Marketing plan writing

1. Executive summary and essentials: trademarks/pricing/important promotional methods/target markets, etc.

2. Current marketing situation (1) Market situation: current product market/scale/advertising/market price/profit margin, etc. (2) Product status: varieties/features/price/packaging currently on the market. (3) Competition situation: the main competitors and basic situation in the current market. (4) Distribution status: sales channels, etc. (5) Macro-environmental conditions: consumer groups and demand conditions.

3. SWOT problem analysis Advantages: Advantages in sales, economy, technology, management, policy, etc. Disadvantages: Weaknesses in sales, economics, technology, management, policies (such as industry regulation and other policy restrictions), etc. Probability: Market probability and control. Threats: The biggest threats and risk factors in market competition. To sum up: how to maximize strengths and avoid weaknesses, give full play to your strengths, and avoid weaknesses and risks. 4. Target financial goals: The company’s sales revenue forecast for the next 3 or 5 years (if financing is successful): (Unit: 10,000 yuan) Year 1 Year 2 Year 3 Year 4 Year 5 Sales revenue market share Marketing Goal: Sales...

Marketing Plan for Tourist Attractions

1. Sales Goal: Maximize Information Dissemination, Maximize Media Coverage, Maximize Economic Benefits

2. Sales strategy: We set the target market as the Pearl River Delta region, with Shenzhen and Hong Kong and Macao as the secondary markets. Tourists from other provinces mainly appear during the Spring Festival and rely on local publicity to increase the number of visits.

We should adopt the following strategies for sales:

1. Determine the target market and divide the main areas. According to the different angles that attract different groups of people to the Terracotta Warriors and Horses in different periods, adopt Carry out marketing through graphic publicity, cultural excavation, touring exhibitions, etc.

2. Take advantage of the special attraction of the Terracotta Warriors and Horses to the Hong Kong market (especially the yearning of Hong Kong people and students for ancient Chinese culture), select one or two travel agencies, and use appropriate cooperation methods (let the other party carry out publicity and promotion ), opening up the Hong Kong market. Or use appropriate publicity methods (cooperating with the media) to open up the Hong Kong market.

3. Segment the market. According to the characteristics of each market and the characteristics of different seasons, distinguish the different needs of marketing and publicity audiences, and use different methods and corresponding publicity strategies for publicity and marketing.

4. In terms of price, although raising prices can increase profits, it may also reduce passenger flow. On the basis of stabilizing the original price, we can increase the number of admissions to increase revenue, and at the same time, we can increase profits through profit sharing. Through other methods, we can use the promotion and promotion of middlemen to maximize market coverage.

3. Market analysis: 1. Market selection: 1 Pearl River Delta 2 Guangzhou 3 Shenzhen 4 Hong Kong 2. Market evaluation: 1 Pearl River Delta: turnover 5.46 million, 2 Guangzhou: turnover 10.49 million, 3 Shenzhen: turnover 6.64 million, 4Hong Kong:? Note: The above data in A come from the total number of admissions in 2002: 1.06 million, with a turnover of 95.553 million yuan. The basis and requirements for effective segmentation; B. Historical data does not include the Hong Kong market, and it is customary to group it with the Shenzhen market. The Hong Kong market is listed separately here because the Terracotta Warriors and Horses may have a better effect in the Hong Kong market, so targeted market development is carried out. 3. Current situation analysis: 1 Guangzhou: ◆Total number of tourists: Population 8.1 million, including 1.35 million overseas Chinese from Hong Kong and Macao ◆Per capita income: 16,000 yuan. Annual per capita consumption is 11,400 yuan ◆Market characteristics: Group groups are divided into three categories: individual travelers, corporate groups, and ground tour groups. Individual travel is mostly organized by travel agencies. In terms of time, it is a one-day tour or a two-day tour. There are two types of corporate group travel: travel agencies and self-guided travel. In terms of time, it is mainly one or two days. In the local team market, Guangzhou provides inland teams from other provinces and overseas teams for Shenzhen-Zhuhai tours.

This year, the number of group tours from mainland China to Hong Kong and Macao has increased significantly.

◆ Travel agencies: A*** totals 126. In the past, local travel agencies in Guangzhou organized around 300,000 to 400,000 tourists to travel to Shenzhen every year. B Individual travel agency implements zero group fee. C travel agency group fees and profits come from the price difference between attraction tickets and group purchases and shopping rebates. D travel agencies often have advance plans and arrangements for corporate group outings, and the initiative lies with the company itself. E: For travel agencies with ground pick-up teams, the itinerary is predetermined, and whether the tour guide’s on-site recommendations are effective is the key to the success of adding points.

◆ Societies: There are 160 offices*** in Guangzhou from each province A. B In addition to the activities organized by the enterprise itself, various intermediary agencies will also organize various activities. 2 Shenzhen: ◆Travel agencies: ***55 in total. A Shenzhen travel agency *** received 200,000 passengers, of which 50 were transit passengers and 25 were mainly on the Guangzhou-Zhuhai line. 25 mainly travels to Shenzhen. B Mainly picks up teams from other provinces (including transit, outbound, and entry) C. There are 50 travel agencies that have business dealings with Minsk. Accounting for 96. In September 2003, it received 6,500 tourists, of which the number of group tours from travel agencies such as Qiaocheng China Travel Service, Newspaper China Travel Service, Airport China Travel Service, etc. accounted for 70% of the total number of group visits in September. ◆Hotels: A*** has 200 hotels, 70% of which are located in Luohu, Futian and Nanshan districts. B is mainly for individual guests from outside the hotel and conference groups. C currently cooperates with more than 50 hotels in Minsk, mostly two- and three-star hotels, accounting for 40% of the total number of hotels. The sales method is mainly cash payment.

◆Societies: A Shenzhen There are more than 100,000 enterprises of various types, more than 180 primary schools, more than 60 middle schools, and more than 500 kindergartens. 300-500 high-tech enterprises represented by Huawei, ZTE, Mindray and other enterprises are the most active part of the enterprise. Every year, the number of enterprises Enterprises with a certain strength, such as government agencies, banks and securities institutions, have a large number of receptions and receive a large number of receptions and entertainment expenses each year. D factory will organize party activities and employee welfare outings at the end of the year. E student spring outings and autumn outings. F. Reception of high-tech enterprises and government agencies is the main income of the society at this stage, accounting for 60-70% of the total income of the society. Huawei alone has an average of 600-800 employees per month. G corporate party activities are relatively active, but due to high event planning requirements and certain limitations of the hardware in the scenic area, the success rate is low. 3 Pearl River Delta:

◆Total market size: population 68.2 million, floating population 18.9 million,

◆Per capita income: 1,200 yuan/month

◆ Concentrated areas: Dongguan, Foshan, Shantou, Zhanjiang, Maoming, Jiangmen.

◆ Developed areas: Dongguan, Foshan, Zhongshan, Zhuhai, Zhaoqing, Jiangmen.

◆Market characteristics: Have a certain economic foundation and have the habit of traveling;

◆Sales status: Only travel agency platform business has been carried out

◆Travel agencies: There are 360 ??A*** companies. There are 106 travel agencies in Dongguan, Foshan, Zhongshan, Zhuhai, Zhaoqing, and Jiangmen accounting for one-third of the total. C. Travel methods are mostly organized by travel agencies. D. There are 290 travel agencies that have business dealings with Minsk. EThe number of travel agency teams in this region accounts for 15 of the market share. F. The number of group visits from economically developed areas such as Dongguan, Foshan, Zhongshan, Zhuhai, Zhaoqing, and Jiangmen accounts for 80% of the total number of group visits.

.

.

.