三亚营销策划方案(英文版)(ppt 20页)
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SectionⅤ Advertising combination
strategy
Television report in the form of news
(A) television, radio media Central Economic Channel
Hainan Travel Channel
one year 80 one year 24
7000/month 560000 20000/month 480000
Magazine
One year 12
Aviation Journals One year 12
Network
One year 12
Club
one year
Office
One year 6
SectionⅣ Promotion Strategy
(A) strategyI: to focus on business travel golf driving
(B) Policy II: Business culture, to build the first in the country.
political affairs analysis
economy background
analysis
culture atmosphere
analysis
city programmin g
The product analysis
Section Ⅱ The product analysis
Hotel series
opportunity
Threat
better play a vanguard role of reform and opening up; establishment of a modern service-oriented development of green mode
climate conditions, Hawaii, Bali, Phuket, Tahiti and other famous island in the world racing to reflect
(C) Strategy III: promote "health work, beach sports Tour"
(D) strategies IV: joint promotions with other area
Marketing theme :
Sanya elite gathered to share the top business trip!
Policy II
Slogan: Business Sanya, is both a
tourist office! Content:Tourist things correct
office
Strategies IV
Content: Combination,
interactive marketing.
(D) the club
• Clubs have a common interest by some, who love the composition. After a busy day full of office life, the club become a member the best place decompression. Business entertainment, social, friends and drinks and all kinds of recreational activities, club members can take care of all the needs, access to business guests undisputed.
(E) Offices Advertising
• Focus Media commercial buildings built on the LCD TV network has covered 44 national key cities, 30,000 buildings, China's largest outdoor video advertising operators. Our cooperation with Focus Media, one of our major publicity, the core of the city's second major commercial building, airport bus publicity. To attract high learning, high income, high job the attention, so that their business travel Sanya became one of the options.
ck of theme cultural connotation
ck of thematic culture charm characteristics
3. lack of thematic culture brand marketing
ck of thematic culture system engineering
House series… Golf course series
Conference centre series Integrated tourism series comprehensive basic
series Central features gourmet…
Threat
成功PPT四要素
• Advertising portfolio strategy
• Advertising budget
• Performance Evaluation
Section Ⅰ Analysis of macro environment
Analysis of macro environme nt
position status analysis
(F) highway billboards
• The main highway billboards set up in is obvious to the audience to the high rate of track, directly to customers and vehicles locked in the past. The main arteries to the airport to go through channels, to increase our target rate of repeat viewing in order to deepen the impression.
Highway billboards Contingencies
One year
Total
56000/ month 672000
20000/ month 240000
6000/ month 72000
20000/year 20000
60000/month 360000
70000/year 70000
Sanya, Chinese business travel planning program
I
II
III
IV
• Analysis of macro environment
• The product analysis • swot analysis
• Promotion Strategy
V
VI
VII
Phoenix
(B) Newspaper periodicals
Financial newspapers
Fashion magazine
Aviation nals
(C) of the network media type
• In Yahoo, Googlee waiting, the establishment of searching for information, side by side on the home page.
Item CCTV-2 Phoenix TV
Time one year
Frequen Unit price
cy
(Yuan)
48
40000/ times
Total (Yuan)
1920000
one year 60
18000/month 1080000
HainanTravel Channel
Newspaper
strategyI Content: Through a variety of golf will
increase the number of inbound tourists, joint pull
Sanya
Strategy III
Content: Organized beach sports
Details
Opportunity
SWOT Strength
Weakness
SWOT
Strength
Weakness
simple and hospitable people of Sanya; unique ethnic minority culture and customs; first class resort facilities, convenient transportation network; also enjoy visa-free access, Visa, air rights open policy. Sanya tourism industry already has a relatively strong industrial base, great development potential, building international tourism Foundation
50000
50000
5524000
Performance Evaluation
Through large-scale advertising and promotional strategies of implementation, the image of Sanya business travel will be accepted by the people who are yearning for a variety of business office and vacation paradise, Sanya establish business travel brands in order to attract business people to come to carry out tourism business activities to promote business growth in tourism business activities, forming a virtuous growth circle.