Tourism promotion and marketing plan

From the perspective of seeking truth from facts in the target market, we realize the necessity of marketing strategy as the industrialization of student tourism project development.

Due to the vigorous development of China's economy, the income of residents has generally increased, especially before the liberalization of the second child policy, there were more only children and the basic conditions for students were relatively good; On the other hand, at this stage, college students' entrepreneurship and part-time jobs have also increased their economic sources; Especially in the case of increasing social openness and expanding activities, college students dare to try new things and experience life, and want to broaden their horizons through tourism, thus forming a unique group of college students' tourism consumption; The policy of expanding enrollment in colleges and universities not only promotes higher education, but also promotes the development of this field. Therefore, we should analyze more effective marketing strategies according to the new characteristics of the current university tourism market.

First, a brief description of college students' tourism needs

College students' travel motives are mainly self-realization, satisfaction of preferences, half-price concessions, making friends, reducing students' pressure and experiencing fashion. Most students mainly rely on campus activities, travel agency publicity, network and friends' organizations to obtain information and set tourism goals; Judging from the itinerary, most of them are holidays. At present, many enterprises have entered the market, but mainly in an imperfect stage. From the perspective of tourism industry and market segmentation, it is necessary to use product design, fashion information acquisition, students' psychological research and marketing means to promote its development.

Second, the target market analysis

First of all, from the perspective of the target market, we should grasp the basic information such as family background, gender, grade, general tendency of students of different ages, cultural accumulation and so on. In this regard, we can use the current big data method to collect information, tourism consumption scope, consumption level, online survey or questionnaire survey. Secondly, we should take students as the center and analyze their psychological factors, such as travel agencies, cultural factors, preferences, personality, psychological maturity, communication scope and other factors. Third, we should have a clear understanding of the development status of the market. Specifically, the development of the market from the primary stage to the transitional stage means that the current market is in a period when enterprises are "reaching out" for industrial transformation, resource integration and innovative development, and the market potential is huge. For example, judging from the development advantages of China's college students' tourism market, it has great potential, the scale needs to be expanded, and the consumption characteristics are increasingly prominent; The awareness of intellectual property rights is also constantly strengthening, and the student groups in colleges and universities are updating rapidly; However, the university has a great relationship with travel agencies and has not played its due market value; In particular, the seriousness of establishing word-of-mouth by suppliers of tourism consumer products and the satisfaction of students need to be improved; The key is that the prospect of experiencing consumption is infinite, which is gradually recognized by the student groups. Therefore, it has obvious advantages and great feasibility and operability. On the other hand, we should recognize the limited factors as a student group, such as spending power, price acceptance, and picky degree. Therefore, the disadvantages are still stubborn. Therefore, quality, diversification and innovation are the only way for enterprises to cut off the "big cake" of college students' tourism market.

Third, marketing strategy.

First of all, according to the realistic perspective of the target market, we realize the necessity of marketing strategy as the industrialization of student tourism project development; That is to say, take the college students' tourism market as a whole, make a systematic analysis, use the industrialization idea of industrial development path, form a closed-loop economy, and make the marketing link get more functional expression, that is, increase the "confidence" of marketing through product design, price, quality, excellent service, diversification and innovation, attract students' attention, and further improve the integration and development ability of some resources with integrity. On the other hand, experiential consumption has gradually migrated to the tourism market through the industrial market, and tourism itself is an experiential consumption. Therefore, it is very important to realize this. The planning and deployment of marketing strategy need to proceed from its fundamental elements and combine with the current consumer behavior tendency, so as to achieve marketing goals.

Secondly, the marketing means are diversified; Specifically, we should adopt strategies such as pulling the net and comprehensively use network marketing, personnel promotion and sales promotion; For example, the establishment of membership system, preferential price points system; Introduce student agents and student organizations for group and individual promotion; Introduce the distribution mode and channel sales mode of industrial products into the college students' tourism market reasonably; The most important thing is network marketing, that is, it is necessary to establish new portals and web pages through computers and mobile phones, and combine students' online habits to realize marketing through individual orders and group purchases; The other is to use social platforms such as the Internet and WeChat to establish a database, collect and analyze data continuously, and complete the forecast, so as to better provide a reliable basis for project development and product design.

Third, the service consciousness is strong and the service requirements are comprehensive and timely; For example, booking is fast and convenient, the information is complete, the product mix is flexible and interactive, and information feedback and timely processing can be realized, so that a good beginning and a good ending can be achieved. As for tour guides, we should make a detailed training plan according to the characteristics and needs of college students, so that tour guides can comprehensively improve their knowledge, organizational ability, affinity, communication ability and integration ability to meet the various foundations of market segments.

