How To Increase The Gold Content Of "jin Zhangye" Travel Brand

In recent years,with the development of the "northwest tourism" tourism boom,zhangye city,as an important city in the hexi corridor,has seized the opportunity of development and vigorously promoted the development of its tourism industry with the help of policies,capital and human resources.According to the research on the proportion of investment and income,per capita expenditure and reception flow of the relevant tourism industry,it is found that the tourism industry in zhangye city is still in the situation of high investment and low income--although it has rich tourism resources,the tourism income is poor and the structure is single.Based on the survey and study of tourism correlation factors such as geographical environment factors,location factors,traffic conditions and resource characteristics,it is found that the current development of tourism industry in zhangye city does not have the correlation and consistency,and the independent operation among various tourism scenic spots separates and "fragments" the resources.The operation means of scenic spots are also very single,that is,they tend to traditional media and seriously ignore the role of new media or we media.It is not hard to see,zhang ye are in urgent need of tourism industry is the overall planning and construction of global tourism concept,integrated marketing means a full-scale and solid operating-relatively wide,interlock Yu Quanyu tourism into huge difficulty and coordination,the implementation of integrated marketing strategy is to rapidly increase "gold zhang ye" tourism brand gold content of a kind of low cost,control effect and effective means.The planning case analyzed and investigated the local tourism market,and combined with the analysis of the tourist market of 10 representative scenic spots inhexi corridor by professor jiao shitai in 2010,it depicted the overall picture of tourist resources in the tourism market of zhangye city.In the perspective of the comparative analysis,zhang ye travel directly competing goods such as jiuquan yadan national geological park,the singing of dunhuang,dunhuang mogao grottoes and ganzi ring site international hundred kilometers cross-country race advantages and disadvantages of the project,as well as its marketing experience of successful and defective evident,thus to summarizes the location choice of zhangye tourism industry development.According to the planning case,the basic positioning of zhangye tourism target group is: to undertake the whole northwest ring road tourism,especially to jiuquan,dunhuang travel self-driving group;Leisure and sightseeing tourism groups in surrounding provinces and cities of gansu province,as well as travel groups that focus on parent-child research,cross-country racing,and experience photography.Based on this,zhangye city's tourism brand image is suitable for positioning in the "walk the millennium danxia scenery,taste the ancient and modern silk road lingering charm",reflects its unique natural cultural landscape and tourism charm.Based on the above on the investigation and analysis of zhangye tourist market positioning and target market,USES the classical theory of integrated marketing planning case "4 p " and "4 c" theory as the theoretical basis,chose to "network integrated marketing theory of 4 I" and the theory of "3 s" integration and as the main marketing theory,namely the interest principle,benefit principle,interaction principle,individuality principle,and designs a series of comprehensive and feasible brand marketing activities,to increase the rate of alkaline saline tourists visit and revisit rate and boost the local tourism revenue.Finally,according to the characteristics of the tourist season,and alkaline saline local the zhangye "much starker choices-and graver consequences-in" tourism development plan(2016-2020)"the relevant planning,planning case around the grand view garden" China landscape,leisure summer resort,the silk road,the ancient city,outdoor sports experience area,west road in inheriting the soul of "five topics such as business CARDS made the special marketing,integrated marketing communications planning case for the whole year assessment methods and related activities.