洋河农业嘉年华景区营销策划方案 - 图文

摘要

洋河农业嘉年华地处宿迁市洋河镇，是江苏富江农业科技发展有限公司旗下的农业旅游园区之一。经市场调研分析，该景区在市场推广方面主要面临着三大问题：一是各馆区的区分度不高，特色不够突出；二是宣传没有重点；三是品牌的认知度不高。

本案根据消费者的旅游动机进行市场细分，选择了探新求知型人群和休闲观光型人群作为主要目标市场，确定了“以科技为支撑的农业乐园”这一旅游定位，以及“景点亮化”、“景点线路优化”等营销策略，突出景区特色。

在传播策略方面，本案提出了“农业旅游新方向”的传播主题，并策划了“夏日艺术行”、“秋日丰收行”、“冬日播种行”三大主题的活动。同时，根据不同目标消费者的媒介接触习惯，制定了专门的媒介组合，以达到传播效果最大化。

关键词 农业旅游；策划方案；营销战略；传播策略

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Abstract

Yanghe Agricultural Carnival is located in Yanghe Town, Suqian City and is one of the agricultural tourism parks under Jiangsu Fujiang Agricultural Technology Development Co., Ltd.. Through market research and analysis, the scenic spot is mainly faced with three major problems in market promotion: First, the division of each library area is not high, and the characteristics are not outstanding enough; Second, there is no focus on propaganda; Third, brand recognition is not high.

In this case, according to the consumer's tourism motivation, the market segmentation was selected as the main target market for new and knowledgeable people and leisure and sightseeing people, and the tourism orientation of \was determined. As well as \lighting\\line optimization\and other marketing strategies, highlight the characteristics of the scenic spot.

In terms of dissemination strategy, this case put forward the dissemination theme of \directions for agricultural tourism\and planned the activities of the three major themes of \to the media contact habits of different target consumers, a special media combination was developed to maximize the dissemination effect.

Keywords Agricultural Tourism Planning of programmes Marketing strategy Communication strategy

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徐州工程学院毕业论文

目 录

摘要 .................................................................................................................................................. I Abstract .......................................................................................................................................... II 1 绪论 ............................................................................................................................................. 1 2 项目简介与毕业论文创作分析说明 ......................................................................................... 2 2.1 选题简述 ............................................................................................................................... 2 2.1.1 毕业论文选题背景介绍 ................................................................................................. 2 2.1.2 毕业论文选题缘由 ......................................................................................................... 2 2.1.3 洋河农业嘉年华基本情况描述 ..................................................................................... 2 2.1.4 毕业论文主要目标 ......................................................................................................... 2 2.2 毕业论文思路简介 ............................................................................................................... 3 2.2.1 整合营销传播目标 ......................................................................................................... 3 2.2.2 毕业论文工作安排 ......................................................................................................... 3 2.2.3 毕业论文重点和难点 ..................................................................................................... 3 2.3 毕业论文操作过程简述 ....................................................................................................... 3 2.3.1 工作思路与计划安排 ..................................................................................................... 3 2.3.2 项目实施过程简述 ......................................................................................................... 4 2.3.3 小组成员工作分配 ......................................................................................................... 4 2.4 毕业论文创作分析评述与个人分析小结 ........................................................................... 5 2.4.1 毕业设计创作分析报告 ................................................................................................. 5 2.4.2 个人分析小结 ................................................................................................................. 7 3 洋河农业嘉年华旅游市场调研报告 ....................................................................................... 10 3.1 宏观环境分析 ..................................................................................................................... 10 3.1.1 政治环境 ....................................................................................................................... 10 3.1.2 经济环境 ....................................................................................................................... 10 3.1.3 人口环境 ....................................................................................................................... 12 3.1.4 社会环境 ....................................................................................................................... 13 3.1.5 小结 ............................................................................................................................... 13 3.2 行业环境分析 ..................................................................................................................... 13 3.2.1 旅游行业分析 ............................................................................................................... 13 3.2.2 农业旅游市场分析 ....................................................................................................... 16 3.2.3 地区农业旅游市场分析 ............................................................................................... 18 3.2.4 小结 ............................................................................................................................... 19 3.3 企业内部环境分析 ............................................................................................................. 19 3.3.1 企业概况 ....................................................................................................................... 19

