Scenic operation one, two, three? (Seven business models, six suggestions)

In some occasions, we often hear a word is "operation". For example, many enterprises have operation management center and operation post. When companies recruit, HR will tell you, we need a director of operations! Have you done operations before?

But what is operation? For the scenic area, it should be said that it begins with the operation, and ends with the operation, the former "operation" is the operation of the market-oriented thinking, the latter "operation" is the operation of the product benefits. In short, the operation is the market reverse conditions, environment and scene under the operation of the product content, no product, any activity is virtual, destined not to last and no benefit, may be a loss of money to make money, to do the scenic area does not want to chart the performance of the political performance. Scenic area operation needs to comply with the laws of the market, from the attraction of building, to market demand under the theme of product design, recreation routes, landscape enhancement, architectural design, and then to construction, operation and management, etc., this series of processes *** with the composition of a complete tourism scenic planning and design structure.

What we need to do is to stand in the perspective of the scenic area, in the face of the immediate good or bad tourism resources, in the face of the scenic area of several hundred "ow to feed" the staff of the various levels, in the face of the hands of the poor funds, in the face of the door inside and outside of the bustling picky tourists and the uncertainty of the market to think and understand the scenic area operation some of the most fundamental problems and the essence of the scenic area. The fundamental question and essence, that is: what is the scenic operation? What are the contents involved in scenic operation? As well as, how do we do a good job of scenic operation?

1

Scenic area operation of the common seven business models

Mode analysis

1. Tickets business model

This business model is a simple ticket economy, the use of natural resources to carry out simple transformation, the use of natural resources, the use of natural resources to carry out simple transformation, the use of natural resources to carry out simple transformation, the use of natural resources to carry out simple transformation, the use of natural resources to carry out simple transformation. This business model is a simple ticket economy, the use of natural resources for simple remodeling, while repairing a gate to charge a visit fee. This is currently the mainstream mode of domestic tourist attractions, the success of this mode depends on the taste of its tourism resources. This mode of investment is small, but if the resource grade is not high, it is difficult to form an effective cycle of capital. Of course, how to seize the selling point for marketing and promotion is also very important. The Tianmen Mountain and Huanglong Cave in Zhangjiajie are typical examples of this model.

2. Tourism Comprehensive Income Business Model

This model gets rid of the single ticket economy, but emphasizes a variety of forms of income such as catering, shopping and accommodation. A single ticket economy is difficult to adapt to the needs found at this stage, and the revenue is also very limited. In general, a scenic spot tickets accounted for 40% of the total revenue is reasonable, such as completely rely on the ticket economy is difficult to obtain sustainable development. For example, Bifeng Gorge in Sichuan is operating very successfully, and in addition to admission fees, there are a variety of revenues from hotels, restaurants, and shopping.

3. Industrial linkage business model

This model is to take tourism as a platform, and utilize the resources of tourism as a platform to develop related industries, so as to obtain more income. The first is that it is not a good idea to use the same technology as you would use in the past, but it is a good idea to use the same technology as you would use in the future. The first is that the company has been able to develop a new product, which has been in the market for a long time, and it has been able to develop a new product that has been in the market for a long time, and it has been able to develop a new product that has been in the market for a long time.

4. Tourism real estate business model

This business model is actually a kind of industrial linkage, but this model has been more mature in the domestic operation, so separate instructions. This is a great way to get the most out of your time and money, and it's a great way to get the most out of your time and money, and it's a great way to get the most out of your time and money.

5. The business model of tourism resource integration

This model is the common model for the development of some attractions closer to the center of the city. It is an investor who controls the resources, does a good job with the infrastructure, and then solicits business for various projects, and unites many small investors to participate in the business together. Some of the scenic spots in Guangdong are more successful, such as the Quanlin Mountain Resort in Zhongshan, where the investor basically doesn't do any specific projects, and the scenic spots have more than 100 projects within the area that are established by numerous small and medium-sized investors.

6. Industry and capital operation and business model

This model is the development of scenic spots to a certain extent, through the introduction of strategic investors and gain revenue. This model is more prevalent in the Guangdong rafting industry, in Guangdong investment in a rafting often only need more than 100 million yuan, if the operation is appropriate, then two years time can generally recover the investment, with the appreciation of the resources, the sale of high prices.

