云台山营销案例分析doc.doc

云台山营销案例分析 昌荣传播 城市与旅游营销事业部 2012年10月07日 一、案例概况 （一）、概述 国家5A级风景区，世界地质公园 以独具特色的“云台地貌”与安徽黄山、江西庐山一起被列入首批世界地质公园名录 同时又是河南省惟一一个集国家重点风景名胜区、国家5A级景区、国家地质公园、国家森林公园、国家水利风景名胜区、国家猕猴自然保护区六个国家级于一体的风景名胜区。 （二）区位 云台山地处中原地带 中国南北交通第二大动脉——焦枝（焦作——枝城）铁路纵贯焦作全境 景区离焦作市区权为30km （三）、规模 景区总面积240km2 二、地域背景 焦作市 【区位】：北依太行与山西省接壤，东临新乡市，西临济源市南临黄河与郑州、洛阳相望总面积4071.1总人口万全年共计接待游客2281.25万人次同比增长16.45%旅游综合收入171.92亿元同比增长16.53%水是云台山更具特色的一大景观，泉潭流瀑不计其数素以“三步一泉，五步一瀑，十步一潭”著称落差310米，号称中国第一，亚洲第二典型地质剖面古生物景观地质地貌景观水体景观地质灾害遗迹景观地质工程景观典型矿床及采矿遗迹景观等7个大类，32种类型。与武当山相比，云台山风景区没有武当山品位高，且配套设施不如武当山，但是云台山风景区交通优势明显，拥有一流的客源市场。云台山风景区之所以能赢得一流的客源市场，主要得益于以下： 高度重视团队游客，坚持以组团为主 （团队游客占总游客量80%），散客为辅，但是从2009年开始，有所调整，散客自驾游并重 pseudonym Ding Bingcheng), to Jiangsu and Zhejiang in Taihu Lake area opened work, towards armed, carried out guerrilla race. 4 people such as Ding Bingcheng took Zhang Yan, Zhou Fen, from Shanghai, Zhao Anmin troops stationed at the border of Jiangsu and Zhejiang. Ding Bingcheng reach dual-COR, and anti- established contact of Communist Party members, when the Kuomintang military Committee in Jiangsu, Zhejiang and Deputy Commander of the Brigade in Taihu Lake and Qian Kangmin, Director of the Department of the Commission (CPC) accompanied by consultations with Commander Zhao Anmin placement I was personnel related issues. Qian Kangmin efforts, Zhao Anmin also agreed to subordinate Gong Shengxiang Brigade guns to form a band in Taihu Lake. Qian Kangmin hired a boat to bring Gong Shengxiang, together with Zhang Yan start, boats to cross near the fan, was seized by Cheng Wanjun. After Cheng Buzheng Jin Lu Wang, Director of training helps releasing personnel, but the weapon lost. Is autumn, Ding Bingcheng Wujiang was ordered to open up again, its task is: towards reconstruction guerrillas, Communist-led team. Along with Liu Zirong (Liu), Zhang Yan (Liu), huada busy (Chen Zhengzhi), Yu Zhe (Zhou Fen), Ye Chu Xiao (Lu Qiusheng), Henry (nandeqin), anti- players. Fl