Marketing strategy of tourism marketing

China has a vast territory and rich tourism resources. For the tourism industry, how to make good use of these tourism resources and attract more tourists can be said to be the well-deserved first choice, not only because there are more than 400 million netizens on the Internet, which basically covers the urban population of China, but also because the Internet has various forms of expression, which can fully display tourist attractions. DM Interactive Marketing Center observed the development of tourism network marketing in recent years, and summarized the tourism network marketing, so as to exchange and learn with peers.

Strategy 1, consumer-oriented, set off the marketing fuse of tourism.

The fundamental difference between online marketing and traditional marketing lies in the interactivity and intertemporality of the network, as well as the personalized regression of consumer demand. Its core is to change the original product-centered marketing strategy into consumer-centered. From the perspective of communication, the Internet can only be regarded as a new medium. Although this kind of media covers most of the characteristics of traditional media (including newspapers, magazines, telephone, fax, television, radio and so on. ), the influence of the network is not limited to these. Liu Dongming, an expert in network marketing and a well-known lecturer in Tsinghua University President's Class, said that anyone who comes into contact with the Internet knows that it is not technology or media, but a lifestyle marked by information. Changes in consumers' lifestyles will inevitably lead to changes in marketing methods. For tourism, the emergence of the Internet is undoubtedly a great boon. The Internet provides rich and convenient information for tourists, and provides a variety of display methods and channels for tourism.

Second, personalized service has become the highlight of online marketing.

American Airlines currently uses BrodaVison's one-on-one sales software to enhance its frequent flyer service website. These people can improve the efficiency of the booking process by editing the departure airport, route, cabin and dining preferences, as well as their own and family preferences. With the help of these profiles and some ways to contact flight attendants quickly, American Airlines provides parents with discounted tickets to Disneyland during school holidays, which is a brand-new sales method. Liu Dongming, an expert in online marketing and a well-known lecturer in Tsinghua University President's Class, pointed out that online marketing has the ability to win millions of users quickly with personalization, and this ability is creating products and huge business opportunities that could not be sold through shortcuts before.

Strategy 3, service experience, Ctrip teaches you how to "play"

Ctrip opened the "Ctrip Holiday Experience Center" at Nanjing Lukou Airport. Store decoration style is bright. There are several laptops in the shop. Well-dressed staff walked around, invited guests to use computers and taught them how to book hotels, air tickets or holiday products on Ctrip. The sales counter became a foil. This holiday experience center is different from the ordinary sales counter. The sales counter area is small, mainly to make a base for sales staff. Holiday Experience Center is bigger, more magnificent, better equipped and more functional. Guests can use the laptop here to book hotel beds, air tickets and various holiday products directly.

Although the holiday experience center has brought great help to Ctrip's sales, the staff of the "Ctrip Holiday Experience Center" are not Ctrip's sales staff and have no sales targets. The sales department also has a special person to issue membership cards at the airport, and will bring guests here to experience it for themselves. It is precisely because there is no sales pressure that the staff of Ctrip Holiday Experience Center will not "sell" endlessly like ordinary salespeople, and can achieve better attractive results in user experience. Liu Dongming, an expert in network marketing and a well-known lecturer in Tsinghua University President's Class, pointed out that experiential marketing must be clear about our goal, not to sell things, but to make consumers feel our products and services and fall in love with them. Obviously, sales-oriented service will disgust customers, while help-and consultation-oriented service will make customers happy.

Strategy 4, Xiaomi+rifle, online and offline integrated marketing

From the development trend, the implementation of network marketing is inevitable, but it is undeniable that network marketing is still in a low stage in China. Due to the problems of talents and understanding, it will take a long time for online marketing to develop, and traditional marketing channels and strategies will still dominate for some time. Liu Dongming, an expert in network marketing and a well-known lecturer in Tsinghua University Presidential Class, said that it is obviously unrealistic for traditional industries to enter the network in one step. The correct way is to combine network marketing with traditional marketing closely, walk on two legs, meet customers' needs better, faster and more efficiently, and carry out tourism marketing better, thus promoting the prosperity of the tourism market.

Fifth, green marketing promotes the sustainable development of tourism.

With the increasing awareness of global environmental protection, all countries in the world are implementing the strategy of sustainable development, emphasizing that economic development should be related to tourism "it is a resource-based industry, relying on natural endowments and social heritage". But in reality, tourism is a "smokeless industry", and "tourists only take photos and leave footprints". Driven by tourism, too many picturesque but sensitive environments in the world have been destroyed and the problems have changed. Therefore, tourism must take the road of sustainable development and strengthen green marketing. First of all, establish a green marketing concept with resource values as the core. Secondly, determine the green marketing objectives. Third, establish a green marketing mix strategy. Liu Dongming, an expert in network marketing and a well-known lecturer in Tsinghua University President's Class, said that on the basis of establishing the concept and goal of green marketing, the tourism industry has always implemented the green principles in the design, price, packaging, distribution, promotion, sales and service of tourism products, and applied them scientifically. Strengthening the development of green tourism marketing is to make tourism really friendly and harmonious with the environment, conform to the trend of tourists returning to nature and caring for the ecological environment of tourism, and take the road of sustainable development of tourism, which is a marketing strategy with strong vitality.

