Marketing promotion and planning scheme of tourist organization in Qingxiu Mountain Scenic Area

I. Preface

With the acceleration of social work, the national pressure is increasing. The demand and desire for tourism is increasing day by day, and the tourism fever is heating up, and it has gradually become the new favorite of the people. With the rapid development of the national economy, the people have more disposable money, and the country implements a vacation system that benefits the people, so that people have more vacation time to travel and create a good space for the development of tourism.

As the first batch of 4A-level scenic spots in Nanning, Qingxiu Mountain Scenic Area in Nanning was formerly known as Qingshan Forest Farm. It receives about 1.2 million person-times every year and important leaders of Nanning, the capital, with a total planned area of 19.4 square kilometers, and now it is developed to 5.3 kilometers. It is known as the urban scenic spot in the southeast of Nanning.

in order to make the scenic spot develop better, it is necessary to make a new plan for the existing market. Thus, the tourists in Qingxiu Mountain Scenic Area have more room for improvement. Planning must be carried out from several aspects:

product planning: increasing entertainment measures and developing theme projects.

promotion strategy: adopt promotion combination to carry out promotion activities.

tourist market: develop off-season market and increase theme activities.

2. Analysis of advantages and disadvantages of Qingxiu Mountain Scenic Area

(1) Advantages and market "selling points" of Qingxiu Mountain Scenic Area

1. The first batch of national 4A-level tourist areas

Qingxiu Mountain is a national 4A-level tourist area, and a grand "Peach Blossom Festival" and "Food Festival" are held every year. Every year, more than 411,111 people come to the scenic spot during the May Day and the Eleventh Golden Week, while more than 811,111 people come to the scenic spot during the two major festivals. A series of large-scale variety shows such as "41th Anniversary Celebration", "99 National Festival", "Opening Ceremony of China Golden Rooster and Hundred Flowers Film Festival in 2111", "CCTV 3 super variety show" and "Life" have been held in Qingxiu Mountain Scenic Area, and they have become places for people to visit and rest. It is not only a must-see place for domestic tourists to travel to Nanning, but also a reception place for important leaders who come to Yong.

2. It is located in the center of Nanning, the capital of Guangxi.

Qingxiu Mountain Scenic Area is located in the southeast of Nanning, about 11 kilometers away from the center of Nanning. The transportation hub is convenient, and there are 4 buses reaching the scenic area. The main tourist source of the scenic area is Nanning citizens, which is more convenient for them to travel and carry out the theme activities of the scenic area. Can better and more effectively carry out various promotional activities.

3. The scenic area is rich in resources and landscapes (mountains, water, humanities and gardens)

Qingxiu Mountain Scenic Area is now developing 5.3 square kilometers, with a planned area of 19.4 square kilometers. The green area is 25,111 square meters, and the main peak is 289 meters above sea level. Mountain-Castle Peak (Palm Garden, Golf Course, ASEAN Friendship Circle, Landscape Corridor, etc.); Water-Xiushui (Tianchi, Yaochi, etc.); Humanities (Dragon Elephant Tower, Phoenix Tower, Dong Quan, Xiao Tai, etc.); Gardens (Cycas Garden, Peach Blossom Island); And many landscapes need to be watched by tourists slowly.

4. The government attaches great importance to and vigorously invests in the construction of Qingxiu Mountain.

Qingxiu Mountain is a state-owned enterprise. Since 1986, the Nanning Municipal People's Government has allocated funds to rebuild Qingxiu Mountain Scenic Area. We have invested a lot of money in Qingxiu Mountain Scenic Area to help the reconstruction of the scenic area, especially in recent years, Qingxiu Mountain has carried out the "three waves" construction. The first wave was to build the West Gate and the Rainforest Grand View in 2111; The second wave was the construction of China-ASEAN Friendship Park in 2112-2113 and the first food festival. In 2117, the third wave is preparing to build the quilt gate area, Langdong gate and youth outdoor activity area. And update and maintain the public measures in the scenic spot.

5. Theme activities with high brand effect (Peach Blossom Festival and Food Festival)

Peach Blossom Festival is a characteristic "selling point" brand in Qingxiu Mountain Scenic Area. Every year, when the peach blossoms are in full bloom, people and tourists around it come to watch the peach blossoms in an endless stream. On average, there are 21,111 person-times every day (peach blossoms bloom for 31 days), and 611,111 tourists come to the scenic spot as soon as they arrive, thus stimulating the development of other markets in the scenic spot; The food festival is a gathering place that combines different special foods and dishes from different countries and places. There are also 21,111 people to taste and play every day (according to 11 days), and there are 211,111 people in a * * *; The two festivals attract 811,111 tourists, accounting for 3/4 of the total income. Almost all the two festivals have become the main source of income for the scenic spots.

6. There are relatively stable consumer groups

Qingxiu Mountain Scenic Area is located in the center of Nanning, and citizens have become the main and stable consumers of the scenic area. Because of the pressure of urban life, they need to find a place to have a rest and sightseeing. In the consumer structure, individual customers are the majority, accounting for 91%. Convenient transportation and beautiful environment attract a large number of individual travelers in the city. As long as they have time, they will go to the scenic spot to relax and indulge their feelings.

