XX景区旅游营销推广策划方案.pdf

摘要:本次营销策划的客户为宿迁市湖滨新城区政府，中心内容宣传推广骆马湖旅游品牌。通过市场调查与分析，发现骆马湖旅游推广存在品牌知名度不高、缺乏自身独特的品牌定位和旅游市场开发不成熟等问题。本策划方案的目标是塑造骆马湖的品牌形象和提高骆马湖旅游的知名度和美誉度，提高骆马湖在宿迁及其周边旅游市场的市场占有率，增加游客流量，让骆马湖成为彰显宿迁文化的湖泊休闲生态旅游特色品牌。

通过目标市场战略，找到骆马湖旅游的目标市场为宿迁及其周边地区的观光度假旅游和商务旅游市场。针对目标市场，提出了“楚风水韵，休闲绿洲”的品牌定位，并且分别设计了几条凸显湖泊生态休闲旅游特色、展示娱乐参与的乐趣、彰显人文旅游的魅力的旅游路线。

在品牌传播策略方面，围绕着“楚风水韵，休闲绿洲”的诉求主题展开创意，设计了包括报纸、影视、户外、互联网等媒体的广告。根据目标市场游客的媒体接触习惯，通过媒体选择与组合策略和媒介排期使骆马湖能有效的传播到目标受众，提升骆马湖的知名度和美誉度。

关键词 旅游；营销；传播；品牌定位

Abstract:The marketing plan for the government Suqian City Lake New City, to be carried out by the contents of Luoma Lake Tourism in the Suqian area of Suqian and the surrounding areas in the promotion.

Through the market investigation and analysis, found the Luoma Lake Tourism Promotion in brand is not high, the lack of visibility problems of their own brand positioning and unique tourism market development is not mature. The plan's goal is to shape the brand image and improve the Luoma Lake Luoma Lake Tourism visibility and reputation, improve the Luoma Lake in Suqian and its surrounding tourism market share, increase the flow of visitors, let Luoma Lake become the manifestation of culture of Suqian lake ecological tourism brand characteristics.

The target market strategy, find the Luoma Lake Tourism target market for Suqian and its surrounding areas sightseeing tourism and business travel market. For the target market, put forward "Chu Feng Shui Yun, brand positioning leisure oasis", and design several prominent lake ecological leisure tourism characteristics, show entertainment enjoyment of participation, humane tourism charm tourist routes.

In the aspect of brand communication strategy, around the "Chu Feng Shui Yun, Xiu Xian Lv Zhou" to express the theme of creative design, including newspapers, television, outdoor, Internet and other media advertising. According to the media habits of the target market of tourists, through the media selection and combination strategy and media scheduling the Luoma Lake can effectively spread to the target audience, to enhance the visibility and reputation of Luoma lake.

Keywords tourism marketing spread brand positioning