On some occasions, we often hear the word "operation". For example, many enterprises have operation management centers and operation posts. When recruiting, HR will tell you that we need an operation director! Have you ever run an operation before?

but what exactly is operation? For scenic spots, it should be said that it begins with operation and ends with operation. The former "operation" is the market-oriented thinking of operation, and the latter "operation" is the operational benefit of products. In a word, operation is the operation of product content under the conditions, environment and scenes of market reversal. Without products, any activity is virtual and doomed to be unsustainable and unprofitable. It may be to make money at a loss and make no achievements in the scenic spot. The operation of scenic spots needs to follow the market rules, from attraction building, to theme product design, recreation route, landscape promotion and architectural design under market demand, to construction and operation management, and so on. This series of processes * * * isomorphically form a complete planning and design framework of tourist attractions.

what we need to do is to think about and understand some fundamental problems and essence of scenic spot operation from the perspective of scenic spots, facing the tourism resources that are good or bad, facing the hundreds of employees at all levels who are "hungry" in the scenic spot, facing the poor funds in their hands, facing the bustling picky tourists inside and outside the mountain gate and the ever-changing market, that is: what is scenic spot operation? What is involved in the operation of scenic spots? And, how can we do a good job in the operation of scenic spots?

1

Analysis of seven common business models for the operation of scenic spots

1. Ticket business model

This business model is a simple ticket economy, which uses natural resources for simple transformation, and at the same time builds a gate to collect the visit fee. This is the mainstream mode of domestic tourist attractions at present, and the success of this mode depends on the grade 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 capital cycle. Of course, how to seize the selling point for marketing promotion is also very important. Tianmen Mountain and Huanglong Cave in Zhangjiajie are typical examples of this model.

2. Comprehensive tourism income business model

This model has got rid of the single ticket economy, but emphasizes various income forms such as catering, shopping and accommodation. A single ticket economy is difficult to meet the needs found at this stage, and the benefits are very limited. Under normal circumstances, it is reasonable that tickets for a scenic spot account for 41% of the total income. If it depends entirely on the ticket economy, it is difficult to achieve sustainable development. For example, Bifeng Gorge in Sichuan is very successful. Besides tickets, there are many benefits such as hotels, restaurants and shopping.

3. Industrial linkage business model

This model takes tourism as a platform, and uses tourism as a platform resource to develop related industries, so as to obtain more benefits. Typical agricultural tourism, in addition to tourism income, there are also benefits from agriculture and agricultural processing. Animal husbandry tourism in Inner Mongolia is also typical. Investors not only develop tourism, but also develop dairy farming, forming interaction and obtaining comprehensive income.

4. tourism real estate's business model

This business model is actually a kind of industrial linkage, but the operation of this model is relatively mature in China, so it is explained separately. In this mode, while developing tourism, investors ask the government to make compensation for a certain amount of land (the price is generally the cost of various permits), tourism and real estate are developed at the same time, and the investment in tourism is compensated by the income from real estate.

5. Business model of tourism resources integration

This model is a common model for the development of some scenic spots close to the central city. That is, an investor controls resources, completes infrastructure, and then invites investment for various projects and joins many small investors to participate in the operation. Some scenic spots in Guangdong are relatively successful, such as Quanlin Villa in Zhongshan. Investors basically don't do specific projects, and more than 111 projects within the scenic spots are established by many small and medium-sized investors.

6. Business model integrating industry and capital operation

This model is to gain profits by introducing strategic investors after the scenic spots are developed to a certain extent. This model is popular in Guangdong's drifting industry. Investing in a drifting in Guangdong often only needs more than 1 million yuan. If it is operated properly, the investment can generally be recovered in two years, and it will be sold at a high price with the appreciation of resources.

7. Mixed business model

The mixed business model is suitable for some very large scenic spots, and it is the comprehensive application of the first six business models from the early fund raising to the introduction of multiple operating models.

