Tourism Product Marketing Planning

Do you want cases or a basic theoretical framework? The marketing of tourism products, like other marketing, is generally operated according to the 4p marketing mix. Product, price, promotion and channel. Only because of the characteristics of tourism products, the specific methods will be different in the tourism industry. For example, in terms of pricing, the travel industry prefers flexible pricing and hidden pricing; in terms of promotion, brochures and word-of-mouth are important, and in terms of channels, intermediaries, i.e. travel agents, are indispensable. And so on and so forth.

To you turn a planning example:

Dongli Town Tourism Marketing Plan

One, tourism marketing status quo

Dongli Town Tourism status quo is: obvious advantages of resources, the development of the start faster; scenic area image fuzzy, the absence of marketing; lack of tourism talent, facilities are very imperfect; the government is good at guiding the development of a good prospect.

(I) Tourism image status

Tourist image cognition includes three aspects: tourist cognition, tourist cognition, tourist internal cognition, these three aspects constitute the complete image of the tourist site. Dongli Town is rich in tourism resources, but at present Dongli Town's tourism image is still vague, low tourism image recognition, which is unfavorable to its future tourism development.

1, low awareness of tourists:

For a variety of reasons, Dongli Town in the positioning of tourism image and other aspects of the lack of in-depth research, resulting in the image of the scenic area one-sided, fuzzy. Tourists' cognition of the scenic spot generally includes the familiarity and interest in the scenic spot. Dongli Town is rich in tourism resources, but its tourism image is scattered, there is no main selling point, distinctive slogan, visual image, flavor image, historical and cultural image, lack of systematic image design and refinement. Combined with the backwardness of local tourism infrastructure, poor reception capacity, Dongli Town in the neighboring market is very low visibility, tourism attraction is not strong. The majority of tourists to Dongli still only stay in the understanding of the Tangshan to see the Buddha sculpture, into the orchard picking fruit, into the village to eat farm dinner and so on the low level, limiting the pace of development of local tourism.

2, the awareness of tourism is weak:

The awareness of tourism as long as the local residents of the tourism industry to understand the degree. In recent years, under the correct guidance of the government, Dongli Town to build a strong industrial town, trade town, tourism town and agricultural industrialization of the town as the goal, the implementation of agriculture, industry, commerce and tourism four industries, economic development momentum is good, the per capita net income of the residents grew rapidly. However, because the government has not done enough to guide the tourism industry, the local residents do not have a deep understanding of the development of tourism, the concept of awareness is still stuck in the traditional trade. Although some residents can actively participate in the construction of tourism, but not driven by the economic benefits of tourism, most residents are still passive acceptance.

3,Insufficient internal cognition of tourism:

Internal cognition of tourism refers to how the local tourism department, tourism practitioners view the current state of tourism development. Dongli government departments to develop tourism is very determined, and has set up a tourism department, equipped with a certain ability to specialists, in the development of tourism industry planning to do a lot of work, but the government's attention to the development of tourism is not enough, industrial planning and project construction pace lagging behind, invested in people, money and material resources are insufficient, especially in the marketing aspect. Although Dongli Town has launched a "do Dongli tourism understand people" and began to implement, but has not been specific to the degree of tourism industrialization and development, the more obvious is the Tangshan and other existing scenic spots management is very backward.

(2) market publicity status

Wide and deep publicity and promotional activities is to expand the tourism market, promote the rapid development of tourism is an important initiative. Tourism is an attention economy, tourism publicity and promotion is actually spending money to make money, make eyeballs, to attract the attention of tourists. But Dongli Town, the current market publicity and promotion is still relatively backward.

1, a hard hand and a soft hand.

Hard: single-mindedly engaged in the construction of scenic infrastructure. Soft: there is no actionable market promotion plan. At present, Zibo and neighboring cities and new scenic spots such as spring, Dongli Town, if you wait for all the tourist attractions and ancillary facilities are completed and then publicity and promotion, it is equivalent to the market and opportunities to the competitors.

2, publicity and promotion of insensitive.

