How to promote or market the tourism products or tourism image of Xinhui?

Do you want a situation or a basic theoretical framework? The marketing of tourism products and other marketing are generally in the 4P marketing mix. Products, prices, promotions, channels. Quite simply, the specific methods of tourism industry will be different because of the characteristics of tourism products. For example, pricing, tourism industry such as flexible pricing, implicit pricing, promotion, brochures and word of mouth are all very important, and they are essential in channels, middlemen and travel agencies. Wait a minute.

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Tourism Marketing Planning and Current Situation of Dongxiaokou Town

The present situation of tourism in Dongli town: obvious resource advantages and rapid development; The image of beautiful scenery is vague, there is a lack of marketing tourism talents, and the facilities are simple. The development prospect that the government should guide (1) the current situation of tourism image.

The cognition of tourism image includes three aspects: tourists' tourism cognition, tourism internal cognition and three complete tourism images. The eastern towns are rich in tourism resources, but the understanding of the tourism image of Dongcheng city is still vague, which is very unfavorable to its future tourism development.

1, low tourist awareness:

Due to various reasons, Dongli town's tourism image orientation, so there is no in-depth and detailed research, which leads to the one-sided and vague image of the scenic spot. Tourists generally include knowledge of scenic spots. Dongcheng Town, a scenic spot, is rich in tourism resources, but its tourism image is scattered. Is there a main selling point, sharp slogan, visual image, style image, image history and culture, lack of image design and perfect system? Backwardness, coupled with local tourism infrastructure and poor reception, the visibility of Oriental cities in the surrounding markets is very low, and the awareness of tourist attractions in Dongfang Village is not strong. Most tourists only stay in Tangshan Buddha carving farmers who pick fruit from orchards and grow rice, and the food level in the village is low, which limits the development pace of local tourism.

Weak awareness of tourism cognition;

Tourism cognition, as long as we understand the local residents' cognition of tourism, in recent years, under the correct leadership of the government, Dongxiaokou Town has built an industrial city, a commercial tourism city and an industrialized agricultural city, and implemented NGS tourism. However, the good momentum of economic development and the rapid growth of per capita net income of residents are not enough, because the government has not fully understood the concept of tourism development in the tourism industry, and some residents have actively participated in tourism construction.

3. Lack of tourism internal cognition:

Tourism internal cognition refers to how local tourism departments and tourism professionals view the current tourism development. The determination of government departments, in the development of tourism in Dongfang Village, the tourism department has established professional knowledge with certain ability and done a lot of work in planning tourism development. However, the government does not develop tourism, industry, planning and project construction, and lacks investment in manpower, financial resources and material resources, especially in marketing. Although the pace of host tourism in Dongxiaokou Town lags far behind Wise, it has started and begun to be realized, but there is no specific tourism industry at present.

(B) Market speculation

Extensive and in-depth publicity and promotion activities are important measures to expand the tourism market and promote the rapid development of tourism. Tourism is an attention economy, and tourism promotion is actually to spend money to earn money, make eyes and attract tourists' attention. The marketing promotion of Dongli Town is still relatively backward.

1, hard and soft.

Hard disk: exclusive? In the field of infrastructure construction, is there a plan to promote business market and promote development? New scenic spots have sprung up in Zibo and its surrounding cities. Dongxiaokou Town and other tourist attractions and supporting facilities were promoted before completion, which was equivalent to being ceded to competitors.

Promote insensitive markets and opportunities. BR/>； The relevant departments are not sensitive to the tourism market and have weak publicity awareness. They hold a wait-and-see attitude instead of active publicity to meet the needs of the tourism market, and the agenda of tourism development is forced to drag on.

Promotion and advertising methods are backward.

After traveling, choosing the right marketing is a comprehensive job. You need to use the means of publicity and promotion to carry out targeted promotion. It is the fastest to see the scenic spots in time and comprehensively, and it is recommended to tourists. Dongli Town relies heavily on traditional channels to publish tourism news, without focusing on the narrow channels, which cannot effectively attract tourists' attention.

(3) The development of tourism products in Dongcheng Town can be summarized as follows: tourism products are single, and the development status of packaging products is lacking; Too light tourism projects lack high-quality products; The subsequent development is slow and out of touch with the market.

