Landscape lonely and noisy
- From "Labor Day" Golden Week Phenomenon scenic brand Linan
1, winter confusion
Beginning in 1998, Lin'an of eco-tourism, like a tireless horse, has been the trend of high-speed Mercedes-Benz to refresh people's imagination and suspicion, until 2003, was "SARS" blow before Mashiqianti, was crumbling trend, some sites even at a loss. Lin'an tourist come to head it? Sensitive media finally found the operation opportunities, new year, Hangzhou circulation great "urban Express" to full-page coverage to the current situation and future tourism Linan made more tragic description of that "top of the hill that field a thick layer of snow, indicating the arrival of winter Lin'an tourist. "
A ripple, a discussion paper raised million people.
Are opposed to the view that this is adding insult to injury to Lin'an tourist shame, "SARS" Mo, you know what is "atypical pneumonia", then, and earthquakes, floods, What's the difference, force majeure who Kangde Zhu, Travel at a loss too normal, you transportation, aviation, food is not a loss? Moreover, there are plenty of attractions Linan profitable, so why make a fuss!
That support this view, saying that "SARS" It's like a mirror, and fully reflected Linan tourism industry has a problem, let us see behind the prosperity of the latent crisis and fragile, Linan tourism "multi, small, chaotic, scattered "," far from adequate "and other problems have become increasingly prominent," SARS "Although in the past, but" atypical pneumonia "after-effects are deeply embedded in order to keep the prices down another source of disorderly competition win an unprecedented spread of the long run, no doubt on the suicide ah!
There are also compromise the position of standing in dialectical point of view the problem, that the existence of Lin'an tourist many problems, but also a development issue, found that the problem will solve the problem days would not be fall down, tourism is still full of Lin'an of hope, they even thought of Shelley's famous prediction: Since the winter come, can spring be far behind?
Second, the spring and thinking that
2 OO four years, the National Tourism Administration to determine the "Chinese people tourism" in the winter after a silence, the Lin'an tourist has to straighten the body of the frozen, and the genial wind of spring sprouting, elongation, Zhan put. Yinianzhiji is spring, a quarter of Lin'an tourist news of success, the city received a total of 411.9 thousand passengers tourists, 12.12 percent over last year, which amounted to 244.5 thousand passengers scenic reception realize ticket sales 5.7793 million yuan, respectively, over the same period last year 13.24% and 7.78%. This growth trend has been maintained to the "Labor Day" Golden Week, so that those who are pessimistic spectators surprise Linan tourism.
"Labor Day" holiday, Linan has ushered in a new tourist peaks, West Zhejiang Grand Canyon, Damingshan, Taihu sources, Liu Xi River and other major attractions were mountain car sea, tourists like clouds, so that festival really popular for the Linan 1. According to statistics, May 1 to May 7, the city received a total of 209.8 thousand tourists trips, compared with growth of 10.77 percent over the same period in 2002 (due to the same period in 2003 hit "SARS", has nothing comparable), which received a total of attractions Tourists 157.7 thousand passengers, ticket sales 4.8437 million yuan, respectively, over the same period in 2002 increased 5.56% and 33.87%.
In the joy of spring in a seemingly cheering, in fact the non-monolithic, and many attractions with unspeakable pain, can be said that a few happy some unhappy, several crowds, several sparsely visited. A comprehensive analysis of Linan, "51" market characteristics, it is not difficult to find, although the total amount of Linan tourism continues to increase, but the passenger flow clear streaming polarization prominent, in order to Damingshan, western Zhejiang Grand Canyon, the source of Taihu Lake leading the five scenic spots, although only a quarter of the proportion of scenic spots, but it has a nearly 60% of popularity and income, which has become an indisputable fact that, while last year can be hard to come "SARS" the catastrophe, still slightly profitable attractions, is only for a few none other than that, it is sobering This, with the painful experience, it appears that tourism market is also a survival of the fittest, survival of the fittest, not Cruncher, sub-fruit fruit, you have one, I have one, but a pair of invisible hands in about tourism market, which is the price factor is neither hands, nor is a resource factors, but both ties, and the two differentiated brand.
