How to do integrated marketing of scenic spots tourism?

Affected by the epidemic in the past two years, the difficulties of tourism are obvious to all, and tourist attractions are trying their best to tide over the difficulties. Therefore, how to master the traffic code, continuously obtain the passenger flow and realize the online and offline distribution of tourist attractions is a difficult problem faced by all scenic spots. The pioneer law of distribution was born for this purpose. Among many complicated methods and strategies to attract tourists, distribution is one of the most direct and effective ways to develop, which leads to fission communication through distribution incentives and realizes greater benefits for scenic spots. With the development of scenic spots, the traditional distribution model obviously cannot hide the demand of scenic spots. If the distribution management is very complicated, it will limit the income of scenic spots. Due to the large number of dealers and fast fission speed, distribution data and distribution commission settlement are difficult to count. Imagine if the scenic spots are faced with the following scenarios: Scenario 1: More and more scenic spots not only sell tickets, but also cover various accommodation products such as camping tents and RV accommodation in addition to air tickets, catering, entertainment and other multi-format resources. In traditional distribution, scenic spots distribute tickets to retailers around the scenic spots, and merchants recommend deals through merchants, and they get extra commissions. However, with the increase of scenic spots, package products are more abundant. Scene 2: When tourists travel in parking lots, passenger stations and railway stations, many scenic spot managers of private enterprises use motorcycle drivers to "solicit customers and distribute goods" everywhere. Every time a single transaction is facilitated, such dealers can get the corresponding commission. This traditional distribution form is inefficient, which not only makes tourists feel rebellious, but also affects the image of the scenic spot. The error rate of offline commission payment is high, which leads to potential risks in the distribution form. In the face of these traditional distribution modes, let's take a look at how to achieve online distribution and increase the income of scenic spots by reaching cooperation with Juyou Technology. A typical case of the National Day Golden Week distribution model helped Danxia Mountain achieve one-stop distribution, with a year-on-year increase of 7.7%. Before the National Day Golden Week on 20 18, Juyou Technology and Shaoguan Tourism Bureau reached a cooperation to help Danxia Mountain carry out online and offline joint operations and open the ticket distribution model. In addition to the staff in the scenic spot, other distributors are also set up, such as the staff of farmhouses, homestay hotels and specialty restaurants around the scenic spot as distribution users, so that the products in the scenic spot can be optimally transformed. According to statistics, Danxia Mountain Scenic Area received 365,438+06,978 tourists on June 65,438 438+ 10/October 65,438+0-7, an increase of 7.7% over previous years, setting a new record for holiday tourism market. With the help of Juyou Technology, Nankun Mountain, a national 4A forest park, has set up first-class distributors for employees in scenic spots, restaurants, hotels and palm shops around 10 km, and conducted second-class distribution with merchants as the main body. 1 month started the pilot distribution, and the distribution data accounted for 45.6% of the total sales in Nankun Mountain. The low threshold of distribution system and fast fission speed make Nankun Mountain merchants gain fission value in mobile social e-commerce. As a consultant and technical support unit, Juyou Technology, which helped promote the nationwide distribution of Xiushui, joined hands with xiushui county, Jiangxi Province to promote the recovery of local tourism, promote the issuance of "Xiushui Tourism Huimin Card" before May 1, and mobilize enterprise trade unions to carry out nationwide distribution. We will develop dealers 100+ in six scenic spots, namely, Donghuzhai, Huachen Wuzhai, Xiangushan Ecological Park, Wenquan Town and Liangzhu, the hometown of Shuangjing Huang Tingjian, and sell1600,000 pieces in five days, achieving sales of160,000, which will drive the Xiushui tourism economy by 44.226 million yuan. During the May Day holiday, the total tourism revenue of Jiangxi Province ranked first in the country with 654.38+05.383 billion yuan. The distribution platform realizes the traffic aggregation of online and offline scenes. In the face of the current operational difficulties of scenic spots, Juyou Technology believes that scenic spots can not be separated from a complete and mature distribution management system, which can realize the integration of online and offline, thus ultimately improving marketing efficiency and forming a closed-loop and effective circular transformation of marketing. 