A single tourism product has its unique charm.

The tourism planning in front of the eastern town has been completed, but the most important tourism resources have not been developed, there are no well-designed tourism projects, and tourism products lack packaging. Dongli Town can carry out cultural tourism and agricultural tourism in Tangshan Buddha Sculpture Park. These tourism projects are very rough, and it is not enough to make careful packaging.

2, pure tourism projects, lack of quality/> Dongxiaokou Town has formed a strong traditional religious atmosphere in the Buddhist sculpture cultural park, sitting on the first crystal Guanyin in China, but the planned Buddhist sculpture depends on the theme? Religious culture itself has also diluted Huiyuan Yihe Feishui, the first brand processing factory of China juice, and leisure and rural tourism resources will be ignored? A little, to some extent.

3. The follow-up development of products and the market feel are slow.

The market is changing, so is the demand of tourists. The development of scenic products needs to continue to improve the life cycle of tourism products, and the development of tourism products needs to be updated. With the advent of leisure time, the demand for mass leisure tourism products will continue to rise. In 2007, the National Tourism Administration also proposed urban and rural tourism and vigorously developed rural and urban leisure tourism. There are abundant coastal recreation and mountain recreation resources in the east of yi river in Yimeng Mountain area, but they are still limited to the development of traditional tourism products, and the design of towns and leisure products has not formed a complete idea.

(D) the status of marketing channels

Tourism marketing channel is the bridge between tourism products and markets, and it is also the pillar of the development of tourist attractions. With the rapid development of economy, the demand for tourism is constantly changing. How to sell your products to tourists in the most effective way has greatly affected the scenery and vitality of tourism products. Dongxiaokou Town's economy has developed rapidly, and it has also been widely concerned by the outside world. However, the marketing channels are very narrow, and it is very common to conduct marketing mainly through interpersonal communication networks. Traditional media such as travel agencies, tourism promotion websites, newspapers, television and radio in Dongli Town have not been fully utilized, and public relations and festivals have not yet started, so tourism promotion can be said to have basically not started.

Tourism market strategy

market

As far as geographical division is concerned:

Local market: Other markets in Zhangdian District, Zibo City, Shandong Province mainly focus on tourism and weekend leisure.

Provincial markets: Weifang, Linyi, Dongying, Jinan and other eastern surrounding cities. The main purpose of this part of the market is to entertain, find new travel experiences and participate in tourism projects. In scenic tourism, the attraction is the greatest through thorough physical and mental relaxation.

3。 The market for attracting foreign tourists in scenic spots outside the province cannot be regarded as an independent scenic spot, so there is no independent market outside the province. Across the line, Zibo Dongli Town scenic spots, Shandong famous tourist routes, Weifang ancient capital tour, 7-9 days connecting lines launched by travel agencies in Shandong Province, Linzi Ancient Car Museum, Liema Pit in Eastern Zhou Dynasty, places frequented by Weifang Yangjiabu, long-distance tourists stay in Weifang for half a day to one day. In the shortest time, the most distinctive local tourism resource Dongxiaokou Town will be displayed to tourists.

According to the distance is divided into:

1, the core tourist market

The core of Chengdong New Town radiates 300 kilometers-Jinan, Weifang, Dongying, Tai 'an, Laiwu, Qingdao, Yantai and Weihai in Rizhao Peninsula. More importantly, this will be included in the core tourist market.

The basic target market in the east is Jiangsu, Anhui, Hebei, Tianjin and Jiangsu, with some residents in Henan, Zhejiang and Shanghai, which will be a potential tourism market.

Key cities in polar regions, highways and railways, are located in tourist distribution markets along highways. They are respectively identified as: large urban agglomeration around the capital, Shandong Jiaodong Peninsula city, and small tourist terminal cities along the railway, such as Jinan, Zibo, Dongying, Tai 'an, Qingdao, Yantai and Weihai; Polar region: large area? Small areas of Beijing, Tianjin, Langfang, Nanjing, Zhengzhou, Hefei, Nanyang, Shashi, Yichang and Xuzhou.