Third, how high the value of the brand
Since travel is a commodity, there is a certain brand value, if the spin-off brand, single Pay-per would be a fool of themselves, landscapes the thing, saying, also known as not, the amount of volume are not allowed to, we can not say that I am piece of stone than you heavy, I pine tree than you distorted it, saying that back, why I choose you, that is directed at your fame has come from, rather than directed at a certain specific things, like, though in brand-building the process, the specific things that equally indispensable. An ordinary suit can only sell 300, while the label is affixed to sell Pierre Cardin 3000, which more than 2000 is to sell a block of money to buy fame. One is willing to sell, one would like to buy, directed at a long-admired brands, word of the broken, the value!
Moreover, and Linan-san Mamizu real air, and Shanghai, there is a strong contrast to other major cities, from the western Zhejiang Jiaxing-Huzhou plain to the summit of Qingliangfeng in just over 100 kilometers range, drop, there一千六七百m Driving through the Castle Peak Lake on everywhere is the scenery, step by step Cry, differences in resources is almost negligible under the premise of building the brand becomes still its important.
Linan eco-tourism development to date, has undergone three waves aside, the earliest source of Taihu Lake scenic area, a ground-breaking, dawn of time, in the indiscriminate bombing throughout the media, has been totally out of shape from the pattern of Lin'an tourist blaze a new trail, a small Taihu source, stir Jiangsu, Zhejiang, in 2098, "Labor Day" Golden Week, a single daily maximum reception capacity of 8,000 passengers, so far no one can break, lake source of success completely changed people's understanding of landscape at the foot of the parties, Linan triggered the development of eco-tourism attractions boom; the next West Zhejiang Grand Canyon, the source of the wind through Taihu Lake in China's first flaunted Canyon tourism brand, and to carefully plan the packaging has become a leader in the landscape of narrow valleys make, has been hot east, known overseas, "West Zhejiang Grand Canyon," This calls stressing the gold content and market forces, has been ranked as the top tourism Linan, who with the Commander? The rise of Damingshan can be said that the successful examples of the implementation of brand strategy, as Lin'an Alone attractions in the tourism market Tianmushan difficult, when people are generally not optimistic about much akin to finding Damingshan beautiful scenery, thus Damingshan from planning, construction, marketing, advertising and other aspects are strategically positioned, extraordinary, particularly in advocacy planning, but also the head start, step by step, step by step drum up support for a time, "Let the scenery to speak, With strength to speak," brand advertising language, resounded through the river north and south . Damingshan eventually large input, large output of a virtuous circle, becoming strange Linan resources, construction put in place, supporting complete, the best reputation, effectiveness, one of the best big-name attractions to become a model for the second pioneering Lin'an tourist.
In 2004, the season turns warm again, Linan tourism industry a big news came from the Damingshan, western Zhejiang Grand Canyon, the source of Taihu Lake, volcanic big Valley, Willow Creek River and other five spots "composed of five scenic spots Association" turned out to to form a joint fleet of outstanding brands, backward "SARS" period of adjustment and recovery was still smitten with the tourism market. 5 scenic Federation "different landscapes, a common choice" brand advertising, and "the market has chosen us, we win the market" in the market declaration, at first glance, very little self-operation, Mrs. Wang Selling what you do suspects, but the fact that the five scenic tours is voluntary, is rational, and "Labor Day" Golden Week, Jie Dailiang million people in more than, it is basically financial gather valuable Whispering a few, and their trips were ranked West Zhejiang Grand Canyon, lake source, Daming, Liu Xi River, the volcanic Big Valley. One of the set of Willow Creek River rafting, yacht, town, canyons in one, not only beautiful natural scenery, cultural accumulation of wealth, but also a number of tours is a very popular tourist scenic and tourist areas, it has been hidden in Purdah has not knowledge, through " of the most beautiful woman in western Zhejiang River "to conduct market packaging, as well as a series of scenic transformation after the rapid increase in market share is expected to become western Zhejiang, one of the most popular scenic areas; volcanic Big Valley as the only stone Linan culture signs of the area, at a world吉尼斯之最and Jin Yong, Xie Jin, celebrities such as the mouth of publicity, but also has played a certain effect. "Five King will" phenomenon, you can perceive the awakening of Lin'an tourist brand awareness, as well as the power of co-branding the one hand, inherent in the scenic area supporting the brand of "Five King will be" the big brands, in turn, "Five King will be" The big brand further deepened the members of the Scenic brand reputation and visibility, can be described as happy, of course, as a coalition of non-bond assets, brands and markets, logistics adhesion force on how the acceptance of the practice will be further tested.
