do you want a case or a basic theoretical framework? The marketing of tourism products, like other marketing, is generally operated by 4p marketing mix. Products, prices, promotions, channels. Just because of the characteristics of tourism products, the specific methods will be different in the tourism industry. For example, in terms of pricing, the tourism industry likes flexible pricing and hidden pricing; In terms of promotion, brochures and word of mouth are very important, and in terms of channels, middlemen, namely travel agencies, are indispensable. And so on.

Let me give you an example of planning:

Planning scheme of tourism marketing in Dongli Town

First, the present situation of tourism marketing

The present situation of tourism in Dongli Town is: obvious resource advantages and rapid development; The image of the scenic spot is vague and the marketing is absent; Lack of tourism talents and imperfect facilities; The government is good at guiding, and the development prospect is promising.

(1) The present situation of tourism image

The image cognition of tourism destination includes three aspects: tourists' cognition, tourism destination cognition and tourism destination internal cognition, which constitute the complete image of tourism destination. Dongli Town is rich in tourism resources, but its tourism image is still vague at present, and its tourism image cognition is low, which is very unfavorable to its future tourism development.

Low awareness of tourists:

Due to various reasons, Dongli Town has not conducted in-depth and detailed research on tourism image positioning, which leads to one-sided and fuzzy image of scenic spots. Tourists' awareness of scenic spots generally includes familiarity and interest in scenic spots. Dongli Town is rich in tourism resources, but its tourism image is scattered, with no main selling points, distinctive slogans, visual images, amorous feelings and historical and cultural images. Lack of systematic image design and refinement. Coupled with the backward local tourism infrastructure and poor reception capacity, Dongli Town is not well-known in the surrounding markets, and its tourism attraction is not strong. Most tourists' understanding of Dongli only stays at the low level of seeing Buddha sculptures in Upper Tangshan, picking fruits in orchards and eating farmhouse meals in villages, which limits the development pace of local tourism.

2, The awareness of tourist destination is weak:

As long as the awareness of tourist destination refers to the local residents' understanding of tourism, in recent years, under the correct guidance of the government, Dongli Town aims to build a strong industrial town, an important business town, a famous tourist town and a large agricultural industrialization town, and implements the four industries of agriculture, industry and tourism simultaneously, with a good economic development momentum and a rapid increase in the per capita net income of residents. However, due to the lack of government guidance in the tourism industry, The local residents don't understand the development of tourism deeply enough, and their concept consciousness still stays in the traditional business. Although some residents can actively participate in the tourism construction, it is not driven by the economic interests of tourism, and most residents still passively accept it.

3. The internal cognition of tourist destinations is insufficient: < P > The internal cognition of tourist destinations refers to how the local tourism departments and tourism practitioners view the current tourism development. Dongli government departments are very determined to develop tourism. And has set up a tourism department, equipped with qualified professionals, and has done a lot of work in tourism industry development planning. However, the government has not paid enough attention to the development of tourism, the pace of industrial planning and project construction is obviously lagging behind, and the input of people, money and material resources is insufficient, especially in marketing. Although Dongli Town has started "being a knowledgeable tourist in Dongli" and started to implement it, it has not yet reached the level of tourism industrialization development. It is obvious that the management of existing scenic spots such as Tangshan is very backward.

(II) Current situation of market promotion

It is an important measure to expand the tourism market and promote the rapid development of tourism extensively and deeply. Tourism is an attention economy, and tourism promotion is actually to spend money to earn money and attract tourists' attention. However, the current marketing promotion in Dongli Town is still relatively backward.

1. Hard with one hand and soft with the other.

Hard: devoting to the infrastructure construction of scenic spots. Soft: at present, there is no operational marketing promotion plan. At present, new scenic spots have sprung up in Zibo and surrounding cities. If Dongli Town waits for all the scenic spots and supporting facilities to be completed before promoting, it will be equivalent to handing over the market and opportunities to competitors.

2. The relevant departments are not sensitive to promotion.

. The propaganda consciousness is weak, and there is a wait-and-see mentality, instead of actively catering to the needs of the tourism market, the tourism development schedule has to be delayed again and again.

3. The propaganda and promotion methods are backward. < P > Tourism promotion is a comprehensive work. After selecting the right market, it is necessary to use propaganda and promotion methods to carry out targeted promotion in time. Recommend the scenic spots to tourists as quickly as possible. At present, Dongli Town basically relies on some traditional channels to release tourism news, which is not targeted and the channels are too narrow to attract tourists' attention effectively. < P > (3) Current situation of product development < P > The development of tourism products in Dongli Town can be summarized as follows: tourism products are single and lack of packaging; Tourism projects are too dull and lack of fine products; The follow-up development is slow and out of touch with the market.

1, the tourism products are single and lack of packaging. < P > The preliminary tourism planning of Dongli Town has been completed, but most of the tourism resources have not been developed and tourism products with their own unique charm have not been designed. At present, the only tourism projects that Dongli Town can carry out are Tangshan Buddha Carving Garden cultural sightseeing and farmhouse tourism, and these tourism projects are rough and the packaging in details is not enough. < P Tourism projects are dull and lack of fine products.