The basic composition of Shanxi, Shaanxi and Hunan beyond the radius of the special tourism target market.

Japan (Tokyo, Osaka, Nagoya), South Korea, Hong Kong, Thailand, Singapore and other cities 500 kilometers away will aim at the tourism market and the characteristic tourism of Dongxiaokou Town.

(B) Tourism market positioning

From the order of market development: The first step, in the development of high-income market in Zibo, Zhangdian local tourists maintain the tourism income of scenic spots. Secondly, develop Weifang Dongying, Linyi, Laiwu, Jinan and other surrounding markets to improve the visibility of East China tourism. Third, explore the high-end tourism markets in Beijing, Tianjin, Shandong Peninsula and the Yangtze River Delta, further enhance the visibility, and gradually open the markets in North China, East China and South China.

Market demand: Dongxiaokou Town develops holiday tourism, cultural tourism, Guanyin and characteristic folk tourism in Yimeng Mountain area. Timesharing, visiting relatives and friends, official activities, conference tours and cultural exchanges are the rapid development of high-end tourism products in recent years, such as the reception capacity, popularity and reputation of scenic spots.

Third, tourism image positioning and product planning:

(

) overall tourism image positioning:

Huiyuan He Jiayi Commercial Port is in the north of Putuo.

Interpretation of orientation: the orientation of Dongxiaokou Town in overall economic development.

First of all, Huiyuan is famous for its tourism in Dongxiaokou Town. Huiyuan juice has a high reputation in China, but I basically don't know Huiyuan's hometown, which has just come out. Huiyuan juice can attract the attention of a wide and stable group of young and middle-aged consumers, arouse their interest, make the eastern cities visit and hit the visibility of the eastern cities.

Article 2 The total length of yi river is 574 kilometers (287.5 kilometers in Shandong Province). What is the total area of the basin? With an area of 17325 square kilometers, it is the river in Linyi City, the Yellow River outside Shandong Province and the second longest river. Throughout Shandong Province, the Yellow River enters the card, except for the sea section of the Beijing-Hangzhou Grand Canal in Shandong Province and the inland river in Shandong Province, other tourism products are basically undeveloped and have a certain cultural flavor. Dongfang Town, which straddles the Yi River in the east, is famous for its good management in history. We position Dongcun-Dongdong commercial port as a combination of history and culture, and at the same time tap the leisure and culture of Donggou Town in shuidong town to form a coastal commercial port, which is a unique tourism brand and will be able to play its reputation in our province.

Third, the Tangshan Buddhist Sculpture Cultural Park in Dongxiaokou Town is a Buddhist holy land. The Five Dynasties, Sui Dynasty, Tangya and Crystal Guanyin statues are called the largest history in China. There are traditional folk customs with mountains and mountains, and folk beliefs, especially Guanyin worship, have a long history. Guanyin incense is very popular during this year's festival, but the simple positioning of Guanyin shrine is too common to open the distance from other beautiful scenery. Therefore, we will set up East Putuo District in North China.

(B) the positioning of major tourism products

Tangshan Scenic Area:

North Putuo Qianshou Guanyin

Positioning description: BR/& gt；; Tangshan scenic spot is the so-called crystal Guanyin statue in Sui and Tang Dynasties, a Buddhist holy place in the Five Dynasties. Tangshan's strong religious culture is well-known in the local and surrounding areas, where incense has been very prosperous. However, due to the inaccurate positioning of tourism image in the early stage of development, it is too ordinary compared with scenic spots such as Putuo Mountain in Zhejiang Province and has no market appeal. Therefore, we will focus on the tourist destination of Guanyin culture in northern Tangshan, the formation of Guanyin culture in southern Putuo Mountain, and the north-south trend. Therefore, we will consistently locate the connotation of Tangshan tourism, positioning it as "Guanyin with a thousand hands, Putuo in the north", enhancing the attraction and appeal of tourism, enriching and strengthening the tourism image of East Asian cities as a whole, and building the brand of Guanyin culture in the north.

Yihe leisure water town

Land in the middle of the land, peach garden is fertile and fertile.

