Speeches at mobilization meetings for large-scale theme events

Comrades:

In the recent period, the Provincial Tourism Bureau has focused on studying and implementing the important speech made by xx when he inspected Shandong and the spirit of the ninth meeting of the Ninth Provincial Party Committee, and has discussed how to give full play to the role of tourism in tourism. We have conducted some research and in-depth thinking to expand industrial advantages in consumption, cultivate tourism consumption hot spots, and launch the off-season tourism consumption market. After many discussions, the "Hospitable Shandong New Year Party" event was planned. Because the time is short, I will first give a brief introduction to why we planned this creative activity and what the main content of this activity is. Regarding how to do a good job in this event, there are still four units that will make speeches at the meeting. In particular, Deputy Secretary-General Wang Xu will make requests and make arrangements on behalf of the provincial government. We must implement them well.

1. Why plan the creative "Hospitable Shandong New Year Party"

The first is the name of this event. Praying for good fortune during the New Year is the cultural psychology and traditional culture of the Chinese nation that is different from other nations in the world. It is an authentic Chinese folk custom that is constantly developing and enriching. In line with the concept of "inheriting culture, innovating folk customs, and promoting consumption", carrying out annual tourism activities with outstanding cultural landmarks, extensive social participation, and sustained economic consumption is not only the protection and inheritance of traditional culture, but also It is the innovation and utilization of traditional culture.

"Nian" is the oldest traditional culture in China. During the New Year period from New Year's Day to Spring Festival, people greet each other, wish each other peace, and express the most sincere and solemn blessings to relatives, friends, and colleagues, as well as to elders, teachers, and leaders. "New Year's greeting" is taken from this oldest, most common, traditional and fashionable "New Year's greeting culture". "Meeting" is the oldest element of traditional Chinese culture. It is a series of activities that people carry out during a concentrated period of time with a prominent cultural purpose and a certain cultural theme, embodying the idea of ??harmony. "Hui" has extremely broad popular character. Traditional large-scale folk gatherings, such as mountain fairs and temple fairs; modern large-scale gatherings, such as summary and commendation meetings, group visits, product marketing meetings within corporate groups, get-togethers and appreciation parties between corporate groups; family gatherings, hometown gatherings, and classmate gatherings etc., generally held during the Chinese New Year. The "hui" of the New Year's Eve party is to use China's unique "hui" culture to organize and attract widespread public participation to form a carnival, consumption meeting and blessing meeting for the people during large-scale traditional festivals. Taking the above factors into consideration, this event was named "New Year's Eve Party".

Why planning a creative "New Year's Eve Party" is mainly based on the following considerations:

First, focus on fighting the tough battle of "changing methods and adjusting structures" and plan a creative "Hospitable Shandong New Year Party" meeting". As we all know, the development level of our province's service industry is low and the final consumption rate is low. These "two lows" have become the main obstacles restricting the province's sound and rapid economic development. Judging from the characteristics of the tourism industry: tourism is the leader of the service industry; tourism is highly relevant and involves a wide range of industries, involving 29 departments and 108 industries. The "Opinions on Accelerating the Development of Tourism" just issued by the State Council clearly states that "we must vigorously promote the integration of tourism with culture, sports, agriculture, industry, forestry, commerce, water conservancy, geology, oceans, environmental protection, meteorology and other related industries and industries Development", tourism has a significant driving effect on related industries. Tourism consumption is final consumption and comprehensive consumption. It is sustainable consumption and multi-level consumption. It occupies an important position in the total social demand, especially the consumption demand of residents. To this end, the Provincial Tourism Bureau decided to seize the strong atmosphere during the New Year's Day and Spring Festival when the people pray for good luck, receive blessings, reunite safely, and celebrate the New Year, and the people gather to visit relatives and friends to gather for purchase and consumption, and corporate groups reward employees, thank customers, and plan work for the new year. Taking the opportunity, the "Hospitable Shandong New Year Party" will be held across the province from New Year's Day to February 28 (the fifteenth day of the first lunar month) in 2010. Using the "New Year Party" as a platform, we integrate resources, create an atmosphere, expand the scale, and expand consumption. In order to solve the outstanding contradictions of the low development level of our province's service industry and the low final consumption rate, we must do a good job in "changing methods and adjusting structures." contribute to this tough battle.

