2010年汤山一号温泉营销方案

2010年汤山一号温泉营销方案 2010年1月，汤山一号温泉度假区将正式营业。在度假区各部门的优质工作基础上，如何通过我们销售部门的努力来为渡假区打开市场，招徕接待客人，为度假区创造良好的经济效益和社会效益，是销售部职责所在。为此制订的营销方案，望能指导我们有效地开展工作，取得良好的业绩。 一、总体信息概要 南京是副省级城市，江苏省省会，国家历史文化名城，国家综合交通枢纽，国家重要创新基地，区域现代服务中心，长三角先进制造业基地，滨江生态宜居城市，长江三角洲承东启西的国家重要中心城市。市域面积6597平方公里，人口758.9万;市区面积4844平方公里，人口541.24万。2008年全市完成地区生产总值预计3775亿元，人均地区生产总值达到50883元 交通:南京地理区位优越，物产资源丰富，地处长江“金三角”地区，是中国区域经济中的重要城市。南京对外交通四通八达，形成了航空、高速公路、铁路、长江航运的立体交通体系和网路。汤山壹号温泉离火車站-南京火車站 28 公里，离机场-南京禄口国际机场 30 公里，离市中心-新街口 29 公里，沪宁高速公路、宁杭高速公路、337省道穿境而过,交通干线纵横交错，四通八达;距无锡、苏州2小时车程，距上海3小时车程。 地理:地处长江中下游平原东部苏皖两省交界处，江苏省西南部。东距上海市300余公里。东接江苏省镇江市、句容市，西邻安徽省滁州市(来安县、南谯区、全椒县)、巢湖市(和县)、马鞍山市(金家庄区、花山区、雨山区、当涂县)，南接安徽宣城市(宣州区、郎溪县)、江苏省溧阳市，北连江苏省仪征市、安徽省天长市。地跨长江两岸，南北最大纵距140余公里，东西最大横距80余公里，辖区总面积6598平方千米。市区面积4844平方千米，建成区面积624.45平方公里。 历史:南京是中国七大古都之一。东郊汤山猿人头骨的出土，表明35万年以前，就有了"南京猿人"的足迹。自公元229年东吴建都南京始，南京曾十次成为京都，留下了丰富的历史文化遗产。 经济:南京是国际上看好的21世纪亚洲环太平洋地区最具发展前景的城市之一。在国家统计局公布的最新中国大陆城市竞争里排行榜上，南京名列第七位。南京还被《福布斯》评为2007年中国大陆最佳商业。城市榜第三名。2007年南京市实现GDP3275亿元。电子、汽车、化of the work is not high, struggling to cope, a mere formality. Corrective measures: (lead leader: Luo Mingjun, Rectification time: September 25th, 1), long-term adherence to strictly abide by the party's political discipline. Strictly abide by the constitution, the principle of Party organization and party political life standards, do not spread against the party's theory and policy advice, not published against the central and provincial decision not to divulge the speech, party and state secrets, not not to participate in a variety of illegal manufacturing organizations and activities, dissemination of political rumors and false information, not to publish lossy unity remarks does not undermine the unity of things. 2, consciously accept the supervision of the organization. The Party firmly and consciously ideologically, politically, highly consistent with the Central Committee to keep the action, and resolutely safeguard the authority Kennedy. Must safeguard the centralism. Take the lead in compliance with the constitution, strict party life, strengthen the political party, the principle of life, fighting. To further strengthen the organization and procedure of ideas, adhere to the major issues and report according to the regulations. Party members take the lead to a common Party member to participate in branch organizational life, accept the supervision of the organization. (seven) safety supervision grassroots cadres is not enough. A few leading cadres style floating love when peace officer in the office, to the grassroots, not willing to mining enterprises to conduct field research in the specific work not burden, dare not touch, in the work of "Dragonfly" phenomenon, keen on Formalism, do not further, not specious writing, seek practical results, sense of responsibility is not strong. Such as production safety supervision and management work, the strict requirements, heavy task, individual leading cadres to everyday things busy as an excuse, "urged not do" or "knock on the ring"Lack 工、钢铁等支柱产业占全市工业总量的近69%，软件、生物医药、新材料等高新技术产业已经形成集聚效应。南京还是江苏省服务业最发达的城市，也是长江三角洲商业、贸易、金融、旅游物流中心城市之一。 