Four classic successful cases of domestic tourism marketing

Marketing strategy is that the enterprise takes the customer's demand as the starting point, and obtains the information of customer's demand and purchasing power according to experience, as well as the expectations of the business community. To this end, I will share with you four classic successful cases of domestic tourism marketing. Welcome to see it.

Domestic tourism marketing case 1: Yulong Snow Mountain and? Impression Lijiang? Love had to happen

Yulong Snow Mountain, a rare city snow mountain in the world, is not only the core brand of Lijiang tourism. Yulong Snow Mountain Scenic Area became one of the first batch of 66 5A scenic spots in China in 2007. The first action after the upgrade is to integrate the management rights of six surrounding scenic spots and make Lijiang a core brand scenic spot.

From the perspective of scenic spot marketing, this practice of Yulong Snow Mountain is essentially a brand expansion strategy. The so-called brand expansion refers to the successful creation of a high-quality well-known brand in a scenic spot, covering other scenic spots and forming a family brand tourism product cluster. To this end, Yulong Scenic Area specially invited director Zhang Yimou and his creative team to perform a large-scale stage play Impression Lijiang with Lijiang landscape as the theme? Yulong Scenic Area? Brand.

First: Lijiang impression: the success of the live performance.

Impression Lijiang, a large-scale landscape performance, has caused great sensation since it was officially released on March 20, 2004. According to the statistics of Yulong Snow Mountain Scenic Area, Impression Lijiang has received 236,400 people in 2007, 600,000 people in 2008 and 654.38+0.4 million people in 2009 since its premiere on July 23rd, 2006. There were 927 performances in the whole year, 3-4 performances a day, and the ticket income exceeded 65.438+0.5 billion yuan. Why can Impression Lijiang achieve such excellent market performance? As far as the program itself is concerned, there are three main combinations: the combination of Lijiang brand and Zhang Yimou brand, the combination of folk life elements and live performing arts, and the combination of minority culture and the special environment of the snow-capped mountains.

Second: Impression Lijiang: the two most difficult problems in marketing management and their solutions.

1. Price strategy: How to formulate the ticket price policy? It is necessary to mobilize the enthusiasm of travel agencies, but not to make too much profits and reduce performance income?

In this regard, Impression Lijiang has taken a unique approach and adopted a super-unbalanced ticket price policy. What is the basic idea? Grasp the big and let go of the small? Ticket preferential policies and sales incentives are heavily tilted towards strategic cooperative travel agencies. For example, a large-scale land agency with a team of more than 50,000 people throughout the year can enjoy progressive ticket concessions and sales incentives; Small and medium-sized travel agencies with a team of less than 50,000 people throughout the year have little or no discount on air tickets. This practice of putting eggs in several baskets seems to be very risky in the market, but it has achieved the market success of Impression Lijiang.

2, channel control, how to choose the channel distribution model.

What is the channel model in the marketing process of Impression Lijiang? Selective distribution? . So-called? Is there a choice? It means that scenic spots do not distribute to all travel agencies, but seize some key links in the tourism distribution chain and cooperate with a few travel agencies to gradually establish multi-level distribution channels. The reason why scenic spots do this is to change the rules of the game in the tourism market and strengthen the marketing control of the tourist market. This practice of Yulong Snow Mountain Scenic Area is not to establish a vertical distribution channel system, but to grasp the key links in the tourism distribution chain and strengthen the marketing control of the tourist market. Limited by the development level of the domestic tourism market, scenic spots do not have the enterprise ability and market conditions to establish a vertical distribution channel system at present. In fact, Yulong Snow Mountain Scenic Area did not give up the traditional horizontal distribution model, but directly promoted the tourist source market, developed strategic cooperation with large tour groups and land agencies, revised the original channel model, narrowed the horizontal width of distribution channels, reduced the number of agents and distribution levels, and strengthened the marketing control of scenic spots in the tourism distribution chain, thus extending the vertical depth of channel distribution and making it have some morphological characteristics of vertical distribution.

Case 2 of domestic tourism marketing: Hong Kong, having fun here and loving here.

In order to restore Hong Kong's tourism industry and revitalize Hong Kong's economy, following? Hong Kong is the dynamic capital? After a two-year first-stage promotion campaign, the Hong Kong Tourism Board launched the theme? Hong Kong, have fun here and love here! ? The second phase of global promotion activities.

