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1、宜春溫湯廣告策劃1《廣告與促銷》考核宜春溫湯廣告策劃書指導(dǎo)老師:胡禮文組員:劉美王維輝鄒惠寧資料內(nèi)容僅供參考，如有不當(dāng)或者侵權(quán)，請聯(lián)系本人改正或者刪除。前言隨著中國經(jīng)濟(jì)的發(fā)展,人民的生活水平得到提高。根據(jù)馬斯洛的層次需要理論,隨著物質(zhì)需要的滿足,人們開始追求更高層次的需要。而旅游的產(chǎn)生就是層次需要理論的典型代表。近些年,溫泉旅游成為旅游方式選擇中的很多一種,休閑、健康和養(yǎng)生成為溫泉文化的關(guān)鍵詞。各地不斷地對溫泉進(jìn)行開發(fā),以至俗話說”只要一個地方地下有熱水冒出來,即是溫泉旅游度假村”。宜春溫湯溫泉,屬于新興開發(fā)旅游地,在開發(fā)階段,面臨著發(fā)展緩慢等現(xiàn)狀,其發(fā)展緩慢有著其自身條件的原
2、因,也有著營銷措施不當(dāng)?shù)仍?我公司受邀對溫湯溫泉進(jìn)行策劃,以謀求溫湯溫泉的發(fā)展。我公司首先對宜春旅游業(yè)及宜春溫湯進(jìn)行分析,再提出切實能夠的建議,對宜春溫湯進(jìn)行包裝。1資料內(nèi)容僅供參考，如有不當(dāng)或者侵權(quán)，請聯(lián)系本人改正或者刪除。目錄前言··············································1第一章宜春旅游現(xiàn)狀·······················錯誤!未定義書簽。一、宜春交通狀況································3二、當(dāng)前旅游資源狀況····························4第二章營銷環(huán)
3、境分析——SWOT分析···················5第三章宜春溫湯分析·································8一、產(chǎn)品介紹······································8二、產(chǎn)品特征分析································9三、產(chǎn)品開發(fā)·····································11第四章消費者分析···································13三、消費動機分析·······························14第
4、五章競爭者分析···································15第六章市場營銷····································19一、旅游客源市場規(guī)模預(yù)測·························19二、旅游市場策劃·······························201.明確目標(biāo)市場······························20三、旅游公關(guān)策劃及非廣告營銷措施·················221.人員促銷····································232.公共
5、關(guān)系····································232資料內(nèi)容僅供參考，如有不當(dāng)或者侵權(quán)，請聯(lián)系本人改正或者刪除。3.節(jié)慶公關(guān)····································244.網(wǎng)絡(luò)營銷····································245.銷售激勵····································256.其它間接促銷方式···························25四、旅游廣告策劃·······························251.廣告目標(biāo)···
6、·································262.旅游形象的策劃····························263.廣告主題·····································274.廣告訴求··························錯誤!未定義書簽。第七章廣告的實施···································28一、第一階段:重塑期——至·····················29表現(xiàn)形式和投放頻率··························29二、第二階段:強化期——至·
7、·····················32表現(xiàn)形式···································33三、第三階段:持續(xù)期——-·······················36第八章廣告預(yù)算····································39第九章總結(jié)·········································40第一章宜春旅游現(xiàn)狀一、宜春交通狀況(1)宜春鐵路交通比較發(fā)達(dá),京九鐵路縱穿宜春南北,浙贛復(fù)線橫穿東西,交錯
