planning scheme

I. Introduction

With the acceleration of the pace of social work, the pressure on the country is increasing. People's demand and desire for tourism are increasing day by day, and the tourism fever is heating up, which has gradually become the new favorite of the people. With the rapid development of the national economy, people have more disposable funds, and the state implements a vacation system that benefits the country and the people, giving people more vacation time to travel and creating 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, formerly known as Qingshan Forest Farm, receives about 654.38+200,000 tourists every year and receives important leaders of Nanning, the capital city, with a total planned area of 654.38+09.4 square kilometers, which is now developed to 5.3 kilometers. It is called 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. It can be seen that there is still more room for improvement for tourists in Qingxiu Mountain Scenic Area. Planning must be carried out from several aspects:

Product planning: add entertainment measures and theme projects.

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

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

Second, the advantages and disadvantages analysis of Qingxiu Mountain Scenic Area

(A), the advantages of Qingxiu Mountain Scenic Area and the market "selling point"

1, with high popularity, is the first batch of national 4A-level tourist areas.

Qingxiu Mountain is a national 4A-level tourist area, which holds a grand "Peach Blossom Festival" and "Food Festival" every year. Every year, more than 400,000 people come to the scenic spot during the May Day and the Eleventh Golden Week, while more than 800,000 people come to the scenic spot during the two major festivals. Qingxiu Mountain Scenic Area has held a series of large-scale variety shows such as 40th Anniversary Celebration, 99 National Festival, Opening Ceremony of China Golden Rooster and Hundred Flowers Film Festival in 2000, CCTV 3 Super Variety Show and Life, which has become a place 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 to come to Yong.

It is located in the center of Nanning, the capital of Guangxi, with a superior geographical position.

Qingxiu Mountain Scenic Area is located in the southeast of Nanning, about 10 km away from the center of Nanning, with convenient transportation hub. There are four buses arriving at the scenic spot, and the main source of tourists in the scenic spot is Nanning citizens, which is more convenient for them to travel and carry out the theme activities in the scenic spot. Can better and more effectively carry out various promotional activities.

3. The scenic spots are 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 25,000 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 Taihou, etc. ); Gardens (Cycas Garden, Peach Blossom Island); And many landscapes need tourists to watch slowly.

4. The government attaches importance to and invests heavily in construction.

Qingxiu Mountain is a state-owned enterprise. Since 1986, 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 rebuild the scenic area, especially in recent years, Qingxiu Mountain has carried out the "Three Waves" construction. The first wave was the construction of the West Gate and the Grand View of Rainforest in 2000; The second wave is the construction of China-ASEAN Friendship Park and the first food festival in 2002-2003. In 2007, the third wave is preparing to build the Mianmenmen District, Langdongmen District and the outdoor activity area for teenagers. 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 the characteristic "selling point" brand of Qingxiu Mountain Scenic Area. Every year when the peach blossoms are in full bloom, people and tourists from all over the world come to watch the peach blossoms in an endless stream. On average, there are 20,000 person-times per day (peach blossoms bloom for 30 days), and a total of 600,000 tourists come to the scenic spot, thus stimulating the development of other markets in the scenic spot; Food Festival is a place where different special foods and dishes from different countries and places are brought together. Every day, 20,000 people come to taste and play (calculated by 10 day), totaling 200,000 people; These two festivals attracted 800,000 tourists, accounting for 3/4 of the total income. These two festivals have almost become the main source of income for scenic spots.

6. Have a relatively stable consumer group.

Qingxiu Mountain Scenic Area is located in the center of Nanning, and citizens have become the main stable consumers of the scenic area. Because of the pressure of city life, they need to find a place to rest and sightseeing. In the consumption structure, individual customers account for the majority, accounting for 90%. 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.

(B), the disadvantages and shortcomings of Qingxiu Mountain Scenic Area

1, the scenic resources are relatively single, which is not conducive to the interaction of tourists.

Tourism must form six elements: travel, transportation, housing, eating, shopping and entertainment, but the scenic spot is still in the original state of amusement and appreciation. Without other activities, entertainment, catering, accommodation and shopping have not developed reasonably. The resources of the scenic spot are relatively simple, and there is no platform for tourists to interact, so that tourists do not fully reach the desired realm.

