Analysis on the Marketing Strategy of Using Live Broadcasting Strategy to Promote Tourist Attractions' Live Broadcasting

Do you have any good suggestions for live travel?

The scene should be specific, and it is best to be there.

Live travel can stimulate tourists' desire to explore scenic spots, hotels and other products, and maintain a high exposure and attention. However, the quality of the current live broadcast of tourism is mixed, and the evaluation of tourists is also different.

It is suggested that the time should be one week before the festival, such as the late April in the first half of May Day and the late September in the first half of 1 1 month, so that people can choose their destinations and have enough time to arrange their holidays.

Basic information

Video live broadcast refers to live broadcast using Internet and streaming media technology. With its rich images, characters, sounds and other elements, as well as excellent sound shapes, video has gradually become the mainstream expression of the Internet.

Through real and vivid communication, video creates a strong sense of the scene, attracts people's attention, achieves an impressive and lasting communication effect, and can truly, intuitively and comprehensively publicize and show itself.

The live broadcast service is generally realized through multicast network. The so-called multicast is to use a protocol to transmit IP packets from one information source to multiple destinations, send copies of the information to a group of addresses, and deliver them to all recipients who want to receive it.

How to write the network marketing planning scheme of tourist attractions

How to write the network marketing planning scheme of tourist attractions? Ever-changing, tourist attractions often have a headache when doing online marketing, but combing it is actually three aspects:

1. What is the purpose of online marketing?

In other words, you need to know your potential customers, what they look like, what their needs are and what their preferences are. Only by understanding these, can the later work be carried out better and get twice the result with half the effort.

2. How to choose online marketing channels?

(1) Network Marketing Channel Classification

Category 1: promotion channels for prospective customers' search habits, represented by mainstream search channels such as Baidu, Shenma, 360 and sogou; There are also some built-in search channels of mainstream traffic platforms, including Today Headline, Weibo, WeChat, Tik Tok and so on.

How to write the network marketing planning scheme of tourist attractions?

The second category: the promotion channels of users' fragmented reading, represented by mainstream fragmented reading channels such as Today Headline, Tik Tok and Weibo. And some vertically subdivided second-tier traffic platforms, including Himalaya, Blog, Zhihu and Post Bar.

The third category: promotion through other channels, focusing on platforms related to tourist attractions, such as exchange forums of some vertical tourist attractions, tourist attractions sections of some large portals, and even some tool-based platforms related to tourist attractions.

(2) the choice of network marketing channels

The choice of online marketing channels is based on your positioning of customers, what are the needs of your potential customers and what will they look for? What age group are your customers? What platform do they prefer to spend their time on? Your customers like learning, visiting forums, and what forums do they like to visit?

Knowing the customers, the promotion channels are naturally screened out.

(3) the choice of network marketing form

There are two forms of network marketing:

1 type is to spend money directly to advertise on the channel. This kind of promotion is quick to take effect. Customers will come in if they spend money, and no customers will come in if they don't spend money.

The second is to do the content of customer demand in the channel. This form of promotion is slow to take effect, and it can bring few customers in the early stage, but long-term accumulation will lead to a surge in traffic.

How to write the network marketing planning scheme of tourist attractions?

The development of tourist attractions originally needs a lot of money, and it takes several years to recover the development cost, so it is difficult for most of them to spend a lot of money and advertise directly on the selected promotion channels.

So most tourist attractions walk on two legs. In the early stage, new customers were mainly brought in the form of 1 promotion, and in the later stage, new customers were mainly brought in the form of secondary promotion.

3. The second use of network marketing customers

Money has been spent, employees' salaries have been paid, and transformed customers have also been transformed. The attracted customers are still of great use. What do you mean? I believe you have heard that the cost of maintaining an old customer is far lower than the cost of attracting a new customer.

Even if old customers can't generate secondary demand, don't forget "user reputation". How to get old customers to introduce you to new customers and let new customers bring new customers is the most important move.

Therefore, the customers brought by online marketing must be deposited on the Internet platform, which can be your micro-signal, micro-group, Weibo and so on. It depends on your customer base and which platform they prefer to stay on.

How to write the network marketing planning scheme of tourist attractions?