7. Mixed business model

Mixed business model is suitable for some of the very large scenic spots, from the early capital raising to the launch of a variety of operating modes, that is, the first six business model of the integrated use.

Upgrade Overview

The traditional sightseeing model is based on sightseeing resources, strong dependence, decentralized layout, smaller scale, and what sells what. After the transformation and upgrading of the business model is based on market demand, innovative, centralized layout, larger scale, what needs to develop what. China's tourism development for 30 years, experienced such a process: first of all, the scenic area, based on resources. The second is the tourism area, expanding on the basis of resources. The third one is the tourism economic complex, which takes service facilities as the main body and constructs new tourism attractions. The fourth is the tourism industry agglomeration, capital-intensive, intelligence-intensive, talent-intensive, large-scale, full facilities, market brand outstanding.

In practice, three types of models have been created. One is the OCT model, which can be referred to as the land model, i.e., tourism plus real estate model, to maximize the use of land resources; the second is the Hong Kong China Travel Service (HKCTS) Haiquan Bay model, which can be referred to as the model of land creation, through the beach beach land creation, in one step, direct construction of tourism towns, but the Haiquan Bay model is too high-cost, and ultimately counted to make an acre of land to spend two to three hundred thousand; the third is the model of the new district of Xi'an Qujiang, which can be referred to as the model of the new district of Xi'an Qujiang. The model can be referred to as the "land model", through the development of a piece of land, the project operation, to enhance the value of the land.

These three types of models have their own characteristics, and ultimately summarized as "A + B + C" model. A is the center of attraction. A is a center of attraction. As a center of attraction, it attracts not only tourists but also the government, thus becoming a highlight of development. Since such a project requires a large investment and the market needs to be cultivated, there is a possibility that it may incur a loss in direct operation. Therefore, on the one hand, it needs the developer's foresight, on the other hand, it needs the government's policy support. b is a profit center. The current general form is supporting real estate construction, and other ways will be formed in the long run. c is the cultural center, and its derivative development. Through the market gathered gas, through the policy gathered business gas, through the creative gathered cultural gas, and finally gathered the development of derivative industries. At a deeper level, it is the stage-by-stage conversion and interchangeability of A, B and C elements. For example, in the first stage, the project is A, is a loss, but in a few years will not be a loss, it becomes a profitable project.B today is looking at earning money, but the real estate construction is a one-time investment, one-time recovery, in the long run, the profit center can not stand. Therefore, it is natural that the three elements A, B and C must be converted and interchanged at different stages.

2

Scenic area operation mode upgrade and analysis

On the operation of the understanding of the theory of evolution: the operation is from pregnant children, give birth to children to bring children to the scenic area of the full-stop nannies

From the ancient apes to human evolution, people used seven or eight million years, the author on the understanding of the operation of the "evolutionary theory"

From the ancient apes to humans, people used seven or eight million years, I understand the "evolutionary theory". "Evolution" took nearly 1 week. Therefore, "time is the soil of all achievements in the world", McKinsey's quote, put here to stick gold to show the results are not easy!

The author's understanding of the operation is: operation = watching the field, watching the field = operation. That is, in the scenic area from the mountain gate to the top of the mountain everywhere hanging around the management of the first-line departments, service personnel is doing operations. I also use their own strong summary ability to summarize all the scenic areas, regardless of size, regardless of level are summarized as three business sectors:

Logistics Department: the cat in the back of the management, service in the first line of personnel and other departments of the department and personnel

Operations Department: in the first line of the tourists to provide services to the department and personnel;

Sales Department: for the scenic area to recruit customers, soliciting the customers of the department and personnel

Sales Department: for the scenic area to recruit customers, soliciting the customers. personnel.

Look, what feeling? Is not very simple and clear and simple and rough?