2, the concept is relatively backward, lack of market awareness, still 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 stresses speed and efficiency. At present, the business philosophy of the operators is more avant-garde, but compared with the market economy, the business philosophy of the scenic spots is more conservative. There are only two major brands of holiday theme activities, and the source structure is basically individual tourists, and there is not 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.

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

4. There is a serious lack of recreational activities for participation.

The scenic spots are mainly for tourists to watch, and there are relatively few entertainment items. Only some featureless items are unattractive, and participatory entertainment items are seriously lacking. It is incompatible with the current construction of developing tourism, and even the most basic ones can't be done. As a result, tourists' sightseeing is single and tasteless, which is not conducive to tourists' interaction. All this can't satisfy the tourists' desire to go out and 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.

The existing products of Qingxiu Mountain are mainly for tourists to watch, and 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, and the selling points of superior products are extracted from it. Passive response to market competition can only be eliminated by fierce market competition.

6. Insufficient market development in off-season

Because there are too few off-season theme activities in Qingxiu Mountain, the interaction with tourists is not wide. Did not fully understand the demand of tourists for the off-season market, and did not develop the off-season market. I don't think it is useful to develop the off-season market, so I passively wait for the off-season market. There is no theme activity for off-season tourists, which leads to the loss of most tourists.

Comment on Advantages and Disadvantages Planning

By comparing the advantages and disadvantages, we can draw a 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 advantages of selling points should not be diluted. We should also pay attention to the shortcomings of scenic spots, sublimate our own shortcomings as soon as possible, and improve and rectify them, so that the shortcomings of scenic spots will gradually become the advantages of scenic spots, thus enhancing the competitiveness of scenic spots. Because the facilities and projects in Qingxiu Mountain are not perfect, there is a lot of room for development, which can better control the market operation. In view of the advantages and disadvantages of scenic spots, we should reposition the market of scenic spots and make new plans to enhance the competitiveness of scenic spots. Make up for existing resources.

Third, competitor analysis

(A) the composition of the main competitors

With the continuous development and improvement of the market, deep tourism has been continuously developed, thus gradually forming a more competitive scene. In one case, the appeal points are basically the same and the relative target groups are similar. Developing markets for the same target group has evolved into daytime competition. The price positioning is similar; 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 our strategy to meet their competition and gain greater advantages from it.

(B) Comparative analysis of the main advantages and disadvantages with major competitors

1, Liangfengjiang Scenic Area

(1) Comparison of main advantages

The theme activities are rich and attractive.

Liangfengjiang not only has a good resource advantage 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, conference, vacation, popular science, scientific research, cultural entertainment and group activities. All tourists can enjoy themselves.

There are many interactive activities for tourists to participate in.

There are many theme activities in Liangfenghe River, which are close to the hobbies of mass consumers, and it is easier to form an interactive effect with tourists. Sightseeing, barbecue, mountain climbing, boating, fishing, swimming and forest bathing are all activities developed according to consumers' tastes.

The publicity is even stronger.

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 stronger. 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 way of publicity according to the changes of theme activities. Promote their own selling points, impress consumers and arouse consumers' desire for consumption.

② comparison of main shortcomings

The popularity is relatively low.

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

It's far from the city.

Because Liangfengjiang is located in the southern suburb of Nanning, 4.5 kilometers away from the city center/kloc-0. It is far from the urban area, so it is difficult to communicate and publicize with consumers. Some theme activity information failed to reach the target consumers in time, resulting in some consumers wanting to go but not knowing. Not only did consumers miss the opportunity, but the scenic spot also lost the opportunity to make money and could only be given to others.

Resources and landscape are relatively weak.

Because of the scenic resources themselves, there are some obstacles in the development projects in the scenic spots. The limitation of resources makes it impossible to carry out large-scale projects in scenic spots, and the lack of landscape will also lead to the decrease of tourists. Due to the limitation of its own resources, the scenic spot can be opened.

2. Nanhu Park Scenic Area

Comparison of main advantages

Nanhu Park, located in the southeast of the city, 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 free tickets, more tourists and citizens are attracted to visit. It is easier to stimulate the income and development of other businesses in the park, and it is also convenient for tourists to participate in the activities carried out in the park.