The relevant departments of the tourism market sensitivity is not high, weak awareness of publicity, there are waiting, wait-and-see mentality, rather than take the initiative to cater to the needs of the tourism market to carry out publicity, tourism development schedule is forced to delay again and again.

3, backward means of publicity and promotion.

Tourism promotion is a comprehensive and strong work. After selecting the market, we need to utilize the publicity and promotional means to carry out targeted promotions, timely, comprehensive scenic spots in the fastest speed to recommend to tourists. Dongli Town is basically relying on some traditional channels to release tourism news, targeted is not strong, the channel is too narrow, can not effectively attract the attention of tourists.

(C) the current situation of product development

Dongli Town, tourism product development can be summarized as follows: tourism products, lack of packaging; tourism projects are too bland, lack of high-quality goods; follow-up development is slow, out of touch with the market.

1, single tourism products, lack of packaging.

Dongli Township, the early tourism planning has been completed, but most of the tourism resources have not been developed, has not been designed with its own unique charm of tourism products. At present, Dongli Town can carry out tourism projects only Tangshan Buddha sculpture garden cultural tourism, farm tourism, and these tourism projects are very rough, in the details of the packaging is not enough.

2, the tourism project is bland, the lack of high-quality goods.

Dongli Town is currently more molded Tangshan Buddha Sculpture Culture Park traditional religious atmosphere is relatively strong, and there is China's first crystal Goddess of Mercy, but the Buddha sculpture as the theme of the planning ideas will have its own religious culture diluted. And China's first brand of fruit juice Huiyuan processing plant, Yi River water town leisure, rural tourism and other resources to a certain extent has been ignored.

3, the follow-up development is slow, the product and market disconnect.

The market is changing, the needs of tourists are changing, scenic area product development also needs continuous improvement, and the life cycle of tourism products is limited, tourism product development needs to be constantly changing. With the arrival of the era of leisure and vacation, the public demand for leisure and vacation tourism products will continue to be high, the National Tourism Administration also put forward in 2007 for the year of urban and rural tourism, vigorously develop urban and rural leisure tourism. Dongli town in the Yimeng mountainous area, both sides of the River Yi, waterfront leisure, mountain leisure resources are relatively rich, but is currently limited to traditional tourism product development, the township leisure and vacation product design has not formed a complete idea.

(D) marketing channel status

Tourism marketing channel is a bridge between tourism products and the market, but also one of the pillars of the development of tourist attractions. Nowadays, the rapid development of the economy, tourism demand is also changing, how to sell their products in the most effective way to the tourists to a large extent affects the scenic area and the vitality of tourism products. Dongli Township's economic development is relatively rapid, and also received wide attention from the outside world, but the marketing channels are very narrow, and the phenomenon of marketing based on interpersonal communication networks is very common. There is no travel agency in Dongri town, there is no website for tourism promotion, traditional media such as newspaper, TV and radio are not utilized, and public relations and festivals have not yet been carried out, so it can be said that tourism promotion has not been carried out basically.

Second, the tourism market strategy

(a) market classification

according to the geographical division:

1. local market: Zibo city, Zhangdian and other markets, in order to travel and tourism, weekend vacation as the main purpose.

2. Provincial market: Weifang, Linyi, Dongying, Jinan and other neighboring cities in the vicinity of Dongli are the main market, this part of the market to amusement, looking for a new travel experience as the main purpose, hoping to get a complete relaxation of body and mind through the scenic area tour, the participatory tourism project has the greatest attraction to it.

3. Out-of-province market: the scenic spot can not attract out-of-province tourists as an independent scenic spot, so there is no independent out-of-province market. Scenic area generally take the practice of Dongli Town attractions into the whole Shandong tour, Zibo ancient capital tour, Weifang folk tour and other well-known tourist routes. At present, travel agencies around the province to launch the whole of Shandong tour ground line is generally 7-9 days, which Linzi's ancient car museum, the East Zhou Martyrdom Pit and Weifang Yangjiabu often must go to, and long tourists in Weifang generally stay half a day to a day time. Therefore, Dongli Town in the shortest possible time will be the most distinctive local tourism resources to show to the tourists.