At present, Tangshan Buddhist Sculpture Cultural Park, which is relatively formed in Dongli Town, has a strong traditional religious atmosphere, and Guanyin, the first crystal in China, sits in the town. However, the planning ideas with the theme of Buddhist sculpture appreciation dilute its own religious culture. However, resources such as Huiyuan Processing Factory, the first brand of China juice, leisure in yi river Water Town and rural tourism are ignored to some extent.

3, the subsequent development is slow. Products are out of touch with the market.

The market is changing, so is the demand of tourists, and the development of scenic products needs to be improved constantly. However, the life cycle of tourism products is limited, so the development of tourism products needs to be changed constantly. With the arrival of the leisure and holiday era, the public's demand for leisure and holiday tourism products will continue to rise, and the National Tourism Administration has also proposed 2117 as the year of urban and rural tourism, vigorously developing urban and rural leisure tourism. There are abundant leisure resources in yi river, waterfront and Shan Ye, but at present, they are only limited to the development of traditional sightseeing products, and the design of leisure and holiday products in towns and villages has not yet formed a complete idea.

(IV) Status of marketing channels

Tourism marketing channels are the bridge between tourism products and the market, and they are also one of the pillars on which tourist attractions depend for development. At present, with the rapid economic development, tourism demand is constantly changing. How to sell your products to tourists in the most effective way greatly affects the vitality of scenic spots and tourism products. Dongli Town's economy has developed rapidly and has attracted wide attention from the outside world, but the marketing channels are very narrow, and it is common to carry out marketing mainly through interpersonal communication networks. There are no travel agencies, tourism promotion websites, newspapers, television, radio and other traditional media in Dongli Town, and public relations and festival activities have not yet been carried out. It can be said that tourism promotion has basically not been carried out.

Second, tourism market strategy

(1) Market classification

According to geographical division:

1. Local markets: Zibo urban area, Zhangdian and other markets, with tourism and weekend leisure as the main purpose.

2. Provincial markets: Weifang, Linyi and Dongying around Dongli. It is hoped that through traveling in the scenic spot, people can completely relax their body and mind. Participatory tourism projects are the most attractive to them.

3. Outside the province market: The scenic spot cannot be used as an independent scenic spot to attract tourists from outside the province, so there is no independent outside the province market at present. The general practice adopted by the scenic spot is to integrate all the scenic spots in Dongli Town into famous tourist routes such as Shandong tour, Zibo ancient capital tour and Weifang folk tour. At present, Travel agencies in all parts of the province generally offer the ground connection route for the whole tour in Shandong for 7-9 days, among which the ancient car museum in Linzi, Martyr's Horse Pit in the Eastern Zhou Dynasty and Yangjiabu in Weifang are often the must-see places, while long-distance tourists usually stay in Weifang for half a day to one day. Therefore, Dongli Town should show the most distinctive local tourism resources to tourists in the shortest time.

According to the distance:

1. The core tourist market

radiates outward with a radius of 311km from Dongli Town-Jinan, Weifang, Dongying, Tai 'an, Laiwu, Qingdao and Rizhao. As Yantai and Weihai markets in the peninsula are more important, they are included in the core tourist market here.

2. The basic target market

radiates outward with a radius of 511km from Dongli Town-Jiangsu and Anhui. Some residents in Zhejiang and Shanghai will be potential tourist markets.

Focus on the cities along the roads and railways, and establish the tourist terminal market as a bipolar region along expressway: the large region is the urban agglomeration around the provincial capital, the Jiaodong Peninsula urban agglomeration, and the small region is Jinan, Zibo, Dongying, Tai 'an, Qingdao, Yantai, Weihai and other cities; The tourist destination cities along the railway line are established as two polar regions: Beijing, Tianjin, Langfang, Nanjing, Zhengzhou, Hefei, etc. in large regions, Nanyang, Shashi, Yichang, Xuzhou, etc. in small regions.

3. The target tourist market of characteristic tourism < P > Shanxi, Shaanxi, Hunan, Japan (Tokyo, Osaka, Nagoya), South Korea and Hong Kong with a radius of 511 kilometers as the basic boundaries. It will be the characteristic target source market of Dongli Town's characteristic tourism.

(2) Positioning of tourism market

From the order of market development, the first step is to develop Zibo urban area, Zhangdian and other high-income markets, and use local tourists to maintain the tourism income of scenic spots. Secondly, develop Weifang, Dongying, Linyi, Laiwu, Jinan and other neighboring markets to improve Dongli's tourism popularity. Thirdly, explore the Shandong Peninsula market, Beijing, Tianjin and Hebei. Further improve the popularity. Gradually open the market in North China, East China and South China.

From the market demand, Dongli Town should develop water town holiday tour, Guanyin Dojo cultural tour and folk tour with Yimeng Mountain characteristics. Timesharing, visiting relatives and friends, business official activities, conference tour and cultural exchange have developed very rapidly in recent years. After the reception capacity, popularity and reputation of scenic spots have been improved, Consider developing such high-end tourism products.