After carefully analyzing the various types of business involved in the scenic area, compared with some of today's domestic and foreign operations management of the classic theory, after a sleepless night of deep thinking, the author of the understanding of the operation of the operation of a different view: the operation of a large concept, not only the function of the front-line departments. The big operation should be all the business or functions throughout the management of scenic spots (scenic spot marketing from the perspective of the big operation concept, in fact, should also be counted as the operation plate, that is, scenic spot product operation!)

However, in order to correspond to the actual status of the current scenic area, so that the theory and the current management of the scenic area looks more close to the status quo, let's put the scenic area "marketing function" separate split out. Then, the entire scenic area of the business sector is only two plates, namely:

Scenic area = operation + marketing. Here, the operation corresponds to the function of "production, management products and services", sales corresponds to the function of "selling products and services".

In order to facilitate further understanding of the connotation of the operation, here can be regarded as a scenic area, then:

Scenic area to obtain a business license = a birth certificate;

Scenic area to prepare for the construction of the business = pregnant children, give birth to a child;

Scenic area business period = raise a child, with a child;

Scenic area sales of how to speak? Is not the equivalent of "selling children"?

Therefore, the scenic area sales = "selling children"!

Therefore, the scenic area operation is equivalent to a person from the conception of the child to give birth to a child, the management process of raising children (the "child" is the scenic area of the "products and services"). That is to say, scenic operation is "from conceiving a child, giving birth to a child, raising a child to bring a child to the scenic area full-stop babysitting! Involving the scenic area from the preparation, open for business to the later management of all functions (excluding sales). Its function is the scenic area through the input of manpower, material resources and various resources, the various inputs into the process of scenic area products and services.

This is perhaps the most theoretical definition of scenic operation that has been made since the beginning of time, so let's define it this way!

In order to make this article look not too simple and crude, seem more professional, I paste a paragraph and the views of this article is closest to the "written definition" of operations management, for your speculation:

Operations management is responsible for the organization to manufacture products or provide services to the function of the management, specifically to provide the organization's primary management.

Operations management is the management of the functions of an organization that are responsible for making products or providing services, specifically the design, implementation, and improvement of the systems that deliver the organization's major products and services.

The concept of explanation ends here

Scenic operation: phased implementation, three core casting scenic operation management fundamentals

Scenic operation management is a very complex thing, the content of the complex and trivial. However, I found that, no matter what kind of scenic area we do, regardless of the size, regardless of the type, we face the scenic area operation and management can never be separated from the following four plates: internal production, external sales, internal management, external coordination.

"Production" is the production of tourism products and services, including scenic infrastructure and service facilities, attractions planning, landscape design, project design, environmental landscaping, staff training and services, such as tangible and intangible products, the purpose is to create a good scenic area products and tourism services for customers.

"Sales" is the sale of scenic tourism products and services, including line product design, price system development, sales channel construction, publicity and promotion, and activity planning and other means of market operation of the package, the purpose of which is to achieve the scenic area through the sale of products and services, payback or return of funds.

"Management" that is, the scenic area operation plan development (including three or five years of strategic operation plan and annual, quarterly, monthly and even weekly plans, etc.), management system and organizational structure building, responsibilities and process development, staffing, safety and emergency response, performance appraisal and other content, including the people (relying on the system, rights and responsibilities and processes), Property (relying on the property system, advocating open source and cost reduction), time (management of important work plans and time nodes), information (products, competition, market, industry situation and other information) and other objects of management. Its purpose is to manage the product and provide quality products and services to visitors.

"Coordination" refers to the scenic area and the neighboring villagers, local government, various functional departments and the media, competitors and other related groups of work coordination, the purpose is to create a good external business environment for the scenic area.

The relationship between these four plates is: production and management is the focus of the operation work, bear the resources into products and services to adapt to the market needs of the burden; sales is the focus of production and management, all production and management must be around the sales or market needs to carry out, is to realize the return of funds and adjust the production task of the baton; and the external coordination of scenic spots for the production, management and sales Create good external conditions.

Combined with the above understanding of the term "operation", in addition to the "sales" link, production, management and coordination are the three core work of the scenic operation and management, is the basic surface of the scenic operation and management. These three core work in the different stages of scenic operation, work focus and content are different.