Divided by distance:

1, the core source market

Dongli town as the core of the radius of 300 kilometers - Jinan, Weifang, Dongying, Tai'an, Laiwu, Qingdao, Rizhao. Due to the peninsula area Yantai, Weihai market is more important, here will be included in the core source market.

2, the basic target market

Dongli town as the core of the radius of 500 kilometers outward - Jiangsu, Anhui, Hebei, Tianjin, Jiangsu part of the city. The residents of Henan, Zhejiang and Shanghai on the edge of this radius will be the potential source market.

To focus on the distribution of cities along the highway and railroad, along the highway will be the source of the end market established for the two poles of the region: the large area for the provincial capital of the surrounding city clusters, Jiaodong Peninsula city clusters, the small area of Jinan, Zibo, Dongying, Tai'an, Qingdao, Yantai, Weihai, and other cities; along the railroad line, the end of the source of the city to be established for the two poles of the region: the large area of Beijing, Tianjin, Langfang, Nanjing, Zhengzhou, Hefei, etc., and the small area of Nanning, Henan, Zhejiang, Shanghai part of the residents will be the potential source of market. etc., and small areas such as Nanyang, Shashi, Yichang and Xuzhou.

3, the characteristics of the tourism target source market

The 500-kilometer radius outside the basic boundaries of Shanxi, Shaanxi, Hunan and Japan (Tokyo, Osaka, Nagoya), South Korea, Hong Kong, Thailand, Singapore and other parts of the cities and towns residents, will be the characteristics of Dongli Town characteristics of the tourism target source market.

(II) tourism market positioning

From the order of market development: the first step in the development of Zibo city, Zhangdian and other high-income market, the use of local sources to maintain the scenic area tourism revenue. Second, the development of Weifang, Dongying, Linyi, Laiwu, Jinan and other neighboring markets, improve the visibility of Dongli tourism. Third, develop Shandong Peninsula market, Beijing-Tianjin-Hebei, Yangtze River Delta region's high-end source market, and further increase the popularity. Gradually in North China, East China, South China to open the market.

From the market demand: Dongli Town should develop the water town vacation tours, Guanyin Taoist cultural tours and folkloric tours with the characteristics of the Yimeng mountainous areas. And time-share vacation, visiting friends and relatives, business official activities, conference tourism, cultural exchanges and other recent years of rapid development, in the scenic area after the reception capacity and visibility, reputation, consider the development of such high-end tourism products.

Three, tourism image positioning and product planning:

(a) the overall tourism image positioning:

Home town of Huiyuan, Yihe commercial port, the northern Putuo

positioning interpretation:

Standing in the town of Dongli town of the overall economic development of the point of view of positioning.

First of all, the famous Huiyuan to promote Dongli town tourism. Huiyuan juice in the country has a high degree of visibility, but basically do not know Huiyuan's hometown in what place. Playing the hometown card of Hueiyuan can attract the attention of the wide and stable middle-aged and young consumers of Hueiyuan Juice, mobilize their interest and make them visit Dongli Town, thus making Dongli Town famous.

Secondly, the total length of the Yi River is 574 kilometers (287.5 kilometers in Shandong Province), with a total watershed area of 17,325 square kilometers, is the first big river in Linyi, Shandong Province, in addition to the Yellow River, the second big river. Throughout Shandong province, the current main river card in addition to the Yellow River into the sea section, the Beijing-Hangzhou Grand Canal, Shandong Province, other inland rivers in Shandong Province basically did not develop a certain cultural taste of tourism products. Dongli town is situated on both sides of the Yi River, and historically, Dongli people are famous for being good at business. We positioned Dongli as a trading port on the River Yi, and were able to excavate the history and culture of Dongli town, while combining it with the leisure culture of the water town to form a unique tourism brand such as a waterfront trading port, which will certainly make a name for itself in the province.

