Marketing strategy is a company’s starting point based on customer needs, and based on experience, it obtains information on customer demand and purchasing power, as well as the expectations of the business community. For this reason, I will share with you four classic successful cases of domestic tourism marketing. Welcome to read.
Domestic tourism marketing case 1: Love between Jade Dragon Snow Mountain and Impression Lijiang Jade Dragon Snow Mountain, a rare urban snow mountain in the world, is the core brand of Lijiang tourism.
Jade Dragon Snow Mountain Scenic Area became one of the first 66 5A-level scenic spots in the country in 2007. The first step after the upgrade was to integrate the operating rights of six surrounding scenic spots to expand the core brand of Lijiang tourism.
From the perspective of scenic spot marketing, this approach of Jade Dragon Snow Mountain is essentially a brand expansion strategy.
The so-called brand expansion means that after a scenic spot successfully creates a high-quality well-known brand, it will cover this brand to other scenic spot products, forming a tourism product cluster with a single family brand.
To this end, Yulong Scenic Area specially invited director Zhang Yimou and his creative team to perform a large-scale stage play "Impression of Lijiang" with real scenes of Lijiang's landscape and bundle it with the "Yulong Scenic Area" brand.
First: "Impression of Lijiang": Exploring the Success of Real-Scene Performance The large-scale real-life landscape performance "Impression of Lijiang" has caused a huge sensation since its official performance on March 20, 2004.
According to statistics from the Jade Dragon Snow Mountain Scenic Area, since its performance on July 23, 2006, "Impression of Lijiang" has received 236,400 audiences in 2007, 600,000 audiences in 2008, 1.4 million audiences in 2009, and 927 performances throughout the year.
, performing 3-4 shows every day, with ticket revenue exceeding 150 million yuan and net profit of 73 million yuan.
Why can "Impression of Lijiang" achieve such excellent market performance? As far as the program itself is concerned, there are three main combinations: the combination of the Lijiang brand and the Zhang Yimou brand, the combination of folk life elements and live performance art, and the combination of ethnic minority culture and the special snow-capped mountains.
combination of environment.
Second: "Impression of Lijiang": The most difficult problems in marketing management are two problems and their solutions: 1. Price strategy: how to formulate ticket price policy.
It is necessary to mobilize the enthusiasm of travel agencies, but not to make too much profit and reduce performance income? In this regard, "Impression of Lijiang" has taken a unique approach and adopted a super strong and unbalanced ticket price policy.
The basic idea is to "grasp the big ones and let go the small ones", and the preferential ticket policies and sales incentives are heavily tilted towards strategic cooperative travel agencies.
For example, if a large ground travel agency has a team number of more than 50,000 people throughout the year, it will be able to enjoy progressive ticket discounts and sales incentives; if a small and medium-sized travel agency has a team number of less than 50,000 people throughout the year, it will rarely or cannot enjoy ticket discounts.
This approach of putting eggs in a few baskets seems to carry great market risks, but it has made "Impression of Lijiang" a market success.
2. Channel control, how to choose channel distribution model.
In the marketing process of "Impression Lijiang", the channel model is "selective distribution".
The so-called "selective" means that the scenic spot does not target all travel agencies for distribution, but seizes certain key links in the tourism distribution chain, cooperates with a small number of travel agents, and gradually establishes multi-level distribution channels.
The reason why scenic spots do this is to change the rules of the game in the tourism market and strengthen their marketing control over the source market.
This approach of the Jade Dragon Snow Mountain Scenic Area is not to establish a vertical distribution channel system, but to seize the key links in the tourism distribution chain and strengthen marketing control over the source market.
Limited by the development level of the domestic tourism market, scenic spots currently do not have the corporate capabilities and market conditions to establish a vertical distribution channel system.
In fact, Jade Dragon Snow Mountain Scenic Area has not given up on the traditional model of horizontal distribution, but has revised the original channel model, narrowed the horizontal width of distribution channels, reduced the number of agents and distribution levels, and promoted customer sources through direct promotion.
In the local market, strategic cooperation with large-scale tour groups and local travel agencies has strengthened the marketing control of scenic spots over the tourism distribution chain, thereby extending the vertical depth of channel distribution and giving it some morphological characteristics of vertical distribution.
Domestic tourism marketing case 2: Hong Kong, fun is here, love is here. In order to restore Hong Kong tourism and revitalize Hong Kong's economy, following the first two-year promotion of "The Dynamic City is Hong Kong", the Hong Kong Tourism Board launched another theme
The second phase of global promotion campaign for "Hong Kong, Love Here!"
On October 11, 2003, the Director of Mainland China of the Hong Kong Tourism Board announced in Beijing that in order to fully recover Hong Kong's tourism industry, the Tourism Board has invested another HK$140 million and will launch the "Hong Kong Tourism Board" on October 13.
-The second phase of the tourism series with the theme -Happiness is here - Love is here?
A tourism promotional video starring Hong Kong Tourism Ambassador Jackie Chan will also be broadcast simultaneously on TV stations in major cities in China.