三亚营销策划方案（英文版）(共20页).ppt

1、Sanya, Chinese business travel planning programVIIVIVIVIIIIII Section Analysis of macro environmentAnalysis of macro environmentposition status analysispolitical affairs analysiseconomy background analysisculture atmosphere analysiscity programmingSection The product analysis The product analysis Co

2、nference centre series House series comprehensive basic series Central Hotel series features gourmet Golf course series Integrated tourism series 成功成功PPT四要素四要素StrengthThreatSWOTWeaknessOpportunityS W O T StrengthWeaknesssimple and hospitable people of Sanya; unique ethnic minority culture and custom

3、s; 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 Foundation1.lack of theme cultural conno

4、tation2.lack of thematic culture charm characteristics3. lack of thematic culture brand marketing4.lack of thematic culture system engineeringopportunity Threatbetter play a vanguard role of reform and opening up; establishment of a modern service-oriented development of green modeclimate conditions

5、, Hawaii, Bali, Phuket, Tahiti and other famous island in the world racing to reflectSection Promotion Strategy(A) strategyI: to focus on business travel golf driving (B) Policy II: Business culture, to build the first in the country. (C) Strategy III: promote health work, beach sports Tour(D) strat

6、egies IV: joint promotions with other areaMarketing theme ：Sanya elite gathered to share the top business trip! Details Strategy III Content: Organized beach sportsstrategyI Content: Through a variety of golf will increase the number of inbound tourists, joint pull Sanya Strategies IV Content: Combi

7、nation, interactive marketing.Policy II Slogan: Business Sanya, is both a tourist office! Content:Tourist things correct officeSection Advertising combination strategy Television report in the form of news Hainan Travel Channel PhoenixCentral Economic Channel (A) television, radio media(B) Newspaper

8、 periodicalsFinancial newspapersFashion magazineAviation Journals(C) of the network media type In Yahoo, Google, 21CN, Sohu, Sina, Baidu search engine on the waiting, the establishment of searching for information, side by side on the home page. (D) the club Clubs have a common interest by some, who

9、 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) Offi

10、ces Advertising Focus Media commercial buildings built on the LCD TV network has covered 44 national key cities, 30,000 buildings, Chinas largest outdoor video advertising operators. Our cooperation with Focus Media, one of our major publicity, the core of the citys second major commercial building,

11、 airport bus publicity. To attract high learning, high income, high job the attention, so that their business travel Sanya became one of the options.(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 l

12、ocked 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. Item TimeFrequency Unit price（Yuan） Total（Yuan） CCTV-2 one year 4840000/ times 1920000Phoenix TV one year 6018000/month 1080000HainanTravel Cha

13、nnel one year 807000/month 560000Newspaper one year 2420000/month 480000Magazine One year 1256000/ month 672000Aviation Journals One year 1220000/ month 240000Network One year 126000/ month 72000Club one year20000/year 20000Office One year 660000/month 360000Highway billboards One year70000/year 70000Contingencies 50000 50000Total 5524000Performance 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 paradis