汶川銀杏鄉(xiāng)羌文化廣場項目市場營銷方案研究
發(fā)布時間：2018-11-05 17:02
【摘要】： 作為2008年地震極重災區(qū)的典型鄉(xiāng)鎮(zhèn),銀杏鄉(xiāng)因災耕地滅失、損失慘重。時隔一年,災區(qū)災后重建已全面展開。國家下?lián)茔y杏鄉(xiāng)各類重建資金達1.5億元,但是在災后重建中卻出現(xiàn)了“有資金,難發(fā)展”的問題。一是地震后鄉(xiāng)境內(nèi)耕地滅失,鄉(xiāng)民無法靠單純的種養(yǎng)業(yè)致富；二是除基礎(chǔ)設(shè)施建設(shè)資金外,鄉(xiāng)鎮(zhèn)仍有2100萬元的文化產(chǎn)業(yè)專項資金找不具有造血功能的項目,存在資金重復使用的問題；三是災后重建為宏揚羌族文化提供了鍥機,但卻面臨市場運營實體缺乏的尷尬。為此,縣鄉(xiāng)級政府決定通過在汶川縣銀杏鄉(xiāng)建立羌文化廣場項目,通過羌文化廣場項目的營銷來推動銀杏鄉(xiāng)經(jīng)濟的發(fā)展,解決鄉(xiāng)鎮(zhèn)“有資金,難發(fā)展”問題。文化廣場總體占地13222平方米,項目建設(shè)周期為半年,采用“整體規(guī)劃,分片經(jīng)營”模式,由政府管理部門整體規(guī)劃文化廣場內(nèi)的功能分區(qū)、房屋布局,完善基礎(chǔ)設(shè)施配套,在此基礎(chǔ)上,引進企業(yè)入駐廣場,進行各旅游項目的經(jīng)營。羌文化廣場實施公司化經(jīng)營、目標責任管理,每年上交利潤。羌文化廣場的整體定位于：一是采用差異性文化內(nèi)涵式開發(fā)理念營銷。二是清晰、準確定位主題。通過景點景觀的設(shè)計來表現(xiàn)古羌寨的社會、經(jīng)濟等諸多風貌。三是與震中映秀鎮(zhèn)形成旅游產(chǎn)業(yè)互補,彌補其沒有規(guī)劃承載羌民族標志的建筑群的缺陷。 羌文化廣場項目的營銷策略突出特色羌文化游與地震觀光游。一是以需求導向為基礎(chǔ)的旅游產(chǎn)品定價策略。二是以特色“地震游”旅游產(chǎn)品為內(nèi)容的間接多級多層分銷渠道策略。三是以廣告與公共關(guān)系為主的旅游產(chǎn)品促銷策略。四是營銷策略創(chuàng)新。羌文化廣場項目的實施可為銀杏鄉(xiāng)帶來巨大的社會和經(jīng)濟效益,僅此一項,銀杏鄉(xiāng)2741人,人均增收1094元。 羌文化廣場項目營銷一是受地理條件制約,文化廣場項目規(guī)模受限,造成前期企業(yè)投入成本大,收益小。二是分片項目運作中由于產(chǎn)品周期不同,造成資金回籠速度不一致,從而影響整體營銷策略的推廣。三是文化廣場項目位于九環(huán)線與震中映秀相鄰,因此客源存在一定的季節(jié)性和時間性。由于是一個新項目,在分銷渠道中,企業(yè)、分銷商、零售商與公眾之間信息傳遞市場推廣中,公眾對于此項目的認知度提高仍是營銷的重點和難點。 針對以上問題,羌文化廣場項目營銷建議在于貫徹可持續(xù)發(fā)展理念,不搞窒息式開發(fā)與營銷,使細水長流,產(chǎn)生源源不斷的經(jīng)濟效益。一是融入阿壩州旅游經(jīng)濟圈,充分挖掘民族文化內(nèi)涵。充分整合民族地區(qū)文化資源,推出目的地旅游線路。在產(chǎn)品內(nèi)涵上,產(chǎn)品在展示形式上不斷推陳出新,利用震后文化旅游大融合時機,挖掘、推出獨具羌禹文化特色的娛樂、餐飲為一體的旅游項目。將文化廣場零星工藝品銷售點逐步建設(shè)成為一條民族特色紀念品購物街；二是融入成都經(jīng)濟圈,延伸項目外延。進一步融入地震文化核心。借助映秀鎮(zhèn)地震游名片,在文化廣場內(nèi)規(guī)劃建設(shè)高檔的游人服務中心,開發(fā)地震旅游紀念品。創(chuàng)新融入大熊貓走廊文化。傾力打造文化廣場“大熊貓”品牌,吸引遺產(chǎn)科考的熊貓家園休閑目的地和國際旅游精品區(qū)。融入大九寨旅游文化,傾力打造“羌繡之鄉(xiāng)”品牌,打造羌繡體驗區(qū),形成公司+農(nóng)戶的運作模式。融入成都一小時經(jīng)濟圈。著力挖掘自駕游市場潛力,建立聯(lián)合宣傳促銷工作機制,堅持宣傳形象與景區(qū)企業(yè)推介產(chǎn)品相結(jié)合,面向旅游業(yè)界推廣和面向公眾促銷相結(jié)合；三是加大對現(xiàn)有旅游人才的培訓力度,在充分挖掘現(xiàn)有人才潛力的基礎(chǔ)上,大膽引進旅游管理人才,不拘一格,廣納賢才。同時,聘請監(jiān)督員,微服探察,適時進行監(jiān)管。四是大力發(fā)展網(wǎng)絡(luò)營銷,可考慮在營銷工作中利用互聯(lián)網(wǎng),即進行互聯(lián)網(wǎng)營銷。以便有效地降低產(chǎn)品成本,為顧客節(jié)約成本就是為企業(yè)贏得競爭優(yōu)勢。 總之,羌文化廣場營銷要從特色營銷出發(fā),貫穿小而精的營銷理念與“打包策劃,分片營銷”的營銷模式,通過營銷渠道的多樣化與經(jīng)營理念的創(chuàng)新來解決發(fā)展中存在的問題,真正實現(xiàn)經(jīng)濟與社會效益的分贏。
[Abstract]:As a typical township in the earthquake-stricken area of 2008, ginkgo xiang lost its farmland for loss of farmland and suffered heavy losses. One year after the disaster, the reconstruction of the disaster area has been fully expanded. In the country, the reconstruction funds of various kinds of reconstruction funds amounted to RMB 100 million yuan, but in the reconstruction of the disaster, it appeared "There is money, it's hard to develop." Questions. One is the loss of cultivated land in the post-earthquake land, and the villagers are unable to get rich by the simple breeding industry; secondly, besides the infrastructure construction funds, the township still has 21 million yuan of cultural industry special funds to find items not having hematopoietic function, and there is a problem of re-use of funds; The reconstruction of the three is the Hongyang Qiang culture, but it is faced with the embarrassment of the lack of market operation entities. To this end, the county township government decided to promote the development of ginkgo's township economy through the marketing of cultural square project in Wenjiang County, and solve the towns and towns. "There is