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徐州工程学院毕业论文

3.3.2 景区分析 ....................................................................................................................... 19 3.3.3 小结 ............................................................................................................................... 24 3.4 竞争者分析 ......................................................................................................................... 24 3.4.1 竞争对手选择原因 ....................................................................................................... 24 3.4.2 主要竞争对手 ............................................................................................................... 24 3.4.3 次要竞争对手 ............................................................................................................... 26 3.4.4 小结 ............................................................................................................................... 26 3.5 游客分析 ............................................................................................................................. 27 3.5.1 旅游需求分析 ............................................................................................................... 27 3.5.2 游客行为分析 ............................................................................................................... 28 3.5.3 游客接触的媒介 ........................................................................................................... 32 3.5.4 游客的认知与态度 ....................................................................................................... 32 3.5.5 小结 ............................................................................................................................... 33 3.6 SWOT分析 .......................................................................................................................... 34 3.6.1 S（优势） ...................................................................................................................... 34 3.6.2 W（劣势） .................................................................................................................... 34 3.6.3 O（机会） ..................................................................................................................... 34 3.6.4 T（威胁）...................................................................................................................... 34 3.6.5 小结 ............................................................................................................................... 34 4 洋河农业嘉年华景区营销策划方案 ....................................................................................... 36 4.1 战略目标 ............................................................................................................................. 36 4.1.1 近期目标（2019年—2020年）：提高知名度和回头率 ........................................... 36 4.1.2 中期目标（2020年—2021年）：使品牌效应扩散至周边 ....................................... 36 4.1.3 远期目标（2021年以后）：影响力辐射全国 ............................................................ 36 4.2 目标市场策略 ..................................................................................................................... 36 4.2.1 市场细分 ....................................................................................................................... 36 4.2.2 目标市场选择 ............................................................................................................... 37 4.3 旅游定位策略 ..................................................................................................................... 38 4.3.1 旅游定位 ....................................................................................................................... 38 4.3.2 定位分析 ....................................................................................................................... 38 4.3.3 定位依据 ....................................................................................................................... 39 4.3.4 旅游标志设计 ............................................................................................................... 39 4.3.5 旅游VI设计 ................................................................................................................. 40 4.4 旅游营销组合策略 ............................................................................................................. 42 4.4.1 旅游产品策略 ............................................................................................................... 42

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徐州工程学院毕业论文

4.4.2 旅游价格策略 ............................................................................................................... 51 4.4.3 旅游渠道策略 ............................................................................................................... 52 4.4.4 旅游促销策略 ............................................................................................................... 53 5 洋河农业嘉年华景区推广与传播方案 ................................................................................... 54 5.1 传播目标 ............................................................................................................................. 54 5.2 传播主题、传播对象、诉求点、诉求策略 ..................................................................... 54 5.2.1 传播主题 ....................................................................................................................... 54 5.2.2 传播对象 ....................................................................................................................... 54 5.2.3 诉求点 ........................................................................................................................... 55 5.2.4 诉求策略 ....................................................................................................................... 55 5.3 传播内容策略 ..................................................................................................................... 55 5.3.1 广告文案 ....................................................................................................................... 55 5.3.2 平面广告 ....................................................................................................................... 58 5.3.3 广播广告 ....................................................................................................................... 60 5.4 传播媒介策略 ..................................................................................................................... 60 5.4.1 媒介目标 ....................................................................................................................... 60 5.4.2 媒介选择策略 ............................................................................................................... 60 5.4.3 媒介组合策略 ............................................................................................................... 64 5.4.4 媒介排期 ....................................................................................................................... 65 5.5 主题活动 ............................................................................................................................. 66 5.5.1 活动策略 ....................................................................................................................... 66 5.5.2 具体活动 ....................................................................................................................... 67 5.6 预算 ..................................................................................................................................... 74 结论 ............................................................................................................................................... 75 致谢 ............................................................................................................................................... 76 参考文献 ....................................................................................................................................... 77 附录 ............................................................................................................................................... 78 附录1 市场调研方案 ............................................................................................................... 78 附录2 市场调查问卷 ............................................................................................................... 80 附录3 调研分析报告 ............................................................................................................... 83

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