Overview of promotion

The traditional sightseeing mode is mainly based on sightseeing resources, with strong dependence, scattered layout and small scale, and it sells whatever it has. The business model after transformation and upgrading is mainly based on market demand, with strong innovation, centralized layout and large scale, and whatever needs to be developed. China's tourism development has gone through such a process for 31 years: firstly, it is a scenic spot, relying on resources. The second is the tourist area, which is expanded on the basis of resources. The third is the tourism economic complex, which takes service facilities as the main body and constructs new tourist attractions. The fourth is the tourism industry cluster, capital-intensive, intelligence-intensive, talent-intensive, large-scale, complete facilities and outstanding market brands.

in practice, three types of patterns have been created. One is the OCT model, which can be referred to as the land use model, that is, the tourism plus real estate model to maximize the use of land resources; Second, the Haiquanwan model of CTS, which can be simply referred to as the land-making model, can directly build a tourist town by building land on the beach in one step, but the cost of the Haiquanwan model is too high, and finally it will cost 211,111 to 311,111 yuan to build an acre of land; The third is the model of Qujiang New District in Xi 'an, which can be referred to as the model of raising land for short, and the land value can be enhanced through the development of plots and the operation of projects.

these three modes have their own characteristics, and they are finally summed up as "A+B+C" mode. A is the center of attraction. As an attraction center, it attracts not only tourists but also the government, thus becoming a bright spot of development. Because such a project needs large investment and the market needs to be cultivated, it is possible to form a loss situation in direct operation. Therefore, on the one hand, it needs the foresight of developers, on the other hand, it needs the policy support of the government. B is the profit center. At present, the general form is supporting real estate construction, and other forms will be formed in the long run. C is the cultural center and its derivative development. Through market gathering, policy gathering, and creativity gathering, final gathering has developed its derivative industries. At the deeper level, it is the phased transformation and exchange of three elements: A, B and C. For example, in the first stage, this project is A, which is a loss, but after a few years, it will not lose money and become a profitable project. B It seems that it is making money today, but real estate construction is a one-time investment and one-time recovery. In the long run, the profit center will not stand. Therefore, it is natural that the three elements A, B and C must be transformed and interchanged at different stages.

2

Upgrading and analysis of the operation mode of scenic spots

The evolution theory of operation understanding: operation is from pregnant and giving birth to full-station nanny in scenic spots with children

It took 78 million years for people to evolve from apes to humans, and the author's understanding of operation "evolution theory" took nearly 1 weeks. Therefore, "time is the soil of all achievements in the world", Mckinsey's famous saying, is posted here to show that the achievements are not easy!

the author's understanding of operation is: operation = watching the venue, watching the venue = operation. That is to say, the management and service personnel of the front-line departments wandering from the mountain gate to the top of the mountain in the scenic spot are doing operations. The author also uses his strong ability to summarize and summarize all the scenic spots, regardless of size and level, into three business departments:

Logistics Department: departments and personnel that cats manage behind the scenes and serve front-line personnel and other departments

Operation Department: departments and personnel that provide services to tourists at the front line;

sales department: departments and personnel that recruit and attract customers for scenic spots.

look, what does it feel like? Is it very simple and straightforward and simple and rude?

after careful analysis of all kinds of businesses involved in scenic spots and comparison with some classic theories of operation management at home and abroad, and after sleepless nights, the author has a different understanding of operation: operation is a big concept, not just the function of front-line departments. Large-scale operation should be all the businesses or functions that run through the management of scenic spots from beginning to end (from the perspective of the concept of large-scale operation, scenic spot marketing should actually be counted as the operation plate, that is, the product operation of scenic spots! ）。

however, in order to correspond to the actual situation of the current scenic spot and make the theory look closer to the current management situation of the scenic spot, we will separate the "marketing function" of the scenic spot. Then, the business department of the whole scenic spot has only two sections, namely:

scenic spot = operation+marketing. Here, the corresponding function of operation is "producing and managing products and services", and the corresponding function of sales is "selling products and services".

In order to further understand the connotation of operation, the scenic spot can be regarded as a person here, so:

Obtaining a business license in the scenic spot = having a birth permit;

preparation and opening of scenic spots = having children;

business period of scenic spots = raising and caring for children;

what should I say about scenic spot sales? Is it equivalent to "selling children"?

therefore, scenic spot sales = "selling children"!

