Four classic successful cases of domestic tourism marketing

Marketing strategy is that the enterprise takes the customer's demand as the starting point, and obtains the information of customer's demand and purchasing power according to experience, as well as the expectations of the business community. To this end, I will share with you four classic successful cases of domestic tourism marketing. Welcome to see it.

Domestic tourism marketing case 1: Yulong Snow Mountain and? Impression Lijiang? Love had to happen

Yulong Snow Mountain, a rare city snow mountain in the world, is not only the core brand of Lijiang tourism. Yulong Snow Mountain Scenic Area became one of the first batch of 66 5A scenic spots in China in 2007. The first action after the upgrade is to integrate the management rights of six surrounding scenic spots and make Lijiang a core brand scenic spot.

From the perspective of scenic spot marketing, this practice of Yulong Snow Mountain is essentially a brand expansion strategy. The so-called brand expansion refers to the successful creation of a high-quality well-known brand in a scenic spot, which covers products in other scenic spots and forms a tourism product cluster with a 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 Lijiang?" Yulong Scenic Area? Brand.

The first book: Lijiang Impression: A Probe into the Success of Live Performance.

Impression Lijiang, a large-scale landscape performance, has caused a great sensation since it was officially released on March 20th, 2004. According to the statistics of Yulong Snow Mountain Scenic Area, Impression Lijiang has received 236,400 tourists in 2007, 600,000 tourists in 2008 and 6,543,800+0.4 million tourists in 2009 since its first broadcast on July 23rd, 2006. There were 927 performances in the whole year, 3-4 performances a day, and the ticket income exceeded 65.438+0.5 billion yuan. Why can Impression Lijiang achieve such excellent market performance? As far as the program itself is concerned, there are three main combinations: the combination of Lijiang brand and Zhang Yimou brand, the combination of folk life elements and live performing arts, and the combination of minority culture and the special environment of the snow-capped mountains.

Second: Impression Lijiang: the two most difficult problems in marketing management and their solutions.

1. Price strategy: how to formulate fare policy. It is necessary to mobilize the enthusiasm of travel agencies, but we should not reduce performance income in order to get too much profit?

In this regard, "Impression Lijiang" has taken a unique approach and adopted a super-strong and unbalanced fare policy. What is the basic idea? Grasp the big and let go of the small? Ticket preferential policies and sales incentives are greatly tilted towards strategic cooperative travel agencies. For example, a large land agency with a team of more than 50,000 people throughout the year can enjoy progressive ticket concessions and sales incentives; Small and medium-sized travel agencies with less than 50,000 team members throughout the year will have little or no discount on air tickets. This practice of putting eggs in several baskets seems to have great market risks, but it has achieved the market success of Impression Lijiang.

2, channel control, how to choose the channel distribution model.

What is the channel model in the marketing process of Impression Lijiang? Selective distribution? . So-called? Is there a choice? It means that scenic spots do not distribute to all travel agencies, but seize some key links in the tourism distribution chain and cooperate with a few travel agencies to gradually establish 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 the marketing control of the tourist market. This practice of Yulong 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 the marketing control of the tourist market. Limited by the development level of the domestic tourism market, scenic spots do not have the enterprise ability and market conditions to establish a vertical distribution channel system at present. In fact, Yulong Snow Mountain Scenic Area has not abandoned the traditional horizontal distribution model, but has revised the original channel model by directly promoting the tourist market and developing strategic cooperation with large tour groups and land agencies, narrowing the horizontal width of distribution channels, reducing the number of agents and distribution levels, and strengthening the marketing control of the scenic spot on the tourism distribution chain, thus extending the vertical depth of channel distribution and making it have some morphological characteristics of vertical distribution.

Domestic tourism marketing case 2: Hong Kong, enjoy here, love here.

In order to restore Hong Kong's tourism industry and revitalize Hong Kong's economy, following? Is the city of vitality Hong Kong? After a two-year first-stage promotion campaign, the Hong Kong Tourism Board launched the theme? Hong Kong, have fun here and love it! ? The second phase of global promotion activities.

On June 5th, 2003, the Director of China Mainland of Hong Kong Tourism Board announced that HKTB would reinvest HK$ 10.40 billion to fully restore Hong Kong's tourism industry, and set up the "Hong Kong Tourism Board" on10/3. Hong Kong-Enjoy it-Love it? The second issue of the theme tour series. By who? Hong Kong Tourism Ambassador? A promotional video featuring Jackie Chan will also be broadcast simultaneously on TV stations in major cities in China.

