景区营销策划方案.docxVIP

景区营销策划方案

目录

一、内容综述................................................3

1.1背景分析.............................................4

1.2目标设定.............................................4

1.3创意来源.............................................6

二、市场调研................................................7

2.1市场概况.............................................7

2.2竞争对手分析.........................................9

2.3目标客户群体分析.....................................9

2.4市场趋势分析........................................11

三、景区资源优势...........................................12

3.1自然景观资源........................................13

3.2文化底蕴挖掘........................................14

3.3旅游设施与服务......................................15

3.4特色活动与品牌......................................16

四、景区营销目标...........................................18

4.1品牌知名度提升......................................19

4.2客流量与销售额增长..................................20

4.3客户满意度提高......................................21

4.4游客忠诚度增强......................................22

五、营销策略规划...........................................24

5.1产品策略............................................24

5.1.1产品线规划......................................25

5.1.2产品特色打造....................................27

5.2价格策略............................................28

5.2.1定价原则........................................30

5.2.2价格体系构建....................................31

5.3分销渠道策略........................................32

5.3.1线上渠道建设....................................34

5.3.2线下渠道拓展....................................35

5.4推广传播策略........................................37

5.4.1广告宣传........................................38

5.4.2公关活动策划....................................39

5.4.3社交媒体运用....................................40

六、营销执行计划...........................................41

6.1营销活动策划........................................42

6.1.1节庆活动........................................43