Therefore, the operation of scenic spots is equivalent to the management process of a person from pregnant to giving birth to and raising children (this "child" is the "product and service" of scenic spots). That is to say, the operation of the scenic spot is "from pregnant children, giving birth to children, raising children to the full-station nanny with children!" , involving all the functions of the scenic spot from preparation, opening to later operation and management (excluding sales). Its function is the process of transforming various inputs into scenic products and services by investing manpower, material resources and various resources.

This is perhaps the most theoretical definition of scenic spot operation that people have made so far since the beginning of the world. Let's define it first!

In order to make this article look less simple and rude and more professional, the author specially pastes a "written definition" of operation management which is closest to this article for your consideration:

Operation management is the management of functional departments responsible for manufacturing products or providing services in an organization, specifically, the design, implementation and improvement of systems that provide the main products and services of the organization.

that's the end of the concept explanation

scenic spot operation: it is implemented in stages, and the three cores cast the fundamentals of scenic spot operation management

scenic spot operation management is a very complicated matter with complicated and trivial contents. However, the author found that no matter what kind of scenic spot we are doing, no matter the scale or type, the operation and management of scenic spots we are facing will never be separated from the following four sectors: internal production, external sales, internal management and external coordination.

"production" refers to the production of tourism products and services, including tangible products and intangible products such as infrastructure and service facilities construction of scenic spots, scenic spot planning, landscape building, project design, environmental greening and beautification, staff training and services, and its purpose is to create good scenic spot products and tourism services for customers.

"sales" refers to the sale of tourist products and services in scenic spots, including a package of market operation means such as line product design, price system formulation, sales channel construction, publicity and promotion, and activity planning, and its purpose is to realize the refund or capital withdrawal of scenic spots through the sale of products and services.

"management" refers to the formulation of the operation plan of the scenic spot (including the strategic operation plan for three to five years and the annual, quarterly, monthly and even weekly plans, etc.), the establishment of the management system and organizational structure, the formulation of responsibilities and processes, staffing, safety emergency response, performance appraisal, etc., including personnel (relying on the system, powers and responsibilities and processes), property (relying on the property system to advocate open source and reduce expenditure) and time (important work plans and time). Its purpose is to manage products and provide quality products and services to tourists.

"coordination" refers to the coordination between the scenic spot and surrounding villagers, local governments, various functional departments, media, competitors and other related groups, and its purpose is to create a good external business environment for the scenic spot.

the relationship between these four sectors is as follows: production and management are the focus of operation, and bear the burden of transforming resources into products and services that meet the needs of the market; Sales is the focus of production and management, and all production and management must be carried out around sales or market needs, which is a guiding stick to realize capital withdrawal and adjust production tasks; External coordination creates good external conditions for the production, management and sales of scenic spots.

combined with the above understanding of the word "operation", except for the "sales" link, production, management and coordination are the three core tasks of scenic spot operation management, and they are the fundamentals of scenic spot operation management. These three core tasks have different emphases and contents in different stages of scenic spot operation.

after the scenic spot obtains the business license from the industrial and commercial department, the preparation period is from development and construction to business conditions. In the preparatory period, the key points of the operation and management of scenic spots should be: selecting the right planning units and design units, and planning and designing scenic spots well; Choose construction teams with different specialties, do a good job in the construction of basic landscape engineering, civil engineering and special projects (such as ropeway and transparent glass plank road) in the scenic spot, at the same time mobilize the enthusiasm of design units and supervision units, flexibly adjust construction design according to construction conditions in time, and do a good job in on-site construction period management and safety management; According to the needs of construction, do a good job of approval and construction, do a good job in land acquisition, demolition compensation and construction site coordination in time, and don't let ordinary people or functional departments find another job to delay their work; At the end of the preparation, the management service team will be ready to enter the site, and the basic management system, department and post design, salary system construction, training organization and trial operation will be established.

the scenic spot has entered the official operation period since it opened for business. exist