What methods are helpful for tourism enterprises to carry out more complete marketing?

An important reason for the so-called 50% advertising waste theory; This has also led to the market rebellious psychology that some tourism enterprises dare not advertise, that is, they only pay attention to the promotion of brand image by manpower. However, in the advertising-led tourism market, the cautious contraction of scenic spots is actually not conducive to market promotion.

Secondly, small and medium-sized scenic spots are usually operated in cooperation with travel agencies or tourism marketing agencies in the regional market. Usually, in order to reduce the cash expenditure, the advertising fee is returned to the agent in the form of scenic spot tickets, and the travel agency decides the advertising. This practice is a short-term behavior of the development of scenic spots. For travel agencies, it is nothing more than another scenic spot cooperation, but the market's confidence in re-establishing the brand of the scenic spot and picking it up again, fighting back and standing out will increase costs.

In tourism marketing cooperation, for travel agencies, real advertising support is the most powerful support; Therefore, starting from the overall situation of the scenic spot and from the perspective of brand growth, the scenic spot should be able to control the promotion and implementation of the overall market. Specifically, the advertising expenses of the market plan should have an advertising strategy plan that conforms to the market operation and realizes effective communication.

The fundamental principle for an enterprise to make an advertising plan is to obtain a higher return on capital through a certain amount of capital investment, that is, although it is well known that the advertising plan of every marketing department of an enterprise costs money, its ultimate goal is to create cash flow for the enterprise that is greater than the investment. The author believes that the following seven considerations will help tourism enterprises to carry out more complete marketing: First, match the annual marketing strategy.

This is the so-called local obedience to the whole. This is also the starting point of advertising planning, that is, to closely focus on the objectives of the annual marketing strategy, rationally and orderly decompose the direction and expenses, and distinguish which links need what kind of advertising support, and how much advertising support is needed, including market demand and non-market demand. Because the growth of the brand of scenic spots not only comes from the sales performance of products in the market, but also a good corporate social image helps the scenic spots to get support from the government and other environmental aspects. Similarly, scenic spots also need to spread in safety, service, human resources and cultural excavation, which are all part of the brand of scenic spots.

Second, the cost input should adapt to the periodic characteristics of the product.

Although tourism can be consumed all year round, many scenic spots also advertise that they can travel all year round; But there are still obvious seasonal differences. For example, skiing, hot springs and southern seashore are relatively peak seasons in winter, while rafting and northern seashore in summer are relatively peak seasons. Therefore, it is necessary to grasp the principles of off-season marketing and peak season sales to arrange the distribution of advertising expenses. In addition, all traditional festivals are the peak of tourism activities, except Mid-Autumn Festival, which is still the mainstream of family reunion, and the number of tourists is small.

Third, meet the regional expansion of the market.

Different regions have different social environment, market environment and competitive environment, such as consumption characteristics and consumption level. Therefore, the advertising plan is flexible in different regions. In addition, what kind of advertising strategy is relatively effective for different regions (global brand network) also determines the expenditure of advertising expenses. Therefore, before making an advertising plan, the marketing department of scenic spots must have a deep understanding of the target area, and cannot simply blindly define the advertising expenses of 300,000 yuan in this city and 500,000 yuan in that city.

In addition, we should have a complete understanding of the media situation in the regional market. What kind of media has greater influence on tourism consumer groups and so on.

Fourth, the market development forecast

Warning in advance is arming in advance. The market is developing and changing, and the environment in which enterprises are located is also changing. Therefore, it is necessary to make an appropriate forecast of the possible changes in the target market. Such as the entry of other competitors; Influencing factors of regional market consumption culture changes, such as the rise and popularity of other tourism modes; Even the influence of other non-tourism leisure ways on tourism and so on.

Fifth, avoid the break of capital chain.

First of all, we should change the concept of scenic spots, establish the concept of long-term accumulation of communication effects, and reduce the high investment in the early stage. The market input cost of most tourism enterprises is limited, and most of them appear subsequent fatigue after the initial listing. Because there is a time period from advertising in the market to market profit feedback.

Six, aiming at the market trends of competitors

Seven, zero input rules

Simply put, without money, where is the scenic spot going? Can the market still operate? To answer this question, it is necessary to know whether the scenic spot is taking the so-called traditional old road. This does not mean that the traditional old road is necessarily bad. The essence of the problem is to find a development strategy that truly conforms to the characteristics of its own tourism resources, rather than just following common sense, because each scenic spot has its own unique resource advantages or core competitiveness.

This is not to say that we don't invest a penny in the market, but to really understand the purpose of every step of market behavior, remove the useless part of funds, achieve the same effect with the lowest funds, and really make the cost of funds efficient.