Second, plan a creative "Hospitable Shandong New Year Party" around deepening the activities of "Shandong People Traveling to Shandong" and "Going to Shandong to Celebrate New Year". This year, we were the first in the country to launch the “Shandong People Travel to Shandong” and “Go to the Mountains to Celebrate New Year” activities. This work closely focuses on the province's primary task of maintaining growth and has become a highlight of the province's tourism work, making a positive contribution to the tourism industry's response to the international financial crisis and the expansion of domestic demand. Next year, how to continue to carry out this event in depth, further amplify the effect and cultivate consumption hot spots is also one of the important reasons for planning a creative "New Year's Eve Party". Next year, the "Go to Shandong to Celebrate New Year" activity will mainly use the brand of "New Year Party" to create a stronger New Year atmosphere in the province. Combining the "Shandong People Traveling to Shandong" activity with the "Tourism to the Rural Areas, Ecological and High-Quality Agricultural Products to the City" jointly launched with the Provincial Post and Telecommunications Company, a new platform for urban and rural tourism interaction will be built. Through the postal department, it will be spread across urban and rural areas, convenient and fast A well-functioning circulation network realizes the interaction between urban and rural tourism.

Third, plan a creative "Hospitable Shandong New Year Party" around solving the global problem of the winter tourism off-season. As we all know, the winter tourism off-season in the north is a worldwide problem. If this problem is solved, it will not only contribute to tourism, but also contribute to economic growth.

To this end, we plan and creatively organize large-scale themed activities such as "New Year's Eve Party" during the nearly two-month tourism off-season of New Year's Day and Spring Festival, seizing the opportunity to seize the opportunity of many corporate and private gatherings during the New Year, as well as mountain fairs, temple fairs and other folk activities. Multiple and concentrated shopping opportunities will make off-season tourism more popular. The season of the year is spring. For Shandong, tourism has become popular in the first quarter, and tourism work for the whole year has a good start and hope.

2. The main idea of ??holding the "Hospitable Shandong New Year Party" event

Generally speaking, it is to build a brand, establish three mechanisms, and formulate a standard.

A brand: It is the "Hospitable Shandong" festival brand of "Hospitable Shandong New Year". Tourism is a product. Like other product brands, tourism brands are the banner to expand and guide tourism consumption. With a brand, there is a market. In accordance with the requirements of brand elements, we are entrusting a specialized agency to design the logo, image and mascot of the "Hospitality Shandong New Year Party" and submit it to the industrial and commercial department for registration. We will use this brand to integrate Shandong's colorful festival culture, folk resources, tourism products, etc., package and launch a batch of existing products, and innovatively develop a batch of new products to form product support for the "Hospitable Shandong New Year Party" brand. Efforts will be made to build an influential and competitive New Year tourism brand at home and abroad, and to participate in the increasingly fierce competition in the international and domestic tourism markets.

Three mechanisms: namely, "joint promotion and bundled marketing" mechanism; mutual benefit and product integration mechanism between enterprises; "New Year's Eve" activities and product innovation mechanism.

"Joint promotion ", bundled marketing" mechanism: adopting a financing mechanism of centralized procurement to save some, corporate investment to raise some, and government financial subsidies to raise funds, jointly promote it in more than 30 mainstream media, enter the same marketing market, and establish a multi-party win-win situation mechanism to effectively solve the problem of enterprises working alone. For example, we held a large-scale cultural performance "Hospitality Shandong New Year Party" on New Year's Day. This performance integrates the province's city brand and tourism resources and targets Chinese people around the world through Shandong Satellite TV. Promoting the market will have a huge impact. We have established a professional website called "Hospitality Shandong New Year Party" to list all the unique tourism products and activities throughout the province during the "New Year Party", including what to eat, where to stay, what to play, and the specifics. Prices, etc., will be published online to facilitate purchasing by large travel agencies. In terms of marketing, we will also establish a sales alliance with the participation of more than 20 well-known large travel agencies at home and abroad, and hand over the packaging of key travel products to them. Through the "New Year's Eve Card", we promote the integrated development of various resources such as scenic spots, transportation, commerce, catering, and entertainment, and enrich the cultural connotation of tourism.

