Tourism Marketing: A preliminary study of the kitchen knife marketing of Kinmen in March

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Background: On the August 23, 1958, the cannon-blasted Golden Gate Island, these shells are now a pillar of Kinmen's industry-the Golden Gate kitchen Knife of the excellent raw materials ... The Golden Gate chopper is an unexpected product of Cannon's Golden Gate Island.

This March 19, I was fortunate to visit Xiamen. In Xiamen travel itinerary, suddenly found a knife to do the enterprise-Army and Lee, according to the factory personnel introduced, the Army and Lee are Taiwan-funded enterprises located in Xiamen subsidiary. The author is shocked that the army and Lee did not focus on media promotion, a traditional enterprise so that consumers do not see any advertising, the media is also lack of relevant reports. Print media, television media, electronic media, do not see the relevant corporate advertising. In today's wine is also afraid of the alley deep era, do not throw any commercial knives, this more or less to more consumers leave suspense. A business has good products, lack of due market promotion, lack of expansion of sales channels, products are likely to become hoarding of waste, it is impossible to produce real value.

The author personally in the Network information retrieval, from the search engine feedback information, about the army and Lee Company's information is poor, even the company's website I did not see, and some just friends in the travel buy kitchen knife scraps. At present, many traditional Chinese enterprises like to form a partner with all kinds of media, the promotion of the traditional do not hesitate to chase the media to run, while the army and Lee by virtue of the local tourism resources in Xiamen, the use of visitors to the Word-of-mouth referral to the company's products to promote sales to domestic and foreign. The successful experience of the army and Lee deserves more attention and reference from the enterprises. The author thinks that the success of an enterprise depends mainly on the correctness of the enterprise strategy, and the success of military and profit lies in the implementation of a simple and feasible tourism marketing strategy. The concrete manifestation in the following several aspects:

One. Integration of tourism resources to do marketing, tourism resources is the biggest advantage of Xiamen, local enterprises to take advantage of Xiamen's superior geographical location, seaside city, with relaxed and relaxing atmosphere. Tourists from all over the world, the number of visitors, the number of tourists in the year, hundreds of millions of tourists in Xiamen tourism, on the one hand to bring great opportunities to Xiamen, at the same time, to create more local enterprises to promote products and sell products of good opportunities.

Two. A simple and effective way of promotion; the use of the Army and the promotion of a relatively simple and traditional, when the commentary did not rely on more high-tech means, the scene purely by the promotion of staff and visitors face-to-face commentary, on-site demonstration of the promotion, the participation in the interpretation of only one, and the use of promotional venues not less than 6 , different extension staff in a number of places to explain the promotion of tourists, these promotional personnel should be strictly trained, such as the sharp knife, will pick a number of different materials and chopper PK, and even the drawbacks of stainless steel said Germany is useless. Although this kind of traditional marketing way many enterprises are using, but the way that sells directly with the street has certain difference.

Because the street sales of the audience is relatively miscellaneous, rapid turnover, the level of people's consumption capacity is not the same, people's social relations more complex. The marketing of the streets can be adapted to local conditions can be flexible transfer positions, and the cost of the site is very low, and some places even free, so the company sales of products are generally low prices, products are not on the grade, and product quality and follow-up service is not guaranteed, the Army and Lee is in the company to promote, more the initiative lies in the company. The company has a very orderly control over the entire interpretation process, and the way it is expressed and the on-site demonstrations taken are very convincing. For example, the scene performance knife cut steel pipe, with a knife to cut cowhide, the action is quite attractive, and later increase the interactive link, inviting visitors to the scene to demonstrate, to dispel the concerns of the target customers, urging customers to buy the product confidence.

Three. Grasp the audience's psychology effectively;

In fact, many travel to the field have a certain ability to buy, so domestic and foreign tourists are Xiamen local enterprises target audience groups. Tourists in the sightseeing, the mood is comfortable so relax to get happy, a person in a comfortable mood, wary of the state of release, the desire to buy products will be more positive and strong. Therefore, businesses in the happy atmosphere to reach more opportunities than usual, at the same time, we are not difficult to understand, many tourists when traveling to burn money, happy to go shopping.