On June 5, 2003, 5438+1October1China Mainland Director of the Hong Kong Tourism Board announced in Beijing that HKTB would reinvest HK$10.40 billion in order to fully restore Hong Kong's tourism industry. Hong Kong-Enjoy it-Love it? The theme is the second issue of the tourism series. By who? Hong Kong Tourism Ambassador? This travel promo starring Jackie Chan will also be broadcast simultaneously on TV stations in major cities in China.

? Sars? Later, for the rapid recovery of tourism, the Hong Kong government and the industry invested more than 400 million Hong Kong dollars and launched the? Hospitality month? Activities. Cooperation? Hong Kong, enjoy it; Love is here? As the theme of the second phase of the tourism series, the Hong Kong Tourism Board and the mainland tourism industry have jointly prepared the following tourism products for consumers:

1. Family oriented? Parent-child here? Tourist routes;

2. Food-themed? Delicious? Tourist routes;

3. shopping theme? The heart is here? Tourist routes, etc. ;

4. For self-help travelers? One-day tour of Lantau Island? 、? Helicopter tour around Hong Kong? 、? Bright Xiangjiang Night Tour? Equal route;

5.？ Hong Kong International Fireworks Music Show? (2003. 10);

6.？ Hong Kong Colorful Winter Festival? (2003. 10? 2004. 1);

7.？ Spring Festival international performance night? (early 2004);

8.？ The prelude to the opening of the Avenue of Stars? (2004.3)。

According to the statistics of the Hong Kong Tourism Board, Hong Kong is trying to eliminate? Sars? The negative impact promotion activities cost about HK$ 500 million. However, through this series of promotional activities, as of June 2003, 65438+ 10/0 has brought a total of 1043 billion Hong Kong dollars in publicity benefits to Hong Kong internationally. Not only that, tourism has driven consumption, injected a shot in the arm into Hong Kong's economy, and transformed Hong Kong in the shortest time.

Domestic tourism marketing case 3: Tiantai Mountain? Will you elope to the end?

Some people became famous when they flew together, some scored goals, and some became famous. Wang Gongquan is famous today! Overnight, we had new conversation material, and we began to be happy for the happiness of others. Duck prophet of Chunjiang plumbing, guys with marketing mind, have targeted this fat meat and started to act! Elopement, elopement, elopement manifesto, elopement resort, elopement test and so on were born. The author pays attention to a very successful domestic tourism marketing case: elopement marketing? This paper briefly analyzes several successful points of elopement sentence-making activities in Tiantai Mountain, Zhejiang Province.

First: take advantage of the situation to elope!

Elopement is a sensitive word. How can we combine them? Be relevant and make good use of association. All this time. Elopement? They all appear in movies, novels and plays. How many men and women in the world of mortals are eager to be defeated? There are too many beautiful+evil ideas about elopement, but most people just stay and think about it. Today, I finally put the right of attack into practice, isn't it soon? Where did the power attack and elopement go? Who did you run away with? Obviously, scenic spots, hotels, wedding products or brands have the highest correlation. Coincidentally, it coincides with 5 19 China Tourism Day and 520-day Taishan Tourism Day. As the birthplace of China Tourism Day, Tiantai Mountain celebrates these two festivals. DM Interactive, the planning company of elopement marketing, took the opportunity to launch the elopement resort. Elopement Tiantai Mountain Declaration? At the same time, it highlights the beautiful scenery and profound cultural heritage of Tiantai Mountain.

Second: eloping the 5,200-story Weibo high-rise building, the first elopement group in China.

1, simple; The simple participation mechanism of Tiantai Mountain's elopement sentence-making activity won the quick broadcast comments from netizens; Taking advantage of the trend, Tiantai Mountain further simplifies the participation mechanism and launches? Elopement Tiantai Mountain Declaration? Activities, let netizens combine elopement hotspots to give full play.

2, fun; ? Wang Gongquan eloped with Qin Wang, Altman eloped with PP Pig, and China Tourism Day originated from Tiantai Mountain, which aroused the interest of netizens, and interacted with Weibo at the same time? You can elope with anything. I love you, love you, just like a person loves running? Elopement is Ben's brother? Don't fall in love with me. Can you run away with me? And other topics to stimulate, provide interactive ideas for interactive users, instantly stimulate everyone's previous talents, full of pen and ink.