Comparison of main shortcomings

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 facilities are not complete. The park lacks landscape and resources, and the target consumers are limited to the consumption of citizens in this city. Some theme activities are not well publicized, and there are no projects to interact with consumers. The policy of free tickets in the park leads to low income in the park and it is impossible to carry out some projects independently.

3. People's Park Scenic Area

Comparison of main advantages

People's Park is located in the center of the city, with superior geographical position, convenient transportation and clear route. There are many entertainment projects, and there are many entertainment projects that you can participate in. The price of tickets is also in line with the affordable price of mass consumers. It is easy for consumers to spend in parks, and there are many tourists who repeat their spending.

Comparison of main shortcomings

Because the People's Park faces Nanning citizens, the publicity of the park is not enough, 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 established and carried out. 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 tour groups market, passively waiting for the market.

(3) Analysis, summary and evaluation of competitors

Through the analysis of three 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. Ticket prices are lower to attract more tourists to spend. The geographical location is superior, and the target group is basically oriented to urban consumers. However, in brand building, brand building and brand promotion are not emphasized, and they passively wait for the market.

Fourthly, the orientation of Qingxiu Mountain Scenic Area.

(1) The Function and Characteristic Orientation of Qingxiu Mountain Scenic Area

1, the green lung of Nanning people-giant lung

Qingxiu Mountain Scenic Area has an existing green area of 25,000 square meters, with many trees standing on the green hills. Millions of oxygen are released every year. The fresh air is a natural oxygen bar, which contributes to the mood and physical and mental health of tourists.

2. Tourist attractions

Qingxiu Mountain Scenic Area includes 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 world's largest Cycad Garden. There are thousands of trees and virgin forests. There are so many tourist resources, which is an advantage of tourist attractions.

3. Leisure and entertainment attractions

Qingxiu Mountain Scenic Area is rich in natural scenery and tourism resources, which has great attraction and temptation for tourists who often live in the city, and is suitable for tourists to visit, relax and entertain in the scenic area.

4, scientific research and popular science base

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

5. Meeting place for Buddhist (religious) people

Qingxiu Mountain Scenic Area has a certain relationship with Buddhism, which can be reflected in many buildings. Moreover, many foreign and domestic tourists from Southeast Asia come to Nanning every year, some of whom are Buddhist saints, which is also very urgent to develop this market.

6. Large-scale activities with ethnic characteristics in Guangxi were held.

Qingxiu Mountain Scenic Area has held many large-scale activities with its own resources, and accumulated many ideas for holding these large-scale activities. The conditions for holding large-scale activities are very mature. Therefore, we should strive to be the venue of large-scale special events and take this opportunity to promote the development of scenic tourism.

(B) Qingxiu Mountain Scenic Area target customers and market positioning

1, primary market

Nanning-the Core Tourist Market of Qingxiu Mountain Scenic Area

When various measures of Qingxiu Mountain Scenic Area are not perfect, Nanning is the main target market for the development of this scenic area. Among the consumer groups of tourists, all are individual tourists, and the main source of individual tourists is Nanning citizens. Nanning has a large population, good economic conditions and strong consumption power. Convenient transportation to scenic spots and relatively unique leisure resources are easy to attract consumers. As the capital of Guangxi, there are many scientific research institutions, enterprises and institutions, as well as relatively fixed leisure groups, which are easy to attract consumers. When holding theme activities, it is not only convenient to carry out publicity activities, but also saves a lot of money. It is easy to achieve the desired effect.

2. Secondary market

Intra-region-an important part of tourism market

In a certain period of time, due to the development of the scenic spot itself, this market is far from the scenic spot, and the publicity of the scenic spot is not enough. Relatively speaking, the popularity of this scenic spot is not very high. I don't know the scenic position of the scenic spot. Tourists who come to Nanning for business and tourism, as well as tourists from major travel agencies and organizations, provide scientific research places for exchanges.