Fourthly, college students' tourism marketing strategy needs to incorporate more factors, because college students are mainly reflected in the ideal-reality running-in period of life, half of which comes from ideal and half from reality; Therefore, if you really want to do this market well, you need some artistry in marketing, and it is necessary to make practical concessions in marketing; In addition, the development of this market requires tourism enterprises to break away from convention, innovate constantly and base themselves on reality. Specifically, it is necessary to promote marketing to another level and fully mobilize the element of "students". For example, students should take part in specific activities, such as holding creative competitions and soliciting ideas about tourism products online. From the analysis of the current development situation, it is not only conducive to market development, but also can better reduce marketing costs and obtain various benefits.

Four. Concluding remarks

In short, in the new era, the college students' tourism market also presents new characteristics. We should carefully analyze the consumption characteristics and future development trend of this kind of tourism in order to gain priority in the increasingly competitive market. Therefore, develop new projects, extend old projects, improve service level, design some products that meet students' psychological needs and tendencies, and start a more perfect market-oriented operation with the idea of tourism industrialization; Combine marketing with the whole industry, improve the development ability with the advantage of resource integration, and constantly occupy more shares in the college students' tourism market.

extreme

1, Songhua River Wetland Tourism Product Market Survey and Marketing Plan

1. 1 Eco-tourism market survey and tourist demand analysis

From August 20 1 1 year to February 20 1 year, and from May to August 20 12, the author conducted a questionnaire survey on tourists and residents in Harbin at six locations: Sun Island, Central Street, Mishima and One Lake, Stalin Park, Power Boiler Factory Community and Liqun New District Community.

1. 1. 1 Harbin tourists and residents' eco-tourism awareness

Tourists and residents in Harbin have a superficial understanding of eco-tourism. Nearly 50% of the respondents think that "eco-tourism" is equivalent to "traveling in an ecological environment" and do not understand the responsibilities of tourists in the process of eco-tourism.

Population characteristics of Harbin eco-tourism market

Harbin's ecotourism market is dominated by young and middle-aged tourists. The higher the education level of tourists, the more favorable it is for the development of eco-tourism. The results show that the education level of Harbin tourists is still relatively high, with nearly 50% tourists with bachelor degree or above. Occupation has different effects on disposable income, leisure time and education level of tourists. The occupational types surveyed are widely distributed, most of which are enterprise managers, technicians and service salesmen.

1. 1.3 Behavior characteristics of Harbin tourists

In terms of access to tourism information, 29% people get information through TV broadcasting, and 22% people get information through newspapers and magazines. Television broadcasting, newspapers and magazines are still the main tools to promote wetland ecotourism products, while other information channels account for a relatively small proportion of the audience, and people's needs are increasingly personalized and diversified. Most interviewees are interested in fisherman's music and sightseeing products. Therefore, fisherman's music and sightseeing ecotourism products will be the main products in the mass ecotourism market. In terms of influencing the choice of ecotourism products, 26% of tourists think that local characteristics are the first condition, and 16% think that it is service quality. However, they pay little attention to the types, prices, transportation convenience, cultural uniqueness and distance of ecotourism products. It can be seen that eco-tourism products with Harbin characteristics are the key to attract eco-tourists, who are very concerned about the quality of tourism services. Tourists pay more and more attention to customized services during their travels. 17% are willing to join tour groups, 38% are self-guided, 42% are semi-self-guided, and 4% are others, as shown in Figure 8. The number of people who like self-help travel accounts for nearly 80% of the tourism market, and the requirements for tourism autonomy are getting higher and higher. In terms of price, 2 1% cannot accept that the price of eco-tourism products is higher than that of ordinary tourism products, 33% of tourists think that the price of eco-tourism products is 1% ~ 5%, 25% think it is 10%, and 10% ~ 20% think it is reasonable. It can be seen that the cultivation of eco-tourism market should also adopt reasonable price strategy.

1.2STP

By analyzing the tourism statistics of Harbin from 2008 to 20 12, the international market share of Harbin only accounts for 1% of the tourism market, so Songhua River wetland tourism should focus on the domestic tourism market, and this paper will focus on the domestic tourism market. According to 20 1 1 Harbin domestic tourism statistical survey data, the tourists are classified and summarized by SPSS 17.0, which is the basis for the division of Harbin tourist market. K- means cluster analysis is conducted on the summary results of Harbin 20 1 1 domestic tourist source areas, and the cluster center is 3, that is, the tourist source market of Harbin is divided into three levels, and the cluster results are obtained after two iterations, as shown in table 1. Harbin's domestic tourism market covers 3 1 province. According to the regional division, the primary tourist market is Heilongjiang Province, and the proportion of tourists in this province has exceeded 50% over the years. The secondary tourist markets are Liaoning, Jilin, Shandong and Beijing, accounting for nearly 20% of the total tourists. The tertiary tourist markets are Guangdong, Hebei and other provinces. With the improvement of living standards, the attraction to these tourists will also increase.

