In what way do you think you can win the tourism marketing war without digressing?

Hello, I'm a traveler, and I'm glad to answer your question.

In what way can we win the tourism marketing war? My personal views are as follows:

First, products: we should try our best to achieve "no one has me, people have me, and people are better than me". The homogenization of the current tourism market is too serious. If you don't do this, the product will be forgotten by many similar products, because there is nothing special to remember. Second: product positioning: give the market a clear positioning, what is the company's product-oriented purpose, such as "high quality, high service, pure play" and other similar positioning,

Then with this product positioning, gradually improve your quality and service, and spend some time on marketing, so that you can occupy your own place.

Third, publicity: the publicity and promotion personnel of travel agencies need to focus on the positioning of the company's products when promoting, and then analyze and train the products with customers, as well as how to sell them and what kind of groups to sell them to.

Only by having a clear target group can we accurately find the intended customers and occupy the market share as soon as possible under the current homogenization situation.

Fourth: you can't fight price wars with others just because you want to make some quick money. Good things should have a reasonable price, and the tourism market is becoming more and more rational, so the future tourism market is dominated by quality and service.

If the market positioning is blurred because of the price war, it will become the same as many homogeneous travel agencies. Without recognition, there is no market share.

I don't think this style of play will be lost, but it will win the respect of the market, its position will be more stable and its share will increase steadily.

Hello, everyone. I'm a travel freak. I'm glad to answer this question. I have been engaged in tourism marketing for many years. Let's talk about the actual marketing of tourism products. In a word, it is "one center, two aspects and three tasks". Let's talk about it in detail:

First, a center: focus on revenue.

The marketing of all tourism products is centered on increasing business income, otherwise it is hooliganism. The most important thing in the enterprise assessment of tourism marketers is revenue, and the boss has never been soft-hearted in revenue, which is also the embodiment of the value of marketers.

Second, two aspects: advertising and sales.

Marketing should be understood separately. Although related, they are two sides of the same coin. Often marketing will start half a step earlier than the market. How does marketing tell consumers the characteristics of my products and who will help me sell them best?

Three aspects of work: (1) product refining. In this marketing, the product manager has a strong packaging ability, refining the highlights of the company's tourism products and the attractiveness of tourism products to market segments. At this time, the ability is embodied in: brand, time selection, packaging combination, image design, customer satisfaction survey. (2) advertising platform. When the product is refined and the brand, image and market segment are accurately grasped, it is to choose the appropriate platform to inform consumers of our products, understand the various publicity platforms of paper media, self-media, Internet, official WeChat account, Tik Tok and self-broadcast, and grasp the psychology of the audience. (3) channel establishment. Including pricing, sales contract design, distribution of sales benefits, selection of vendors, selection of online sales platform, communication of market feedback, promotion of product improvement, etc. In a word, who will sell our products and how to choose and serve these people well, so that all channels can make money happily, and channels can also make money happily. Why don't scenic hotels make money?

Winning without losing points is to rob customers and fight price wars. In fact, these are not desirable. To be yourself, it is better to have time to think more about how to build better products. Those who destroyed the Qin Dynasty were not from China.

Hello! With the gradual maturity of the tourism market, the current tourism forms are more and more diversified. In addition, the technical content of tourism products is not high, and it is difficult for new "inventions" to last for a few days. In addition, there are more and more types of "quasi-tourism organizations", and many cities (such as tourist groups) also have "green through trains", which only charge transportation fees and directly bring customers to scenic spots. (Chengdu is the first, Yinchuan is the second. This year was hit by the epidemic again. Therefore, tourism is facing greater challenges. Therefore, the marketing war can only intensify. As for "breaking the handle", I don't think it is the main problem, because only a price war can lead to this situation. And the price war is the stupidest way of competition. In the quagmire, the so-called winners are not drowned, and most of them are both lost. Tourism marketing is mainly "differentiation" and service competition. Whoever can grasp the future changes of the market at the earliest will win the opportunity to eat new things for a while. When everyone wakes up, it is necessary to rely on wisdom to "find another way."

Hello, I'm Jiujie, a senior travel planner. I'm glad to see the problems in my major.

There is no winning or losing in any marketing war, only the marketing effect is good or bad! And this piece is really linked to the budget! If the budget is large, make an all-media promotion plan, mainstream media, new media, car body advertising, airport advertising. Which one is easy to use and which one to put in, there is no need to consider too many tourism products at all. You just need to tell the audience, "I have good tourism products, so just try it!" But often the reality is very skinny. Even the annual budget of 5A scenic spot in marketing promotion is very limited, so it is very difficult to make the most prominent tourism marketing plan within the limited budget!

This requires managers, operators, service providers and planners of tourist attractions to change their way of thinking, so my view is to change their thinking from the following three aspects:

1. Reshape the traditional marketing method: "Go out, please come in". It is necessary to properly explore the infrastructure, supporting facilities and cultural connotation of the scenic spot, and also dare to go out and publicize themselves, such as holding promotion meetings, tourism product exhibitions and tourism route experience activities in various places.

