工业旅游策划方案.docxVIP

工业旅游策划方案

目录

一、项目背景与目标..........................................4

1.1背景分析.............................................5

1.2项目目标.............................................6

1.3项目意义.............................................7

二、市场调研与分析..........................................8

2.1目标市场.............................................9

2.2消费者行为分析......................................10

2.3竞争对手分析........................................11

2.4市场趋势预测........................................12

三、工业旅游资源挖掘.......................................13

3.1工业遗产资源........................................15

3.2工业文化资源........................................16

3.3工业旅游产品开发潜力................................17

3.4资源整合策略........................................19

四、工业旅游产品设计.......................................19

4.1产品定位............................................21

4.2产品类型............................................22

4.2.1工业遗址观光....................................23

4.2.2工业文化体验....................................24

4.2.3工业科普教育....................................26

4.2.4工业旅游创意活动................................27

4.3产品特色与创新......................................28

4.4产品定价策略........................................30

五、营销策略与推广.........................................31

5.1营销目标与定位......................................32

5.2营销组合策略........................................33

5.2.1产品策略........................................34

5.2.2价格策略........................................35

5.2.3渠道策略........................................36

5.2.4促销策略........................................37

5.3营销渠道选择........................................38

5.4推广方式............................................40

5.4.1广告宣传........................................41

5.4.2公关活动........................................42

5.4.3网络营销........................................43

5.4.4社区合作........................................45