? Sars? Later, for the rapid recovery of tourism, the Hong Kong government and the industry invested more than 400 million Hong Kong dollars to launch? Hospitality month? Activities. Cooperation? Hong Kong, enjoy it; Love is here? As the theme of the second phase of the tourism series, the Hong Kong Tourism Board and the mainland tourism industry jointly prepared the following tourism products for consumers:

1. Family first? Parent-child here? Tourist routes;

2. Food-themed? Here comes the delicious food. Tourist routes;

3. shopping theme? The heart is here? Tourist routes, etc. ;

4. For self-help travelers? One-day tour of Lantau Island? 、? Helicopter tour around Hong Kong? 、? Bright Xiangjiang night tour? Equal route;

5.？ Hong Kong International Fireworks Music Show? (2003. 10);

6.？ Hong Kong Colorful Winter Festival? (2003. 10? 2004. 1);

7.？ Spring Festival international performance night? (early 2004);

8.？ The prelude to the opening of the Avenue of Stars? (2004.3)。

According to the statistics of the Hong Kong Tourism Board, Hong Kong is trying to eliminate? Sars? The negative impact promotion activities cost about HK$ 500 million. However, through this series of publicity activities, as of June 65438+10/October 65438 +00, 2003, the total publicity income it brought to Hong Kong was 1043 million Hong Kong dollars. Not only that, tourism has driven consumption, injected a shot in the arm into Hong Kong's economy, and made Hong Kong reborn in the shortest time.

Domestic tourism marketing case 3: Tiantai Mountain? Will you elope to the end?

Some people became famous when they flew together, some scored a goal, and some became famous. Today, Wang Gongquan is famous! Overnight, we had new conversation materials, and we began to be happy for the happiness of others. Spring River Plumbing Duck Prophet, guys with marketing mind, have long been eyeing this fat meat and started to act! Elopement, elopement, elopement manifesto, elopement resort, elopement test and so on were born. The author pays attention to a very successful domestic tourism marketing case-the elopement and sentence-making activity in Tiantai Mountain, Zhejiang Province, and briefly analyzes several successful points.

First: take advantage of the situation to elope!

Elopement is a sensitive word. How can we combine them well? Relate and make good use of association. All this time. Elopement? They all appear in movies, novels and plays. How many men and women in the world of mortals are eager to beat? There are too many beautiful+evil ideas about elopement, but most people just stay and think about it. Today, I finally put the right of attack into practice, isn't it soon? Where did the attack on power and elopement go? Who did you run away with? Obviously, scenic spots, hotels, wedding products or brands have the highest correlation. Coincidentally, it coincides with 5 19 China Tourism Day and 520-day Taishan Tourism Day. As the birthplace of China Tourism Day, Tiantai Mountain celebrates these two festivals. DM Interactive, the planning company of elopement marketing, took the opportunity to launch the elopement resort. Elopement Tiantai Mountain Declaration? At the same time, it highlights the beautiful scenery and profound cultural heritage of Tiantai Mountain.

Second: eloping with the 5,200-story high-rise building in Weibo and the first elopement group in China.

1, simple; The simple participation mechanism of Tiantai Mountain elopement sentence-making activity won the quick broadcast comments from netizens; Taking advantage of the trend, Tiantai Mountain further simplifies the participation mechanism and launches? Elopement Tiantai Mountain Declaration? During the activity, let netizens give full play to the hot spots of elopement.

2, fun; ? Wang Gongquan eloped with Qin Wang, Altman eloped with PP Pig, and China Tourism Day originated in Tiantai Mountain? A few short words aroused the interest of netizens, and at the same time, through the interaction with Weibo? Everything can elope. I love you, love you, just like personal love. Escape is the brother of escape. Don't fall in love with me. Can you elope with me? And other topics to stimulate, provide interactive ideas for interactive users, instantly stimulate everyone's past talents, full of pen and ink.