Strategy six, dig deep into the connotation of tourism culture and implement tourism brand marketing.

Modern enterprises pay more and more attention to brand building, and brand-centered marketing has become the core of modern enterprise competition. The essence of China's tourism brand building should lie in its long history and rich culture, but at present, the brand marketing of China's tourism industry is far from enough to explore the cultural connotation of tourism products, which leads to the ineffective extension of the life cycle of tourism products. Therefore, we must first dig deep into the connotation of tourism culture in order to make tourism products invincible. For example, the theme park "The Riverside Scene at Qingming Festival" in Kaifeng, Henan Province is the reappearance of the Riverside Scene at Qingming Festival by Zhang Zeduan, a famous painter in the Song Dynasty. It is precisely because this theme park has well excavated the connotation of history and culture that when the tourism of China theme park is at a low ebb, it can still develop with an average annual benefit of more than150,000 yuan. At the same time, it should be noted that "deep" mining is a gradual process, and it is also a process that needs to be constantly integrated with innovative factors, rather than a continuous continuation of the original foundation. Secondly, the main task of brand marketing is to develop and design tourism products, shape and spread brand image on the basis of deep excavation of tourism cultural connotation. Liu Dongming, an expert in network marketing and a well-known lecturer in Tsinghua University President's Class, said that tourism brand marketing is to plan a brand image with its own characteristics according to the cultural characteristics of tourism itself, endow the brand of tourism products with strong vitality, and then scientifically and reasonably choose the combined communication mode according to the requirements of successfully shaping the brand target image, the target market situation, its own comprehensive conditions and other factors. The selected and combined communication methods should be able to comprehensively, accurately and intuitively display the characteristics of the brand target image, at the same time, we should fully consider the economic conditions of the enterprise itself, pay attention to the research of input-output benefits, spend as little money as possible, and achieve the maximum effect. In addition, tourism departments (government and tourism administration departments) should also play a certain role, focusing on the overall promotion of regions, provinces and the whole country in marketing, so as to promote the orderly and healthy development of tourism.

Strategy seven, the cooperation of experts can defeat the enemy.

In the new economic era, enterprise scale is no longer the only magic weapon to defeat the enemy. Small and medium-sized tourism service agencies should make full use of e-commerce to achieve cross-regional cooperation, establish a unified tourism resource research and development center and a unified online marketing platform, exchange needed goods, cooperate with each other, form a powerful "virtual travel agency" alliance, and use geographical advantages to compete with large tourism service agencies on the same stage. Liu Dongming, an expert in network marketing and a well-known lecturer in Tsinghua University President's Class, pointed out that e-commerce is an effective means to "resist the strong and help the weak". Since the end of the 20th century, numerous successful practices of "small fish eat big fish" have been staged around the world. For tourism service, an industry with scattered resources and high personalized requirements, whoever has strong resource integration ability and quick response to the market will have a competitive advantage.

Strategy 8, horizontal integration of resources and markets

This model will be formed by certain relationships, such as some mature tourist destinations, relying on the platform of destination marketing system to integrate various localized star-rated hotels and hotel resources; Meet the needs of star customers, especially regular members, through the cross-regional network marketing alliance of the same star hotel; Integrate different hotel resources with classic tourist routes as the core and build an online marketing alliance platform; Based on other related attributes, the tourism network alliance and its online marketing center are established. Based on the in-depth promotion and systematic promotion of the original resources and capabilities, the accumulation of resources to a certain extent has formed profound changes in the upstream and downstream industrial chains.

Strategy 9, virtual network marketing word of mouth

Travel agencies should seriously study the communication characteristics of the network when developing e-commerce. Word of mouth plays a great role in the brand image of enterprises. In our past cognition, the formation of word of mouth was mainly passed on from mouth to mouth among people who were familiar with each other. But in the online world, word of mouth is spread through strangers. It is invisible, comes and goes, and has obvious virtualization characteristics, so it is easy to be ignored by us. However, due to the unique infinite extension of the network, information dissemination can effectively break through the time and space constraints and instantly reach all levels and corners of social life. For travel agencies interested in e-commerce, how to form a good "virtual word of mouth" in the online world through continuous efforts is a problem worth studying. At present, many travel agencies seem to know nothing about how to promote themselves online, and the brand communication mode of enterprises is not suitable. For example, some tourism managers are eager to achieve success, often regardless of occasions and objects, eager to express themselves; Some friends disregard other people's feelings and publish a lot of advertising information of their travel agencies in various forums, BBS and groups; There are a few people who are frivolous and arrogant in the process of online communication. All this will not only fail to achieve good publicity effect, but will cause resentment of others.