to RMB
3, personnel funds yuan
4. Advertising negotiation
5. The publicity fee for secondary newspapers is 10,000 yuan.
7, online publicity yuan
8. Through train subsidy 1 10,000 yuan.
Nine. Conclusion:
For scenic spots that regard Xuzhou as an important strategic market, 500,000 yuan is a reasonable proportion of publicity and release for medium-sized scenic spots.
To achieve better results, suitable media, reasonable frequency, reasonable content, good partners, good cooperation mode and good operation channels are indispensable.
Pengcheng Evening News and Metropolitan News have strong media resources, first-line marketing experience and super tourism planning ability in Xuzhou, which package, report and promote the brands of tourist attractions. At the same time, there are customers from all walks of life in Xuzhou, which makes the promotion more targeted, effective and effective.
The through train in scenic spots not only builds a bridge between scenic spots and citizens, but also plays a multiplier role in publicity. Let the citizens enjoy the scenic spots more conveniently, quickly, safely, economically and willingly, form a word-of-mouth effect, and achieve the effect that a single spark can start a prairie fire.
Through market promotion and development, we can realize the strategy of taking individual tourists as a team, promoting the market by team, promoting self-help tour and conference tour by market, and make Shaolin Temple a tourist destination for citizens, the most satisfactory destination and the most desirable tourist destination.