How do tourism enterprises with fine marketing achieve marketing success?

Major tourist attractions are establishing "tourism marketing centers"; This marketing agency is responsible for the sales of all tourism products in the scenic spot, focusing on planning, information, sales and management, integrating marketing means and building a marketing team. ....

The marketing process is a process of releasing energy. Where is the source of energy? Mainly to organize a strong marketing organization. At present, many leading tourist attractions are trying to establish a marketing management platform, commonly known as the "tourism marketing center", which is responsible for the sales of all tourist products belonging to the scenic spots. Focusing on planning, information, sales and management, it integrates marketing means, builds a marketing team, and makes efforts in strengthening regional market coverage, cooperation among tourism intermediaries, terminal market promotion, and tourist service (Figure 1). Organization is the guarantee of marketing strategy, and the realization of strategy ultimately depends on execution.

The continuous tourism boom has made many scenic spots prosperous, but neglected the construction and improvement of marketing system. This is very dangerous, and it is hard for anyone to say whether future tourists still love you or not. Of course, there are still many scenic spots clearly aware of the significance of a perfect marketing system for the future, and have quietly transformed their marketing strategies in at least three aspects. Marketing mode has changed from product marketing to brand marketing, marketing management has changed from traditional middleman channel to channel and terminal, and from extensive market development to refined marketing management. Finding the right way of thinking, execution is the key to success or failure. The promotion of marketing execution of tourist attractions can inject energy into the development of scenic spots in time and win on the runway of market competition. The following are seven forces to improve the marketing execution of tourist attractions:

First, the basic strength of the product-find the basic support point for the product to be widely accepted

The selling points of tourist attractions are not only mine, but more importantly, others don't. On the one hand, operators need to consider the tourism products of scenic spots in a complete sense-that is, the satisfaction degree of various needs and future consumption trends when tourists buy tourism products; On the other hand, they need a "third eye" who is good at discovering, looking for different feelings in the same sightseeing, discovering different qualities in the same leisure and advocating different lives in the same holiday.

Tourist attractions are different from general products, the biggest difference is that they cannot be moved. Although you have the money to make the scenic spot magnificent and beautiful, the products actually solidified from the day the scenic spot was built. If there is no good business philosophy to make the solidified scenic spot produce enough benefits, the assets will soon precipitate. Without tourists, the scenery here has become a pile of lifeless buildings.

The essence of products in tourist attractions is service, not the scenic spots themselves. The ownership of scenic spots cannot be transferred by purchase. There are four main marketing elements to enhance the basic strength of scenic products:

The first is the shaping of scenic spots. Scenic spots are the symbolic viewing objects of scenic spots. In today's increasingly fierce competition in the tourism market. Scenic spots should not only rely on their own unique characteristics to attract tourists, but also have good image-building and publicity to play its due gravitational effect. The shaping of scenic spots is actually to locate the tourism products of scenic spots, that is, to show the most attractive and prominent features of scenic spots. The further development of this feature can also form the brand of the scenic spot, and then form the famous brand of the tourism market.

The second is the setting of scenic activities. Scenic activities refer to large, medium and small mass activities and amusement projects held for tourists to enjoy or participate in according to the characteristics of scenic spots. There are many activities in the scenic spot, such as literature and art, sports performances, competitions, folk custom reappearance, various unique performing arts, tourists' participation in programs, treasure-hunting lottery and so on. These activities are not only a part of tourist products in scenic spots, but also the contents of promotional activities. The activities in the scenic spot are more interesting for tourists and make the theme of tourism service more vivid and attractive.

The third is the improvement of scenic spot management and service. Scenic spot services can be divided into foreground services and background services, attended services and unattended services, basic services and paid additional services. No matter what kind of service, we should aim at meeting the needs of tourists to the maximum extent and respect customers first. Management in the service process is particularly important. Scenic spot management includes two levels, one is the management of employees, and the other is the management of scenic spots.

The fourth is to improve the accessibility of scenic spots. Accessibility refers to the accessibility of scenic traffic. Because many scenic spots are remote and inconvenient in transportation, the access of tourists is greatly restricted, and even transportation has become a marketing bottleneck. The product sales process of scenic spots is different from tangible goods, and it is a combination of long-distance marketing and localized consumption. Customers must come to the scenic spot to enjoy the service, and its operation depends on a large number of passengers. At present, it is often not the main road traffic that affects the accessibility of tourist attractions, but the last "ten kilometers" in front of tourist attractions, which must be paid attention to.

Second, brand growth-the power to create trust.

Today's marketing has entered the brand era, and scenic spot marketing is no exception. How to shape the brand image of scenic spots and spread it to consumers fully and effectively has become one of the urgent problems to be solved in tourist attractions.

