How to do a good job in the planning and marketing of tourism brands

Upstairs is fine.

I have a more formal case here. For reference only.

Overall marketing planning of a tourist attraction in Yunnan province in 2005.

First, the plan is applicable to customers:

The Yunnan market referred to in this scheme refers to the urban tourism markets of Kunming (key market), Qujing and Luoping County.

Second, comprehensive environmental analysis.

Kunming is the economic center of Yunnan Province, with a population of 48 1 10,000 and an urban population of 2 million. It is 344 kilometers away from the tourist attraction A, and there is a train.

Qujing City is located in the east of Yunnan Province, the source of the Pearl River, the fourth largest river in China. It covers an area of 29,860 square kilometers and has a population of 5.47 million.

Luoping County, Yunnan Province is 229 kilometers away from Kunming, the provincial capital, 86 kilometers away from Xingyi City, Guizhou Province, and 0/56 kilometers away from Xilin County, Guangxi Zhuang Autonomous Region. There are Han, Yi, Hui, Buyi and Miao nationalities living in the territory, with a total population of 527,493, including 488 1.230 agricultural population and 39,370 non-agricultural population.

3. Statistics of Yunnan tourists in 2004 (as of June 2004, 365438+ 10):

The number of tourists in Kunming in 2004 (including individual tourists and groups): 5095 (12.43% of the total number).

Number of Kunming team in 2004: 554 (3.33% of the total)

In 2004, the number of individual travelers in Kunming was 454 1 person (accounting for 18.63% of the total number of individual travelers).

Fourth, the advantages and disadvantages of Yunnan market operation:

1, Kunming market

superiority

⑴ Tourism destination has strong tourism motivation: In the area around tourist attraction A, the social and economic level of Kunming market is the highest, and residents have the strongest tourism intention and ability.

⑵ The tourist attractions from Kunming to A are accessible.

⑶ Kunming tourist destination is no longer attractive to local people. Kunming people have been to most scenic spots in Yunnan many times.

⑷ The tourism market expects distinctive tourism products. A. The unique tourist resources of tourist attractions can meet the requirements of continuous innovation and innovation in the market.

The "Tourism Festival" sponsored by the government has achieved great success, which makes the scenic spot famous in Kunming market.

6. Scenic spots should be repackaged, facilities should be improved, management should be strengthened, and publicity should be integrated, so that Kunming, a budding market, can blossom and bear fruit as soon as possible.

Once the "reward group" in Kunming market is more active, it will help to start the special session first.

As an important tourist distribution center, the successful launch of Kunming market can not only directly obtain considerable tourism income, but also have a strong radiation and absorption effect on the national and even overseas tourism markets.

Disadvantages:

(1) Both Yunnan and Guizhou belong to the Yunnan-Guizhou Plateau, and most of the scenic spots are mainly karst geological landforms, which have great similarities. It is difficult for most people in Kunming to have the enthusiasm to travel to scenic spot A, and they do not have strong travel motives.

(2) In the eyes of many people in Yunnan, there are many views on the reception of scenic spot A. In fact, our tourist reception capacity and service level are really low, which will bring many difficulties to our tourism marketing work.

(3) Except drifting, other tourist resources in Scenic Area A are not well known. It is a very tricky thing to know the additional products of the scenic spot but not our core products. Although rafting has high income, it is seasonal. Tourism itself is a highly seasonal industry, and the seasonality of drifting has a great influence on our long-term marketing plan and company interests.

(4) If the main product is positioned as drifting, a large number of inbound tourists will be diverted by other drifting companies. This is not good for us.

(5) The adverse impact of the "10.3" incident on us. According to the survey, A tourist scenic spot, which many mainlanders are familiar with, is a very dangerous and unlucky place with high tourism value.

(6) It is irrational to rely too much on the operation mode of the group club. Our current marketing model is too simple, relying almost entirely on travel agencies. Make us too passive and lack market competitiveness.

(7) Tourism enterprises are for-profit enterprises. So do we. Our investment in marketing is to get economic returns. Even if there is a certain amount of time, it will pay off. We are a scenic spot, but travel agencies are not like this. They have no time to wait for the day when they make a profit. Travel agencies generally lack confidence and are worried about the return after investment. Therefore, it is not good for us to rely too much on travel agencies when the popularity of our scenic spots is still very low. Travel agencies will not post books to do our business.

(8) At present, Kunming tourists mainly come from go on road trip and individual tourists in Scenic Area A. The mass tourism market has basically not started, and there are no travel agencies.

2. Qujing market

Be cautious about starting Qujing market. At present, there is no certain market foundation for the start of Qujing market. It is suggested that consideration should be started in the second half of 2005, which can reduce our marketing expenses and unnecessary expenses. Wait until our markets in Kunming and Luoping improve, and then carry out specific marketing.

The reason is:

(1) There is no through train from Qujing to Scenic Area A, so you have to transfer to Kunming. It's too long, our popularity is not high, and tourists won't spend so much time traveling.

(2) It takes one day to get to a scenic spot by car from Qujing, and the road conditions are poor.

(3) In the case of limited human and material resources, we should make a choice. If you choose too many markets and have limited funds, there will be "flowers everywhere and no results."

3. Luoping Market

Advantages:

(1) Luoping is located in the east of Yunnan Province, at the junction of Yunnan, Guangxi and Guizhou provinces. Known as "the East Gate of Yunnan", "the key to Yunnan and Guizhou" and "the three provinces of Ji Ming", it is the East Gate of Yunnan. Across the river from Xilin County, Guangxi Zhuang Autonomous Region; Adjacent to Sejong in the southwest; From west to north, it is adjacent to Luliang, Qilin and Fuyuan respectively. It is 229 kilometers away from Kunming in the west, 13 1 km away from Qujing city in the north, 86 kilometers away from Xingyi city in Guizhou province in the east and 156 kilometers away from Xilin county in Guangxi Zhuang Autonomous Region in the south.