3. Tertiary market

Outside the region and all parts of Southeast Asia-an important supplementary market for tourists

Outside the region, due to the noise and pressure of big cities, the desire to travel to the western region is gradually increasing, and a certain amount of time and financial resources will definitely promote their travel. In foreign countries, the ASEAN Expo is located in Nanning, which is becoming more and more open, attracting tourists from many Southeast Asian countries and the reception of Southeast Asian countries, as well as their growing curiosity about China cities and great interest in understanding the development of China. There will be more foreign tourists to visit, and more Southeast Asian tourists will come to the team for scientific research (animal and plant) inspection and internship.

(three) according to the consumer groups, for urban leisure and sightseeing groups.

1 homegroup

With the development of mainstream market, people's awareness of tourism is getting higher and higher. The pursuit of perfection in tourism is also escalating. The family's concept of tourism consumption is also constantly changing. Locals are the majority of consumers every year, accounting for 70-75% of the total number of tourists. Family consumption has also become the mainstream consumption mode of local citizens.

2. Youth (amateur) groups

Nowadays, with the development of the times, young people's thoughts are pursuing romantic love and the ecological landscape of nature. I also pay attention to the cultivation of the concept of love, and relax as soon as I have time. With the change of tourism concept, I have the idea of traveling around the world. Therefore, the requirements for tourist attractions are also very high, and large-scale theme activities should be innovated.

3. Travel agencies and organizations

Travel agencies have higher requirements for scenic spots and greater profit margins. However, they have developed rich tourist sources and vigorously promoted scenic spots, which will help to improve the visibility of scenic spots and bring rich profits to them. Therefore, there are more funds to develop and expand other projects. Due to the pressure of work, the unit group has a great demand for tourism. It can not only adjust the mood of employees in the unit enterprise, but also bring a harmonious atmosphere to the enterprise.

4. College students

College and technical secondary school students do not have a strong concept of tourism, but they have a curious heart. As long as they have certain propaganda power, they can easily impress their hearts that want to spend. In addition to expanding knowledge and increasing our own experience, we can have more exchanges, thus achieving dual purposes. Not only can we indulge ourselves and return to the ideal realm of nature, but we can also increase the knowledge that books can't learn.

5. Middle-aged and elderly people (the focus of off-season development-the largest natural chess and card venue in Guangxi)

These old people don't have to go to work after retirement. In order to achieve the effect of physical exercise and the idea of protecting physical and mental health, go out to travel and relax. Absorb the air of nature and spend the rest of the year peacefully. Because there was no one at home, I went out to meet people to adjust my mood and relieve boredom. There is a great demand for entertainment and fitness programs. At the age of 20, I also have a special hobby of appreciating cultural landscapes.

Seasonal Market Orientation of Qingxiu Mountain Scenic Area

Significance of seasonal market positioning in Qingxiu Mountain Scenic Area

◆ It is conducive to the formation of distinctive seasonal characteristics and better attract tourists.

◆ It is beneficial to avoid customer fatigue and better attract repeat customers.

◆ It is conducive to building the affinity of scenic brands and changing the single phenomenon of scenic spots.

Fifth, the operation of scenic spots needs to be solved urgently.

(Consider and implement solutions according to the four elements of tourism, such as travel, shopping, entertainment and diet)

(1) Develop Qingxiu Mountain Night Market as soon as possible.

1. Feasibility of developing Qingxiu Mountain Night Market

(1) Nanning has a large population, good economic conditions and strong consumption power. The pursuit and desire for nightlife.

(2) The geographical location is superior, which is convenient for tourists to participate in theme activities and travel back and forth.

(3) Scenic spots have their own resource advantages and reliable sources of funds.

(4) The popularity of scenic spots has a certain influence in Nanning, and they are curious about the developed projects.

2. Specific measures to develop night markets

(1) To investigate the market demand, we must first determine the market demand and understand the market changes.

(2) Determine the location of this project and make preparations for the early activities.

(3) Attracting investment, attracting feasible night markets in the scenic area to carry out activities and projects, and evaluating merchants.

(4) Collect a certain rent from the merchants, strengthen the security in the scenic spot, and ensure the personal safety of tourists and consumers. In order to dispel consumers' concerns.

3. Promote the development of the night market.

(1) In the early stage, some publicity was made on the investment promotion period, explaining the advantages and prospects of developing night markets in scenic spots.

