The road of network marketing in small and medium-sized scenic spots

One, the small and medium-sized scenic spot marketing dilemma Bureau

Question one: Popular scenic spots overcrowded small and medium-sized scenic spots

The mode of mass consumption travel is changing, and the demand for personalized tourism is increasing. Group tour There is a rigid journey, limited tour, consumption traps, service is not in place, and other defects, regional self-help, self-driving tour because of freedom of travel, time flexibility, consumer control, optional services, such as the characteristics of more tourism consumers.

In the rapid expansion of self-help groups catalytic, the tourism market is becoming more and more popular, but the situation of scenic consumption market is not optimistic, well-known, advance development of the scenic areas overcrowded, small, emerging scenic areas of the neglected contradictions have not been alleviated. There is a lag in marketing concept in small and new scenic spots marketing. Low marketing efficiency, brand aging, resource depletion, as well as a series of deficiencies such as cultural content, lack of distinctive features, resulting in the tourism information can not effectively spread, can not effectively cover the situation of the target tourists, thus seriously restricting its competitiveness in the popular tourism economy.

Problem two: traditional marketing way high input low output

It is an era of information overload. China's marketing environment compared with 10 years ago, the number of media increased by 10 times times, the media price increased by 10 times times, the number of ads increased by 10 times times, the advertising effect was diluted 10,000 times times. Today's advertising, is in one out of 10,000 of the effect of creative. Advertising is to find death, not advertising is to die. What to do?

Effective expansion of the target area of self-help tourist groups into small and emerging scenic spots marketing focus, the choice to use the traditional media, the opportunity to appear limited coverage, limited delivery cycle, high cost investment, not obvious results and so on a series of problems. Choose Scenic sites to build their own web site marketing, you must face the technology shortage, high operating costs, web site promotion is difficult a series of bottlenecks.

Second, small and medium-sized tourist attractions marketing How to break the Bureau

Project One: Lock target customer group to do precision marketing

1. Steadily increase the number of visitors to the group

Make full use of the force of the travel agency, establish the channel network, distribute the product, carry out the promotion, produce the sales, and form a more stable tourism sales network system. Travel agencies can do, give them to do, so that the sales potential of travel agencies to maximize the play. This requires tourist attractions in the selection of travel agencies, can not be perfection, as long as the basic requirements, to give the agency right, so as to steadily increase with the group of tourists.

2, the self-driving tourists as a growth point

With the increase of private cars, self-driving tour has become a mainstream fashion. For small and medium-sized scenic areas, the self-driving tourist households have a strong ability to consume, do not get together in the popular scenic spots, is the desire to use their own way to obtain freedom of the traveller. Self-driving visitors to the small and medium-sized scenic areas of soft power requirements, such as parking, accommodation, reception capacity, and hope to get personalized, full of novelty experience satisfaction.

Plan two: Bind popular scenic spot, hitch a ride

Small and medium-sized scenic spots can follow the popular scenic spot for packaged publicity, the embodiment of a popular scenic spot a feature supplement. Such a marketing strategy not only saves a part of the marketing costs, but also to form a certain degree of brand effect, small and medium-sized scenic areas if have a very distinctive characteristics, more suitable for such a marketing program.

Programme three: To have distinctive and deep digging tradition or against tradition

Features are the lifeblood of the survival of small and medium-sized scenic spots, the more symbolic characteristics, the more able to stand out in the tourism market. The characteristics of small and medium-sized scenic spots by deep excavation, can use the historical and cultural accumulation or natural resources to do a positive thinking, the travel culture experience to do the brand deep, and then form the scale of the brand effect.

If there is no abundant natural and humanistic resources, we need to take reverse thinking, work the contrary tradition, and set up the distinctive flag of rebellion, openness, passion, fashion and pioneer. Even suffering, poverty, primitive, backward, as long as effective use, can create unlimited business opportunities.

A piece of poor only wild vegetables, wild vegetables can be experienced natural green food, there are a few 30 years old house in a scenic area, collect the same generation, can create fragments of time, become a rare memory journey, the 50 's, 60, 70, 80, 90, the birth of the Age, In the age of growth, traveler's happiness is also built on the basis of memory.

Project four: Network marketing, small cost and big profit

Tourism vertical network platform, with a wide range of people coverage, high precision coverage, small investment, high marketing efficiency characteristics. In the face of the group of people increasingly to self-help, self-driving tour transformation trend, to carry out targeted network marketing, relying on the advantages of online platform cooperation, it has become an effective way to solve the scenic spot marketing difficulties of an effective approach.

For example, Le Chin, donkey mother and other marketing sites for scenic spots, in particular, the tourism network launched by the tourist attractions supermarkets and member services, effectively assist the scenic area "to enhance the brand, expand the source", relying on its own advantages, will be the tourism information and tourism community of the two major plate integration, the implementation of dual-wheel drive, guide and accelerate the Netizen's decision on the According to the characteristics of tourists ' consumption behavior, we can ensure the efficiency and accuracy of precision marketing by locking the tourist source in the area and characteristic. In addition, le-Road Travel Network also provides professional-level tourism website construction and maintenance services, independent construction station mode, can fully meet the needs of online information dissemination of scenic spots.

2010 before the arrival of the tourist season, more small and medium-sized, emerging scenic areas will rely on professional network platform, to carry out targeted network marketing, so as to obtain more tourists of all ages. Sincerely hope that a large number of small and medium-sized scenic spots no longer repeat the tragedy of starving tigers, can rise to a point of view to create a panorama of the height, see deeper, farther.