汶川银杏乡羌文化广场项目市场营销方案研究

发布时间：2018-11-05 17:02

【摘要】： 作为2008年地震极重灾区的典型乡镇,银杏乡因灾耕地灭失、损失惨重。时隔一年,灾区灾后重建已全面展开。国家下拨银杏乡各类重建资金达1.5亿元,但是在灾后重建中却出现了“有资金,难发展”的问题。一是地震后乡境内耕地灭失,乡民无法靠单纯的种养业致富；二是除基础设施建设资金外,乡镇仍有2100万元的文化产业专项资金找不具有造血功能的项目,存在资金重复使用的问题；三是灾后重建为宏扬羌族文化提供了锲机,但却面临市场运营实体缺乏的尴尬。为此,县乡级政府决定通过在汶川县银杏乡建立羌文化广场项目,通过羌文化广场项目的营销来推动银杏乡经济的发展,解决乡镇“有资金,难发展”问题。文化广场总体占地13222平方米,项目建设周期为半年,采用“整体规划,分片经营”模式,由政府管理部门整体规划文化广场内的功能分区、房屋布局,完善基础设施配套,在此基础上,引进企业入驻广场,进行各旅游项目的经营。羌文化广场实施公司化经营、目标责任管理,每年上交利润。羌文化广场的整体定位于：一是采用差异性文化内涵式开发理念营销。二是清晰、准确定位主题。通过景点景观的设计来表现古羌寨的社会、经济等诸多风貌。三是与震中映秀镇形成旅游产业互补,弥补其没有规划承载羌民族标志的建筑群的缺陷。羌文化广场项目的营销策略突出特色羌文化游与地震观光游。一是以需求导向为基础的旅游产品定价策略。二是以特色“地震游”旅游产品为内容的间接多级多层分销渠道策略。三是以广告与公共关系为主的旅游产品促销策略。四是营销策略创新。羌文化广场项目的实施可为银杏乡带来巨大的社会和经济效益,仅此一项,银杏乡2741人,人均增收1094元。羌文化广场项目营销一是受地理条件制约,文化广场项目规模受限,造成前期企业投入成本大,收益小。二是分片项目运作中由于产品周期不同,造成资金回笼速度不一致,从而影响整体营销策略的推广。三是文化广场项目位于九环线与震中映秀相邻,因此客源存在一定的季节性和时间性。由于是一个新项目,在分销渠道中,企业、分销商、零售商与公众之间信息传递市场推广中,公众对于此项目的认知度提高仍是营销的重点和难点。针对以上问题,羌文化广场项目营销建议在于贯彻可持续发展理念,不搞窒息式开发与营销,使细水长流,产生源源不断的经济效益。一是融入阿坝州旅游经济圈,充分挖掘民族文化内涵。充分整合民族地区文化资源,推出目的地旅游线路。在产品内涵上,产品在展示形式上不断推陈出新,利用震后文化旅游大融合时机,挖掘、推出独具羌禹文化特色的娱乐、餐饮为一体的旅游项目。将文化广场零星工艺品销售点逐步建设成为一条民族特色纪念品购物街；二是融入成都经济圈,延伸项目外延。进一步融入地震文化核心。借助映秀镇地震游名片,在文化广场内规划建设高档的游人服务中心,开发地震旅游纪念品。创新融入大熊猫走廊文化。倾力打造文化广场“大熊猫”品牌,吸引遗产科考的熊猫家园休闲目的地和国际旅游精品区。融入大九寨旅游文化,倾力打造“羌绣之乡”品牌,打造羌绣体验区,形成公司+农户的运作模式。融入成都一小时经济圈。着力挖掘自驾游市场潜力,建立联合宣传促销工作机制,坚持宣传形象与景区企业推介产品相结合,面向旅游业界推广和面向公众促销相结合；三是加大对现有旅游人才的培训力度,在充分挖掘现有人才潜力的基础上,大胆引进旅游管理人才,不拘一格,广纳贤才。同时,聘请监督员,微服探察,适时进行监管。四是大力发展网络营销,可考虑在营销工作中利用互联网,即进行互联网营销。以便有效地降低产品成本,为顾客节约成本就是为企业赢得竞争优势。总之,羌文化广场营销要从特色营销出发,贯穿小而精的营销理念与“打包策划,分片营销”的营销模式,通过营销渠道的多样化与经营理念的创新来解决发展中存在的问题,真正实现经济与社会效益的分赢。
[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
【学位授予单位】：西南财经大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F274

【共引文献】