3. Have money; Bloggers and interactive bloggers interact and cooperate in real time, increasing the exposure and richness of multiple channels. Does the famous comic star PP pig comic cooperate with the topic? Comic version of China's top ten elopement resorts? The lovely image and beautiful scenery are deeply loved by netizens and recommended by Tencent's blog and animation channel homepage. At the same time, they interacted with netizens in the Million Blog of PP Pig Comics and celebrity Weibo, and they were strongly recommended by Tencent Animation Weibo and commented by netizens. It also inspired the rich imagination of the friends and attracted countless netizens to bow down for the beautiful scenery and profound humanistic heritage of Tiantai Mountain. Can well-known group buying websites buy coke to launch? China first elopement group? Buy a handsome guy and a beautiful woman to visit the rooftop together! DM Interactive, the planning company of this event, promoted Tiantai Mountain China Tourism Day to * *, and many netizens joined the Tiantai Mountain elopement group to inquire about the ways to join and join the group, which enhanced the word-of-mouth communication of Tiantai Mountain tourism.

Elopement continues, and people's exploration of elopement topics continues. Tiantai Mountain started the golden business card of "China Tourism Day" with this, and re-emphasized the historical allusions such as Xiake Road, the fairy story of Ruan people, and the two immortals, and the living Buddha saving the public, as well as the unique beauty of Xiaogu Xiji, Liang Shi Waterfall, Qiongtai Fairy Valley, Taoyuan Xiao Chun, Pentium Xia Wei, copper pot dripping water, Huading Rhododendron and other local specialties such as Yuncha and artisan shortcakes, which were deeply imprinted in the hearts of netizens. Many netizens left a message saying: China Tourism Day, please take three days off and go to Tiantai Mountain to enjoy flowers and worship Buddha!

Case 4 of domestic tourism marketing: Dali Liantian Tianlong Babu Film and Television City

Taking Tianlong Babu Film Studio and filming of film and television dramas as a lever, this paper takes this opportunity to integrate and innovate Dali's tourism brand image, make Dali's tourism image reach a new level, set off the second Dali tourism * * after the film "Five Golden Flowers" in the whole country (even in the world), and incite Dali's economic and cultural plate.

First, return to resource integration; Romantic!

1, the hometown of five golden flowers is romantic;

2. The hometown martial arts legend of Tianlong Babu

3. Romantic and poetic natural landscape.

4. The history and humanities of Taihe City, Shi Baoshan Shi Yao and Nanzhao Tiezhu Pagoda.

5. Nanzhao Kingdom and Dali Kingdom

6. Bai customs in three tea and March Street.

7. The ancient tea-horse road and the Southern Silk Road are the meeting points of Asian cultures.

8. Is the Qilu of Buddhism, Confucianism, Buddhism, Taoism and Witchcraft open, inclusive and harmonious? Miao country?

Second: Explode the demand and expose the bottom; Happy world!

1, Zhuangzi's book "Le You" has the charm of being immortal, quiet and free, has strong cultural support and philosophical meaning, and is directly related to tourism.

2. The Fairy Song (No.32 of Tianlong Babu)? Who cares if you are free? It accurately describes the most vivid and outstanding feelings of traveling, living and living in Dali, right? Romantic? The best explanation is the consumer's best demand for Dali tourism.

3. Looking back at Dali's historical folk stories, are they being told bit by bit? Are you happy? Concept: Nine of the 22 emperors became monks. They were indifferent to fame and fortune. How carefree they were! General Dongshan and Bai Jie changed their shoes by mistake, and the immortal * *, how carefree! Three teas, a cup of tea with three flavors, how carefree! Every landscape has a love myth. How carefree it is to be immersed in the scenery! If we can find a word that can accurately sum up all the customs, landscapes and human history of Dali, and at the same time bring consumers rich consumption associations and feelings, it must be? Are you happy? This word is not someone else! In the 500 years from Nanzhao to Dali, there has never been a civil war. There have been outstanding people and elegant people. They chose victory and ascended the throne. They sang poems and painted, enjoyed flowers and enjoyed tea. They have been drinking for nothing, laughing at heroes, becoming monks, returning to Buddhism and Taoism, immortals, and living together. The master appeared at first sight and came and went without a trace.

4. Combine serious culture with popular culture and commercial culture. Are you happy? It can refer to traveling, playing chess, painting and calligraphy, eating, drinking, cultivating immortals, and debauchery.

? Happy Jianghu? These two words are in line with Dali's tourism style: taste both refined and popular, and enjoy both human and god. Sight, hearing, taste and touch are all delicious; The amorous feelings, human feelings, love and chivalry are touching, rewarding, playing, watching and smelling, extremely romantic, beautiful and carefree!

? Happy Jianghu? Manufacturing? Romantic? Can be said to be in harmony with the "dragon" water? Romantic? It is the main atmosphere that martial arts novels want to create, which can be said to be accurate, appropriate and powerful.