1. How to upgrade the traditional soliciting distribution mode to digital distribution and realize offline multi-channel traffic aggregation? Even in the era of Internet prevalence, there is a lot of fragmented traffic in the offline tourism industry. If these individual flows go online, it will bring a new wave of demographic dividends. In the early stage of development, the scenic spot sold tickets by distributing commissions to push customers, so as to gather offline traffic. However, this method has been gradually eliminated in the process of intelligent development, and there are some disadvantages such as difficult management and untimely data collection. With multi-format and dual-platform as the supporting system, Juyou Technology provides a set of online distribution system and product sales platform with very mature operation for scenic spots. The platform helps the scenic spot to integrate various commercial resources such as restaurants, hotels, shops and outdoor entertainment. And form a product portfolio around tourism consumption products, so that the combination of scenic spots with all the best cost elements becomes an explosion. Take products as the core, establish a distribution team, form a unified brand dress service, deliver them to parking lots, passenger stations, airports, hotels, restaurants, commercial squares and other tourist places, provide shuttle service in the form of public welfare and service, and guide tourists to buy tickets and book hotels. The platform is supported by the distribution system, and distributors can "get customers" in various tourism scenarios. Visitors can complete the scheduled consumption through the exclusive QR code of the delivery staff, and the commission of the delivery staff can be collected online, thus realizing the traffic aggregation of offline scenes, satisfying the efficient management of the delivery staff by scenic spots and businesses, timely counting the delivery data, making the delivery records transparent and searchable, and effectively controlling product sales. 2. How to establish a one-stop distribution system for air tickets, air tickets and hotels? Combined with the informatization construction of scenic spots, small program applications are used as the entrance to open up online and offline traffic. The scenic spot integrates the tourism resources in and around the park, and puts tickets, tickets, restaurants, homestays, entertainment, amusement facilities, specialty sales and other formats on the online mall for sale, and distributes rich secondary consumer products. These format resources have opened up all the links among scenic spots, dealers and consumers, built a fast distribution system, realized the barrier-free exchange of supply and demand information of tickets, catering, accommodation and entertainment, and finally realized the profit between the platform and scenic spots and businesses. 3. How to improve the distribution passion of employees such as hotels and farmhouses? Build a national tourism distribution system and realize one-stop distribution service of tourism products from integration, distribution, docking, sales to management. The platform uses the massive users of WeChat to create a fission relationship chain. Merchants promote transactions by distributing coupons, and employees/tourists promote others to buy tickets by forwarding and distributing QR code posters to friends. After that, employees/tourists can get corresponding commission rewards, which will eventually promote the fission of scenic consumption and drive the sales of scenic products. The whole distribution system provided by the platform develops from traditional distribution to informationization and intelligence, aiming at improving the service experience of scenic spots and businesses and giving tourists a better sense of experience. 4. How to make stock first, then make increment, and use marketing tools to drain? Through the integration of online and offline resources around scenic spots and applets, all consumption scenes with applets as the entrance can eventually become retail places. First of all, let tourists find their own stores, cover the nearby 5 km merchants with small programs, and then drain through online activities, first make stocks, then make increments, and drain online platforms to increase the stickiness of tourists in scenic spots. The platform uses many operational tools, such as grabbing tickets, cashing points, group discounts, bargaining activities, coupons, personal distribution, innovation and so on, to quickly acquire more accurate customers, form its own private domain traffic pool, and guide users to buy offline. How is our distribution system distributed? 0 1 All-people distribution employees will see the tourism products uniformly displayed in the mall and register as distributors. When distributing, they will generate distribution posters and share the distribution forms to various social platforms such as friends circle and WeChat group to earn income. (registered as a dealer) (poster generation and sharing) 02 The distribution management system supports members to recommend members and establish a superior-subordinate relationship. When subordinate members place orders, superior members can get distribution commission or reward points, thus mobilizing the enthusiasm of users, driving people around them to develop more members, and playing the role of bringing the old with the new and pushing customers with customers. 03 Distributor Commission Set different distributor groups and set commissions for different groups. The commission is automatically divided into accounts, so you can view the income details in real time and extract the commission. How to unify the collection and distribution of scenic accounts? In the face of such a complicated tourism consumption environment, how can the scenic spots uniformly collect and distribute the accounts of distributors and users in the management dimension? Juyou Technology opens the underlying application for the scenic spot, and connects the data of various business subsystems in series to form an integrated linkage of information construction. In view of the business pain points such as difficult operation, management and complicated financial reconciliation in scenic spots, a unified payment and multi-format unified collection system was established. 