Third, Dongli Town, Tangshan Buddha Sculpture Culture Park is a five-dynasty Buddhist shrine, there are Sui and Tang Dynasty cliff statues and the crystal Guanyin statue of the country's top. This place is historically the folk tradition of worship of the holy mountain, folk religious beliefs, especially Guanyin worship for a long time, every year during the Guanyin festival incense is very strong. However, if it is simply positioned as a Guanyin holy place, it will be too bland and will not be able to distance itself from other scenic spots. Therefore, we positioned Dongli Town as the Northern Putuo, which is in line with the characteristics of the tourism resources in Tangshan, and at the same time, it also enhances the tourism taste of Dongli Town.

(2) Key tourism product positioning

1, Tangshan Scenic Area:

Guanyin Taoist Temple, Northern Putuo

Positioning interpretation:

Tangshan Scenic Area was once a Buddhist holy land in the five dynasties, and there are cliff statues of the Sui and Tang dynasties and the first crystal statue of the Goddess of Mercy in China in the area. Tangshan strong religious culture in the local and neighboring has a high reputation, traditionally here incense is very strong. However, due to the inaccurate positioning of the tourism image at the early stage of development, compared with the scenic spots such as Putuoshan in Zhejiang Province, it is too ordinary and the market attraction is not strong. Therefore, we will be positioned as "Guanyin Road, the northern Putuo", efforts to Tangshan into the northern Guanyin cultural tourism destination, and the southern Putuo Mountain Guanyin culture to form a north-south situation, so that the positioning of the connotation of tourism with Tangshan consistent, so as to enhance the attractiveness of the tourism and appeal, enrich and enhance the overall tourism image of the town of Dongli to create a brand of Guanyin culture in the north.

2, Yi River leisure water town

Luzhong blessed, peach water town

Positioning interpretation:

Dongli Town across the two sides of the Yi River, where the Mazhuang River, the confluence of the Yi River, the triangle of the river bank area backed by the Tangshan Mountain, reflected in the green hills and blue water, like a paradise, is a rare feng shui in the mountainous areas of the Central Shandong Province. It is a rare feng shui land in the mountainous area of central Shandong Province, where landscape properties can be developed and time-share vacations can be carried out as a kind of leisure and vacation tourism activities. At the same time, Dongli Town was once a famous business town, known as "Dong'an Ancient County", which is a valuable place for gathering talents and generating wealth. Overlooking the gurgling Yi River in the front and the towering Tangshan Mountain in the back, you can experience the historical charm of Dong'an Ancient County in the middle of the town. Therefore, we will be located in the "Luzhong blessed land, Taoyuan water town", the cultural value of this triangle, the tourism value of the concentration, to create a water town leisure culture brand.

3,West Temple Scenic Area

Songtao Culture Hall

Positioning interpretation:

West Temple has a long history, legend has it that Confucius disciples Min Ziqian, Zilu have stopped here. Since the Ming Dynasty, after the construction of the Minzhong Temple, the West Temple has become even more famous. Surrounded by mountains and lined with ten thousand pines, the wind blows and the pines sound, which has earned the name of "West Temple Pine Waves", one of the eight scenic spots in Yishui. Nowadays, the leisure place in the form of cultural hall is popular among customers. We will combine the history of the West Temple, Songtao and cultural halls, can create a beautiful cultural mood, create Songtao tourism culture brand.

4,Lotus Pond Eco-tourism

Yimeng Lotus Root Lotus Pond

Positioning Interpretation:

Dongli Township's Lotus Ponds can be used for eco-tourism during the season of the lotus, but the scale of the activities is too small to have a great market prospect. Because of the soil is a special black mud, the taste of the lotus root is more crispy, distinctive, can be a certain market development; at the same time, the soil is black mud, has a certain value of utilization, can be developed into black mud bath and other tourism products. So we determine the selling point of the lotus pond: the first is the lotus root, the second is the black mud, the third is the lotus. Highlighting the lotus root to facilitate the image of lotus products for packaging and publicity, in favor of its rapid market, two birds with one stone.

5, Huiyuan Food and Beverage Co.