1.3 marketing strategy

1.3. 1 product strategy

According to the product/market expansion grid, Harbin wetland ecotourism products are new products and should be put into the existing market, so product development strategies should be adopted. According to the characteristics of the current mass ecotourism market, while focusing on launching ecotourism products, cognitive and experiential ecotourism products are interspersed.

1.3.2 price strategy

The survey shows that it is difficult for Harbin tourists to accept that the price of eco-tourism products is higher than that of general tourism products. From the perspective of experience marketing and market cultivation, sightseeing eco-tourism products can adopt satisfactory pricing strategies. Moderate prices are more acceptable to tourists and can effectively attract ordinary tourists to buy eco-tourism products. Bird watching will soon be launched in Sun Island, Baiyupao and other scenic spots, which is a cognitive and experiential tourism product. Because it has just entered the tourism market and its intervention is poor, we can adopt the skimming pricing strategy. Using skimming pricing strategy can establish a high-grade and high-quality product image, which is easy to stimulate tourists' purchasing psychology of seeking novelty and novelty. Sun Island Scenic Area, as a national 5A-level scenic spot, has a high reputation in China, strong monopoly of tourism resources and high quality of eco-tourism products, so it can adopt prestige pricing strategy. At present, the main wetland eco-tourism product of travel agencies and scenic spots in Harbin is cruise tourism. For the same type of ecotourism products, we can adopt hierarchical pricing strategy to attract different tourists at different prices to meet the needs of different levels of tourists and open up the market. Affected by the climate in Harbin, except for the Winter Snow Expo in Sun Island, there are almost no tourists in other wetland tourist attractions in spring and summer. These scenic spots can take advantage of seasonal discounts, and the ticket prices can be appropriately reduced in the off-season to attract tourists. Appropriate discount pricing strategies such as quantity discount, cash discount and peer discount are also helpful to attract and encourage tourists and intermediary tour operators to actively buy.

1.3.3 channel strategy (PlaceStrategy)

At present, Harbin wetland tourism products are mainly sold to tourists by tourist routes designed by travel agencies, that is, indirect marketing channels. With the development of tourism market, eco-tourism products are required to continuously enhance their self-sales ability and make the marketing channels "short and wide" to reduce the intermediate sales expenses. (1) marketing channel length strategy. The use of direct or indirect marketing channels is determined by the number of tourists and the cost of maintaining marketing channels. Tourist products with high interest, such as Songhua River wetland sightseeing, farmhouse music, fisherman's music and so on. It is close to the market and there are many tourists. Tourism enterprises can set up their own marketing outlets for direct sales, shorten sales channels and save intermediate costs. But tourists are not willing to buy other wetland ecotourism products. Through middlemen, they can better establish a sales network, expand customers, and gradually establish their own direct sales network for sales. (2) The width strategy of marketing channels. Songhua River wetland tourism products need to expand market share, which requires selecting as many tourism agents as possible at the channel level to promote sales, increasing distribution channels, and adopting intensive marketing to the target market to improve the visibility of Songhua River wetland ecotourism.

Step 2 discuss

The development of Harbin Songhua River wetland eco-tourism must highlight local characteristics. Songhua River is located in the center of the city, and the urban development history of Harbin is closely related to Songhua River. People are born of water and culture is born of water. Songhua River wetland culture is a synthesis of European architectural culture, northeast minority culture, fishing and hunting culture and wetland food culture with Harbin characteristics. The diversity of these wetland cultures has a high value of eco-tourism development. The deep development of Songhua River wetland tourism products must focus on the development of wetland culture and accurately locate the Songhua River wetland culture in Harbin. Harbin launched wetland tourism not only to enrich summer tourism products, but also to build an industrial chain along the Songhua River with wetland tourism as the starting point. Songhua River wetland ecotourism products are only a part of wetland tourism products, which is of great significance for establishing the sustainable development of Harbin tourism and cultivating a more harmonious tourism market. Harbin eco-tourism market is forming, so it is necessary to strengthen environmental education and market cultivation, and enhance the ecological awareness of tourism operators, managers, tourists, local residents and other tourism-related personnel. After realizing this, this paper puts forward the marketing strategy of ecotourism products, hoping to cultivate and develop the ecotourism market through the effective use of marketing strategy. Eco-tourism in China develops along the "top-down" path, that is, the government or higher-level groups drive tourism enterprises and tourists to participate in eco-tourism. It can be seen that the development of eco-tourism market needs the vigorous promotion of the government, the cooperation of tourism enterprises and social groups, the strengthening of eco-environmental education and the improvement of tourism service quality.