3. Have money; Bloggers and interactive bloggers interact and cooperate in real time to increase the exposure and enrichment of multiple channels. Does the famous comic star PP pig comic cooperate with the topic? Top 10 elopement cartoon resorts in China? The lovely image and beautiful scenery are deeply loved by netizens and recommended by Tencent's blog and animation channel homepage. At the same time, he interacted with netizens on the million blog of PP Pig Comics and celebrity Weibo, which was strongly recommended by Tencent Animation Weibo and commented by netizens. It also inspired the rich imagination of the friends and attracted countless netizens to bow down for the beautiful scenery and profound humanistic heritage of Tiantai Mountain. Well-known group buying websites can buy coke to launch? China first elopement group? Buy a handsome boy and a beautiful woman to visit the rooftop together! DM Interactive, the planning company of this event, promoted Tiantai Mountain China Tourism Day to * *, and many netizens joined Tiantai Mountain elopement group to inquire about the ways to join and join the group, which enhanced the word-of-mouth communication of Tiantai Mountain tourism.

Elopement continues, and people's exploration of elopement topics continues. Tiantai Mountain started the golden business card of China Tourism Day with this, which deeply impressed the netizens with historical allusions, such as revisiting Xiake Road, the story of Ruan Renxian, and the two immortals and the living Buddha saving the public, as well as the unique beauty of Xiaogu Xiji, Liang Shi Waterfall, Qiongtai Fairy Valley, Taoyuan Xiao Chun, galloping Xia Wei, copper pot dripping water, Huading Rhododendron and other local characteristics, such as cloud tea and artisan shortbread. Many netizens left a message and shouted: China Tourism Day, please take three days off and go to Tiantai Mountain to enjoy flowers and worship Buddha!

Case 4 of domestic tourism marketing: Dali Liantian Tianlong Babu Film and Television City

Taking the filming of Tianlong Babu Film Studio and film and television drama as a lever, this paper takes this opportunity to integrate and innovate Dali's tourism brand image, so as to make Dali's tourism image reach a new level, set off the second Dali tourism * * after the film "Five Golden Flowers" in the whole country (even the whole world), and incite Dali's economic and cultural plate.

First: return to integration? List of resources; Romantic!

1, the hometown of five golden flowers? Romantic style;

2. The hometown of Tianlong Babu? Martial arts legend

3. Romantic? Poetic natural landscape

4. Three Pagodas, Taihe City, Shi Baoshan Stone Kiln, Nanzhao Iron Column? Historical humanities

5. Nanzhao and Dali? Ancient kingdom

6. Sancha March Street? Bai ethnic customs

7. Tea-Horse Ancient Road and Southern Silk Road? The crossroads of Asian culture

8. Qilu of Buddha, a wizard of Confucianism, Buddhism and Taoism? Open, inclusive and harmonious? Miao country?

Second: take advantage of the situation to detonate? Demand exposure; Happy world!

1, Zhuangzi's book "Happy Travel" has the flavor of sage like style, quiet and free, with strong cultural support and philosophical meaning, which is directly related to tourism.

2. Fairy Song (No.32 Series of Dragon)? Who cares if you are free? Accurately describe the most vivid and outstanding feelings of traveling, living and living in Dali, right? Romantic? The best explanation is the consumer's best demand for Dali tourism.

3. Looking back at Dali's historical folk stories, are they being explained bit by bit? Are you happy? Concept: among the 22 emperors, 9 Zen monks became monks, indifferent to fame and fortune, how carefree they are! General Dongshan and Bai Jie changed shoes by mistake, and the immortal * *, how carefree! Three cups of tea, one cup of tea with three flavors, how carefree! Every landscape has a love myth. How carefree is it to indulge in mountains and rivers? ! If you can find a word that accurately summarizes all the customs, landscapes and human history of Dali, and at the same time can bring consumers rich consumption associations and feelings, it must be? Are you happy? This word is not someone else! In the 500 years from Nanzhao to Dali, there has never been a civil war. The upper scholar, the winner, the painter, the scented tea, the wine, the hero, the emperor becoming a monk, the Taoist priest, the immortal, the cult, and the * * * are all together. When the master appears, he comes and goes without a trace. Happy!

4. Combine serious culture with popular culture and commercial culture. Are you happy? It can refer to traveling, playing chess, painting and calligraphy, eating, drinking, cultivating immortality and debauchery.

? Happy, Jianghu? The two words are in line with Dali's tourism style: both refined and popular, and people and gods enjoy the same. Vision, hearing, taste and touch are all delicious; Among them, the amorous feelings, human feelings, love and chivalry are moving, which can be enjoyed, played, seen and heard, extremely romantic, completely beautiful and carefree!

? Happy, Jianghu? Manufacturing? Romantic? Can be said to be integrated with the * * of "hoses"? Romantic? Is the main atmosphere to be created by martial arts novels? This borrowing can be said to be accurate and appropriate.