The scenic area from the business sector to receive a business license, from the development and construction to have business conditions is the preparatory period. In the preparatory period, the focus of the scenic area operation and management should be: choose the right planning unit and design unit, do a good job of scenic area planning and design; choose the construction team with different professional expertise, do a good job of the scenic area of the basic landscape engineering, civil engineering and special projects (such as cableway, transparent glass stacks, etc.) of the construction, and at the same time to mobilize the design unit and the supervisory unit of the enthusiasm of the construction design and construction in a timely manner in accordance with the conditions of the construction of flexible adjustments! In order to do a good job on-site construction schedule management and safety management; in accordance with the needs of the construction of a good job in accordance with the approval of the construction work, timely and good land acquisition, demolition and relocation of compensation and construction site coordination, can not let the people or the functional departments to find things to delay the work; in the end of the preparatory period to prepare for a good management and service team to enter the field, set up the basic management system, department and job design, salary system construction, organizational training and good trial operation and so on.

The scenic area from the opening of the business began to enter the formal operation period. In this stage, the focus of the scenic area operation and management should be: continue to improve in practice, optimize the management system, responsibilities, processes, and constantly improve the scenic area management and service level; further optimization of departmental management, integrated coordination of the gate, parking, visitor center, sanitation, hotel, security, operational projects (such as fleet and cableway, etc.), business management (catering, shopping and other merchants) and other departments of management, according to the ability to Fixed post, further optimize departmental staffing, improve departmental operational efficiency (departmental division and staffing for the scenic area administrative staff are pediatrics, will not be elaborated here); in accordance with the requirements of the national A-level scenic area to do a good job of scenic area facilities maintenance, repair and improvement, and actively create a national A-level scenic area and all kinds of national brand, shaping the scenic area service brand; to do a good job of on-site tourists' ticketing, parking, excursions, food and beverage, Accommodation, complaint handling, security and rescue services, and do a good job of "three defense" and all kinds of security management and emergency response; in accordance with market needs, planning, adjusting the scenic area of the core products, to maintain the scenic area product novelty and uniqueness.

According to the theory of enterprise life cycle and practical experience, the scenic spot in the operation of more than ten years, often into the decline period or the second venture period. If you don't want to let the scenic spot be eliminated by the market, then before the scenic spot decline period comes, the scenic spot developer's key work is two: First, actively innovate and update the scenic spot products, constantly improve the hardware quality, implant the characteristic products and service facilities that adapt to the market demand at that time, make it keep novelty, uniqueness and uniqueness in a certain region, so that the scenic spot products can keep the vitality; Second, utilize or introduce intelligent Second, the use or introduction of intelligent management tools, constantly improve the management and service level, pay attention to the visitor experience and interaction, with advanced service means to adapt to the future needs of young tourists on the management and service.

Hubei Yangxin Xianxi Flower Gallery

3

How to do a good job of scenic area operation: six points of advice for reference

Understanding of what is called operation, and generally know the scenic area operation involves some of the basic content. So, in the actual operation of the scenic area, we should grasp which aspects or which points? Thus, through the point to lead the overall operation of the scenic area of the whole situation? The author believes that not everything, the following six points may be a good scenic area operation and management of the key points, we should pay attention to:

1, the plan

"No plan does not operate", the plan is to operate the management of the work of the plan, the big three to five years of the Medium and long-term strategic plan, small to annual, quarterly, monthly plans, or company plans, departmental plans, personal plans and so on. These plans are to illustrate a problem: is to solve the scenic area operation in a certain period of time need to do what? To what extent? By who to do? Scenic area of large and small matters should be implemented through the plan, there is no plan, scenic operations as a headless fly around, there is no chapter and verse. Therefore, the plan is to do a good job in the scenic operation and management of the premise.

2, with good money

The scenic area engaged in the operation and management of the personnel must be clear, the funds are the scenic area to consider the operation of the first link. Scenic area from the basic construction to the project investment, from the operation and management to the marketing and promotion of the need for funds to do support. Start a project or project needs how much money? Which works and projects to invest in themselves? Which need financing? How to realize the return of funds in the shortest time? How to ensure that the normal operation of the case to save money, in order to better use of funds.