By mastering the psychology of the audience, things are half done. Tourists want to relax in the mood while enjoying the spirit of enjoyment, Xiamen as a tourist destination to meet the spiritual needs of tourists at home and abroad. Visitors are satisfied with their spiritual desires and also want to get material demand for tourist attractions, such as they will spontaneously enjoy local food and go to commercial pedestrian street to buy local specialties. The Golden Gate Kitchen knife is on the verge of Xiamen Island-Kinmen, one of the specialties, renowned for its practical value, but also has a certain commemorative significance.

A stir tourist map came to the army and visit, in the Enterprise view, you have the ability to buy tourists is the target audience, how in a short explanation and demonstration to obtain the identity of tourists, in order to enable tourists to buy products. Therefore, the narrator should be related training, first of all, the narrator is familiar with the enterprise products, and secondly they should have a high degree of expression, another language style close to humor natural, easy to communicate with the audience in a short time, and finally completely eliminate the tourists worry, attract tourists to buy products.

When the staff to explain the product, the performance characteristics of the product of a torrent of familiar, interspersed with some humorous language, coupled with some exaggerated action, coupled with the on-site interaction of tourists, many tourists have to buy the desire to be mobilized, especially many have married tourists, will have the desire to buy.

Four. Word-of-mouth communication is more effective than traditional advertising;

1. Suspense at the end of the rope;

From the above, we can see that the military and Lee companies in the promotion of products and sales of products, mainly through the use of local tourists word-of-mouth spread. Since the tour has not yet entered Xiamen, visitors to the travel agencies and other services such as the initial information, such as the tour itinerary listed in the Golden Gate chopper, so that tourists will leave a preliminary suspense, Kinmen kitchen knife worth visiting? What's the point of it, efficient or blowing hair?

After all, the Golden Gate knife is easy to arouse many men's martial arts plot. From the tourists to the bus to Xiamen this journey, the guide did not disclose the Golden Gate kitchen knife information. Suspense continues to hide, the answer has not been revealed, so visitors in the bottom of my heart will be virtually to see a quick or to personally confirm the idea, so that visitors can easily accept the mysterious products-kinmen kitchen knife. The urgency to visit the Golden Gate kitchen knife mood is very advantageous to the product sale.

2. To explore the kitchen knife

In the Army and Lee Company, I suddenly found that the number of visitors with the group and many. The tour bus stops at the roadside, expecting many tourists to get into the army and Lee company to see the information about the Golden Gate chopper on the corridor wall. The key to the next step is the presentation and skills of the interpreter.

When the site promotion staff a vivid introduction, the visitors are enlightened, the original Kinmen knife more than a knife, they are cut vegetables, cut bones, cut frozen meat a set of tools, not only sharp, but also easy to use, durable. No, seeing for real, army and Lee company arranged by the promotion staff, on the stage one by one demonstration kitchen knife characteristics, such as cutting vegetables, cut steel pipe and so on, will be the kitchen knife selling point one by one pass to the target customers-tourists.

Tourism Marketing to our enlightenment:

In the process of promoting the product strategy, the military and the company's information dissemination mode fully accords with the characteristics of repeated advertising. But to be sure, Word-of-mouth is much better than advertising in traditional media. Because of traditional media promotion, high cost, poor control waste, and the advertising effect is sometimes not ideal. This way of burning money for the promotion of a certain economic strength of the group.

Word-of-mouth Communication not only saves the promotion cost, but also plays the multiplier effect, as long as the enterprise's product is perfect, the service quality is high, in the product promotion process, by the way of the Word-of-mouth referral will promote the product sales surge, it is easy to obtain the explosive effect in the promotion process. This kind of Word-of-mouth marketing strategy is more suitable for small and medium-sized enterprises, the use of good will get a surprise effect.

Enterprises to promote products and brands do not necessarily rely entirely on traditional media, as long as the right to promote their products and brands are the best and most effective way. A kitchen knife enterprises can do by virtue of environmental advantages, will be at home and abroad to convert visitors to the company's brand promotion and product sales channels, this point, in the marketing point of view is not easy. It is worth mentioning that tourism service agencies and tour guides have also played a role. In fact, another angle to see the problem, the same smart you must also be able to do.