Then, on the platform of customer precipitation, develop a game or mechanism to provide some benefits for old customers to bring new customers, such as directly rewarding cash and so on.

How to play is up to you. There are many ways to play. But one thing is very important. If you want customers to take customers, you must ensure the customer's travel experience. This is the basis of establishing word of mouth. You must reassure customers to introduce you to new customers.

Note that the essence of online marketing is the same as finding customers offline. Whether it is tourist attractions or other traditional industries, it is inseparable from the essence of marketing promotion: people (customers)! Always take people (customers) as the center to think!

How to do well the marketing of tourist attractions?

1. Find out the characteristics of scenic spots and design products suitable for tourists' consumption according to market demand.

2. According to the market environment in different periods and regions, determine the selling points of scenic products and make words and pictures that can represent their selling points.

3. Find keywords that can describe the selling points of scenic spots and take pictures that represent the selling points of scenic spots.

4. Know where the scenic products are sold and to whom; Understand the lifestyle and consumption habits of these people; Know how much you should sell.

5. Understand the channels for target customers to receive information, and show the selling points of scenic spots in the media to attract people's attention.

6. Make full use of the characteristics of quasi-public tourism products in scenic spots and do more with less money in advertising. 7. The website of the scenic spot has been completed, so that people have more preparation for understanding the scenic spot. The website is the basic database of the scenic spot and the window of the scenic spot. Newspapers, radio, television and other media are limited in space and expensive, so it is impossible to introduce scenic spots in detail in these media. However, people want to know more about scenic spots before going out, and websites have become an important and necessary means of publicity. Moreover, if there is no website in a scenic spot at present, it will be considered as vulgar and not up to grade.

8. Keep engaging in activities, even if it is only for publicity. Activities are the carrier of publicity and the starting point of scenic spot management. Only with active media can we speak, become news and save a lot of publicity expenses. Only with activities can visitors feel that this place is alive.

9. Establish sales channels and put products on the shelves of dealers. Travel agencies are the main distributors of scenic products. The publicity atlas of scenic spots should be inserted on the publicity shelf of the travel agency, and the product manuals of scenic spots should be placed on the desk of the travel agency.

Tourist attractions promotion planning scheme

This paper is an online marketing plan of ancient capital Anyang Travel Agency, which takes tourist attractions as the marketing target.

Planning scheme of tourist attractions. Its purpose is to promote the brand concept of "ancient capital Anyang tourism", publicize the tourism consumption consciousness of "ancient capital Anyang tourism", make "ancient capital Anyang tourism" a household name, popularize the ancient capital Anyang tourism network, and finally achieve the marketing purpose.

Brief introduction of tourism resources in Anyang, the ancient capital

Anyang, located in the north of Henan Province, is an important tourist area in China Plain. Anyang, the ancient capital, is an ancient city, one of the eight ancient capitals in China, a national historical and cultural city and one of the centers of early civilization in China. It is also one of the oldest capitals in the history of China. It is located in the north of Henan Province.

One of the rare areas with dense tourism resources, Taihang Mountain in the west and North China Plain in the east, with numerous peaks and mountains and fertile land. In ancient times, it was the suburb of Yindu and Yedu and the cultural center of Gyeonggi. Therefore, there are many natural and cultural landscapes and rich tourism resources. Western hilly areas, natural tourism resources and

Religious and cultural tourism resources are relatively concentrated; In the central part of Ling Gang, there are rich tourism resources of historical celebrity relics; In the eastern plain, there are many eco-agricultural landscapes and a certain amount of cultural tourism resources. There are 3 national cultural relics protection units, 3 provincial cultural relics protection units 1 1, and 78 municipal and county cultural relics protection units. male

Beautiful scenery, splendid history and culture and colorful customs constitute unique tourism resources, which have aroused great interest from domestic and foreign tourists.

The following is a list of some scenic spots

Second, the ancient capital Anyang tourist attractions target customer analysis

(1) target market

The target market positioning of Anyang, the ancient capital, is centered on North China, radiating outward to surrounding areas and provinces, with the province as the main market subject and North China, the eastern coast and East China as the main target areas. Attached to Taihang Mountain, it extends to the surrounding western region and northwest market. With the concept of "going into the mountains, getting close to nature and returning to simplicity", we will take the leisure and friendly tourism route of "tradition, folklore, nature and simplicity" to attract a group of people who pursue "natural simplicity, freshness and tranquility" as their main target customers.

