Domestic tourism marketing four classic success stories

Domestic tourism marketing case 1: Jade Dragon Snow Mountain and ? The first is to make the impression that the world's most important city is the city of the world's most important city. love affair

Jade Dragon Snow Mountain, the world's rare urban snow mountain, is both the core brand of Lijiang tourism. Jade Dragon Snow Mountain scenic area in 2007 to become one of the country's first batch of 66 5A-level scenic spots, upgraded the first action is the integration of six scenic spots around the right to operate, to do Lijiang tourism core brand scenic spots.

From the perspective of scenic area marketing, Jade Dragon Snow Mountain, this approach is essentially a brand expansion strategy. The so-called brand expansion, refers to the scenic area in the success of the creation of a high-quality well-known brand, the brand will be covered to other scenic area products, the formation of *** with the same with a family brand of tourism product clusters. To this end, the Jade Dragon Scenic Spot specially invited Zhang Yimou director and his creative team to Lijiang landscape reality show large-scale stage show "impression of Lijiang" bundled with? Yulong scenic area? brand.

First: "Impression of Lijiang": the success of the live performance to explore the mystery

The large-scale landscape show "Impression of Lijiang" since March 20, 2004 after the official public performance, caused a huge sensation. According to the statistics of Jade Dragon Snow Mountain Scenic Area, "Impression Lijiang" has received 236,400 audiences in 2007, 600,000 in 2008 and 1.4 million in 2009 since its public performance on July 23, 2006, with 927 performances throughout the year, and 3-4 performances per day, with ticket revenue of more than 150 million yuan and a net profit of 73 million yuan. Impression of Lijiang" why can achieve such excellent market performance? As far as the program itself is concerned, it is mainly three combinations: the combination of Lijiang brand and Zhang Yimou brand, the combination of folk life elements and live performance art, and the combination of minority culture and the special environment of the snowy mountains.

Second: "Impression of Lijiang": marketing and management of the most difficult are two problems and solutions

1, price strategy: how to develop ticket price policy. Both to mobilize the enthusiasm of the travel agency, but not too much profit and reduce the performance revenue?

In this regard, "Impression of Lijiang" but a unique way to take a super strong, but also non-equilibrium ticket price policy. The basic idea is? The basic idea is to grasp the big and let go of the small. , ticket preferential policies and sales incentives to strategic cooperation travel agencies tilt significantly. For example, large ground receiving agency annual group number more than 50,000 people, you can enjoy progressive ticket concessions and sales incentives; small and medium-sized travel agencies annual group number is less than 50,000 people, there is little or can not enjoy ticket concessions. This practice of putting eggs in a few baskets may seem like a big market risk, but it has led to the market success of "Impression Lijiang".

2, channel control, how to choose the channel distribution model.

"Impression of Lijiang" in the marketing process, the channel model is ? Selective distribution? The so-called? Selective? The reason why scenic spots do this is to change the rules of the game in the tourism market and strengthen the marketing control of the source market. This approach of Jade Dragon Snow Mountain Scenic Area is not to establish a vertical distribution channel system, but to seize the key links in the tourism distribution chain and strengthen the marketing control over the source market. Limited to the level of development of the domestic tourism market, the scenic spot currently does not have the corporate capacity and market conditions to establish a vertical distribution channel system. In fact, the Jade Dragon Snow Mountain scenic area has not given up the traditional mode of horizontal distribution, but the original channel model has been revised, narrowing the horizontal width of the distribution channel, reducing the number of agents and distribution levels, and through direct promotion of the source market, to carry out strategic cooperation with large-scale organizing groups and ground receiving agencies, to strengthen the scenic area on the marketing control of the tourism distribution chain, which extends the vertical depth of the distribution channel, making the The company has a vertical distribution of some of the form of characteristics.

Domestic Tourism Marketing Case 2: Hong Kong, Happy Here Love Here

In order to restore Hong Kong tourism, revitalize Hong Kong's economy, following the? After the first phase of the two-year promotion, the Hong Kong Tourism Board launched the theme of "Hong Kong, the city of fun, the city of love". The second phase of the global campaign is titled "Hong Kong, Love it Here! The second phase of the global campaign was the Hong Kong Tourism Board's "Hong Kong, Where Love Meets Love" campaign.

On October 11, 2003, the Director of Mainland China of the Hong Kong Tourism Board (HKTB) announced in Beijing that, in order to revitalize Hong Kong's tourism industry, the HKTB would invest a further HK$1.4 billion to launch a new global campaign on October 13th under the theme of ? Hong Kong - Enjoy Here - Love Here? as the theme of the second phase of the tourism series. The second phase of the campaign will be organized by the Hong Kong Tourism Ambassadors (HKTA). Hong Kong Tourism Ambassador Jackie Chan, Hong Kong's Tourism Ambassador, will also perform in a tourism promotional video that will be broadcast simultaneously on TV stations in major cities in China.