Using money well is to ensure that the scenic spot in all stages of development have sufficient cash flow, to ensure that the early engineering construction, late operation and management and marketing work can be carried out normally, not because of the capital chain breakage led to the scenic spot crash.

3, understand the product

The previous said, the resources into products and services is the key function of the scenic area operation and management. Therefore, the scenic spot operation personnel should be clear what you want to sell? To sell to whom? To be able to plan and predict the product. To know according to market conditions, the use of advanced development concepts, around the elements of tourism, market development, including "food, accommodation, travel," the core elements of the tourism tourism, leisure and vacation lines of different functions of the product, the development of the face of the market the appropriate sales price, in the function of the price and competitors to differentiate to the market.

4, good management

People are the core of all management, all the work in the scenic area needs to be completed, so all the management will eventually come down to the management of people, scenic area operation and management of the same.

The management of people, one should rely on the top design (including management system, organizational structure, division of responsibilities, performance assessment, etc.), the system tells us what we can do, what we can not do, do not do what to do; the second depends on the corporate culture, the corporate culture reflects the style of work of the enterprise and the atmosphere, determines an enterprise is positive, unity or shirking, scattered sand, on the staff personal and team work style has a great impact; three to rely on the corporate culture, corporate culture reflects the style of work and atmosphere, determines an enterprise is positive, unity or shirking, scattered sand, on the staff personal and team work style. Work style has a great impact on individual employees and teams; three rely on the leadership art of managers, different people, with different methods, according to the person to manage. Top-level design, corporate culture, leadership in the management of the proportion of each art, each enterprise, different stages are not the same, mature scenic area, the three according to 50%, 30%, 20% of the proportion of how to divide? In the small scenic area, the initial construction of the scenic area, perhaps the senior management of the leadership of the art will play a larger role in the operation and management; in the large scenic area, the more standardized scenic area, perhaps the top design and corporate culture is to do a good job of scenic area operation and management of the fundamental.

5, do the right thing

The scenic area is never a closed unit, in the process of operation and internal staff, neighboring villagers, local government, functional departments, news media, cooperation and even competitors have a variety of contacts and conflicts. Do the right thing is for these all kinds of individuals and units, in the face of a variety of conflicts, scenic area operations managers should be calm and objective attitude, seriously analyze these internal and external related groups of claims, find the crux of the problem, take or conservative or positive approach to deal with and solve the scenic area operation of all kinds of contradictions, standing in an objective position, the conflict of contradictions for the cooperation of the **** win, do the right thing, for the scenic area operation and management, and the right thing. The right thing to do for the scenic area management to rationalize all aspects of the relationship.

6, safety

Safety is a scenic operation and management must consider the issue, many companies play the slogan is "safety first or safety first". Safety work is not done well, resulting in personal or property loss of tourists, to the scenic area brought about by the negative impact is very great. On the one hand, due to the compensation problem, the scenic spot will suffer serious economic losses, so that one year or even many years of business results ruined; on the one hand, due to safety accidents will lead to A-level scenic spot was removed from the license, or even shut down; on the one hand, it will create a very poor reputation to the community, resulting in a decline in passenger flow is obvious, and the business is becoming more and more dismal. Therefore, safety is the cornerstone of the scenic area operation, no safety can not operate, who said it is not?

7, the scenic area operation mode implementation steps

Professional scenic area management company to form a unified marketing center

1, the scenic area management company's positioning and functions

In order to ensure the scenic area business related to the construction of capacity, integration of scenic area resources, to enhance the overall brand and efficiency, the need to match the organizational structure. The establishment of scenic professional company has its necessity.

Positioning: Operation Coordination Center, Brand Integration Center, Strategic Planning Center, Talent Cultivation Center

Functions:

(1) Define the development direction of scenic area business and development focus, establish the profit model of scenic area business, and tap the profitability.

(2) Coordinate the brand building in the scenic area, design and promote the brand of the scenic business as a whole, and enhance the brand awareness and influence.

(3) Centralize project feasibility analysis and establish related process systems.

(4) Cultivate scenic talents and establish its own scenic management team to ensure the number of talents for daily operation and output management.

