Marketing planning scheme of tourism company

20 17 Marketing Planning Scheme of Tourism Company

With the continuous improvement of people's living standards, tourism has also developed rapidly. Below I have compiled the marketing plan of the travel company for you. Let's see:

I. Market analysis

1, marketing environment analysis

With the rapid economic development of XX city, the continuous improvement of people's living standards, the increasing popularity of modern means of transportation, and the natural tourism resources of XX, the development of tourism can be described as unique. Moreover, the creation proposed by the municipal government? Excellent tourist city in China? Our policy provides a good macro environment for the development of tourism.

2. Market potential analysis.

In addition to the above conditions, because XX is a newly developed city, people's living standards have suddenly improved. The development of tourism has made the concept of tourism deeply rooted in people's hearts. People are not satisfied with their present lifestyle, and want to get out of XX and have a look and walk in the outside world.

3. Analysis of competitors

In XX, there are more than 30 travel agencies, and the services provided by each other are similar, with little difference. Therefore, fierce market competition has formed, and each company can get a small market share.

4. Service analysis

In XX, the services provided by travel agencies are not very complete, and the advertising is far behind the travel agencies in other cities.

5. Market performance of the company

The popularity is ok, but the reputation is not high, the product price is too high, the variety is not enough, and the selectivity is small. The foundation of the company's survival is state-owned enterprises, and the government has given strong support.

Second, the company diagnosis

The company was established in 1986 and 10. It has been running for more than ten years, but its reputation is still very low and its scale has not expanded. What factors have affected its development? Through investigation and study, it is found that:

1, extensive management, especially in the marketing system, failed to establish a scientific, professional and efficient marketing team.

2. Lack of marketing talents. Due to the shortage of marketing talents, they only know how to provide services, but they don't know how to open the market; I only know how to save money, but I forget to increase the investment in advertising.

3, without market research, if any company does not have market research, it is like letting the blind touch the elephant without knowing the result in advance.

4. Lack of marketing skills. Due to the lack of marketing talents, the marketing level of services is very low. There is no market research, strategic planning, long-term planning, unsystematic marketing planning, vague advertising positioning, insufficient strength, backward technology, blind market development and no focus.

5. The packaging method of service is too backward, and the variety of packaging is not novel enough to attract tourists.

Third, strategic planning.

1, strategic thinking: draw a clear line with other travel companies, avoid price wars, attract tourists by packaging, and provide more value for tourists. At the same time, develop strategic cooperation with other tourism companies and optimize resource allocation.

2. Strategic steps: establish a brand and be a local boss; Strengthen the brand and be the boss in Guangdong; Extend the brand and squeeze into the forefront of national tourism enterprises.

3. Strategic deployment: Take Huicheng District as the key market, extend to the surrounding counties, then expand to Guangdong, and then go to the whole country after stabilizing its position.

4. Positioning of consumer groups: focusing on institutions, enterprises and institutions, and taking families, students and individuals as the starting point.

Fourth, marketing strategy.

(A) marketing philosophy

1, brand concept: provide safe, warm and comfortable services and save money for you.

2. Marketing concept: Based on modern tourism marketing theory, combined with the actual situation of the company, formulate a set of practical marketing programs.

marketing mix

1, tourism product/service combination

(1) product mix: Different from other industries, tourism products have their own product mix, which provides services such as travel distance, employee behavior, appearance and uniform, transportation equipment, communication with passengers and other public.

(2) Features of product mix: It is not enough to provide travel services only. Only by highlighting the personality of employees' service attitude and activity arrangement to passengers can differentiated marketing be carried out.

(3) Extension of services: In addition to group tours, you can also engage in ticket collection business for planes and trains related to tourism.

2. People

(1) Employees: These people are tools for tourism companies to make money. Therefore, employees should choose people who have strong contact ability, flexible behavior and appeal, encourage and retain employees, strengthen the control of employees and ensure the quality of service.

(2) Customers: These people are the foundation for the survival of tourism companies. How to subdivide them and give them high-quality and high-quality services is the key, because customers are God.

Step 3 pack

(1) packaging type: different products should have different packaging, and the same kind should also have different packaging, so that passengers feel that it can bring him more value. Specifically, we can use all-round packaging, traveling sightseeing packaging, special activity packaging, holiday packaging, seasonal packaging, off-peak packaging, group all-round packaging and other different packaging.

(2) Packaging pricing: based on the consideration of fixed cost and variable cost, customer volume and marginal profit (minimum profit point), the price decision is made.

Step 4 assign routes

(1) We must cooperate with all the members in the distribution channel who act as tourism intermediaries, such as operators, agencies and tourist destinations. , to ensure a smooth journey.

(2) The specific measures are as follows:

A. learning and choosing trade? Subdivision? .

B. determine the positioning means and marketing objectives.

C. Develop promotional programs for travel agencies, such as commercial advertisements, commercial promotions, commercial exhibitions and brochures.

5. Advertising and promotion strategies

(1) advertising plan

A. Set advertising objectives, convey information to tourists, and persuade them to travel, and at the same time form? Word of mouth? Advertising effect.

B. hire an advertising company to advertise, so that the advertising can achieve professional results.

C. Make an advertising budget to ensure that the advertising expenses will not exceed the budget.

D. Consider the possibility of cooperation, and make use of advantages to jointly advertise with the government to expand its influence.

E. Decide the advertising information strategy to ensure that the advertisement is creative, so as to convey the information concept through the advertisement and influence the passenger's choice.

F. When choosing advertising media, try to combine newspapers, television, magazines, direct mail advertisements and other advertising media, so that the advantages and disadvantages of various media complement each other, thus ensuring the best advertising effect.

(2) Personnel promotion: the main markets are various tourism agencies, and this market share is expanded through business personnel.

(3) Promotion and trade show: If there are many discounts for ordering, we should cooperate with other industries and combine them with their public activities, so that they can use sales to issue travel vouchers. In terms of trade shows, we mainly hold tourism and sightseeing exchanges to expand our influence and show the company's good image to the outside world.

(4) Event marketing: shaping the company's image, improving the company's reputation and guiding consumers' consumption.

(5) Public relations publicity: hold public relations activities for special events such as celebrations and increase publicity. At the same time, we should be prepared for crisis public relations to ensure timely remedy so as not to damage the company's image.

Verb (abbreviation for verb) marketing budget

1. Budget allocation available from the company.

2. Determine the marketing objectives.

3. Budget the expenses required for each promotion combination and other management expenses.

4. The effect that the budget can achieve.

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