3. Tourism image positioning and product planning:

(1) Overall tourism image positioning:

Huiyuan hometown, yi river commercial port and Putuo in the north

Positioning interpretation:

Positioning from the perspective of the overall economic development of Dongli town.

First, promote Dongli town tourism by Huiyuan's reputation. Huiyuan juice is spread all over the country. But I basically don't know where Huiyuan's hometown is. Playing Huiyuan's hometown card can attract the attention of young and middle-aged consumers who are widely and stably involved in Huiyuan juice, arouse their interest and make them visit Dongli Town, thus making Dongli Town famous.

Second, yi river is 574 kilometers long (287.5 kilometers long in Shandong Province) with a total drainage area of 17,325 square kilometers, making it the first big river in Linyi City. The second largest river in Shandong Province except the Yellow River. Throughout Shandong Province, except for the Yellow River entering the sea and the Shandong section of the Beijing-Hangzhou Grand Canal, other inland rivers in Shandong Province have basically not developed tourism products with certain cultural tastes. Dongli Town straddles the banks of yi river, and Dongli people are famous for being good at doing business in history. We have positioned Dongli as a commercial port in yi river, which can excavate the history and culture of Dongli Town and combine it with the leisure culture of Shuizhen. The formation of a unique tourist brand, such as a waterfront commercial port, will definitely make a name for itself in the whole province.

Third, the Tangshan Buddhist Sculpture Cultural Park in Dongli Town is a Buddhist holy place in the Five Dynasties, with cliff statues in Sui and Tang Dynasties and the crystal Guanyin statue, which is the highest in the country. It is a sacred mountain for traditional folk sacrifices in history, and folk religious beliefs, especially Guanyin worship, have a long history, and incense is very strong during Guanyin Festival every year. However, if it is simply positioned as Guanyin holy place, It seems too dull to be separated from other scenic spots. Therefore, we have positioned Dongli Town as a Putuo in the north, which is consistent with the characteristics of Tangshan tourism resources, and at the same time, it has effectively improved the tourism taste of Dongli Town.

(2) Positioning of key tourism products

1, Tangshan Scenic Area:

Guanyin Dojo, and Putuo in the north

Positioning interpretation:

Tangshan Scenic Area was once five. And the first crystal Guanyin statue in China. Tangshan's strong religious culture has a high reputation in the local and surrounding areas, and the incense here has always been very strong. However, due to the inaccurate positioning of tourism image in the early stage of development, it is too ordinary compared with scenic spots such as Putuo Mountain in Zhejiang Province, and the market attraction is not strong. Therefore, we position it as "Guanyin Dojo, Putuo in the North" and strive to make Tangshan a tourist attraction of Guanyin culture in the north. With the Guanyin culture in Putuo Mountain in the south, the positioning is consistent with the tourism connotation of Tangshan, so as to enhance the tourism attraction and appeal, enrich and enhance the overall tourism image of Dongli Town, and build the brand of Guanyin culture in the north.

2. yi river leisure water town

Luzhong Fudi, Taoyuan Water Town

Positioning interpretation:

Dongli Town spans both sides of yi river, in which Mazhuang River and yi river meet. Hidden among the green mountains and clear waters, it is like a paradise. It is a rare treasure trove of geomantic omen in the middle mountain area of Shandong Province. Here, you can develop landscape real estate and carry out leisure and holiday tourism activities such as timesharing. At the same time, Dongli Town was once a famous business town in history, known as "Dongan Ancient County", and it is a treasure trove for gathering talents and making money. You can overlook yi river in front and see the majestic Tangshan in the back, and you can experience the historical charm of Dongan Ancient County in the meantime. Taoyuan Water Town "concentrates the cultural value and tourism value of this triangle to build a leisure cultural brand of water town.

3. Orientation of Xisi Scenic Area

Songtao Cultural Hall

Interpretation:

Xisi has a long history, and it is said that Confucius disciples Min Ziqian and Zilu stopped here. Since the construction of Minzhong Temple in the Ming Dynasty, Xisi has become even more famous. It is one of the eight scenic spots in Yishui. At present, the leisure place in the form of cultural hall is welcomed by customers. We can create a beautiful cultural mood by combining the history of Xisi Temple, Songtao and the cultural hall, and build a brand of Songtao tourism culture.

4. Ecological sightseeing of lotus pond

Orientation interpretation of Yimeng Xiangou lotus pond

:

The lotus pond in Dongli Town can carry out ecological sightseeing in the lotus blossom season. At the same time, the soil here is black mud, which has certain utilization value and can be developed into tourism products such as black mud bath. Therefore, we have determined the selling points of the lotus pond: firstly, lotus root, secondly, black mud, and thirdly, lotus flower. Prominent fragrant lotus root facilitates the image packaging and publicity of lotus root products, which is conducive to its rapid market entry, killing two birds with one stone.

5. Huiyuan Food & Beverage Co., Ltd.

drinks Huiyuan juice and tastes.