money, it's hard to develop." Question. The total area of cultural square covers 1,222 square meters, and the construction period of the project is half a year. "Overall Planning and Fragmentation Management" The model is composed of functional division, house layout and perfect infrastructure in the integrated planning and cultural square of the government management department. On the basis of this, the introduction of the enterprise to the square is carried out, and the operation of each tourist project is carried out. The company's cultural square carries out the corporate operation, the target responsibility management, the annual turnover of profit. The whole position of the cultural square is: one is to use the difference culture in the development concept marketing. 2. Be clear and accurately locate the subject. Through the design of scenic spot landscape, it shows many features of ancient Qiang's society, economy and so on. 3. It is complementary to the epicentre Yingxiu town to form the tourism industry, making up for the defect that it does not plan the architectural complex bearing the national flag. The Cultural Square Project's Marketing Strategy Prominent Features, Cultural Tourism and Ground A sightseeing tour. A tourism product based on demand-oriented. Pricing policy. II. Features Indirect Multi-layer Distribution of "Seismic Tour" Tourism Products as Content Channel strategy: tourism products based on advertising and public relations Promotion strategy. Four is marketing Strategic innovation. The implementation of the project of the Cultural Plaza can bring huge social and economic benefits to the residents of Ginkgo biloba, only one of which is 2741 in the ginkgo, and the per capita income is increased by 1. 094 Yuan. The project marketing of the Cultural Plaza is restricted by geographical conditions, and the scale of the cultural square project is limited, leading to the early enterprise. The investment cost is large and the income is small. In the operation of the slicing project, because the product period is different, the speed of the fund return cage is inconsistent, so the effect is affected. The promotion of the overall marketing strategy. Three is that the cultural square project is located adjacent to the nine-ring road and the epicentre, so there is a source of tourists. Due to the fact that it is a new project, in the distribution channel, among distribution channels, the information transfer between enterprises, distributors, retailers and the public, the public awareness of this project is improved. It is the focus and difficult point of marketing. In view of the above problems, the project marketing suggestion of Guangzhou Cultural Plaza is to carry out the concept of sustainable development, without suffocating development and marketing, so as to make fine water Long-flow, a steady stream of economic benefits. One is to be integrated into the city of Aba. The cultural connotation of national culture is fully excavated in the economic circle. On the connotation of the product, the products are constantly pushed up in the form of exhibition, and the time and time of the great fusion of the post-earthquake cultural tourism are utilized, and the unique cultural characteristics of the destination are introduced. Entertainment, catering as a whole tourism project. The point-of-sale of scattered handicraft products of cultural square is gradually constructed as a souvenir