Drink Huiyuan juice, taste the taste of home

Positioning interpretation:

Industrial tourism is an emerging form of tourism, Haier, heavy automobile and other large enterprises to use the form of industrial tourism for the promotion of the image of the enterprise, and has achieved success. Dongli Town, surrounded by mountains and water, and is the birthplace of Huiyuan Juice, which is a very good signboard, we can make use of Huiyuan Juice fame, the use of a variety of channels will be the smooth marketing of Dongli Town. Here we carry out the view of Huiyuan factory, see Huiyuan hometown, drink Huiyuan juice publicity, can drive the industrial tourism to the generalization of the development of local tourism.

6,Hejiawang Folk Tourism Village

Yimeng old home, melon and fruit idyll

Positioning interpretation:

Hejiawang is located in the back of the Tangshan Mountain, the south bank of the River YI, the village was terraced scattered, simple and harmonious folk customs, the residents of the building retained the traditional characteristics of Yimeng. The village has many kinds and numbers of fruit trees, and is a veritable melon and fruit field." Yimeng hometown" plays the card of affection, which is easy to be accepted by tourists; while "melon and fruit field" points out the characteristics of tourism resources in Hejiawang. From the tourism line design point of view here is exactly Tangshan travel landing point, tourists need to rest after the tour, Hejiawang Folkloric Tourism Village is to give tourists a sense of home.

7, Dongli cake

Hometown cake

Location interpretation:

Dongli cake has a history of more than one hundred and fifty years, is the He's ancestral craft, in the local unique reputation. Its pure workmanship, sophisticated materials, crispy flavor, so that more than a hundred years of Dongli cakes always reveal a strong sense of nostalgia and the taste of home. We will position it in the "hometown cake", can evoke diners *** song; at the same time, "hometown cake" can be contrasted with Taiwan's "wife cake", marketing "hometown cake" more easily.

(C) Tourism product planning

1, Dongli water town timeshare

⊙ Functional positioning: mountain small integrated resort

⊙ Landscape construction; waterfront construction of a certain number of villas and scenic real estate projects; water town center restoration of the Dong'an Ancient County streets; the establishment of integrated service areas and countryside bars, business clubs and other entertainment areas.

Image packaging: Retro and countryside atmosphere is the main, all the building appearance of the retro Chinese traditional houses or Dong'an ancient county residential style is the main, the interior decoration of comfort and taste, highlighting the water town of leisure and vacation concepts. Visitors take the ferry to enter and exit the water town. After entering the water town, tourists can wear Chinese/Tang Dynasty clothes, food utensils are mainly made of ceramics, service staffs are wearing Chinese/Tang Dynasty clothes to serve tourists, copper coins are used for purchasing goods, and the time is reported every day by beating the clock, and so on.

Operation mode:

Product development: Develop time-share products in terms of years, months and weeks, and at the same time refine the week into 2-2-3 or 2-4-1 according to the needs of customers to increase the flexibility of time and shorten the duration of the product to reduce the price.

Institutional management: by the developer and Dongli town tourism management unit **** with the formation of Dongli water town timeshare sales company. Can also be outsourced in the form of timeshare products to a professional timeshare management organization to manage, through the recruitment of professionals, reference to the U.S. RCI timeshare model for the annual budget, call members to participate in the annual meeting, booking, exchange of rentals and other day-to-day business activities.

Marketing network: establish Dongli Town timeshare exchange computer network (need to set up advanced computer terminal service system), and domestic mature timeshare network networking, or looking for network timeshare enterprises to join, make full use of the existing resources; through the establishment of a mutually acceptable cooperation mechanism, the rapid formation of domestic sales network.

Marketing: the formation of timeshare clubs in the province to take one-to-one sales model, in the form of domestic network alliance to attract more members to participate in the proposal for members to take the point system to increase sales; to join the China Huaxia trip, Beijing new travel network and other domestic mature timeshare exchange organizations.

2,Cultural Tourism

-Tangshan Religious Tourism:

Guanyin Festival: Tangshan Guanyin Festival.

