The so-called positioning is to determine the unique advantages of the product and the unique position in the hearts of consumers related to it on the basis of an in-depth analysis of the product and competing products and an accurate judgment on the needs of consumers. The dynamic process of communicating to target consumers.
– Al Ries and Jack Trout, Positioning
In 1972, Al Ries and Jack Trout put forward the positioning theory, the concept of “Positioning” in business, and created a new marketing thinking and concept, which was rated as “the greatest influence on American marketing in history”. concept”. In 1991, the Chinese version of “Positioning” was published, and positioning theory was introduced into China. After more than 20 years of theoretical transplantation and practice, positioning thinking is blossoming in China: positioning, marketing warfare, focus, category and other ideas have penetrated into the minds of more marketers, and a large number of classic cases of practicing positioning theory have emerged. Although this book and its ideological system are somewhat outdated at present, the core theory in it still has important reference significance for today’s business practice. So, how about returning to the industry, scenic spots and camp construction? For positioning, this article attempts to discuss.
Judging from the practice of construction of many scenic spots and camps in China, there are some misunderstandings in the positioning of the project. Many camps and scenic spots are busy finding the location for the scenic spot from the beginning of planning, and they are still busy to find the location for the scenic spot after many years of operation. position. Concepts emerge in endlessly , and the publicity is also catchy. In the end, it is often that the publicity of scenic spots has spent a lot of money. .
Misunderstandings and related factors in the positioning of campsites and tourism projects
The positioning of the camp and even the tourism project the embodiment of the core competitiveness and cultural heritage of the project. It is no exaggeration to say that the positioning directly determines the future development of the project. Project positioning is necessary , but you should not fall into the misunderstanding of positioning for the sake of positioning. In fact, many scenic spots have fallen into a certain misunderstanding of positioning.
First of all, the positioning of camps and tourism projects is generally convenient for the planning department to summarize and express according to the characteristics of the scenic spot during the construction and planning period; after the scenic spot is put into operation, in principle, it should be adjusted around the management of the scenic spot Variety.
Secondly, whether the positioning of campsites and tourism projects is accurate, whether the positioning has brought tourists, and whether it reflects the core competitiveness and value of the project, all these need to be traced back to the source.
Positioning Sources of Traditional Tourism Items
According to the local culture: This is the most common situation. Every place has specific legends and cultural atmosphere. It is safest to use borrowing doctrine, and it will not make mistakes, and it can also get the consensus of all walks of life to the greatest extent. Therefore, Most of them play the cultural card;
According to the landscape facilities of the scenic spot: there are mountains to talk about mountains, water to talk about water, canyons to talk about canyons, grasslands to talk about grasslands, and others to create landscaping and culture without anything, among which there are not a few who make a fuss about famous brands, such as Oriental Venice and the like;
According to the preferences of investors: Many investors make scenic spots for their feelings, so they position the scenic spots on their own feelings. For example, I once saw an investor make several kilometers of stone carvings on roadsides and open spaces in his own scenic area because he likes calligraphy and stone carving art;
According to the operating situation of the scenic spot: the introduction of new performing arts projects, or popular and popular projects in the current market, the project positioning will immediately change to a certain style, a certain impression, or the only certain project, and promote it as a characteristic positioning.
The above traditional positioning methods all have specific environmental and historical factors, so it cannot be said that they are incorrect, but this positioning method cannot solve many practical problems in the operation of tourism projects.
Insufficiency of traditional tourism project positioning mode
With the improvement of people’s living standards and the adjustment of national policies, more and more support , and the number of tourism projects in various places is also increasing. In some areas rich in natural landscape resources, even in less than a few There are actually dozens of tourism at the same time. They are all similar resources, they are all similar cultures, and stereotyped positioning cannot solve the problem of homogeneity and differentiation.
Every era has specific factors of the times. Tourists who grew up in different eras have completely different tastes and appreciation habits. Post- 70s , post-80s, post-90s and post-00s (now commonly known as ” Nine Thousand Years”), except for those well-known, historical, national, and world In addition to these mature high-quality tourism resources, the randomness and reasons for tourists to choose other types of tourism projects will change with time or events. It is possible that just because of a picture in WeChat Moments, Weibo, or a TV series, movie or even a news event, the scenic spot may attract hundreds of thousands or even millions of people; but at the same time, it is also possible that scenic spot has invested hundreds of thousands The publicity cost is 10,000 yuan, but there are very few tourists.
In the early years, tickets were the core means of profit for traditional scenic spots. With the increasing proportion of leisure and experiential tourism and the intensified competition of tourism projects, the proportion of tickets in the revenue share of scenic spots is getting smaller and smaller. Traditional sightseeing tourism is rapidly increasing. The transition from land to experience tours and in-depth tours. Especially after entering the era dominated by mobile terminals, the profit model is ever-changing, and the proportion of secondary, tertiary and even quaternary consumption other than tickets is rapidly increasing. The profit method of tourism projects is constantly adjusted according to the consumption and demand habits of tourists, which means that the marketing and promotion of tourism projects must be adjusted according to the preferences of tourists. As for whether the positioning of the scenic spot meets the preferences of tourists, some tourism projects may require subversive changes.
Discussion on the Positioning Methods of Camp and Other Tourism Projects
First of all, the positioning of tourism projects should not be based on head-scratching. You should go out and find out the surrounding related projects, especially the projects that are in the same streamline as your own project , from the perspective of natural resource endowment, resource characteristics, recreational projects, accommodation characteristics, Investor background and high-quality resources, cultural background, existing customer group characteristics, surrounding customer group characteristics and other factors are fully analyzed, and then determine your own customer market, and then determine your own business content and business model according to the customer market.
Secondly, the positioning of the camp should not be too hasty. After a few preliminary determinations, it should be discussed with relevant professionals and tourists for several rounds, or it is best to go through a period of several years of operation and exploration, and then confirm and adjust the positioning. Because the positioning of the camp is not accurate, it will be fatal in a short period of time; however, tourism projects with random management, random positioning, and tossing back and forth will cause difficulties in the operation of the project and even make it impossible to survive. Therefore, it is most important to determine the core profit model of camps and tourism projects, and how to survive. To establish a new camp project, you should first determine your own profit model, find the most reliable way to make the scenic spot survive, and don’t lose yourself in the positioning.
Finally, around the core profit model, formulate the short-term development direction in recent years, determine the core characteristics of the scenic spot, and keep basically unchanged around the characteristics. The characteristics are the positioning. During this short-term development period, the exploration and adjustment can be gradually improved or fine-tuned. Unless it is necessary, major adjustments cannot be made; after several years of exploration, the development model and future direction of the scenic spot have basically matured. At this time , and then fully discuss and demonstrate according to the actual situation, and finally determine the positioning of the project. We have done statistical analysis on a large number of comprehensive camps in Europe and the United States. The characteristics of these camps are very distinctive. Whether you like horseback riding, rafting, swimming, or like hiking, cross-country, parent-child and even naturist camps, you can find them. camp. And many search conditions for booking campsites are also filtered according to characteristics.
In short, the positioning of campsites and even tourism projects is a long-term process that requires careful effort, and it is the embodiment of the intangible assets and image of the scenic spot; a good positioning, especially in the current communication environment, can quickly and effectively seize the direction in the hearts of tourists Location.
