小平您好——广安城市旅游2014年全国市场推广方案

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1、“小平，您好！”——广安城市旅游2014年全国市场推广方案“小平，您好！”广安城市旅游2014年全国市场推广方案目录一、25“小平，您好！”——广安城市旅游2014年全国市场推广方案摘要·················································3一、背景分析············································3（一）中国旅游业发展现况·································3（二）中国红色旅游业发展前景····························4二、广安旅

2、游环境分析·····································4三、邓小平故居景区介绍···································6（一）旅游产品介绍·······································6四、消费者分析···········································11（一）红色旅游消费行为概念·································1125“小平，您好！”——广安城市旅游2014年全国市场推广方案（一）目标消费者分析········

3、·······························11一、竞争分析·············································12（一）整体旅游市场分析·····································12（二）红色竞争分析·········································14（三）竞争分析比较·········································16（四）结论···········································

4、······18二、市场推广定位·········································19（一）推广目标···········································19（二）市场定位25“小平，您好！”——广安城市旅游2014年全国市场推广方案···········································19一、推广策略·············································20（一）前期宣传··································

5、········20（二）推广过程··········································21二、预算·················································23三、注意事项·············································23一、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

6、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。25“小平，您好！”——广安城市旅游2014年全国市场推广方案一、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

7、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