shopping street; two are Integration into Chengdu Economic Circle and Extension Project It is further integrated into the core of the seismic culture. With the use of the visiting card of Yingxiu Town, it is planned to build high-grade visitors in cultural squares. Service Center, Development of Seismic Tourism Read the product. It's a big innovation. Panda corridor text To create a brand of "giant panda" in cultural square and attract the panda family of the imperial examination. Garden Leisure Destination and International Tourism Boutique Area Integration into the Great Jiuzhai Tourism Culture, Building the Brand of "The Township" of "Xiongxiu", and Creating the Experience of Embroidering and Embroidering Area, forming company + farmer's transportation Carry out the model. Join the economic circle of Chengdu City for one hour. Make efforts to explore the market potential of self-driving travel, establish joint propaganda and promotion work mechanism, insist on the combination of promotional image and scenic spot enterprise promotion products, and face the promotion of tourism industry and the promotion of public promotion; 3. Strengthen the training of the existing tourism personnel, and boldly introduce tourism on the basis of fully excavating the existing talent potential Management talent, not binding, Canton Xiancai. At the same time, hire supervisor To develop network marketing, we can consider in marketing work. Internet marketing, i.e. Internet marketing, in order to effectively reduce product costs and provide customer segments About the cost is to win the competitive advantage for the enterprise. In short, the marketing of the Cultural Plaza of the People's Republic of China To start from the characteristic marketing, run through Small and fine marketing concept and "packing planning, slicing marketing" marketing mode, through the diversification of marketing channel and the innovation of management idea to solve the development
【學位授予單位】：西南財經(jīng)大學
【學位級別】：碩士
【學位授予年份】：2010
【分類號】：F274
本文編號：2312720
[Abstract]:As a typical township in the earthquake-stricken area of 2008, ginkgo xiang lost its farmland for loss of farmland and suffered heavy losses. One year after the disaster, the reconstruction of the disaster area has been fully expanded. In the country, the reconstruction funds of various kinds of reconstruction funds amounted to RMB 100 million yuan, but in the reconstruction of the disaster, it appeared "There is money, it's hard to develop." Questions. One is the loss of cultivated land in the post-earthquake land, and the villagers are unable to get rich by the simple breeding industry; secondly, besides the infrastructure construction funds, the township still has 21 million yuan of cultural industry special funds to find items not having hematopoietic function, and there is a problem of re-use of funds; The reconstruction of the three is the Hongyang Qiang culture, but it is faced with the embarrassment of the lack of market operation entities. To this end, the county township government decided to promote the development of ginkgo's township economy through the marketing of cultural square project in Wenjiang County, and solve the towns and towns. "There is money, it's hard to develop." Question. The total area of cultural square covers 1,222 square meters, and the construction period of the project is half a year. "Overall Planning and Fragmentation Management" The model is composed of