Scenic Taihu Lake, general manager of the source, Linan, founder of eco-tourism in China against the United States, is a legend in Lin'an tourist, he not only created the first King of Taihu Lake Linan source of eco-tourism, but also to write the source of the Taihu Lake enduring fairy tale. And compared to other similar scenic spots, Taihu neither prominent source of tourism resources, there is no obvious geographical advantages, in terms of quantity from the body also belong to small and medium area, a lake source of the success of the operation of the final analysis is the brand's success. China generally believed that the tourism product is not an ordinary product, but a cultural industry, virtue of that landscape, the construction of a swim Road, to build a gate, they maintain that sell themselves, guests will continuously come, it is simply is the Arabian Nights, the hardware is only scenic spot in the body, culture and information are the scenic spots of the soul alive, if we gave birth to a child, only to give him food and clothing, rather than to give him education. Do not give him spiritual nourishment from the nature of this sense, will never grow up, even grown up only a basket case. China against the United States "important 10000 1000 important to arouse the people of the most important" of advertising awareness, "the branch is to the company to" marketing strategy, has become a typical "Fahrenheit theory" the idea of this theory and formed a unique Linan three-dimensional ground-attack air rally marketing model for the lake source "the source of the source end of hand so that I can clear lake years," the environmental promotion, thousands of community cadres in the Yangtze River Delta Tour Lin'an, Taihu source Monkey festival success of this initiative, pointed out the direction for the Linan tourism brand building, and accumulated valuable experience.
4, only the beautiful is not enough
Linan had a scenic shot an advertisement, so-called "big name, and will not view the United States," and within a certain range caused controversy, and perhaps this sentence means that the big name attractions are its scenery not far inferior to fame is well-come the United States, and whether he was implying there is a Ah Q-masturbation, anyway, is in itself a counter-attack the other yew opportunity, since you admit that not fame, then why did not you reflect on the beauty of scenery so, why Instead, it is not known?
The same issue was confusion over the heads Linan many scenic, scenery and resources on their own, like what worse than others, can be neglected traveling happens always Kadoba thin, really outrageous that this blind "resource arrogant disease" to a large extent of these constraints scenic own brand building and development. For example, western Zhejiang Stone Great Wall of tourism resources in Lin'an should be second to none, the Wan Ting hundred years of natural stone such as the Great Wall of gas penetration rainbow, small Shek Mun, Tai Shek Mun steeply Chihiro to thousand acres of virgin forest as the background of the 18 Giant waterfall, more like dragon out of heaven, the momentum of an extraordinary, combined with one foot across the two provinces of the peculiar location and customs border town, canyons, Monkey, lakes, a former Huishang Trail ... ... Which would not allow most exciting ah! Unfortunately due to traffic by the resistance, but also because of propaganda and lack of funds, positioning blurred, brand development is not wrapped up the final cook a pot of cooked rice, many tourists can just sit there with these beautiful slip past and left with a cavity sorry.
West Zhejiang Beach days, Dragon 8 waterfall, Rexchip hole ... ... had the honor of "51" into the scenic holiday tourists may be, there will be a pleasant surprise, though few visitors, instead letting their origin from the travel sense, read these scenic beauty and complaining, and loneliness and expectations. On the one hand they are so lonely, so beautiful, but on the other hand, only the beautiful is not enough, this reminds me of the rise and fall of scenic white water stream. Whitewater Stream is the only embodies the essence of Chinese bamboo township Linan characteristics in order to Takego style as a selling point of the scenic tourist area, the Valley of the odd, bamboo shows, clear water, waterfall of the United States, the parties have been attracting tourists flocked to Texas, "Xanadu dream, human Shangri-La" and brand advertising language, had to give people unlimited reverie, in 2000 the popularity index of white water stream after the western Zhejiang Grand Canyon, that was quite a remarkable performance of Oh, but follow-up propaganda operations fatigue, in other scenic spots at the same time struggling to catch up with superb skill after another, there is no catch up, but conservative management, eventually leading to decline in a straight line results. Is not a white water stream waterfall is not beautiful, is not white water stream of bamboo does not show, is not white water stream valleys are not singular, but rather white water stream of policy-makers and managers of the scenic importance of brand building as before, and a pot of water finally burn 80 degrees, turn off on the rush to back pay, then boiling can only be a dream, because brand-building can never be achieved overnight, but a long-term, mobile, always-on process is a love of interdependence and be loved, even you do not love her, and do not continue for her makeup for her tolerance, and you saw no justification to allow visitors to come to like her?