(2) Disadvantages and shortcomings of Qingxiu Mountain Scenic Area

1. The resources of the scenic area are relatively simple, which is not conducive to tourists' interaction

Tourism must form six elements: travel, accommodation, eating, shopping and entertainment, but the scenic area is still in the original amusement and appreciation. There are no other activities, and entertainment, dining, accommodation and shopping are not reasonably developed. The resources of scenic spots are relatively single, and there is no platform for tourists to interact, so that tourists have not completely reached the desired realm.

2. The concept is relatively backward, and the market development awareness is lacking, and it is still in the state of waiting for customers to come to the door.

As a state-owned enterprise, Qingxiu Mountain Scenic Area has more or less retained its state-owned business philosophy. The market pays attention to speed and efficiency. At present, the business philosophy of operators is avant-garde, but compared with the market economy, the business philosophy of scenic spots is more conservative. There are only two major brands of holiday theme activities, and the tourist structure is basically individual, and there is not too much cooperation with tour groups. They are all waiting for tourists to come and play. This is very unfavorable to the long-term development of the market in the future and lacks long-term vision.

3. There are too few theme activities

There are two influential brand theme activities (Peach Blossom Festival and Food Festival) in Qingxiu Mountain Scenic Area, which have become the main selling points of the scenic spot. Besides these two major theme activities, there are almost no other large-scale theme activities, which leads to the loss of some tourists and the lack of key development of these tourists, which leads to the gap between the off-season and the peak season.

4. There is a serious lack of participatory entertainment projects

The scenic spots are mainly for tourists to watch, but there are few entertainment and other projects, only some projects with no characteristics, which are not attractive, and there is a serious lack of participatory entertainment projects. It is incompatible with the current construction of developing tourism, and even the most basic ones can't be achieved. It causes tourists to have a single and tasteless tour, and it is not conducive to the interaction of tourists. All this does not satisfy the desire of tourists to go out to relax. This will have a certain impact on the development and reputation of the scenic spot.

3. In-depth promotion and development of existing products

Qingxiu Mountain's existing products are mainly for tourists' viewing, but there is no further promotion of its own product line and additional tourism projects. There is no more reasonable development according to its own resource advantages, from which it can extract advantageous product selling points. Passive response to market competition can only be eliminated by fierce market competition.

6. Insufficient market development in the off-season

Because there are too few theme activities in the off-season, the interaction with tourists is not extensive in Qingxiu Mountain. There is no full understanding of tourists' demand for the off-season market and no development of the off-season market. I think it is useless to develop the off-season market, so I passively wait for the market in the off-season. There is no theme activity for off-season tourists, which leads to the loss of most tourists.

Analysis of the planning of advantages and disadvantages

Through the comparison of advantages and disadvantages, we can draw the conclusion that we should try our best to give full play to the advantages of scenic spots, refine them into selling points and present them to tourists. The advantages of scenic spots must be strengthened, and the selling points with advantages should not be diluted. We should also pay attention to the shortcomings of scenic spots, sublimate our own shortcomings as soon as possible, and perfect and rectify the shortcomings, so that the disadvantages of scenic spots will gradually become the advantages of scenic spots, thus enhancing the competitiveness of scenic spots. Because all kinds of facilities and projects in Qingxiu Mountain are not perfect, the space for development is very large, and the market operation can be better controlled. In view of the advantages and disadvantages of scenic spots, we should re-position the market of scenic spots and make new plans for them, thus enhancing the competitiveness of scenic spots. Make up for the existing resources.

analysis of competitors

(1) the composition of major competitors

with the continuous development and improvement of the market, the depth of tourism has been continuously developed, thus gradually forming a more competitive scene. There is a situation that the appeal points are basically the same, and the relative target groups are similar. Developing the market for the same target group has evolved into a situation of competition in the daytime. The positioning in price is almost the same; The main competitors of Qingxiu Mountain are: Liangfengjiang, People's Park and Nanhu Park. In order to cope with the competition from them, it is necessary to analyze their competitors. Therefore, it is time to change its own strategy to cater to their competition and gain greater advantages from the competition.

(II) Comparative analysis of major advantages and disadvantages with major competitors

1. Liangfengjiang Scenic Area

(1) Comparison of major advantages

Rich theme activities are set up and attractive

Liangfengjiang not only has good resource advantages to develop more tourism projects, but also develops more theme projects for consumers to play. The park not only has scenic spots and cultural relics for viewing, but also can meet the different needs of tourists, such as sightseeing, barbecue, mountaineering, boating, fishing, swimming, forest bathing, conferences, holidays, popular science, scientific research, culture and entertainment, and group activities. All visitors can enjoy themselves.

There are many interactive activities for tourists to participate in

There are many theme activities in Liangfeng River, which are close to the hobbies of mass consumers and are more likely to form interactive effects with tourists. Tourists' sightseeing, barbecue, mountain climbing, boating, fishing, swimming and forest bathing are all activities developed according to consumers' tastes.

