On travel scenic spot planning planning, many investors think that programming is not important, the early also does not have too much attention and emphasis, the real area of opening realized the importance of prophase planning planning, when in fact whether early planning planning, or the late planning, deepen the planning is an essential link, this also can avoid late to upgrade the scenic spot, Waste too much cost and manpower, as long as the preliminary work is enough, the operation and management of the later stage of the scenic spot will be relatively much brighter, but also have accurate operation direction and clear positioning. The following Ding Chuang Leisure Planning and Research Institute will look together with us to see what is included in the planning of the scenic spot:
1. Market investigation and value identification of scenic spot resources internal research: through the combination of field investigation, literature search and other methods, understand the development history, current situation and development strategy and goals of the region, sort out the scenic spot resource structure, image and property; Study on the external environment of the scenic spot: the external environment, such as policy, partners, industry development situation and prospects, existing and potential competitors, should be comprehensively analyzed; Customer-specific research: to evaluate the consumer market and consumption level of the scenic area, including the public perception of the scenic area, the definition of main customers, customers' psychological hopes for the scenic area, and so on.
2. Brand strategic value positioning: judge the main shopping malls and social functions of the scenic spot according to the research results, clarify the most valuable positioning, and refine the central value of the scenic spot brand; Experience management: to meet the traveler's experience with various scenes or activities, such as scenic spot environmental planning, theme activities, artificial festivals, visual graphics planning, etc.; Visual symbol system: according to the brand image of the scenic spot, the cable manufacturer plans highly relevant identification symbols, such as logo, advertising system, environmental indication system, etc.
3. Resource integration strategy Resource integration planning proposition: establish the marketing structure of scenic spot, cooperate with the scene planning, and find available opportunities for shopping malls; According to the central value of the scenic spot, appropriately adjust and add new value experience to give full play to social effects and operational benefits; Establishing a new service system; The use of value integrated supporting scene construction, control travel consumption rhythm; Targeted and actionable planning proposition.
4. Delivered integrated system planning phased integrated communication implementation plan: introduce the new value and new image of the scenic spot into the communication plan, such as internal brand image training, external media communication, new image theme promotion activities, etc.; Integrate the brand into the marketing cost planning, establish the mansion gift system, carry out brand promotion or brand added value construction, etc. At the same time, establish brand communication system implementation consultant to help scenic spot brand management and maintenance.
To do a good job in the planning and management of tourist scenic spots is actually very important to the development of scenic spots. There are inextricably linked scenic spots, such as scenic brands and resource creation and broadcasting. If you want the scenic spots to operate well, then the scenic spot planning and planning is essential.