(2) After attracting investment, it is necessary to publicize the general trend of target consumers and reflect the marketing strategy of big brands.

(3) And tell the target consumers some information (the night market products in the scenic spot are very rich enough to meet your needs).

(4) Distribute advertising leaflets to consumers, and reasonably select appropriate media for corresponding publicity to match the distribution of leaflets.

Operation of Buddhist Cultural Festival

1, the feasibility of running a Buddhist cultural festival

(1) China is a country with a Buddhist history of more than 1000 years, with a large number of Buddhist saints. The market base is relatively large and the prospect is very ideal.

(2) The scenic spot is close to the Southeast Asian market and has a deep Buddhist foundation. Their belief in Buddhism prompted them to have a great interest in Buddhism in China.

(3) The resources of the scenic spot itself include the Buddhist cultural history of Buddhism. It can provide a platform for Buddhists all over the world to communicate and believe.

2. Specific measures for operating Buddhist cultural festivals.

(1) Integrate Buddhist cultural resources in scenic spots and deepen their own Buddhist resources and cultural foundation.

(2) Invite some famous Buddhist saints to preside over the opening ceremony and invite other Buddhist guests to participate in the cultural festival.

(3) Learn from the development of Longmu Temple Cultural Festival in Deqing, Guangdong, or hold cultural festivals together with other Buddhist holy places.

3, the operation of Buddhist culture festival for publicity.

(1) It plays a key role in defining the target market and publicity, especially in Buddhist belief places.

(2) Refine the selling points of cultural festivals, conduct targeted publicity on the selling points, and accurately tell consumers the selling points required by cultural festivals.

(3) Publicity in the local influential media, so that more consumers can understand the basic situation of activities and contents carried out in the scenic spot.

(2) Enrich the entertainment projects in the scenic spots to attract repeat customers.

1, the meaning of the definition of entertainment functional area

The entertainment functional area is an entertainment area where tourists can enjoy themselves, relax, get excited and temporarily forget the troubles caused by life and work after coming to the scenic spot. This can make the scenic spot have another "trump card" and a bright spot, and enhance its own competitiveness. Make the scenic spot more attractive, thus stimulating the economic growth of the whole scenic spot.

2. Feasibility analysis of large-scale entertainment projects.

◆ Tourist projects in the scenic area are developing ornamental scenery, and entertainment projects are very scarce at present. However, the entertainment needs of tourists are constantly expanding, and the entertainment projects in scenic spots can no longer meet the needs of tourists.

The development of various tourism projects in the scenic spot is basically mature now, and the resources in the scenic spot have the ability to provide basic conditions for the development of entertainment projects.

The existing resources in the scenic spot cannot attract some tourists, so new projects must be developed, and entertainment measures in the scenic spot are seriously lacking. Developing entertainment projects can better attract returning tourists.

Competitors' entertainment projects are still attractive at present, which will seize some market share. If they remain indifferent, they may lose more market share.

3. Matters needing attention in setting entertainment items

◆ It is necessary to investigate competitors' entertainment projects and understand the basic composition of competitors' entertainment projects.

It is necessary to analyze and investigate the target consumer groups in order to understand the entertainment activities that consumers need and like.

◆ The imported projects must be suitable for the market positioning of the scenic spot, and conform to the brand image and publicized tourism image of the scenic spot.

◆ The entertainment items introduced must be different from those of competitors. Only in this way can the imported projects form a bright spot and impress consumers more easily.

(3) Increase the number of special shopping and consumption places as soon as possible (solve the problem of eating and buying)

1, introducing the demonstration of characteristic shopping places.

The formation of tourism includes six elements: food, shelter, transportation, shopping and entertainment. There are few shopping places in the scenic spot, and there are few special items for tourists to buy. This makes tourists so hungry and disappointed that they can't even buy a souvenir.

2. Matters needing attention in the management of shopping places

(1) Merchants selling products must sign certain treaties to limit their sales scope and ensure product quality.

(2) The products sold must conform to the tourism elements such as the image, environment and culture of the scenic spot.

(3) The management of sales places must be based on scenic resources. For the sustainable development of the project, the natural resources of the scenic spot are the source of the scenic spot. It is necessary to protect the environment of scenic spots.