Mutual benefit between enterprises and integrated product mechanisms: adhere to the market-oriented approach. , complement each other's advantages, and combine forces to optimize the resource advantages of each travel-related enterprise and integrate packaging to form the best combination and competitive products. This year, we will launch four distinctive and competitive products at home and abroad. Powerful products: First, award products. Use the opportunity at the end of the year when there are many corporate summaries, commendations, and marketing meetings to organize hotels, scenic spots, golf courses, hot springs, tourism and performing arts, etc., to launch preferential combination award products to attract domestic and foreign companies. Go to Shandong to hold incentive meetings, exhibitions and gatherings. The second is to welcome the New Year and watch the sunrise. A series of large-scale activities are held on New Year's Day evening, such as "Points" in Taishan, Texas, and Xixiakou, Weihai, the easternmost city on the coast of China. Torch, Welcome the First Light of the New Year" activity, and launch other products to form a batch of 2-3 days of "Welcome the New Year, Watch the Sunrise" themed tourism activities, focusing on promoting them to inland cities. The third is "To Shandong Overseas "New Year" products give full play to Shandong's advantages of profound cultural heritage, simple folk customs, warmth and hospitality, and rich and colorful folk activities, with the core of highlighting the "New Year flavor", allowing everyone to truly experience and taste the New Year culture in Shandong. The fourth is innovative launch The two New Year products, "Coming of Age Ceremony" and "Birthday Gift", make it a tourism brand product for family gatherings.

"New Year's Eve Party" activities and product innovation mechanism: Innovation is the competitiveness and charm of tourism products. The core of this mechanism is to carry out record-setting and record-breaking activities, that is, to encourage innovative activities and innovative products to form the sustainable development momentum of the "Hospitality Shandong New Year Party" brand. During the "New Year's Party", we have designed an activity to select the "Best Record of the New Year's Party". During the "New Year's Party", we will include large-scale, high-quality, distinctive and competitive activities and products, such as the largest mountain fairs and temple fairs. , an unprecedentedly grand folk activity; the largest family gathering, class reunion, and hometown gathering; and the largest Shandong steamed buns, etc., can all be declared as "the record of New Year's greetings". We will implement dynamic management of various records and organize record-breaking activities in the annual "New Year's Party" activities in the future. In order to encourage product innovation and activity innovation, I took the lead and opened the country's first "Provincial and Municipal Tourism Directors Blog Group" on Sohu and Sina websites with the tourism bureaus of 17 cities in the province, hoping to innovate with all walks of life. Activities, innovative products, good planning plans, etc. are communicated online.

One standard: We have established standards for access to participate in activities.

There are four main ones: first, earnestly implement the "Hospitable Shandong Tourism Service Standards" and have a high service level; second, the enterprise must be large in scale and have better service facilities; third, there must be clear policies to benefit the people and strong Market development capabilities; fourth, the unified use of the New Year’s Eve logo, image, mascot, etc. produced by the Provincial Tourism Bureau. We have also formulated three support policies: First, all units participating in the New Year's Eve Party will have priority to participate in the "joint promotion and bundled marketing" organized by the province to support market development; second, they can enjoy the financial support from the province and city to support the New Year's Party activities. ; Third, as a designated tourism consumption unit recommended by the Provincial Tourism Bureau to major travel agents and tourists, to support development.

Comrades, next year is the last year to implement the "Eleventh Five-Year Plan". It is also a critical year to consolidate the foundation for economic stabilization and recovery and maintain stable and rapid development. Under the correct leadership of the Provincial Party Committee and the Provincial Government, let us closely focus on the goals and tasks of the economic work set by the central and provincial governments for the whole year, seize the opportunity, act quickly, and immediately set off the climax of the "Hospitable Shandong New Year Party" to serve the entire province. Make due contributions to the sound and rapid economic development.