Do bhikkhu's day: view the Buddha, eat vegetarian fasting: tour of Tangshan attractions, viewing the Dongli town of Guanyin, China's first crystal Guanyin, visit the Sui and Tang Dynasty cliff carvings, the tour is completed with the monks **** into the Buddha fasting. Read Buddha's scriptures and realize Buddha's way: listen to the sound of Buddha's voice while visiting the holy land of Putuo and realize the way of Buddha's heart.

-West Temple

Listening to the pine waves, quiet reading

3,Huiyuan Industrial Tourism

Visit the Huiyuan factory, experience the production process with Huiyuan workers, taste Huiyuan juice, Huiyuan milk, and participate in the Huiyuan resources organized by a variety of thematic activities.

4,Travel and Tourism

Countryside Sports: Invite famous outdoor sports clubs in Beijing, Shanghai, Guangdong and other places to organize and launch mountaineering, stream tracing, orienteering and cross-country, small-scale mountain bike races; Invite employees of nearby enterprises to participate in the development of training and so on.

Countryside folklore: including lodging in Dongli Town, picking in the orchard, eating farm meals, hand planting, etc., to experience the traditional folklore of Yimeng Mountain.

Exotic customs: experience the local Hui and other ethnic minorities, show the Hui three major festivals: Eid al-Fitr, Gulbang Festival, Shengji Festival customs.

Xujiazhuang Township Huiquan Peach Blossom Festival: Held in April every year, the festival will be held around the peach blossom, peach trees, peach forests and other small activities.

5, tourism commodities

"Huiyuan industrial tourism souvenir" book, "Dongli impression" album, Tangshan religious souvenirs, Dongli fragrant lotus root, hometown cake, ecological snacks, mahogany carving and so on.

Four, tourism image recognition and dissemination channels

(A) marketing concept: water town marketing, cultural marketing

Based on the geographical location of the town of Dongli by the mountains and the water and the natural, humanities and win the characteristics of tourism resources, combined with the development of the town of the idea of tourism, we determine the tourism marketing concept to the town of the water town of leisure, cultural marketing as the core, in order to build the town into a town of unique cultural connotations, high quality Dongli Town into a town with unique cultural connotation, quality leisure environment, good location conditions, and can also meet the tourists recreation, health, waterfront recreation and other tourism needs of the large space for the goal of creating a tourist resort that can provide tourists with a full range of services, such as food, lodging, travel, travel, shopping, entertainment.

(2) Tourism image recognition:

◆Visual identification system (VI): highlighting the town of Dongli water town leisure, Huiyuan hometown, the northern Putuo land tourism theme, selecting professionals to carefully design the town of Dongli's LOGO, promotional posters, display boards, VCD/DVD, brochures and so on.

◆Idea Recognition System (MI): The management organization should set up the idea that Dongli is a scenic spot, the tourists are friends, the service is work, and the development is the hard reason. In the publicity to promote leisure and vacation to tourists, the northern Putuo land pilgrimage, rural folk tourism.

◆Behavioral Identification System (BI): The residents of Dongli Town are required to maintain the original folk characteristics to a certain extent, including the local Hui ethnic group; the hospitality behavior of the tourism industry should have its own personality, but also in line with the national standards, and provide tourists with considerate and perfect service as far as possible.

(C) image dissemination:

(1) time to choose:

Three major tourist golden week before the annual festivals (May 1, June 1, Tanabata, National Day, Spring Festival, etc.), traditional folk festivals (Guanyin Day, etc.), scenic area openings, major social events (before and after the Olympic Games in 08), and so on.

(2) means of communication:

◆Huiyuan marketing channels: Huiyuan has a huge influence in the country, its marketing channels are rich and mature. We should make full use of this ready-made channel to make Dongli Town famous for tourism. Cooperation:

--Design small and exquisite Dongli Town tourism business cards and scenic spot tickets, free of charge to provide to Huiyuan as prizes, Huiyuan is responsible for attaching them to Huiyuan juice, milk and other products in the packaging, along with the products to the market.

--Every year, we regularly invite the national distributors to visit our hometown and recommend the tourism resources of Dongli Town to them.