? The SARS outbreak has been a major cause of concern for Hong Kong. After the SARS outbreak, the Hong Kong government and the industry invested more than HK$400 million for the rapid recovery of the tourism industry by launching the ? Hospitality Month? campaign. To complement the campaign, the Government and the industry have invested over HK$400 million to launch the "Hospitality Month" campaign. The second phase of the series of tourism activities under the theme of "Hong Kong, Here to Enjoy; Here to Love" was organized by the Hong Kong Tourism Board (HKTB). The Hong Kong Tourism Board (HKTB) and the Mainland travel trade have jointly prepared the following tourism products for consumers to enjoy:

1. A family-themed "Hong Kong, Love" campaign. Parent-Child Here? tour itinerary;

2. a culinary-themed "Taste Here? The food theme of the tour route.

3. shopping-themed? The shopping theme of the tour is the "heartbeat here". tour itineraries;

4. self-guided tours for travelers;

5. day tours to Lantau Island;

6. day tours to Lantau Island. Lantau Island Day Tours? helicopter tours around Hong Kong;

5. Lantau Island Day Tour, Helicopter Tour around Hong Kong, Night Tour on Hong Kong Island, etc.;

4.

5.? Hong Kong International Fireworks and Music Festival? (2003.10);

6. ? Hong Kong Colorful Winter Festival? (2003.10?2004.1);

7. ? Chinese New Year International Night Parade? (early 2004);

8. ? Prelude to the Unveiling of the Avenue of Stars? (2004.3).

According to the HKTB, Hong Kong's efforts to eradicate ? SARS?

According to the HKTB, Hong Kong's promotional activities to combat the negative impacts of SARS*** cost about HK$500 million. However, through this series of promotional activities, as of October 10, 2003, a total of HK$1,043 million worth of publicity benefits have been brought to Hong Kong internationally. Not only that, the tourism-driven consumption has injected a shot in the arm for the Hong Kong economy, allowing Hong Kong to be reborn in the shortest possible time.

Domestic Tourism Marketing Case 3: Tiantai Mountain? Elopement to the end?

Some people become famous by taking off the ball, some people become famous by the ball, some people become famous by the song, and today, Wang Gongquan becomes famous by eloping! Just overnight, we have a new talking point, we began to happy others happy. The spring river water warms the duck first to know, marketing-minded guys, has long been aiming at this piece of fat meat, began to take action! Elopement body, be eloped, elopement declaration, elopement resort, elopement test and so on came out of nowhere. I am concerned about the elopement marketing very successful a domestic tourism marketing case? Zhejiang Tiantai Mountain elopement sentence-making activities, simply analyze its success in several points.

First: take advantage of the elopement!

Elopement, is a sensitive word, how to combine well? Have to have relevance, make good use of association. It has always been? Elopement? are in the movie, novels, theater, this is how many men and women in the red heart of the desire to jump ah? About elopement, there are too many good + evil ideas, but most people stay in the thought, today finally put into practice through the right to attack, is not it a pleasure? Where did you run away to? And who eloped? Obviously, scenic spots, hotels, wedding products or brands with the highest degree of relevance. Coincidentally, coincided with the 519 China Tourism Day and 520 Tiantai Mountain Tourism Day, as the birthplace of China Tourism Day Tiantai Mountain double celebration, elopement marketing planning company DM Interactive took the opportunity to launch the elopement resort? Elopement Tiantai Mountain Declaration?

The Tiantai Mountain Declaration is a declaration of the elopement of the Tiantai Mountain, which highlights the beautiful scenery and deep cultural heritage of the Tiantai Mountain.

Second: elope 5200 layer microblogging high building, China's first elopement group

1, simple; Tiantai Mountain elopement sentence-making activities simple participation mechanism to obtain netizens of the rapid relay review; along the trend, Tiantai Mountain to further simplify the participation mechanism, the launch of ? Elopement Tiantai Mountain declaration? The activity allows netizens to combine the hotspot of elopement to their heart's content.

2, fun;? Wang Gongquan and Wang Qin eloped, Altman and PP pig eloped, China Tourism Day originated from Tiantai Mountain a few short sentences to arouse the interest of netizens, while through the interactive microblogging? Everything can be eloped? I love you, I love you, just like private love Ben Ben? Elopement is the brother of the big Ben? Don't fall in love with me, run away with me if you can? etc. Topics such as stimulation for interactive users to provide interactive ideas, instantly stimulate the talent of the year, full of ink and spit for a quick.

3, rich; in the blogger and interactive blogger instant interaction with the same time, increase multi-channel exposure and rich. Well-known animation red star PP pig cartoon with the topic created ? Cartoon version of China's top ten elopement resorts? The lovely image, beautiful scenery, loved by netizens, won the Tencent blog as well as the first page of the animation channel recommended, while in the PP pig cartoon's millions of blogs and celebrity microblogging interaction with netizens, won the Tencent animation microblogging vigorously recommended and netizens hot comments. It also inspired the rich imagination of donkeys and attracted countless netizens to compete for the beauty and profound humanity of Tiantai Mountain. The famous group-buying website Coke launched China's first elopement group. China's first elopement group? The famous group-buying website Coca-Cola launched China's first elopement group, and group-buying handsome men and women traveled to Tiantai together! The event's planning company DM Interactive will Tiantai Mountain China Tourism Day activities to **, many netizens have to join the Tiantai Mountain elopement group asked to enter the group, the group way to enhance the word-of-mouth dissemination of Tiantai Mountain tourism.

