I. Introduction
(a) What is the background for planning?
1, brief industry background introduction and explanation
(2) Why should Qingxiu Mountain Scenic Area be introduced into the planning?
1. Briefly introduce the current situation.
2. The significance of the introduction planning of Qingxiu Mountain Scenic Area.
(3) The overall idea and expected effect of scenic spot planning of Qingxiu Mountain Scenic Area.
1, planning key directions, ways and means
2, the expected effect after the introduction of the plan (popularity, reputation, market sales, etc.). )
Second, the advantages and disadvantages analysis of Qingxiu Mountain Scenic Area
(A) the advantages and market "selling point" of Qingxiu Mountain Scenic Area
1, with high popularity, is the first batch of national 4A scenic spots.
It is located in the market center of Nanning, the capital of Guangxi, with a superior geographical position.
3, rich in scenic resources, landscape (mountain? Water? Humanities? Garden)
4. The government attaches importance to and invests heavily in construction.
5. Theme activities with high brand effect (Peach Blossom Festival and Food Festival)
6. Have a relatively stable consumer group.
(B) the disadvantages and deficiencies of Qingxiu Mountain Scenic Area
1, the scenic spot resources are relatively simple, which is not conducive to tourists' interaction.
2, the concept is relatively backward, lack of market awareness, still waiting for customers to come to the door.
3. There are too few theme activities.
4. There is a serious shortage of entertainment projects available for participation.
5. Insufficient promotion and development of existing products.
6. Insufficient market development in off-season
Comments on pros and cons planning
(For details of this part, see "Problems to be solved in the development of scenic spots")
Third, competitor analysis.
(A) the composition of the main competitors
(B) Comparative analysis of the main advantages and disadvantages with major competitors
1, ××× scenic spot
Comparison of main advantages
The theme activities are rich and attractive.
There are many interactive activities for tourists to participate in.
The publicity is even stronger.
Grass skiing, field combat, go-karting, barbecue and fishing.
Comparison of main shortcomings
The popularity is relatively low.
It's far from the city.
Resources and landscape are relatively weak.
2.××× Scenic Area
Comparison of main advantages
Comparison of main shortcomings
3.××× Scenic Area
Comparison of main advantages
Comparison of main shortcomings
(3) Analysis, summary and evaluation of competitors
Third, the positioning 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
2. Tourist attractions
3. Leisure and entertainment attractions
4, scientific research and popular science base
5. A gathering place for Buddhist (religious) people
6. Holding large-scale activities with ethnic characteristics in Guangxi.
(2) Target customers and market positioning of Qingxiu Mountain Scenic Area
1, primary market
Nanning city
2. Secondary market
Counties and cities except Nanning
3. Tertiary market
Government affairs and tourists from the region and outside Southeast Asia
Nanning-the Core Tourist Market of Qingxiu Mountain Scenic Area
◆ Large population, good economic conditions and strong consumption power.
◆ Convenient transportation to the scenic spot.
◆ Relatively unique leisure resources are easy to attract consumers.
As the capital of Guangxi, there are many scientific research institutions, enterprises and institutions.
◆ Relatively fixed leisure groups
Intra-region-an important part of tourism market
◆ Customers who come to Nanning for business and tourism.
◆ Tourists from major travel agencies and organizations.
◆ Provide scientific research places for communication.
Outside the region and all parts of Southeast Asia-an important supplementary market for tourists
◆ Visitors to Yongyong
◆ A team that comes to Yong for scientific research (animal and plant) inspection and internship.
◆ Exchange visiting Southeast Asian tourists.
(three) according to the consumer groups, located in the city leisure and sightseeing groups.
1, family group
2. Youth (amateur) groups
3. Travel agencies and organizations
4. College students
5. Middle-aged and elderly people (the focus of off-season development-the largest natural chess and card venue in Guangxi)
(D) Seasonal market positioning of Qingxiu Mountain Scenic Area
1, the 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 conducive to avoiding the phenomenon of exhausted customers and better attracting repeat customers.
◆ It is conducive to building the affinity of scenic brands and changing the single phenomenon of scenic spots.
2. The characteristic orientation of the four seasons in Qingxiu Mountain Scenic Area and the creation of "bright spots"
◆ Spring market operation of scenic spots
(1) Spring Market Positioning of Scenic Spots
(2) the setting of theme activities in scenic spots
◆ Summer market operation of scenic spots
(1) Positioning of Summer Resort Market in Scenic Spot
(2) Setting of summer theme activities in scenic spots
◆ Autumn market operation of scenic spots
(1) autumn market positioning of scenic spots
(2) The setting of autumn theme activities in scenic spots.
◆ Winter market operation of scenic spots
(1) winter market positioning of scenic spots
(2) the setting of winter theme activities in scenic spots
Fourth, the operation of scenic spots needs to be solved urgently.
(According to the four elements of tourism, tourism, shopping, entertainment and diet, consider and implement the solution)
(1) Develop Qingxiu Mountain Night Market as soon as possible.
1. Feasibility of developing Qingxiu Mountain Night Market
2. Specific measures to develop night markets
3. Promote the development of the night market.
Operation of Buddhist Cultural Festival
1, the feasibility of running a Buddhist cultural festival
2. Specific measures for operating Buddhist cultural festivals.
3, the operation of Buddhist culture festival for publicity.