2. Rebuild the construction of marketing channels, such as forming alliance partners with major travel agencies, major tourism alliances and even major scenic spots, so as to achieve "market * * * creates customers * * * enjoys", set up offices and agencies in major cities, and establish circle marketing for Zhou Bianyou, provincial tourism and inter-provincial tourism.

3. Raise the awareness of scenic spots to that of tourists. This is an adjustment of the scenic spot's own cognition. Many scenic spot planners believe that as long as the tourist products and cultural and creative products that tourists like are launched, the scenic spots can be sold. If you are familiar with it, tourists will not buy it at all. Look at the cultural and creative products launched by many scenic spots, which are basically losing money. Even the cultural and creative products of the Forbidden City are brought by a few people, so don't think I have any tourists. Focus on making it the first, it is better to make innovative cognition the only one!

So, please remember: content is competitiveness, products are vitality, and operation is productivity!

The competition in the tourism market is very fierce, and at the same time, with the improvement of the income level of our people, the tourism market is also large enough. Try to avoid homogenization competition, avoid attracting tourists at low prices, and then increase income through shopping rebates. It is necessary to carry out market segmentation, provide targeted and professional services, and increase word-of-mouth and customer viscosity.

Tourism marketing should be regarded as a systematic problem, rather than a problem that a tourism company or scenic spot can solve alone. It needs to cooperate with each other, innovate and launch more considerate tourism products to serve the people. Guizhou province has done a good job in this respect. In terms of tourism resources, it is not as rich as Yunnan or Sichuan. However, the design in Guizhou Province is wonderful and willing to suffer. In fact, Guizhou is a big winner. I have traveled to Guizhou by car many times, and traveling in various scenic spots in Guizhou is a coup for tourism marketing and efficiency. Every summer, vehicles from Hubei, Guangxi, Sichuan and Yunnan drive to Guizhou, and the high-speed fees are halved, and tickets for scenic spots in the province are halved, and tickets for elderly people over 60 are free. Guiyang is a plateau city with a city in the mountains and a mountain in the city. Coupled with the lack of sunny days and other factors, its disadvantages are more prominent. Because of the systematic marketing strategy, it has driven the economy of Guiyang and even the whole province. I really hope that other provinces can refer to Guizhou's practice and introduce a series of policies to benefit the people in combination with local actual conditions, so as to stimulate or save the tourism industry after the epidemic! Shopping and tourism are tied together, which is a bad way to harm people and businesses, and there is no way out in the end!

Gentlemen love money, and all localities should vigorously develop tourism, improve the competitiveness of cities, improve people's living standards, and introduce various measures, as long as they are legal, reasonable and reasonable, which are worthy of recognition and welcome.

Marketing tourism must first improve its own tourism strength, that is to say, it is necessary to fully tap local tourism resources, improve the competitiveness of scenic spots, and make tourists feel interesting and worth seeing. This requires the local government to explore ideas and invest real money, which leads Phoenix to plant buttonwood first.

Secondly, guide the healthy development of tourism-related industries, so that tourists can have fun, live comfortably and eat with confidence. Don't let a mouse excrement spoil the bad influence of a pot of soup. Shrimp is expensive, tour guides abuse tourists and so on.

To develop tourism, we should be open and enterprising, and we should not haggle over every ounce. Travel tickets in many places account for a large part, and high tickets and transportation fees make many tourists unable to afford to hurt. The demolition of Hangzhou West Lake Scenic Area without tickets is a successful case worth learning from. After the West Lake tickets were exempted, the income brought to Hangzhou far exceeded the ticket income, which greatly improved the competitiveness of the city.

In a word, when discovering the tourism industry, we should not only consider the city attractions, but also consider the feelings of tourists, so as to develop harmoniously.

Implementing three-dimensional all-round marketing is the right way. No single service will be effective.

First of all, traditional store marketing is indispensable. A fixed storefront gives people a strong sense of trust. Equipped with paper promotional materials, leaflets and large-screen scenery propaganda, especially suitable for middle-aged and elderly people. In reality, middle-aged and elderly people are an extremely important group in tourism, and the marketing of this group of people should be based on traditional methods.

Second, new media marketing is becoming more and more fashionable. Nowadays, fewer people watch TV, and both men, women and children have mobile phones. Therefore, new media marketing is king. Not only for young people, but also for most middle-aged and elderly people. You can make use of words, videos, pictures and words, and take various forms such as prize-winning reading, prize-winning answering or lucky lottery travel to expand publicity, improve popularity and mass participation, and achieve excellent results in the tourism marketing war.

Tourism marketing is mainly to let tourists really feel the meaning, freedom, happiness and satisfaction of travel, rather than browsing and punching in scenic spots. I also have a better experience in eating, living and traveling. Some people can take good care of them, just like a family.

It is common to use promotional videos and travel subsidies, such as toll subsidies and scenic spot ticket discounts. In view of the current economic and network changes, tourism marketing should be more three-dimensional and use self-media as much as possible.

Assuming that it is scenic spot marketing, it is suggested to fight this year's tourism marketing war:

1. Invite high-quality self-media in the tourism field in batches and go to the scenic spot to punch in.

2. The top three creators will be rewarded in the short video grand prix in scenic spots.

3. In the current economy, focus on improving the cost performance of scenic spots.