As a pre-consumption product, tourism consumers can't choose goods intuitively like traditional consumption activities, resulting in rapid consumption after payment. Therefore, the brand of tourism products has a particularly important influence on consumers' purchasing decisions, and it is the power to create trust. Building a brand to achieve growth is not just as simple as advertising, it is a complex brand management behavior, which requires professional operation. At present, there are four trends in brand management in scenic spots: (1) the focus shifts from tourism products to customers, and customer relationship management is put on the agenda. Even in some scenic spots, there is a demand for customer relationship managers in specific market segments. (2) The focus has shifted from products to markets, and market maintenance and channel management have become the focus of work. Brands are no longer regarded as products, but as markets. (3) The focus shifted from local brands to cross-regional brands, and big brands began to expand to Zhang Zhilu. Brand management participated in the formulation of company strategy at the highest level. (4) The focus shifts from product profitability to overall image performance, which is the category of brand asset management. Brand value is no longer simply a contribution to the company's annual profit, but the appreciation of the entire brand assets. The overall combination of brands can bring huge assets to the company's own value. So, how to cultivate the growth of scenic brand? We discuss it from the following aspects.

First, advertising is the most powerful means to shape the brand of scenic spots. Generally speaking, tourism advertisements are creatively conceived from the following aspects: clearly put forward the unique concept of tourism, such as splendid china's advertising slogan "Twenty-four villages are the same, one step into history; 56 ethnic customs, a day trip to China "; Describe charming natural landscapes, such as "coconut tourists" in Hainan, and enjoy different life experiences. For example, the Netherlands humorously publicizes itself as "Please fly to the North Pole for your honeymoon, and the local nights are 24 hours long".

Second, festivals. Tourism festival tourism can be said to be a sharp weapon for brand communication in scenic spots. There are many successful cases of using festival activities to accelerate brand communication and promote regional tourism development. Among them, Hainan Boao Asian Economic Forum and Jiuzhai Paradise, which have held various important international conferences, can be said to be classic cases of successfully applying the principle of eyeball economy to promote the spread of tourism brands and promote the development of regional tourism.

Third, public relations propaganda. In the process of brand communication, how to skillfully use highlight events to carry out media soft advertising is also a technical means of brand communication that we can't ignore. Most public relations work in tourism is often aimed at getting media attention. Its typical forms include: press release, press conference, reception, celebrity attendance, product visit, etc.

Fourth, word of mouth. Word-of-mouth communication is a process in which tourists comprehensively evaluate tourism products and services and spread them to others after completing a tourism activity. The survey shows that word-of-mouth is the main way for most travelers to obtain tourism information, and a good word-of-mouth is particularly important for any tourism brand. To gain a good reputation, we should start with all the elements involved in the process of tourists' travel and strive to create conditions for tourists to return home satisfied. In addition, the core attraction of products, entertainment, interactive and experiential recreation and good and thoughtful service are also important factors to create a good reputation for tourists.

Fifth, the network. In today's era of rapid development of network technology, brand network communication has become a means of communication and marketing trend that can not be ignored because of its fast and unrestricted characteristics. Loading links to specific tourist destinations on local portals or tourism professional websites will enable potential tourists to quickly and comprehensively understand the relevant situation of tourist destinations before going out to collect information, which will help enterprises gain hard-won advantages in the fierce competition in the tourism market.

Third, the fulcrum of competition-innovation and promotion, the power to stand out in the competition

Innovative promotional activities in the market can always catch people's eyes and take an advantage in the competition. Guangxi tourism promotion caravan started earlier, and there are still many good ideas for tourism in recent years. For example, the "Domino for 10,000 People" activity at the Window of the World in Changsha, the religious experience tour of "Being a monk for a day" at Hengshan Mountain in Nanyue, and the "Ancient Boat Tour of Taihu Lake in the Romance of the Three Kingdoms" at Wuxi Film and Television Base are all applauded and well received.

Taking innovation as the fulcrum of competition really gives it a high status. The primary work of innovation promotion lies in concept innovation, which is the exciting point of tourism marketing. Conceptual innovation is to find a "shell" concept in marketing and enlarge it, such as Boao Forum for Asia in Hainan, Shou Culture Festival in South Guangdong and Golden Eagle TV.

The key to implementing innovative promotion lies in activating market demand. Effective promotion is always aimed at the needs of customers. Effective promotion is always aimed at the needs of customers, and there are many types of tourism consumption needs. A brief summary shows that these needs are obvious. Hedonic tourism consumption demand and visiting tourism consumption demand; Believing in tourism consumption demand; Health tourism consumption demand, adventure tourism consumption demand, cultural tourism consumption demand, sports tourism consumption demand, fashion tourism consumption demand. As shown in Figure 2, it shows a tool to promote innovation portfolio, which can help us to think systematically and find more strategies to promote portfolio.