5, Linan tourism are moving towards an age of branding
Flexor calculation, Linan eco-tourism development, has been an extraordinary journey for six years, the number of visitors soared from the original 250,000 to last year, more than 250 million, tourism Linan won the title of China's outstanding tourist city, tourist city of Lin'an grade and brand and other related industries to pull, has inestimable value and impact, it should be said that this fire Linan travel is more than 20 sites of common fuel-wang, and each contributed attractions, Even now, a "polarization" also normal, there is no accumulation of volume, how can a qualitative leap it? Lin'an City Tourism Bureau by Xu Maohua ideas, the original addition Linan tourism do to encourage people to invest, shop dolong City, now have to do subtraction, suspend approval of all the tourist-type attractions, promote our combined strength hand in hand, the implementation of resource integration, asset restructuring, and the landscape formed a delegation, the guide labeled as five blocks, namely, the Grand Canyon of eco-tourism area, Damingshan eco-tourism area, Tianmushan eco-tourism area, the source of eco-tourism area of Taihu Lake, Castle Peak Lake eco-tourism area, both to encourage the small brand attachment to the big brands, but also another way to encourage the ability of the attractions, unique brand, in the fierce market competition to come up with a large dynamic and static.
To tell the truth, it is more or less of the local government has complained that the support of tourism have not done enough, but the overall image of the promotion in Lin'an, the government or take precautions to consider prior to, for example, they would have put forward the Linan building into a "city of Wu and Yue culture, eco-established City, leisure and holiday resort" concept, as there is no thunder and no rain, that is another matter, but I always believed that within the limits of government, or made a maximum support early this year, the municipal government has also hosted the "Jiangsu, Zhejiang, Shanghai, Anhui 100 travel agencies in recognition of the General Assembly", which opened in the spring of 2004 a prelude to promotion, the scenic area is also a positive response and close coordination, each kinds of festive events come and go, publicity effects should be obvious, data show that the average length of stay of tourists in Lin'an the time from the same period last year rose to 1.5 days in heaven 1.3 shows that tourists have gradually from a purely leisure Tourism to change; this year's "five 1 "trips, FIT team, the first time the proportion of the ratio of 55%, indicating Linan tourism is becoming more mature, but also shows that the brand is more important to the scenic, lesser-known scenic spot in the operations team travel, but also the use of price wars and other brake hand mace, even if not grab the team, at least you can stir the water muddy the influx from the face of targeted FIT, we have to放下屠刀立地成佛, and sword to the Devils were the first the amputation, as the traffic ran only to brand scenic, no way呀! Who you have not known it?
Full speed is not under the saddle, Linan and horse tours is a horse, is also duty-bound obligations of the way bolted, but such a high-speed operation, after all, tired, tiring heart Na, the surrounding counties and cities, like cheetah hot pursuit, there is no strong support for the brand power , get on the ground to get on the ground that day, and in the fierce brand competition between regions, the winner, who can guarantee that Oh! Do travel, especially the heads of private enterprises who always "did not give up" illusions, Linan travel to this fire were on the City could support a city government, such as like, and will be able to continuing success is more a step, say, Shanghai-Hangzhou high-speed large-scale billboard will appear: "Lin'an, forest city" of the words; for example, the central four Lin'an tourist's image ads can also be done as Weihai, Shandong Province, on a cow, of course, If the road in front of extension can help to broaden, if the same as the surrounding counties and cities, year-end distribution is not a small sum of money, for the coming year promotion, it really overjoyed, surprised and flattered by ... ... Never mind awake best not to say nonsense, the world can there be free lunch, the Government is the Government's difficulties ah, but the Government can not do the time being, but you have to do it, without delay ah, after all, this is a call for the brand also need to brand the era of After all, look up in everything will be beautiful.
Author: hzlc