(2) Enrich the entertainment projects in the scenic spots to attract repeat customers.
1, the meaning of the definition of entertainment functional area
2. Feasibility analysis of major entertainment projects.
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3. Matters needing attention in setting entertainment items
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(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.
2. Matters needing attention in the management of shopping places
(D) off-season market development ideas and countermeasures
1, cooperation between scenic spots and travel agencies and organizations.
cause analysis
solution
2. Introduction of tourism organization and measures in off-season (including Monday to Friday).
◆ Cause analysis (the contrast of tourism consumption is large (holidays, weekends and working days))
◆ Solutions
Five, tourists psychological barrier elimination and implementation plan
(A) the elimination of psychological barriers for tourists and countermeasures
1. The main psychological obstacles and manifestations of tourists
◆ The scenic spots are too scattered.
◆ The weather restricts tourists from playing.
◆ There are few entertainment items for tourists to participate in (see? Chapter)
It's too tiring to go to the scenic spots.
2. Corresponding measures to eliminate the main psychological barriers of tourists.
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3. Discussion on repeated consumption of tourists in Nanning market.
◆ Consumers' repeated consumption and psychological barrier consumption.
◆ Ticket price guidance.
Market launch of intransitive verbs and tourism organization plan
(A) the concept of tourist organization plan
1. Overall planning of tourism organization in the near future
◆ Focus on developing the regular tourist market around Qingxiu Mountain Scenic Area?
◆ use? Leisure and sightseeing groups, consumer groups as the main body.
◆ Strive for cooperation with travel agencies.
◆ Actively carry out a series of attractive theme activities.
(B) spring activities organization (traditional advantage theme activities to carry out the month)
1, the main content of the activity
◆ Peach Blossom Festival
◆ Welcome theme activities (welcome 10,000 people countdown, Olympic countdown, New Year's Day series theme activities)
◆ 10,000 people pray for blessings in the Spring Festival.
2. Detailed activity plan (operation plan I and operation plan II)
◆ Activity purpose
◆ Content requirements
◆ Active object
◆ Activity time
◆ Precautions for participation (rules of the game)
◆ Incentive measures
(2) summer activity organization (enterprise love and marriage theme activity month)
◆×× Ecological Beer Festival
◆ Castle Peak as the Proof —— The First Guangxi "vows of eternal love" ×× Marriage Meeting
◆ The first outdoor training camp (base)
◆ Youth summer camp activities in the whole region
◆ Youth Sketching Competition (Children's Day)
2. Detailed activity plan (operation plan I and operation plan II)
◆ Activity purpose
◆ Content requirements
◆ Active object
◆ Activity time
◆ Precautions for participation (rules of the game)
◆ Incentive measures
(3) autumn activity organization (Festival theme series activity month)
◆ ASEAN and Food Series Theme Activity Month
◆ Mid-Autumn Festival Carnival Night (10,000 couples? )
◆ Chongyang activity series
2. Detailed activity plan (operation plan I and operation plan II)
◆ Activity purpose
◆ Content requirements
◆ Active object
◆ Activity time
◆ Precautions for participation (rules of the game)
◆ Incentive measures
(4) winter activities organization (media cooperation and large-scale amorous feelings exhibition series theme activity month)
(Reflect big brands-big events-big marketing)
◆ The first exotic customs exhibition ××××
◆×××× Radio and Television Media (Program) (Green Apple Paradise (cooperation between Xida University and Qingxiu Mountain))
◆ "Amway Nutrilite" long-distance running fitness activities
2. Detailed activity plan (operation plan I and operation plan II)
◆ Activity purpose
◆ Content requirements
◆ Active object
◆ Activity time
◆ Precautions for participation (rules of the game)
◆ Incentive measures
2. Selection and application of promotion methods
(1) employee promotion
◆ Negotiation and negotiation with travel agencies and key customers (units)
◆ Distribution of promotional materials (what kind of promotional materials and distribution targets)
◆ Time, schedule and task arrangement of personnel promotion.
(2) TV promotion plan
◆ TV station selection
◆ Publication and broadcasting schedule
◆ Theme promotion and advertising appeal
◆ Cost control
(3) Newspaper promotion plan
◆ Newspaper selection (newspaper soft articles, newspaper clips, loose-leaf papers)
◆ Publication and broadcasting schedule
◆ Theme promotion and advertising appeal
◆ Cost control (number of copies)
(4) Outdoor advertising and promotion plan
◆ Outdoor advertising site selection
◆ Advertising and content selection
◆ Advertising design and production
◆ Cost control
(5) Network promotion scheme
◆ Network selection (own network)
◆ Main content recommendation
(6) Public relations promotion plan
◆ "Castle Peak as the Proof" witnessed the 30-year large-scale series of activities of Guangxi College Entrance Examination.
◆ Poverty alleviation and loss
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(seven) other publicity programs.
◆ Tourism promotion
◆ Promotion of Tourism Fair
◆ Promote with the help of travel agencies.
3, the recent publicity expenses budget (summary of the above expenses)
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Seven, advertising creativity and copywriting
telescript
(2) Soft articles in newspapers
(3) News reports (public relations activities)
Eight, effect prediction (omitted)
X. Annexes (omitted)
(1) questionnaire survey
(2) Interview and survey outline
(3) Market research report