Positioning description:

With the support of Mazhuang River and Yihe River, which cross Dongxiaokou Town, Yihe River and the intersection of Tangshan Triangle in the flood area, it seems to be a paradise and a rare establishment in the mountains. Landscape can be developed under this attribute to carry out leisure tourism activities such as timesharing. Dongxiaokou Town, a historic city, is a famous treasure of Dong 'an ancient county. Overlooking the gurgling Yi River, you can see the majestic Tangshan in it, and you can appreciate the historical charm of Dong 'an Ancient County. So, we are in the middle of the land, the peach garden is fertile, and the text of this triangle? Value orientation, and strive to create tourism value, leisure and entertainment and cultural brands of water towns.

Xici scenic spot

Songtao culture club

Interpretation of positioning:

Xici has a long history, and it is said that Confucius disciple Min Ziqian has not written it. Since the founding of Minzhong Temple in Ming Dynasty, West Temple has been widely known. Surrounded by mountains, pines and cypresses are ringing, and there are too many pines and cypresses in the West Temple, which is known as one of the eight scenic spots in Yishui County. At any time, the western temples, Songtao and cultural and leisure places in the history of the House of Representatives are well received by customers. Library combination, create a beautiful cultural mentality, and build a brand of Songtao tourism culture.

Four hawthorn ecotourism

Hawthorn in Yimeng Mountain

Positioning explanation:

In the blooming season of the lotus pond in Dongjiang Town, eco-tourism can be carried out, but there are too few such activities and there is not much market prospect. Because the soil here is a special black mud lotus root producing area, it tastes crispy and delicious. The soil here is black mud, which has certain utilization value and can be developed into tourism products, such as black mud bath, so we decided to sell hawthorn: the first is lotus root, the second is black mud, and the third is lotus root. Excellent Hong Kong lotus is convenient for image packaging and publicity of lotus root products, which is conducive to rapid listing, killing two birds with one stone.

5 Huiyuan Food and Beverage Co., Ltd.

Drink Huiyuan juice and taste the taste of hometown.

Interpretation of positioning:

Industrial tourism is a new form of tourism. Haier, Sinotruk and other large enterprises use the image of industrial tourism enterprises to promote a successful city surrounded by Dongshan mountains and rivers, which is the birthplace of Huiyuan juice. This is a good sign. We can make full use of the reputation of smooth sales in Donghuiyuan Juice Town and make use of various channels. We set up Huiyuan factory, visited Huiyuan's hometown and drank Huiyuan juice, which can promote the development of industrial tourism in places with generalized tourism.

6. Hejia shares, rural tourism

Yimeng family, fruit and countryside

Interpretation of positioning:

Jiawang district, where he lives, is located in Tangshan Mountain, south bank of yi river. The village has strengthened communication, simple and harmonious folk architecture, and retained the variety and quantity of fruit trees with traditional characteristics in Yimeng Village. It is a veritable fruit garden "Yimeng House", which is easy to accept tourists and fruit gardens, and points out the characteristics of his family's prosperous tourism resources. From the perspective of accurate design of tourist routes based on Tangshan tourism, tourists need to go to rural tourism and Hejia shares in their spare time to give people a feeling of home.

7. Pies and hometown cakes in Dongshan Village

Positioning explanation:

Dongzhai Pie has a history of 150 years, which is an ancestral craft and a unique local reputation. Their works are purely exquisite in materials and crisp in taste. A pie that has been circulating in Dongfang Village for more than 100 years always reveals a strong homesickness and a taste of home. The "cake" in the hometown of status has aroused the vibration of diners; At the same time, it is easier to compare "his hometown cake" with "old woman cake" that sells "hometown cake"

(3) Tourism product planning

1 Lishui Town East Time-sharing Holiday

Functional orientation: small summer resort

⊙ Landscape construction; Views on the construction of several villa real estate projects on the seashore: retro pastoral atmosphere: Woshui Center restores comprehensive service areas and entertainment areas such as country bars and business clubs established in Dongan ancient county.

Image packaging: what is the main problem? Ade is mainly a retro traditional residence or Donggu County residence style, emphasizing comfort and taste internally, highlighting the concepts of water town, leisure, tourist ferry and water town. When entering Shuizhen, tourists can wear Han/Tang costumes, and the tableware is mainly ceramics. The service staff all wear Han/Tang costumes to serve tourists to buy goods and ring the bell with coins every day.