二、市场环境分析 A(营销环境分析 现阶段，人民的生活水平得到极大的提高，可自由支配收入得到增长，观光旅游及度假旅游蓬勃发展，温泉旅游成为休闲一族新的休闲方式。汤山山清水秀，风景优美，泉眼群集，终年泉水汩汩，热气腾腾。汤山因泉而得名，因泉而著名，是全国四大温泉疗养区之一。从古至今汤山一直流传着英雄后羿射日落汤山而形成四季喷涌之温泉的神话故事。汤山温泉多分布于汤山东及东南城一带，泉水来自地下2公里处，水温常年保持摄氏50-60度，且冬夏温度相差不大。 汤山壹号温泉位于南京东郊23公里，在南京市规划重点建设的汤山风景区。该区集碑、泉、洞、湖、寺为一体， 融人文景观与自然风光为一炉， 独具特点。区内不仅有世界之最的阳山碑材，而且还发现了南京猿人的化石。 B(客源市场分析 温泉旅游的客源应该为享受养生、休闲、健身、度假的游客，包括情侣、一家三口、三五知己的朋友、单位团体及商务应酬等较为高档的休闲一族。市场范围应为周边人口密集的城市， —4小时内的地区。由此我们可把我们的客源市以车程在1.5小时内为最佳，辐射面应在车程3 场划分为一级市场和二级市场，下面对市场进行分析: 一级市场:南京、无锡、苏州、上海。 1.南京信息概要上述。 2.无锡 无锡市为江苏省省辖市。年末全市户籍人口为447.19万人，其中市区223.57万人。全市城镇集体以上单位在岗职工年平均工资22126元，市区城市居民人均可支配收入13588元。1981年，无锡市列为全国15个经济中心城市之一。1984年列为全国13个较大的市和10个重点旅游城市之一。1985年，无锡市被国务院确定为长江三角洲沿海经济开放区开放城市。无锡已建成以纺织、电子、机械、化工、医药为主，门类比较齐全，配套协作能力较强的工业体系，成为中国沿海地区具有较大规模、较高水平的现代工业城市，并跨入中国城市综合实力50强、投资环境40优的行列。旅游业发展迅速，年共接待旅游、参观、访问及从事各项活动的海外游客53.95万人次，较上年增长23.2%;接待国内旅游者2201万人次，较上年增长24.7%。旅游总收入达229.68亿元，较上年增长27.2%，其中国际旅游外汇收入2.07亿美元3.上海信息概要。 of the work is not high, struggling to cope, a mere formality. Corrective measures: (lead leader: Luo Mingjun, Rectification time: September 25th, 1), long-term adherence to strictly abide by the party's political discipline. Strictly abide by the constitution, the principle of Party organization and party political life standards, do not spread against the party's theory and policy advice, not published against the central and provincial decision not to divulge the speech, party and state secrets, not not to participate in a variety of illegal manufacturing organizations and activities, dissemination of political rumors and false information, not to publish lossy unity remarks does not undermine the unity of things. 2, consciously accept the supervision of the organization. The Party firmly and consciously ideologically, politically, highly consistent with the Central Committee to keep the action, and resolutely safeguard the authority Kennedy. Must safeguard the centralism. Take the lead in compliance with the constitution, strict party life, strengthen the political party, the principle of life, fighting. To further strengthen the organization and procedure of ideas, adhere to the major issues and report according to the regulations. Party members take the lead to a common Party member to participate in branch organizational life, accept the supervision of the organization. (seven) safety supervision grassroots cadres is not enough. A few leading cadres style floating love when peace officer in the office, to the grassroots, not willing to mining enterprises to conduct field research in the specific work not burden, dare not touch, in the work of "Dragonfly" phenomenon, keen on Formalism, do not further, not specious writing, seek practical results, sense of responsibility is not strong. Such as production safety supervision and management work, the strict requirements, heavy task, individual leading cadres to everyday things busy as an excuse, "urged not do" or "knock on the ring"Lack 3.苏州 苏州市为江苏省省辖市，是经国务院批准的较大的市，实际享受副省级城市待遇，是江苏省的经济、对外贸易、工商业和物流中心，也是重要的文化、艺术、教育和交通中心。苏州位于，太湖之滨，长江南岸的入海口处，京杭大运河、京沪铁路、京沪高铁(在建)和多条高速公路贯穿全境。全市户籍人口为238.21万人，暂住人口586万。2008年苏州的国内生产总值(GDP)为6701亿元人民币，总量居中国大陆第5位(仅次于上海、北京、广州和深圳)、华东地区第二位(仅次于上海)、中国地级市第一位。