2, unified brand, centralized product combat

The scenic area and the corresponding product brand for integrated planning, unified rules, from the long-term and overall strategic vision of brand marketing. Through reasonable brand positioning, brand marketing and brand communication, based on the substantial growth in the number of tourists, the establishment of brand awareness and reputation among tourists to encourage tourists to actively promote the scenic area, resulting in brand effects. This requires a corresponding positioning of the products, values, culture and management implied by the brand, and will be throughout the entire operational process, transformed into information that can be disseminated and slogans, to determine the brand elements and dissemination channels, and pay attention to the follow-up mechanism to monitor and track the effectiveness of the brand marketing.

3, the development of network marketing channels

The existing tourism industry is relatively sound: travel agencies, hotels, Mango network, scenic spots, resorts, passenger transportation, golf, performing arts. Fully utilize the internal resources of the tourism board, and actively expand cooperation with the system of travel agencies, companies, scenic area products, online tourism platform, the website as a unified product display, sales and customer resources **** enjoy the platform, so that the various tourism industry to form a complete industrial chain and perfect network coverage, to achieve customer resources **** enjoy.

The introduction of different types of membership cards, stored value cards, etc., the establishment of a large customer base, cardholders can be in the group's various tourist attractions, hotels, passenger transport, travel agencies, etc., consumption, discounts; and major airlines, merchants, etc., to carry out cooperation and alliance, the realization of resources **** enjoyment, so that the customer feels honored and proud, truly reflecting the concept of considerate and thoughtful service.

Analysis of customer types to establish the corresponding marketing channels

1, analysis of customers: through the analysis of the type of target customers, age, income, geography and other conditions, summed up the customer's ability to spend money, stay time, etc., combined with different types of self-guided tours of tourists, tour groups of tourists and institutional customers to locate the type of scenic products and the characteristics, and the corresponding market promotion. The company's products are characterized and marketed accordingly.

2, build channels: through the construction of the scenic area of the marketing channels, respectively, for different types of customers, to win a large number of sources. For the organization of large customers direct marketing, you can establish a corresponding system to expand customer relations, undertake large multinational enterprises, listed companies and industry-leading companies, conferences, vacations, exhibitions, merchandise release activities, etc.; for the tour group tourists, you can actively expand the cooperation of major travel agencies nationwide, and the use of travel agency plate internal resources, which will generally be put into operation in the early stages of the project for the scenic area to contribute to the source of customers; for the Self-help tourists, can be contacted through brand promotion, in the early stage of the project operation of certain advertising and marketing, and through the network, convenient ticketing methods to make self-help tourists easier to come to the scenic area.

3, marketing tools: in the construction of the scenic area of the marketing channels, in the many marketing tools such as advertising, sponsorship, market research, network, promotions, print, public **** relations, media and so on, in order to select the most suitable tools and content.

Strengthening the specialized management and taking into account the leasing and outsourcing

When investing in scenic spots, you need to evaluate the product and service elements, and determine which items to operate on your own through the importance of the project in the overall strategy, the brand influence, profitability, and your own operating ability, and at the same time, consider which items need to make use of the social resources. The company's business is also a major player in the marketplace.

1, focus on their own operating experience, good management of the project

Self-operated mainly refers to rely entirely on the internal resources of the scenic area plate, the scenic area by the core team to operate the core hot springs, hotels, and other special projects, special projects, and improve the level of profitability, and can make full use of the group's resources, operating various types of core production mouth.

2, the other non-focused projects for investment, leasing outsourcing

Outsourcing leasing mainly rely on resources outside the scenic area board. Outsourcing operations will generally focus the project's personnel and resources to obtain land, natural resources and business advantages of the project, to ensure that the rate of return, through outsourcing to obtain a stable and ideal income, without having to be too involved in the daily details of the operation.

With the enhancement of scenic area operation ability, we can form a series of scenic area standards when conditions are ripe, and consider packaging and listing to create our own hematopoietic function.

Up to this point, on the previous talk about the scenic area operation involved in the three issues have been elaborated, listed out with the painstaking scenic area operation managers to share.