⊙ Operation mode: < BR/ Product development: year, month and week development. According to the customer's demand, the timeshare products within one week will be improved to 2-2-3 or 2-4- 1 and other types of products, with flexible time, shortened time to market and reduced price increase.

The developer of the organization * * * and Feishui, the tourism management unit of Dongcheng Town, and the East Timeshare Sales Company founded by the organization can also outsource timeshare products to provide a professional timeshare management organization. Annual cost budget RCI timeshare mode refers to the daily operations such as recruiting professionals, inviting members to attend annual meetings, booking venues and exchanging rents in the United States.

Marketing network: establish a time-sharing computer network in Donggou Town (which requires advanced computer terminal services), interconnect mature time-sharing networks, or find a network time-sharing company to join, make full use of existing resources, establish a cooperation mechanism between the two parties, and quickly form an acceptable domestic sales network. about

Marketing: Set up timeshare club, and take the form of national network alliance, which is one of the sales in the whole province, to attract more members to participate. Suggestions are put forward to improve the sales of members, join China and China, and become a mature timeshare exchange institution in the new journey of Beijing tourism.

2. Cultural tourism

-Religious tourism in Tangshan;

Guanyin Festival Celebration: Guanyin Festival in Tangshan City.

Bhikkhu Day: Conceptual Statue, Vegetarian Fasting: Visit Tangshan scenic spots, and watch the sewage Guanyin in Dongcheng Town, the Crystal Guanyin in China, and the cliff stone carvings in Sui and Tang Dynasties. After the tour, a monk borrowed Buddhist scriptures to listen to the Zen sound of Buddhism: visiting Putuo in the Holy Land and devoting himself to enlightenment.

-Xici

Listen to Songtao and read quietly.

3. Huiyuan Industry and Tourism

Visit Huiyuan factory production experience and Huiyuan workers, taste Huiyuan Huiyuan juice and milk, and participate in Huiyuan resource organization activities with various themes.

4. Tourism

At the invitation of rural sports, well-known outdoor sports clubs and organizations in Beijing, Shanghai, Guangdong and other places launched small-scale mountaineering, upstream, orienteering and mountain cycling races, and invited nearby employees to participate in outward bound training.

Rural folk customs live in Dongzhen farmhouse, orchard picking, farmers who grow rice, manual farming and experience the traditional folk customs of Yimeng Mountain.

The exotic experience shows the customs of Muslim minorities in Eid al-Fitr and Eid al-Adha, as well as the customs of the holy day. & ltBR/Alex Township Huiquan Peach Blossom Festival: In April, we will go for an outing, enjoy the surrounding peach blossoms, peach blossoms and do some small activities.

5. Tourism commodities

Huiyuan Industrial Commemorative Album, East Lane Impression Album, Tangshan Religious Souvenirs, Li Dong, Hong Kong Lianjia Pastry, Eco-snacks, mahogany carvings, etc.

, tourism image recognition and communication channels

(A) the concept of marketing: water marketing and cultural marketing

& gt The geographical location of Dongxiaokou Town, which is close to mountains and rivers, and the characteristics of natural, cultural and scenic tourism resources, combined with the development idea of revitalizing the town through tourism, have determined the core concepts of fertilizer and water, leisure, cultural marketing and tourism marketing. Dongxiaokou Town has established a unique cultural connotation, high-quality leisure environment, good location conditions and large space to meet the needs of tourists for entertainment, sports, health preservation and seaside leisure tourism, with the goal of creating ". Tourism image recognition based on (b)

◆ Visual Identification System (VI): Highlight the tourism themes of Dongli Town, Feishui, Hui Yuan's hometown and Putuo land in the north, and carefully design the posters, exhibitions, VCD/DVD and brochures of Dongcheng LOGO by selected professionals.

Mind Identification System (MI): The establishment of Oriental Village by the regulatory authorities is the concept of scenic spots, tourists and friends, service and development. Leisure tour, pilgrimage to North Putuo and rural folk tourism are recommended.