--Huiyuan often organizes large-scale activities in the country, which is also a good time to promote Dongli Town. It is suggested that when Huiyuan Group organizes national large-scale activities every year, Dongli Town will strive to obtain the sponsorship status and utilize Huiyuan's marketing channels and numerous media to promote it nationwide.

--In the province can take advantage of Huiyuan fame to engage in some charitable activities, such as: Huiyuan hometown donations to school activities and so on.

◆Software hype: plan a number of different publicity themes before the Golden Week of tourism, write shocking, fresh content, in the form of softwares in the "Zibo Sound Screen Newspaper", "LUZHONG MORNING BULLETIN", "WEIFANG EVENING BULLETIN", "DONGYING YUCCHENG WEEKLY", "QILU EVENING BULLETIN" (Provincial Edition) and other newspapers and media to attract the attention of readers.

◆News hype: from the construction of Dongli small towns, unveiling the northern Putuo sacred sites, explore the magic of Huiyuan juice development process and other different perspectives of digging news clues, as far as possible to strive for Zibo, Weifang, Dongying, Laiwu, Linyi, and other municipal television stations, radio stations, newspapers, online media free reports. You can also take paid interviews through the relevant channels to invite the provincial media to participate in the report, expanding the visibility and reputation of Dongli Town.

◆Website hype: the establishment of Dongli water town tourism network, as far as possible, the scenic area of the detailed information on the website. In shandong tourism government network, shandong tourism information network, zibo information port, weifang information port and other portals of the prominent position in the form of graphics and other forms to open up the Dongli town tourism entrance.

◆SMS publicity: with the cooperation of China Telecom, the way of SMS to telecommunications users to send Dongli Town tourism image slogan. In the spring of every year, we launch one or two Dongli tourism quiz activities, reward tickets, time-share vacation products and so on to improve the popularity of the scenic spot.

◆Road instructions: in Zibo City, Yiyuan County, Dongli Town, the main traffic roads set up scenic spot road signs.

◆Wall advertisement: in Zibo Yiyuan, Dongli town near the main traffic road on the tall wall writing scenic image slogan, increase the visibility of the scenic area.

(D), tourism promotion:

(1) one-on-one promotion: in Weifang, Dongying, Laiwu, Linyi, Jinan set up Dongli Town Tourism Office, responsible for the key source market travel agency promotions, and for joining the travel agency to provide the lowest discounts, the end of the year to issue cash rebates. Tourism in the peak season in these key markets, the main station, the airport opened Dongli Town Tourism direct shuttle bus, 3-6 trips per day.

(2) public relations promotion: direct communication with large enterprises and institutions in Zibo, undertake large-scale business, government meetings, contact team sources; joint Yiyuan County Tourism Bureau to the Zibo Municipal Tourism Bureau to put forward the tourism promotion support from the construction of the public **** business, the government's tourism publicity funds, publicity channels, related policies, investment promotion and so on to be supported, and so on.

(3) to participate in the travel fair: at present, the country's various forms of tourism trade fairs are scenic spots for self-promotion of a good way. Dongli Town should actively participate in the annual provincial tourism bureau organized by the special train publicity, while other non-directly competing scenic spots in Zibo joint marketing team in the province and the surrounding key provinces and cities to carry out joint publicity, momentum, expanding visibility and reputation.

(4) festival promotion: through a variety of tourism activities to attract more tourists to travel and retain repeat business. Specific festival activities attached.

(5), available publicity media: (because too many words, omitted)

Festivals and activities planning:

One of the tourist festivals

★The first Beiputuo Guanyin Folk Culture Tourism Festival

One of the time: July 12 - July 26

Two of the location: Tangshan Scenic Dongli Town

three, host: Zibo City Tourism Bureau, Yiyuan County Government

four, host: Dongli Township Tangshan Scenic Area *** (Merchants)

five, support: State Religious Bureau of Shandong Provincial Tourism Bureau

four, the theme of the event: north of the same day with the joy of the world's eternal compassion

seven, invited: provincial and municipal tourism leaders, Shandong Province and Zhejiang Putuoshan religious boundaries, and the provincial and municipal tourism authorities, and the provincial and municipal tourism bureaus. Shandong Province and Zhejiang Putuoshan religious figures, social activities of celebrities, Buddhist believers, Shandong TV, Qilu TV Happy Tourism 365 program, Zibo TV, China Tourism Newspaper reporter in Shandong, Xinhua News Agency reporter in Shandong, Qilu Evening News, Popular Daily, Luzhong Morning News, Peninsula Metropolis Daily, Weihai Evening News, Yantai Evening News, Dongying Yucheng Weekly, Yimeng Evening News, such as the media reporter, and so on.