functional division, house layout and perfect infrastructure in the integrated planning and cultural square of the government management department. On the basis of this, the introduction of the enterprise to the square is carried out, and the operation of each tourist project is carried out. The company's cultural square carries out the corporate operation, the target responsibility management, the annual turnover of profit. The whole position of the cultural square is: one is to use the difference culture in the development concept marketing. 2. Be clear and accurately locate the subject. Through the design of scenic spot landscape, it shows many features of ancient Qiang's society, economy and so on. 3. It is complementary to the epicentre Yingxiu town to form the tourism industry, making up for the defect that it does not plan the architectural complex bearing the national flag. The Cultural Square Project's Marketing Strategy Prominent Features, Cultural Tourism and Ground A sightseeing tour. A tourism product based on demand-oriented. Pricing policy. II. Features Indirect Multi-layer Distribution of "Seismic Tour" Tourism Products as Content Channel strategy: tourism products based on advertising and public relations Promotion strategy. Four is marketing Strategic innovation. The implementation of the project of the Cultural Plaza can bring huge social and economic benefits to the residents of Ginkgo biloba, only one of which is 2741 in the ginkgo, and the per capita income is increased by 1. 094 Yuan. The project marketing of the Cultural Plaza is restricted by geographical conditions, and the scale of the cultural square project is limited, leading to the early enterprise. The investment cost is large and the income is small. In the operation of the slicing project, because the product period is different, the speed of the fund return cage is inconsistent, so the effect is affected. The promotion of the overall marketing strategy. Three is that the cultural square project is located adjacent to the nine-ring road and the epicentre, so there is a source of tourists. Due to the fact that it is a new project, in the distribution channel, among distribution channels, the information transfer between enterprises, distributors, retailers and the public, the public awareness of this project is improved. It is the focus and difficult point of marketing. In view of the above problems, the project marketing suggestion of Guangzhou Cultural Plaza is to carry out the concept of sustainable development, without suffocating development and marketing, so as to make fine water Long-flow, a steady stream of economic benefits. One is to be integrated into the city of Aba. The cultural connotation of national culture is fully excavated in the economic circle. On the connotation of the product, the products are constantly pushed up in the form of exhibition, and the time and time of the great fusion of the post-earthquake cultural tourism are utilized, and the unique cultural characteristics of the destination are introduced. Entertainment, catering as a whole tourism project. The point-of-sale of scattered handicraft products of cultural square is gradually constructed as a souvenir shopping street; two are Integration into Chengdu Economic Circle and Extension Project It is further integrated into the core of the seismic culture. With the use of the visiting card of Yingxiu Town, it is planned to build high-grade