人均国内生产总值为78,236元(超过10,000美元)，列中国大陆第三位(仅次于深圳和广州)、华东地区第一位(已超越上海)。 4.上海 上海为中国第一大城市，中国东部地区的工业、经济、金融、商业、科学和文化教育中心，中国交通、信息的重要枢纽。在这个人口仅占全国1%、土地面积占全国0.06%的城市里，完成的财政收入占全国的八分之一，口岸进出口商品总额占全国的四分之一，港口货物吞吐量占全国的十分之一。2004年，上海城市居民家庭人均可支配收入达到16683元，比上年增长12.2%，城市居民人均可支配收入在2万元以上的家庭比重达到27.2%。全市常住人口达到1742万，户籍人口已增加到1352万人。上海城市居民家庭人均消费性支出12631元，比上年增长14.4%。正在向现代化国际大都市目标迈进的上海，肩负着面向世界、服务全国、联动长三角的重任，在全国经济建设和社会发展中具有十分重要的地位和作用。 B(二级市场的确认 二级市场为一级市场的辐射市场，也可以把它作为我们次年销售工作的重要市场。初步确认我们温泉的二级市场为杭州、扬州、常州、泰州、句容、镇江、合肥、马鞍山等地。 C(商务客人的消费心理及行为分析 商务客人有以下特点;受教育程度较高，经济条件优良，社会阶层较高。商务客人的需要体现在日常行为中追求自我实现和尊重。一般而言，这类群体比较开放和自信，愿意接受新鲜事物，对旅游消费态度积极，更重视无形产品的消费和需求。同时，对价格的敏感度较低，习惯认为高价不仅意味着高质量，还可以体现购买者的经济实力和较高的身份地位。旅游是种高档次的消费行为，所以个体的行为对相关群体的旅游消费决策影响很大。其行为可以为群体成员消费决策提供参考依据，并通过提高群体的力量影响其他成员的消费态度、消费行为和生活方式。商务客人在其所处的各相关群体中有着部分追随者，其行为起着倡导作用。 D(竞争对手分析 of the work is not high, struggling to cope, a mere formality. Corrective measures: (lead leader: Luo Mingjun, Rectification time: September 25th, 1), long-term adherence to strictly abide by the party's political discipline. Strictly abide by the constitution, the principle of Party organization and party political life standards, do not spread against the party's theory and policy advice, not published against the central and provincial decision not to divulge the speech, party and state secrets, not not to participate in a variety of illegal manufacturing organizations and activities, dissemination of political rumors and false information, not to publish lossy unity remarks does not undermine the unity of things. 2, consciously accept the supervision of the organization. The Party firmly and consciously ideologically, politically, highly consistent with the Central Committee to keep the action, and resolutely safeguard the authority Kennedy. Must safeguard the centralism. Take the lead in compliance with the constitution, strict party life, strengthen the political party, the principle of life, fighting. To further strengthen the organization and procedure of ideas, adhere to the major issues and report according to the regulations. Party members take the lead to a common Party member to participate in branch organizational life, accept the supervision of the organization. (seven) safety supervision grassroots cadres is not enough. A few leading cadres style floating love when peace officer in the office, to the grassroots, not willing to mining enterprises to conduct field research in the specific work not burden, dare not touch, in the work of "Dragonfly" phenomenon, keen on Formalism, do not further, not specious writing, seek practical results, sense of responsibility is not strong. Such as production safety supervision and management work, the strict requirements, heavy task, individual leading cadres to everyday things busy as an excuse, "urged not do" or "knock on the ring"Lack 目前在温泉的开发利用项目上，已营业的有颐尚温泉度假村、圣泉温泉、御水温泉、沁温泉、扬州天沐温泉、黄山醉温泉、唐风温泉、宁海温泉，他们都是我们的竞争对手。但由于产品、规模、风格、档次方面的迥异，我们温泉度假区有我们自己的优势与特点。 泡温泉这一时尚的休闲方式顿时成为大家追捧的对象。高端消费者作为经常体验的休闲方式，普通的工薪族也希望有机会到此潇洒一把。所以，在可能的情况下都会以一日游的方式来此泡温泉。 1(特色的温泉产品。在我们100%纯天然温泉水为品质配以，疗养院式的室内温泉，使客人不用出房门也可以泡到温泉。