How to launch tourism product marketing activities based on the life cycle theory of tourism products

(1) Launch period:

1. Slowly adopt the strategy - high price and low promotion. Conditions:

a. The product specifications are high and the service is Good quality and complete infrastructure; b. The tourism market is small;

c. The tourism market has basically understood this type of products;

d. There are few potential competitors, making tourism products Has great monopoly power. 2. Quickly adopt strategies - high prices and high promotions to adapt to the following markets:

a. The product's popularity is very low;

b. People's consumption level is high, and there are a number of high-quality products in the market And mature consumers who are clear about prices;

c. Tourism products are more personalized, interesting and healthy, and have obvious advantages compared with similar products. 3. Slow penetration strategy - low price and low promotion

Conditions: a. The price elasticity of this product in the market is relatively large; b. The market has large room for development; c. The infrastructure can be stable Supporting implementation; d. There are certain potential competitors in the market;

e. The products are relatively well-known, such as "folk culture tourism", "cooking tourism" and "rural tourism" launched in 1994. 4. Rapid penetration strategy - low price and high promotion for the following reasons: a. The market size is large;

b. Travel consumers are price-sensitive; c. There is the threat of potential competition;

d. The production cost of tourism products has been greatly reduced due to large-scale production or new technologies.

(2) Development period:

1. Improve tourism products, further improve the supporting infrastructure construction, and improve the accessibility of tourist destinations. 2. Continue to use various means to improve the market awareness and reputation of tourism products to attract more consumers; 3. Continue to improve the quality and work enthusiasm of service personnel to ensure that consumers are provided with high-quality and humanized services. services to enhance and maintain the image of the product;

4. Improve the quality of the product and enhance consumer satisfaction and trust to maintain the existing market share; 5. Increase the product mix depth to meet the consumption needs of various types of tourists and increase market share; 6. Pay attention to the protection of the surrounding environment of tourism products;

7. Formulate competitive prices to enhance market competitiveness.

(3) Maturity period:

1. Implement differentiation strategy, develop new products that are different from other similar products based on the actual situation of tourism enterprises, and adopt unique features

High prices, low promotions and low prices, low promotions and high prices, high promotions and low prices, high promotions, and use this as a selling point;

2. Adopt a centralized marketing strategy to target distinctive products Focus on selling one or several products that are or have market competitiveness in order to obtain a favorable position in the segmented market;

3. Reprocess, re-innovate, improve and Deepen product connotation to enhance product appeal; 4. Adopt flexible price strategies according to market changes; 5. Improve the technological content of tourism products; 6. Choose intermediary distribution agencies carefully;

7 .Actively promote technological innovation and reduce production and operating costs.

(4) Decline period:

1. Gradually abandon some products with declining benefits, upgrade tourism products, and constantly introduce new ones; 2. Reduce promotions;

3. Create new brand features according to market demand, reshape product image, rename products or launch products into new markets;

4. Carry out comprehensive operations without losing money Price reduction.