小平您好——广安城市旅游2014年全国市场推广方案.doc

“小平，您好！” 广安城市旅游 2014年全国市场 推 广 方 案 目录 摘要·················································3 背景分析 ············································3 中国旅游业发展现况·································3 中国红色旅游业发展前景 ····························4 广安旅游环境分析·····································4 邓小平故居景区介绍···································6 旅游产品介绍·······································6 消费者分析···········································11 红色旅游消费行为概念·································11 目标消费者分析·······································11 竞争分析·············································12 整体旅游市场分析·····································12 红色竞争分析·········································14 竞争分析比较·········································16 结论·················································18 市场推广定位·········································19 推广目标···········································19 市场定位···········································19 推广策略·············································20 前期宣传··········································20 推广过程··········································21 预算·················································23 注意事项·············································23 摘要 2014年时值邓小平诞辰110周年，而以邓小平故居为代表的广安红色旅游也能借此发展壮大。本文就以2014年这一重点着手，浅析了中国整个旅游市场环境以及红色旅游的发展前景，找寻出邓小平故居旅游的发展空间，详细分析了整个广安市的旅游环境，再仔细介绍邓小平故居的一系列红色旅游景点特色，分析挖掘发展潜力。而后，本文从消费者分析，竞争者分析着手，制定出明确的推广目标及市场定位，再据此设计详细的推广策略。本文希望通过这一推广方案，将邓小平故居进行全国范围的宣传推广，让更多的人近距离的感受到伟人的真实世界和精神力量。 背景分析 （一）中国旅游业发展现状 1、大众旅游消费方式单一。绝大部分属于观光旅游，纯粹的欣赏自然风光，而文化型、享受型的旅游方式很少，比如修学、健身、寻根、了解风土人情的特色旅游就较少见。 2、大众消费能力持续提升。 随着国民经济持续快速发展，居民收入水平和消费需求不断提升，旅游已经成为国民重要的生活休闲方式和“大众消费”的重要载体。 3、旅游人员构成中公费旅游占很大比重。目前国内旅游人员的构成大体是：先富裕起来的农牧民外出旅游，离退休干部的疗养旅游，职工干部的奖励旅游，企事业单位人员以及教师学生的度假旅游以及各种公务旅游。虽然随着消费观点的改变和经济收入的提高，社会各阶层、各行业都有相当数量的人加入自费旅游队伍的行列，但是，公费旅游仍占主要地位。 4、社会环境和配套条件优化。 一是城镇化持续推进，旅游环境优化、消费主体壮大。二是交通基础设施改善，旅游可达性增强。三是社会保障体系建设完善，居民旅游休闲消费需求将进一步释放。 5、综合功能明显增强。旅游业在经济结构调整和增长方式转变中优势凸显。为应对金融危机的影响与冲击，调结构、扩内需、促消费、惠民生成为核心战略，旅游以其最终性与发展性、综合性与多层次、可重复可持续以及恢复能力强等消费特点，以其促进就业、均衡财富、促进交流、广惠