(2) Main target customer groups

A group with a life attitude of pursuing "natural simplicity, freshness and tranquility".

Age characteristics are basically located in middle-aged and elderly people. Young people are potential customers.

A group that pursues history, culture and red spirit.

A group that pursues relaxed and leisure travel.

A group that pursues the feeling of home, is keen on "family travel", and three generations travel together on a warm tourist route. As Henan is the hometown of overseas Chinese, overseas immigrants and overseas Chinese can serve as a potential growing customer base.

In a certain geographical range, for the working class who tend to travel short distances.

Third, website construction.

At present, the travel agency does not have its own website, and there is no authoritative website covering all the tourist attractions in Anyang, the ancient capital. The only website related to the tourist attractions in Anyang, the ancient capital, is the website of Anyang Tourism Bureau, the ancient capital. However, it is only a government website, not a commercial website. In order to better promote the tourism resources of the ancient capital Anyang, it is imperative to build and put into use the "Ancient Capital Anyang Tourism Network". In the process of website construction, we should pay attention to the influence and function of the website on the marketing effect, so that the website can become an effective online marketing tool. And give due consideration to everyone's own situation, ability, resources, preferences of user groups and profit model to decide their own situation, ability and resources for content production.

, user group preferences and profit model.

(A) the function of the website

Introduction and explanation of tourism resources

Frequently asked questions (FAQ)

Tourism Route Selection and Knowledge Management

Online question consultation and online help

Instant messaging service

Real-time and system functions (such as online ordering, payment and transmission system and its information presentation)

Member management, member login, member community and member exchange.

Advertising management

Mailing list

Site map

Website traffic statistics system.

(2) the content of the website

Travel Agency Information and Reputation Image

Introduction and display of tourist attractions and resources

Tourism News and Culture

Customer service information, such as tour guides, transportation, hotels and other information.

Promotional information, boutique routes and special routes

Sales and after-sales service information

Safety information, travel knowledge

Public information, tourism forums, holiday forums and other forum communities.

Transaction security and contract insurance

Tourism planning, training and recruitment

(3) Website service means

Establish an online forum community

FREQUENTLY ASKED QUESTIONS

Timely information service

Online consulting service

Member communication service

E-mail and online forms

Provide users with online demonstrations.

Fourth, online marketing means.

(A) the choice of search engine marketing model

Because the current market of tourist attractions in the ancient capital Anyang is limited to the local area, few people know and understand the beautiful mountains and rivers and ancient capital culture of the ancient capital Anyang outside the local area. In order to break this dilemma, first of all, I choose search engine marketing mode to promote the brand and website of "Ancient Capital Anyang Tourism".

1, free directory search engine marketing

Submit the website information to classified directories and search engines, and choose to register the website in the following free directory search engines, so as to get the opportunity for the website to be included by search engines.

2. Paid directory search engine marketing:

Choose to place advertisements in OTA classified directories.

Ota classification catalogue

3. Paid technology search engine marketing-search engine advertising strategy:

Because the target markets of the ancient capital Anyang tourist attractions are mainly in the southeast coastal areas and East China Economic Zone, well-known domestic search engines such as Baidu, sogou, Aiwen, Yahoo Chinese, Zhongsou and other search engines will be selected for keyword advertising, and because of the tourism potential of the ancient capital Anyang,

In an overseas market, you can put relatively few keyword advertisements on GOOGLE.

First of all, through the analysis of CNNIC's "China Search Engine Market Survey Report", the user's preferred search engine was determined. Then according to the market share of these search engines, determine which search engines to put keyword advertisements (free and paid) and the proportion of keyword advertisements in each search engine (paid), and plan the planning scheme of tourist attractions.

