What is the format of tourism product marketing planning?

1. The cover of tourism product marketing planning should report the target, document type, planning name (planning theme subtitle), planner's name and brief introduction (group name, member's name: unit, professional title and name), planning date, serial number and total number of pages. 2. Tourism product marketing plan catalogue 3. The purpose of tourism product marketing planning (preface) 4. Briefly describe the content of tourism product marketing plan. Describe in detail the contents of the marketing plan of tourism products (planning background, motivation, environmental analysis, objectives, marketing strategies, etc.). The main body of the scheme is simple and clear, which makes people understand at a glance. The form of expression can be words. 6. Tourism product planning cost budget. Description of steps and plans (timetable, personnel, operations, etc.). ) 8. Expected effect of tourism product planning (utilization of resources, expected effect, risk assessment) 9. A brief description of the contents of tourism product marketing planning, such as the idea of the crux of this planning problem 10, planning cases, documents and case references: 1. Analysis of market conditions. Detailed description of the marketing plan of tourism products: 1. To analyze the market situation, we need to know the size of the whole market and the comparison between ourselves and the enemy. Market analysis includes the following 65438+.

(1) The scale of the whole tourism product market.

(2) Comparative analysis of sales volume and sales volume of competitive brands.

(3) Comparative analysis of market share of competitive brands.

(4) Analysis of consumers' age, gender, occupation, education level, income and family structure.

(5) Comparative analysis of advantages and disadvantages of competitive brands.

(6) Comparative analysis of market regions and product positioning of competitive brands.

(7) Comparative analysis of advertising expenses and advertising effects of competitive brands.

(8) Comparative analysis of promotional activities of competitive brands.

(9) Comparative analysis of public relations activities of competitive brands.

(10) Comparative analysis of pricing strategies of competitive brands.

(1 1) Comparative analysis of the sales channels of competing brands.

(12) Profit and loss analysis of the company in recent five years.

Two. Text format and content of tourism product marketing plan The text of the product marketing plan consists of six major items, which are explained as follows: 1 Before drawing up the plan, the main policy planners of the scenic spot conducted in-depth and detailed communication with the company's senior management on the company's future business policies and strategies, and determined the company's main policies. The two sides should discuss the following details: determining the target source market and positioning of tourism products; Whether the sales target is to expand market share or pursue profit; Formulate price policy; Determine the sales method; Advertising performance and advertising budget; The focus and principles of promotional activities; The emphases and principles of public relations activities. 2 Sales target The so-called sales target refers to the business target achieved by tourism products in a certain period of time (usually one year). The purpose of the promotion planner is to help achieve the sales target. The promotion plan includes objectives, strategies and detailed plans.

Principles of compiling marketing planning of tourism products;

(1) Logical principle. The goal of tourism product marketing planning is to solve the problems in scenic spot marketing and prepare the planning book according to logical thinking. First of all, it expounds the planning background and analyzes the current situation of the tourism product market; Then determine the planning objectives, the brief content of the planning book and the detailed description of the planning; The third is to clearly put forward the countermeasures to solve the problem. (2) concise and clear principles. The marketing planning of tourism products should grasp the core problems existing in enterprise marketing, make in-depth analysis and be targeted. (3) the principle of operability. The marketing plan of tourism products should be operable to avoid the situation that it consumes a lot of manpower, financial resources and material resources but has little effect. (4) The principle of creative freshness. Novel creativity is the central content of the planning book, and good product creativity will attract potential consumers and retain loyal consumers for the scenic spot. Zhi Ming tourism planning provides professional tourism planning. I hope I can help you.