(2) "Yunnan Luoping Rape Flower Tourism Festival" received1/kloc-0.4 million visitors in the first session, 336,000 visitors in the second session and 3710.0 million visitors in the third session. The comprehensive tourism income of the first session 1.9 1.292 million yuan, the second session 56.38 million yuan and the third session 56.38 million yuan.

(3) Like us, Luoping needs to increase publicity. Its Jiulong Waterfall is no worse than Huangguoshu. However, people know it is because of rape. It's like people know us because of our wandering. The scenic spots are also very seasonal.

(4) Too many similarities have laid the foundation for our cooperation. After traveling to Luoping, it only takes one more day to visit an A scenic spot. Tourists will be interested in such geographical conditions. Diversion in Luoping becomes a great possibility.

Disadvantages:

(1) After all, everyone is a competitor, and geographical proximity will also affect the tourist problem in our scenic spot. In this regard, we should fully consider that cooperation is only temporary and cannot rely too much on diversion. This is the best way to start from improving your own level.

(2) The highway from Kunming to Luoping has not been repaired, and the high-grade highway from Luoping to A scenic spot has not been fully connected, which makes the one-way driving time from Kunming to Luoping to A scenic spot very long (about eight hours).

(3) The diversion mode is difficult to operate, and the investment of manpower and material resources may not bring too much economic benefits. It is difficult to form a climate in a short time.

(4) We diverted its customers, and it diverted our customers. When considering diverting other customers, try not to let them steal our customers.

(5) Other aspects are like Kunming: Similarity leads to local people's weak tourism motivation and strong conformity psychology.

Verb (abbreviation for verb) marketing cycle and marketing organization:

Marketing cycle: 65438+February 2004 1-February 20051

Marketing organization: 2 sales staff, responsible for the development and maintenance of Kunming, Qujing and Luoping markets.

Six, marketing strategy:

1, high-priced strategy, high-end entry, make full use of the rebellious psychology of Kunming people.

There are many tourist destinations in Kunming, which is itself a big and strong tourist province. The pride and domineering of Kunming people come from several famous scenic spots in her province. This way is of great help to our marketing, even if it can't bring economic benefits, it is beneficial in the long run.

2. Make use of Luoping's Rape Flower Festival to make a fuss with Luoping about tourism.

Luoping's rape flower festival has gone too far and its activities are too monotonous. Innovation is the living air of every scenic spot and activity. Luo Ping will consider adding some new elements. A tourist attraction can be a stop for its activities. We can consider setting up a diversion point in Luoping, and the company had better negotiate with Luoping to launch a series of rape flower festival activities.

Organize meaningful large-scale activities and let the national media give us free advertisements.

The media has an obligation and a strong demand to report. As long as it is high-value news, the media will certainly follow the news.

Therefore, advertising in the media is not advocated, and the effect is not obvious. We should learn to use the media instead of begging the media to advertise with money. Sometimes, it is equivalent to throwing water into the air.

Seven, the purpose of marketing methods:

The public is mainly based on travel agencies, supplemented by it.

Don't make meaningless advertisements.

Activities promote publicity and lead the media by the nose.

Eight, marketing objectives:

Improve the public's understanding of a scenic spot in Kunming and know the difference between a scenic spot and a scenic spot in the province. Improve the visibility and reputation of the scenic spot.

The best marketing goal of tourism, especially scenic spots, is to improve visibility and reputation. We can't just talk about raising income. The most important thing of both is to improve their popularity and reputation. The promotion of popularity and reputation will bring us endless economic benefits. And if our goal is only to increase income, it may make us show strong profit-seeking in marketing means, which is not conducive to the improvement of overall visibility and reputation.

Quantitative target: Company target: 8,450 people, accounting for 13% of the total. Sales: 662,600 yuan, accounting for 13% of the total. Investment in advertising fees: 654.38 million yuan, accounting for 5% of the total.

Nine, the annual marketing plan:

1, Arbor Day on Saturday, March 6th, 2005. Jointly launch one or two travel agencies: "tree planting tour in scenic spots" (visitors have the right to name trees and establish their complete information). Use leaflets for publicity and promotion. Kunming and Qujing started together. The plan will start on February 65438+2, 2005. Four weekends (Friday and Saturday) for publicity. Data 65438/kloc-designed in October and printed on February 7th, 15000 copies. Kunming market put 10000 copies, Qujing 5000 copies.

2. Luo Ping's publicity is mainly to cooperate with the Rape Flower Festival and 20,000 materials (including the publicity of the Rape Flower Festival and peacetime).

3. March 15 to April 1 2005, printed May Day publicity materials. The print run is 25,000 copies, with Kunming contributing 15000 copies and Qujing contributing 10000 copies.

4. After May 2005 1, we began to publicize college students and do a good job in the preliminary work of the "Yunnan University Student Singer Selection Competition", which began in late June. In order to start the holiday market for college students. Data 15000 copies. Distributed in various departments.

5. National Day publicity. The data will be ready by September 1. 25,000 files.

According to the activities of the supermarket, we should choose one of the two golden weeks.

Attachment 1: Yunnan Travel Agency/Media Routing Plan (omitted)

Appendix 2: Yunnan Marketing Expense Budget Table (omitted)