宜春温汤广告策划

《广告与促销》考核宜春温汤广告策划书指导老师：胡礼文组员：刘美王维辉邹惠宁宜春温汤广告策划书1前言随着中国经济的发展，人民的生活水平得到提高。根据马斯洛的层次需要理论，随着物质需要的满足，人们开始追求更高层次的需要。而旅游的产生就是层次需要理论的典型代表。近些年，温泉旅游成为旅游方式选择中的很多一种，休闲、健康和养生成为温泉文化的关键词。各地不断地对温泉进行开发，以至俗话说“只要一个地方地下有热水冒出来，即是温泉旅游度假村”。宜春温汤温泉，属于新兴开发旅游地，在开发阶段，面临着发展缓慢等现状，其发展缓慢有着其自身条件的原因，也有着营销措施不当等原因，我公司受邀对温汤温泉进行策划，以谋求温汤温泉的发展。我公司首先对宜春旅游业及宜春温汤进行分析，再提出切实可以的建议，对宜春温汤进行包装。宜春温汤广告策划书2目录前言··········································································································1第一章宜春旅游现状······················································································3一、宜春交通状况······················································································3二、当前旅游资源状况················································································3第二章营销环境分析——SWOT分析··································································4第三章宜春温汤分析······················································································6一、产品介绍·····························································································6二、产品特征分析······················································································6三、产品开发·····························································································7第四章消费者分析·························································································9三、消费动机分析·····················································································10第五章竞争者分析························································································10第六章市场营销····························································································13一、旅游客源市场规模预测·········································································13二、旅游市场策划·····················································································131.明确目标市场··················································································14三、旅游公关策划及非广告营销措施·····························································151.人员促销························································································152.公共关系························································································163.节庆公关························································································164.网络营销························································································175.销售激励························································································176.其他间接促销方式············································································17四、旅游广告策划·····················································································171.广告目标························································································172.旅游形象的策划···············································································183.广告主题························································································194.广告诉求························································································19第七章广告的实施························································································20一、第一阶段：重塑期——2011至2012·························································20表现形式和投放频率·········································································20二、第二阶段：强化期——2012年至2013年··················································22表现形式························································································22三、第三阶段：持续期——2013年-······························································25第八章广告预算····························································································27第九章总结···································································································29宜春温汤广告策划书3第一章宜春旅游现状一、宜春交通状况（1）宜春铁路交通比较发达，京九铁路纵穿宜春南北，浙赣复线横穿东西，交错纵横，形成一张便利的铁路交通网。公路交通方面，320国道和105国道曲折回转，与沪瑞高速公路交叠，组成宜春公路的主骨架，与其他省道与支线组成细密的公路交通网。另外，由于锦河与袁河在境内汇入赣江，使宜春市的水路航程达千余公里，成为宜春交通运输的一个重要组成。（2）江西宜春明月山机场宜春明月山机场宜春明月山机场性质为国内支线机场,选址在江西省宜春市袁州区湖田乡境内，概算总投资5.02亿元，计划2011年8月建成通航。民航运输将以宜春为中心，向周边的新余、萍乡两市覆盖，使周边两市抵达机场时间仅半小时车程；到2020年，可承担旅客吞贮量32万人次，由此构筑一个高效快速的赣西航空经济圈。二、当前旅游资源状况（1）自然旅游资源2个国家级森林公园，4个省级森林公园，2个自然保护区，1个省级风景名胜区,2个溶洞，4处温泉，10多处瀑布；（2）人文景观全市有历史文化遗址486处，名山名胜54处。历史遗迹、宗教寺观、文物珍品、特色文化遍布全区。宜春是中国佛教“禅林清规”的发祥地，禅宗沩仰、临济、曹洞三宗的祖庭，全国政协常委、中国佛教协会前会长一诚大师现仍是宜春靖安宝峰寺方丈。（3）月文化的成功开发借着明月山的发展，宜春成功开发了月文化，借嫦娥本月于此，且宜春属于赏月良好之地，月文化的成功开发，使得宜春旅游出现了新的文化理念，给宜春地区带来了一定的影响，并开始吸引越来越多的人参加。宜春温汤广告策划书4第二章营销环境分析——SWOT分析优势(S)1.丰富的旅游资源。宜春地区旅游资源丰富，主要景点有明月山、天工开物园、太平顶、温汤镇温泉、显应禅寺等。2.具备世界品质的温泉旅游资源。温汤温泉是中国目前发现的唯一可以与法国埃克斯温泉相媲美的优质温泉，是非常难得的“高硒低硫”温泉。3.运营成本相对较低。宜春地处经济发展水平较低的中部地区，运营成本相对沿海城市较低，因此旅游费用上也会相对较低，对消费者吸引力较大。3.交通相对便利。宜春市铁路发达，从火车站去温汤镇路途较近，且有直接的公交车，非常便利。并且预计2011年8月宜春机场将会进入试运营，届时对其他城市的消费者更加便利。劣势(W)⒈资源特色少，景点品位低，基业缺乏吸引力。宜春旅游资源不能说不丰富,但是，具有特色的旅游资源不多，开发出来的旅游产品(旅游线路)的品位不高，在旅游市场上缺乏吸引力，加之景点规模小、又比较分散，难以组合成精品旅游线路，使接游业务迟迟启动不起来。⒉资金投入少，开发档次低，立业缺乏支撑力。由于资金投入少，旅游开发的档次不可能高，加之景区规划、基础建设、宣传促销、人才培训等必需的经费得不到保障，旅游“立业”就缺乏起码的物质基础。3.专业人才少，队伍素质低，职业缺乏感召力。由于区内旅游业发展滞后，大学本科旅游专业的毕业生很少回来为宜春的旅游事业发展效力的。造成旅游业发展缺乏专业人才，很难适应旅游业大发展的需要。。4.宣传推介少