◆ Behavior Identity (BI): The residents of Dongxiaokou Town have maintained their original folk characteristics to some extent, including local propaganda; The reception behavior of tourism professionals has its own personality and conforms to the established standards, and tries its best to provide high-quality services for tourists.

(3) communication:

(1) time selection:

Travel three golden weeks, annual festivals (6 1 Qixi, May Day, National Day, Spring Festival, etc. ), traditional folk festivals (Guanyin Day), major social activities in scenic spots (around the 2008 Olympic Games).

② refers to communication:

◆ Huiyuan's marketing channel: Huiyuan has great influence and rich and mature marketing channels. Dongli Town is famous for its tourism, and the existing channels make full use of the cooperation mode;

-Design beautiful tourist cards and scenic spots in the east of small towns, and provide free Huiyuan as prizes. Huiyuan Company is responsible for packaging its extra Huiyuan juice, milk and other products, and bringing the products to market.

-Invite Huiyuan's hometown, a large national distributor of Huiyuan, to visit regularly every year to recommend the tourism resources of Dongli Town.

-Dongxiaokou Town is also a good opportunity for Huiyuan to publicize when it holds large-scale activities throughout the country. It is suggested that Huiyuan Group organize a national large-scale activity every year, and Dongxiaokou Town has a safe sponsorship qualification and uses Huiyuan's marketing channels and publicity nationwide.

The whole province can use Huiyuan to engage in some charitable activities, such as donation activities in Huiyuan's hometown.

Soft-text hype: the propaganda of different theme tourism planning before the Golden Week is shocking and fresh. In order to attract readers' attention, Zibo Shengping, Luzhong Morning News, Weifang Evening News, Dongying Oil City Weekly and Qilu Evening News are all published in soft language.

News hype: the secret of the small town East Village, the holy land of North Putuo. In the process of exploring the magical development of Huiyuan Juice, we try to tap news tips from different angles, and strive to pay for the reports of Zibo, Weifang, Dongying, Laiwu, Linyi Municipal Committee, free TV, radio, newspapers and online media. Take provincial media to participate in reporting through channels to expand the popularity and reputation of Donggou Town.

Website hype: Dongshan Village Feishui, a tourist, has set up a beautiful detailed information login attempt. Shandong tourism portal, Shandong tourism government information, Zibo port and Weifang port are remarkable. Explore the entrance of Donggu Town tourism in the form of graphics.

◆ Promotion SMS: In cooperation with China Telecom, telecom users send SMS to Dongxiaokou Town as a tourist slogan. Launch one or two annual spring outing quiz activities in Dongfang Village to reward air tickets and timeshare products and enhance the visibility of the scenic spot.

◆ Road indication: Road signs of scenic spots are set on the main roads of Dongzhen Town, Yiyuan County, Zibo City, Shandong Province.

◆ Wall advertisement: Near Dongxiaokou Town, Yiyuan, Zibo, the tall wall with beautiful scenery is written with the slogan of traffic arteries, which increases the popularity of the beautiful scenery.

Tourism promotion:

(1) One-to-one marketing: Dongfang Town Tourism Bureau was established in Weifang, Dongying, Laiwu, Linyi and Jinan, and the travel agencies were responsible for the promotion activities in the main tourist markets, and participated in the travel agencies to provide the lowest discounts and year-end cash rebates. During the tourist season, the main stations and airports in several major markets have opened direct buses to Dongxiaokou Town, with 3-6 trips a day.

(2) Public relations promotion: large enterprises in Zibo communicate directly, hold large-scale enterprise and government meetings, and get in touch with team sources; Yiyuan County Tourism Bureau, Zibo City, Shandong Province, tourism promotion support, public facilities support, government tourism promotion funds, publicity channels, related policies, investment and construction, and so on.

(3) Participate in the Travel Expo: At present, Dongli Town, as a multi-form scenic tourism Expo, should actively participate in the annual special publicity organized by the Provincial Tourism Bureau, and at the same time, combine the joint publicity established by other indirect competitions in Zibo to expand its momentum, popularity and reputation.

(4)FSE promotion: Through the marketing teams of various tourism activities, we will promote our own good methods in key provinces, cities and surrounding areas of the province.