Greater publicity

Every activity in Liangfengjiang will be properly publicized according to the needs of the activity, and the publicity of large-scale theme activities will be even greater. It will publicize some schools, citizens, institutions and other units. I also pay more attention to the target market, have a strong sense of development, and can change my own publicity methods according to the change of theme activities. Propagandize their selling points, impress consumers, and arouse consumers' desire to spend.

(2) Comparison of major disadvantages

Relatively low visibility

Liangfengjiang Scenic Area belongs to the national 3A-level national forest park, and the development of major theme activities is relatively less than that of Qingxiu Mountain, which can not well attract the government's attention to Liangfengjiang. I don't have enough efforts to maintain my own brand, and I don't have a better brand image.

It is relatively far from the urban area

Because Liangfengjiang is located in the southern suburb of Nanning, it is 14.5 kilometers away from the city center. It is far from the urban area, so it is difficult to communicate and publicize with consumers. The information of some theme activities failed to reach the target consumers in time, which led to the situation that some consumers wanted to go but didn't know. Not only did consumers miss the opportunity, but also the scenic spot lost the opportunity to make money and had to give it to others.

The resources and landscape are relatively weak

Due to the scenic resources themselves, the development projects in the scenic area have some obstacles. The restriction of resources makes the large-scale projects in scenic spots unable to be carried out, and the lack of landscape will also lead to the decrease of tourists. Due to the constraints of its own resources, the scenic spot can be opened.

2. South Lake Park Scenic Area

Comparison of main advantages

South Lake Park is located in the southeast of the urban area, which is a park integrating water landscape and subtropical garden scenery. Because it is located in the city center, it is convenient for tourists to travel. Under the policy of no tickets, more tourists and citizens are attracted to visit. In this way, it is easier to stimulate the income and development of other businesses in the park, and it is convenient for tourists to participate in the activities carried out in the park.

Comparison of main disadvantages

Due to the insufficient publicity of Nanhu Park, the visibility of Nanhu Park in the eyes of consumers is not high, theme activities are lacking, and entertainment and other facilities are incomplete. There is a lack of landscape and resources in the park, and the target consumers are limited to the consumption of citizens in this city. The publicity of some theme activities is not in place, and there is a lack of projects to interact with consumers. The policy of no tickets in the park leads to the low income of the park and the inability to carry out some projects independently.

3. Comparison of main advantages of People's Park Scenic Area

The People's Park is located in the center of the city, with superior geographical location, convenient transportation and clear route. There are many entertainment projects, and there are many entertainment projects that can be participated in. The price of tickets is also in line with the affordable price of mass consumers. Consumers are easy to spend in the park, and there are many tourists who repeat consumption.

Comparison of main disadvantages

Because the People's Park is aimed at Nanning citizens, the publicity of the park is not enough, and the popularity and reputation of the People's Park are not high, the entertainment facilities are not perfect, and there are not many theme activities. The landscape and tourism resources are not rich, and the investment in ornamental projects is insufficient. Did not pay attention to the development of other tourists and tourist groups' markets, and was passively waiting for the market.

(III) Analysis, summary and evaluation of competitors

Through the analysis of the three major competitors, it is concluded that the entertainment projects and theme settings of competitors are very rich, and more attention is paid to the development of theme projects and theme activities. The price on the ticket is lower to reach more tourists to spend. The geographical location is superior, and the target groups are basically aimed at urban consumers. However, in brand building, there is no emphasis on brand building and brand promotion, and they are passively waiting for the market.

IV. Positioning of Qingxiu Mountain Scenic Area

(I) Function and characteristic positioning of Qingxiu Mountain Scenic Area

1. The green lung of Nanning people-giant lung

The existing green area of Qingxiu Mountain Scenic Area is 25,111 square meters, with many trees standing on the green hills. Countless oxygen is released every year. The air is fresh and it is a natural oxygen bar, which is helpful to tourists' mood and physical and mental health.

2. Scenic spots for sightseeing

Qingxiu Mountain Scenic Area has tropical rainforest Grand View, Palm Garden, Shuiyue Temple, Dragon Elephant Tower, Thailand Garden, Golf Course, ASEAN Friendship Circle, Landscape Corridor, Peach Blossom Island, Phoenix Tower, Dongquan, Xiaotai Tianchi, Yaochi and the largest Cycad Garden in the world. There are tens of thousands of trees and virgin forests. With so many tourist resources, it is an advantage of tourist attractions.

3. Leisure and Entertainment Scenic Area

Qingxiu Mountain Scenic Area is rich in natural scenery and tourism resources, which is very attractive and attractive to tourists who often live in cities, and is suitable for tourists to visit, relax and entertain in scenic spots.

4, scientific research science base

Qingxiu Mountain Scenic Area Park has plants, literature and architecture for scientific research, and its potential scientific value is unparalleled. It is a place worthy of postgraduate entrance examination for researchers.

5. The gathering place of Buddhist (religious) people

Qingxiu Mountain Scenic Area has a certain relationship with Buddhism, and many constructions can be reflected. And every year there are many foreign and domestic tourists from Southeast Asia.