visitors in cultural squares. Service Center, Development of Seismic Tourism Read the product. It's a big innovation. Panda corridor text To create a brand of "giant panda" in cultural square and attract the panda family of the imperial examination. Garden Leisure Destination and International Tourism Boutique Area Integration into the Great Jiuzhai Tourism Culture, Building the Brand of "The Township" of "Xiongxiu", and Creating the Experience of Embroidering and Embroidering Area, forming company + farmer's transportation Carry out the model. Join the economic circle of Chengdu City for one hour. Make efforts to explore the market potential of self-driving travel, establish joint propaganda and promotion work mechanism, insist on the combination of promotional image and scenic spot enterprise promotion products, and face the promotion of tourism industry and the promotion of public promotion; 3. Strengthen the training of the existing tourism personnel, and boldly introduce tourism on the basis of fully excavating the existing talent potential Management talent, not binding, Canton Xiancai. At the same time, hire supervisor To develop network marketing, we can consider in marketing work. Internet marketing, i.e. Internet marketing, in order to effectively reduce product costs and provide customer segments About the cost is to win the competitive advantage for the enterprise. In short, the marketing of the Cultural Plaza of the People's Republic of China To start from the characteristic marketing, run through Small and fine marketing concept and "packing planning, slicing marketing" marketing mode, through the diversification of marketing channel and the innovation of management idea to solve the development
【學位授予單位】：西南財經(jīng)大學
【學位級別】：碩士
【學位授予年份】：2010
【分類號】：F274
【共引文獻】
相關(guān)期刊論文 前10條
1 魏民;;汶川縣三江鄉(xiāng)震后旅游開發(fā)格局的構(gòu)建[J];阿壩師范高等專科學校學報;2009年04期
2 陳松;;羌族地區(qū)城鎮(zhèn)化進程中的民族關(guān)系嬗變[J];阿壩師范高等�？茖W校學報;2011年02期
3 陳德清;企業(yè)形象策略探討[J];安徽紡織職業(yè)技術(shù)學院學報;2003年04期
4 杜淑琳;;市場營銷理論與高職高專教學工作[J];安徽職業(yè)技術(shù)學院學報;2006年01期
5 楊柳青;疏祥林;;汽車運輸企業(yè)核心競爭能力淺析[J];安徽職業(yè)技術(shù)學院學報;2006年02期
6 王中雨;;國內(nèi)旅游市場細分研究綜述[J];現(xiàn)代農(nóng)業(yè)科技;2008年04期
7 楊坪;李勤;周桂虹;;汶川縣蕎麥屬植物生長特性及生態(tài)環(huán)境分析[J];現(xiàn)代農(nóng)業(yè)科技;2008年15期
8 史春梅;產(chǎn)品研發(fā)——企業(yè)生存的基礎(chǔ)[J];邊疆經(jīng)濟與文化;2004年10期
9 馮莉;現(xiàn)金流的管理[J];邊疆經(jīng)濟與文化;2005年10期
10 崔保國 ,楊雷萍;論出版集團的業(yè)務重組[J];編輯之友;2002年04期
相關(guān)會議論文 前2條
1 王雪玲;隋玉明;;振興龍江經(jīng)濟:哈飛經(jīng)濟型家用轎車營銷策略研究[A];創(chuàng)新思想·科學發(fā)展·構(gòu)建和諧——黑龍江省首屆社會科學學術(shù)年會優(yōu)秀論文集上冊[C];2008年
2 肖衡;方威;;第三方物流市場定位及營銷對策[A];中國市場營銷創(chuàng)新與發(fā)展學術(shù)研討會論文集[C];2009年
相關(guān)博士學位論文 前5條
1 沈茂英;中國山區(qū)聚落持續(xù)發(fā)展與管理研究[D];中國科學院研究生院（成都山地災害與環(huán)境研究所）;2005年
2 張保見;民國時期青藏高原經(jīng)濟地理研究[D];四川大學;2006年
3 郭鳳鳴;云南貢山丙中洛鄉(xiāng)少數(shù)民族習慣法的育人功能研究[D];西南大學;2008年
4 楊玲玲;民族地區(qū)旅游客源地建設(shè)研究[D];中央民族大學;2010年
5 仇立;基于綠色品牌的消費者行為研究[D];天津大學;2012年
相關(guān)碩士學位論文 前10條
1 李虹瑤;DFSC精品百貨店營銷策略研究[D];大連理工大學;2010年
2 弓衛(wèi)東;平安保險陜西分公司機動車輛保險營銷策略研究[D];西北農(nóng)林科技大學;2010年
3 楊長婕;昆明電信公司應對三網(wǎng)融合策略研究[D];云南大學;2010年
4 章旭;上海怡創(chuàng)化工KEP產(chǎn)品營銷戰(zhàn)略研究[D];蘭州大學;2011年
5 劉強;國家介入與村民行動[D];中央民族大學;2011年
6 卞思梅;論葛維漢的羌民研究[D];中央民族大學;2011年
7 張文艷;川渝市場DFS保健按摩器材產(chǎn)品和渠道策略研究[D];電子科技大學;2011年
8 劉曉芬;石河子銀河紡織有限責任公司營銷策略研究[D];石河子大學;2008年
9 牛金全;哈密電信差異化服務營銷策略研究[D];北京郵電大學;2011年
10 李佩華;四川野生蕎麥金蕎麥、齒翅野蕎的原生境調(diào)查及特征特性、肥料效應研究[D];四川農(nóng)業(yè)大學;2011年
，本文編號：2312720
本文鏈接：http://sikaile.net/wenyilunwen/guanggaoshejilunwen/2312720.html
最近更新
教材專著