0 1 unify the account collection entrance, generate data reports and combine them with the digital marketing system, so as to generally realize the information and intelligent services such as online booking and online payment of various formats in the scenic spot, and quickly write off the money through the offline QR code, so as to realize the unified payment and unified reports of services such as "eating, living, traveling, shopping and entertainment", which greatly simplifies the consumption process and operation of the scenic spot. The background system automatically generates the data analysis of transaction orders, and merchants in scenic spots can manage the daily transaction data through the platform, intuitively see the business transaction situation of each transaction, and clearly understand the specific accounting of transaction flow and commission reward, so as to facilitate the reconciliation and statistical settlement between scenic spots and merchants. Efficient account sharing between platform and merchants because distribution can bring powerful fission, there are a lot of trading orders on the platform every day, and there are also many objects that need to be divided. Merchants entering the platform have the function of background account sharing, which can realize automatic account sharing according to the account sharing ratio set in the background of the system, and merchants can directly obtain funds. In addition, the role of distributor can be added as the receiver of the account, which can meet the needs of multi-channel distribution and multi-party flexible sharing of accounts in the scene of online celebrities bringing goods, and provide maximum financial guarantee for business transactions. Wechat PayPal platform protects the rights and interests of merchants, and provides the greatest financial guarantee for transactions between scenic spots and merchants by accessing e-commerce PayPal. Merchants in scenic spots will import sellers as "second-class merchants" through the exclusive merchant import interface provided by "e-commerce PayPal". After the user pays successfully, the transaction funds directly enter the seller's WeChat payment account and are frozen. The platform does not touch the funds to ensure the safety of the seller's funds. When the user confirms the receipt of the goods or meets other conditions, the platform will initiate unfreezing, and the platform can effectively control the seller's account period and completely eliminate the worries of the merchants. Online distribution is to establish more user contacts and make the market deeper, finer and more thorough. Traffic, funds, data, etc. It is the basis for scenic spots, businesses and dealers to settle down. Only by controlling the platform in your own hands, expanding your fish pond and expanding the private flow pool can the future destiny be in your own hands. If you are interested in unified collection in scenic spots, click → "How to realize unified collection and centralized management of individual accounts for multiple businesses in scenic spots? Check and read. If you need to consult and cooperate, please pay attention to the official account of Juyou Technology WeChat below and reply "Cooperation" in the background. Juyou Technology focuses on providing global smart tourism service solutions, including smart tourism payment service cloud system, smart tourism public service platform and eight application software (such as smart scenic spot, smart farmhouse, agricultural and sideline e-commerce, smart parking, smart homestay and smart data), making the scenic spot/city the largest. Notice about our intelligent travel operation service provider, which has strong technology and focuses on providing global intelligent travel service operation solutions. Juyou Culture was established as a national high-tech enterprise (certificate code: GR 20 174401KLOC-0/263) listed on the Science and Technology Innovation Board (stock code: 892089) in 2017. With the mission of "science and technology+tourism" as the direction, we will build an innovative ecology, innovative model and innovative technology of global tourism destinations, provide an integrated operation system through the integration of global tourism industries, form a closed loop of intelligent services, collect data on tourists' consumption behavior for the government, provide businesses with the underlying technology, and provide tourists with an intelligent one-stop service of "before, during and after the tour". Great technology. Honorable achievements || Introduce our vision; Digitally Empowering Destination Tourism Platform Our Mission: To provide a good time for travel. Our honor: more than 60 soft copyrights of science and technology, more than 300 research and development of tourism creativity, more than 20 national awards, and more than 100 copyright registrations; Won the T-EDGE China Good SAAS Award TOP3 3,2019, the most influential brand in the tourism industry, and the Lv Wen Science and Technology Most Innovative Brand Award in 2020; Go forward, we are willing to become an active explorer and leader of the country to vigorously develop global tourism informatization, smart tourism and smart scenic spots. State-level high-tech enterprises, enterprises listed on the Science and Technology Innovation Board of Guangzhou Equity Center, enterprises that honor contracts and keep promises in Guangdong Province, ISO90 1 quality management system certification, 20 18 most influential brand in the industry, Guangdong Provincial Museum licensed production enterprises, more than 30 national science and technology soft copyrights, Pegasus Travel Star Driven Enterprises, Foshan Nanhai District Cultural Development Consultant, Beijing International Tourism Organization Award, T-EDGE China Good SAAS Award, China City Wenchuang Tourism Commodity Silver Award, China Scenic Area Association awarded "Quality Supplier in Scenic Area", China Tourism Commodity Competition Gold Award, Bronze Award and many other awards, Guangdong Design Star Creative Design Silver Award, Foshan Souvenir Creative Design Competition Bronze Award.