With the development of computer technology and the wide use of computers, information on the network is flooding. To find information in the depressing ocean of information is like looking for a needle in a haystack. It is this mixed information that makes the search engine successful. Now, technical search engines like Baidu have been favored by the majority of netizens. When most netizens look for information on the Internet, they usually search related web pages through search engines, and then choose the information they need. Therefore, paid technology search engine marketing is the most critical part of search engine marketing, and whether it is done well in this piece is related to the success or failure of the whole marketing strategy.

Obviously, it is inevitable to choose Baidu keyword bidding ranking for tourism promotion in Anyang, the ancient capital. On the other hand, Google's AdWords investment is relatively small.

(1) Baidu keyword bidding ranking

Google's advertising words

Through the above two ways, it provides a lot of reference for us to set keywords, so that we can easily know which keywords are more effective, which can bring benefits to the tourist attractions of Anyang, the ancient capital, and also promote the website. Therefore, we choose the following five keywords.

Huangshan and Huashan interacted with each other for the first time and took the lead in opening the "cloud tour" mode in mountain scenic spots. What is the significance?

Recently, Huashan Scenic Area and Huangshan Scenic Area have started the cloud tour mode, which mainly has the following three meanings: 1, promoting scenic spots; 2. Take everyone to relax; 3. Show everyone the great rivers and mountains of the motherland.

1, promoting scenic spots

First of all, the biggest significance of this live broadcast is actually to promote the scenic spot itself. Originally, the May Day holiday in Huangshan and Huashan was a super peak period, but this year, affected by the epidemic, many people were reluctant to go out, and even some residents were unable to go out at home, resulting in very bleak business in most scenic spots in China.

But many cities in our country can actually travel, and there are not many tourists in many scenic spots now. If you are a resident in a low-risk area, you can go to play. Therefore, Huangshan Scenic Area and Huashan Scenic Area do this to attract some qualified residents to travel, so they also publicize each other in the live broadcast room.

Step 2 take everyone away

Secondly, Huashan Scenic Area and Huangshan Scenic Area start the cloud tour mode to take those who are isolated at home to play. Residents in low-risk areas may not know how boring the life of isolated people in Shanghai is now. A family is one or two hundred square meters, and every day the family sits on the sofa doing nothing. Many people actually feel bored, and some even feel depressed. However, the cloud tour in the scenic spot can help us alleviate our anxiety and anxiety, so we have the anchor.

3. Show everyone the great rivers and mountains of the motherland.

Finally, I believe that there is no one in China who has never heard of Huashan and Huangshan, but I also know that many people have never been to Huashan and Huangshan, so this trip is also to let everyone see the great rivers and mountains of the motherland with their own eyes and see where the two most beautiful mountains in China are, where they are, where they are majestic, where they are beautiful and where they are elegant.

Potala Palace took the lead in opening a live webcast tour. What benefits will this practice bring to Tibet's tourism industry?

The Potala Palace was broadcast live on the Internet for the first time, so that everyone can better understand the cultural characteristics and local beauty of the Potala Palace. Therefore, when faced with this situation, all of us can understand the unique customs and habits of Tibet more clearly, and even those who have never been there can see the scenery inside well. This is also very good, it can stimulate everyone's interest and even want to make a field trip.

Therefore, this webcast has also brought a very good development to Tibet's tourism industry, which can promote the income of people in the western region and improve their quality of life. Therefore, in the future, this live broadcast mode will also bring a rapid progress to Tibet's tourism industry, make Tibet's tourism industry develop rapidly, and let everyone know about the cultural life and living habits of people in the western region, so it is also very good.

After all, Tibet is still far from the inland, so you can see the scenery you want to see through live broadcast, and even experience the enjoyment brought by this beautiful scenery. In the past, we used to look at local pictures or local introductions before traveling, but we didn't say that we had a better understanding of the local area through live broadcast, so this live broadcast can also let people know more about the beautiful scenery here, so we should better see such things.

In the future, this artificial intelligence mode will also be added to the live broadcast form. For example, if you wear a special kind of glasses, you can enjoy the beautiful scenery here, so the live broadcast mode can really bring very good income to the tourism industry. This is also a new way of traveling, which can change people's lives and let everyone experience the scenery and customs there without leaving home. It can be said that the Potala Palace can also change people's previous subversion of tourism through this live broadcast. Let's go