Eight, activities:

1, the opening ceremony:

(1) daytime activities:

⊙ Putuo Alliance Ceremony: invited the religious community of Zhejiang Putuoshan to the scene to promote Buddhism, the opening ceremony to hold the Alliance show.

The main event:

Pilgrimage: The Abbot of Tangshan will lead a pilgrimage to the gods along the Tangshan Divine Path to express the sincerity of the heart and the supreme respect for the Buddha's teachings.

Festival: The Abbot of Putuo Mountain in Zhejiang Province is invited to hold a festival on the spot to profoundly interpret the essence of Buddhism and vigorously promote the spirit of Guanyin.

⊙ Returning the wish post: to sell to the tourists after the light of the object, the tourists receive the light of the object and make a wish in front of the Dragon Wall of Tangshan Temple. The scenic spot sends out the return post, inviting them to return the wish next year.

⊙ Forum: North and South religious figures, believers *** with the discussion of religious culture and harmonious society, the true meaning of life integration.

Exhibition: Elders will enlighten the first crystal statue of Guanyin in China and show visitors Sui and Tang Dynasty cliff carvings and many Buddhist items. The exhibition will be held at the same time as the exhibition of the first crystal statue of Goddess of Mercy in China.

(2) Night activities:

Guanyin on the mountain: set up a certain number of laser devices in the nine lotus tops of Tangshan Mountain, 8:00 p.m. the whole Tangshan Temple ringing bells, the staff from the nine lotus tops of the sky beams of light into the shape of Guanyin.

⊙ Guanyin under the mountain out of the water: 8:00 pm, in the fountain jet, Guanyin from the town of Dongli Yi River underwater rise, the surrounding lights reflecting Guanyin whole body, resulting in a magical halo.

⊙ Shengshi Guanyin show: by the Shandong Literature Federation, Shandong Disabled Persons' Federation, Zibo Tourism Bureau *** with the invitation to China Disabled Persons' Art Troupe to perform in Tangshan, "Thousand Hands Guanyin".

⊙ Lotus Lantern Festival Tour: In Tangshan nine lotus tops each set a group of different themes of lotus lamps, to carry out guessing riddles, gift lamps, knot Buddha and other small activities.

Event Concerts: A series of Guanyin songs will be played at the main attractions in Tangshan, so that visitors can always feel the eternal charm of the Brahma Sea Tide.

⊙ A day as a bhikkhu: watching Buddha's statue, eating vegetarian food, reciting Buddha's scriptures, realizing the Buddha's way

2, the closing ceremony

Nine, publicity strategy:

1, media hype:

Advertisements in the major newspapers and radio stations in Zibo, Weifang, Dongying, Laiwu, Linyi, Jinan, etc., and a month of preliminary television publicity on the Qilu Television Agricultural Channel. Pre-television publicity. Utilize China Telecom to carry out SMS publicity and give away scenic spot tickets. In shandong tourism government network, tourism information network, such as the release of activity announcement.

2, personnel promotion: for Zibo, Weifang, Dongying, Laiwu, Jinan and other key source markets for travel agencies to vigorously promote the travel agency line support. To the source market potential customers (such as Laiwu Iron and Steel Works, Zibo Qilu Petrochemical, enterprises and institutions, schools, etc.) for direct sales. At the same time, the use of local civil religious organizations and foreign religious organizations to promote the activities of the contact, as far as possible to expand the publicity surface, improve the activities in the local and surrounding visibility.

3, the media plan: (too many words, omitted)