Scenic spots, the publicity we can see now, can only tell you how interesting and beautiful it is. This promotional photo video can be intuitively felt. But we can't perceive more scenic spots, especially those with cultural connotation and historical origin. If not, I don't know the story behind the scenic spot, and I will be disappointed to play.
Now there are too many scenic spots and too many people, and tourism just stays in sight. I-I've seen it and taken pictures, that's all. In fact, it is more about feeling, feeling culture and looking for emotion.
Emotionally, only through new media, self-media, social media, or soft text can we trigger * * * emotions. Find feelings from stories.
Different from other fields, isn't this scenic spot famous for the arrival of famous poets? There is no one's mood, and the scenic spots are just scenery. Because of people, even the shallow water in the lake bay makes people want to go.
How to do marketing promotion in 4A scenic spot? What if you can't see the effect when you throw money?
You really asked the right person. I am in charge of a scenic spot in Yunnan. Last year, we spent millions on marketing, finding celebrities, holding various activities and using new media for publicity. As a result, the money was spent and the effect was not seen. My transformation is entirely due to Xu Gang's cross-border business model. Xu Gang, a cross-border teacher, helped me adjust my business model, attract tourists with free thinking and realize closed-loop operation. Tourists take the initiative to consume and even help advertise. Now the tourists in the scenic spot are so different from before. There are many people in every season. Thank you, Mr Xu Gang, for your wise guidance!
How to evaluate the performance of local governments when they invest a lot of tourism marketing expenses?
First of all, find the basis for evaluation, that is, what are the overall performance goals and staged performance goals to be achieved by capital investment? Secondly, designing an evaluation scheme, using scientific and reasonable evaluation methods, and designing an index system consistent with the evaluated object and content can be considered from two aspects: output and effect. Output mainly includes output quantity, quality, timeliness and cost. The impacts mainly include economic benefits, social benefits, environmental benefits, sustainable impacts and customer satisfaction. Finally, a comprehensive analysis and evaluation is made to evaluate whether the investment in tourism marketing expenses has achieved the expected performance and produced due benefits.
How does Ding Feng Yeats view the marketing strategy of tourist attractions?
Fengfeng Ye Zhi thinks that the products in the scenic spot can bring visitors an experience beyond his/her expectation, and he/she is very satisfied. Then he/she tells his/her relatives, friends or people around him the wonderful feelings of the whole tour and urges them to spend money at the scenic spots. This is the most effective and economical marketing method.
What are the indicators to measure the economic benefits of scenic spots?
Profit rate calculation formula 1, total return on assets net profit/total assets 2, owner's return on net assets net profit/owner's equity 3, gross profit margin sales gross profit/net sales income 4, total sales profit tax rate/net sales income 5, net profit margin sales income 6, cost profit rate (after income, interest and expense income tax)/total cost expense 7, profit per share (net profit-preferred stock dividend)/average number of ordinary shares issued 8. Cash dividends paid per ordinary share/average number of ordinary shares issued 9, dividend payment rate/profit per share 10, dividend rate (net profit-preferred stock dividend)/average common equity 1 1, price per ordinary share/profit-earnings ratio per ordinary share 1-6 can all be used to measure returns. Economic benefit analysis is a further improvement or variation of traditional marginal analysis. When the number and goal of each option are far less specific than profit, productivity, cost, etc. Economic benefit analysis is a good way to choose the scheme. Economic benefit analysis is a benefit-cost (expense) analysis to solve comprehensive non-procedural decision-making problems. Edit the characteristics of economic benefit analysis in this paragraph. The main feature of economic benefit analysis is to focus on the final result of a scheme or system, that is, to weigh the advantages and disadvantages of each scheme according to its effect of serving the target. At the same time, the cost (or expense) of each scheme should be compared from the perspective of effect. Edit the example analysis of economic benefit analysis steps in product cost analysis in this paragraph. According to the financial system, estimate the annual production cost (including labor cost, material cost, manufacturing cost, etc.). ) and the period expenses of the project products (including management expenses and related financial expenses), and provide the basis for calculating the production cost; Explain the main factors that have a negative impact on production costs and the countermeasures that can be taken. Unit selling price and profit forecast According to the product cost and market analysis, predict the unit selling price of the products of this project entering the market, and prepare the forecast of industrial production, popularization and application of this project within five years, including income forecast, cost forecast and profit forecast. The above forecast analysis needs tabulation calculation. Economic benefit forecast and economic benefit analysis realized during the project implementation period Unit: cumulative sales income of 10,000 yuan, cumulative net profit, cumulative tax payment and cumulative foreign exchange earning (10,000 US dollars) Unit: serial number of 10,000 yuan, project name, 2007 -2008 -2009, total product sales income of 65,438+0, total tax payment, net profit of 3 and foreign exchange earning of 4 (10,000 US dollars) 4. Project investment estimation project. Several methods of economic benefit analysis The economic benefit analysis of enterprises can adopt specific methods such as statistics and mathematics. These methods are various, and the enterprise should decide according to the analysis purpose, enterprise characteristics and the nature and content of the data to be mastered. The following introduces the method of economic benefit analysis. The factor analysis method decomposes the comprehensive index into the original factors to determine the reasons that affect the economic benefits. This method is called factor analysis, and its main point is: (1) to determine which factors constitute an index, and the arrangement of each factor should follow the normal order. (2) Determine the relationship between each factor and an index, such as addition, subtraction, multiplication and division, power relationship, function relationship, etc. (3) According to the purpose of analysis, each factor is analyzed to determine the direction and degree of influence of a certain factor on the change of indicators. The factor analysis and calculation of each level is also called chain substitution method. This method takes several interrelated factors that affect an index as variables in turn, and temporarily replaces other factors with invariants one by one, thus determining the degree of influence of this factor on the index. According to the measurement results, the main factors and secondary factors can be preliminarily distinguished, so as to grasp the key factors and put forward targeted management improvement measures. The order of each factor should be determined according to its internal relations.
Structural analysis method Structural analysis method is also called specific gravity analysis method. This method is to calculate the proportion of each component of an economic index in the whole and analyze the changes of its content, so as to distinguish the main contradiction from the secondary contradiction. From the structural analysis, we can grasp the characteristics and trends of things, such as determining the structure of working capital according to the proportion of each project that constitutes working capital in the total working capital, and then comparing the capital structure in different periods, observing the changes of composition and product backlog, and balancing the production and marketing quota, so as to further tap the capital potential. Dynamic analysis Dynamic analysis compares the numerical values of similar indicators at different times, calculates the dynamic relative number, and analyzes the development direction and increase and decrease speed of indicators. For example, based on a certain year, set an indicator of that year to 100. Compare the indicators in the next few years with those in the base year, and convert them into percentages, or analyze the changing trend of an indicator by the method of chain comparison to calculate economic benefits.
Table 2 Main technical and economic indicators
Number of indicators, name of unit indicators, number of receptionists in one year, average annual total investment of two projects 1 10,000 yuan 2.2 Other economic indicators 1 10,000 yuan 3, operating income 1 10,000 yuan, average annual business tax of 3.2 years and additional 1 10,000 yuan. The average annual income tax is 3.5 yuan, the average annual economic benefit is 4. 1 yuan, and the financial internal rate of return of all investments is%. After income tax, 4.2 yuan's financial net present value (IC = 8%) is 1 1,000 yuan. After income tax, the total investment payback period of 4.3 yuan 4.4 yuan is one year (after tax), with a total investment profit rate of %4.6, an operating profit rate of %4.7 and an operating profit rate of%.