The elopement continues, and people are digging into the topic of elopement. Tiantai Mountain took this to play the golden name card of China Tourism Day, the retracing of the Xiake Road, Ruan Ji people immortal story, and the two immortals to get the way, the living Buddha Jigong to help the world and other historical stories, the National Clearance Temple, Shiliang waterfalls, Qiongtai Fairy Valley, Taoyuan Spring Dawn, galloping Xiawei, copper pots dripping leaks, Huadeng azalea and other unique beauty, as well as the cloud tea, technicians pastry and other local specialties y imprinted in the hearts of the netizens. Many netizens leave a message exclaiming: seek China Tourism Day 3 days off, go to Tiantai Mountain to enjoy the flowers and worship Buddha!

Domestic tourism marketing case 4: Dali linked Tianlong Bada film and television city

Borrowing Tianlong Bada film and television drama filming, with this as the leverage, with this as the opportunity, integration, innovation Dali tourism brand image, so that the image of Dali tourism to a new level, in the country (and even the world) range of the Dali tourism following the film "five golden flowers", the second time the Dali tourism after the movie "the". Five Golden Flowers" after the second **, pry Dali economic and cultural plate.

First: return to integration? Resource inventory; wind and flowers!

1, the hometown of the Five Golden Flowers? Romantic flavor;

2, the hometown of "Tianlong Bafu"? Wuxia Legend

3, Wind and Flowers? Poetic natural landscape

4, the three towers, Taihe City, Shibaoshan stone kiln, Nanzhao Iron Pillar? History and humanities

5, Nanzhao Kingdom, Dali Kingdom? Ancient Kingdom

6, three tea, March Street? Bai ethnic flavor

7, the Tea Horse Road, the Southern Silk Road? Crossroads of Asian culture

8, the Buddha of Qilu, Confucianism, Buddhism, Taoism, witch this Lord? Openness, tolerance, a group of harmony? Myriad Fragrant Kingdom?

Second: the momentum of the detonation? Demand big reveal; get away from the world!

1, Zhuangzi writings, "Free and Easy", there are immortal, quiet, free and easy flavor, there is a strong cultural support and philosophical implications, and is directly related to tourism.

2, "Cave Fairy Song" ("Tianlong Bafu" 32nd catalog)? The Song of the Cave Immortal (32nd table of contents of "The Eight Dragons of Heaven") is a very accurate depiction of tourism. , which extremely accurately depicts the most vivid and prominent feelings of traveling, residing, and living in Dali, is a tribute to the ? It is the best interpretation of "Wind, Flower, Snow and Moon". The best interpretation of the consumer's needs and interests of Dali tourism is the best appeal.

3, review the history of Dali folklore legend story, every bit of the interpretation of the? The concept of "free? The concept of: 9 of the 22 emperors Zen position monk, thin fame and fortune, how free! General Dongshan and Sister Bai changed shoes by mistake, the gods **, how free! Three courses of tea, a tea of three flavors, what a getaway! Every landscape has a love myth, indulge in the landscape, how free?! If you can find a word that accurately summarizes all of Dali's scenic beauty, human history, and at the same time can bring consumers a wealth of consumer associations and feelings, it must not be? Easy? The word is none other than! Nanzhao to the Dali country 500 years without civil war, the high and mighty, choose the victory to visit, poetry, painting, flowers, tea, wine Linxu, laughing about heroes, the emperor, monks and Taoist laymen, the gods **, the six teachings of the nine streams, *** at a party, masters appeared at first sight, come and go without a trace? The free and clear!

4, the combination of serious culture and popular culture, commercial culture, ? The first time I saw the movie, I was in the middle of it, and I was in the middle of it. can refer to swimming in the mountains, playing the piano, chess, calligraphy and painting, can refer to eating and drinking, can refer to the cultivation of immortality to become a Taoist, can also refer to the sound and color.

? Easy, Jianghu? The two words are in line with Dali's tourism tone: elegant and vulgar **** appreciation, people and gods **** place. Visual, auditory, gustatory, tactile taste are all; style, human feelings, love, chivalry love moving, can be appreciated, can be played, visible, can be heard, the wind, flowers, snow and moon, the beauty of the complete, free Jianghu!

? Getaway, Jianghu? The first time I've seen this, I've seen it in the past. Wind, flowers, snow and moon? and the "Dragon 8" water * * * fusion, it can be said that ? The wind, flowers, snow and moon? is the main atmosphere of martial arts novels to create? This momentum, can be said to be accurate and appropriate, force sinking potential.