私密的别墅专属温泉泡池，使客人体会到尊贵专享的感觉，现在又增加了大型的露天温泉区，温泉度假区以一种全新的风格呈现在人们的面前，其市场化的操作方式、花样多的产品，时尚化的装修装饰都让人耳目一新，大家争相而来也不足为奇了。 2(特色的服务。服务员穿者如此休闲的工作服便会感到惊奇，而天沐温泉的日式服务更是第一次见到。在习惯了大酒店的中式服务后，旅游者见到服务员穿者如此休闲的工作服便会感到惊奇，再体验到日式服务，自然感叹其服务之良好。 3(时尚的旅游方式。在经历了许多枯燥无味的传统旅游后，作为渡假旅游的新兴休闲方式的温泉旅游顿时成为大家追捧的对象。高端消费者作为经常体验的休闲方式，普通的工薪族也希望有机会到此来潇洒一把。所以，在可能的情况下都会以旅游的方式来此泡温泉。 .周边旅游景点的影响力。阳山碑材、古猿人洞、锁石生态园等这些很重要的景点。因临4 近旅游景点的影响，推荐起来就方便的多了。许多旅行社也可把泡温泉作为一个重要的旅游部分列入旅游线路中加以推广，这样就能受到更好的效果了。 我们度假村的优势:地理位置优越，独占3井泉眼的真泉水，价格适度，温泉设施多彩多姿，独家的人文别墅，设施良好，团队优秀，以及深厚的文化底蕴都将吸引游客的到来。 三、营销目标、营销战略和市场定位 温泉度假区作为温泉业的新兴力量，在现今市场中为挑战者角色。我们为此定位于一个特色鲜明有竞争力的渡假村来提高游客人数、游客停留时间和游客支出。 产品定位:极致精致细腻的温泉度假区，高端产品大众消费 营销目标:通过我们大家的努力，使我们度假区在温泉旅游业中成为重要力量，并在温泉旅游市场中的占有率等各项经济指标中占据主导地位。下面分类对目标市场和战略加以说明: 1.目标市场:商务客人 营销目标:努力开发和扩大我们商务客户群;占据一定的市场份额;树立企业形象。 of the work is not high, struggling to cope, a mere formality. Corrective measures: (lead leader: Luo Mingjun, Rectification time: September 25th, 1), long-term adherence to strictly abide by the party's political discipline. Strictly abide by the constitution, the principle of Party organization and party political life standards, do not spread against the party's theory and policy advice, not published against the central and provincial decision not to divulge the speech, party and state secrets, not not to participate in a variety of illegal manufacturing organizations and activities, dissemination of political rumors and false information, not to publish lossy unity remarks does not undermine the unity of things. 2, consciously accept the supervision of the organization. The Party firmly and consciously ideologically, politically, highly consistent with the Central Committee to keep the action, and resolutely safeguard the authority Kennedy. Must safeguard the centralism. Take the lead in compliance with the constitution, strict party life, strengthen the political party, the principle of life, fighting. To further strengthen the organization and procedure of ideas, adhere to the major issues and report according to the regulations. Party members take the lead to a common Party member to participate in branch organizational life, accept the supervision of the organization. (seven) safety supervision grassroots cadres is not enough. A few leading cadres style floating love when peace officer in the office, to the grassroots, not willing to mining enterprises to conduct field research in the specific work not burden, dare not touch, in the work of "Dragonfly" phenomenon, keen on Formalism, do not further, not specious writing, seek practical results, sense of responsibility is not strong. Such as production safety supervision and management work, the strict requirements, heavy task, individual leading cadres to everyday things busy as an excuse, "urged not do" or "knock on the ring"Lack 营销战略:1)制订营销，选择良好客户;2)定期邮寄宣传，定期访问; 3)做好“淡季”促销，提高利用率。 2.目标市场:旅行社 营销目标:市场份额占到1/5 ;拓展分销网络;树立企业形象; 营销战略:1)监测市场趋势，做出评估反应;2)保证产品价格和服务竞争性和良好性; 3)制订分销计划;4)做好“淡季”促销; 3.目标市场:团体及会议 营销目标:占据一定的市场份额。 营销战略:1)确定业务潜力，跟踪所有信息;2)定期邮寄宣传资料及访问;3)邀请来客考察;4)制订良好的价格政策 4.市场定位:客源市场定位于南京(整个江苏省)、上海地的中高档的商务客源、旅行社客源与政府机关客源，兼顾企业市场与自驾车游客市场。 四、客源市场细分及营销策略 1(商务客人的开发及营销策略: 商务客人有以下特点: )很强的消费能力。商务客人受教育程度较高，经济条件优良，社会阶层较高。商务客人1 的需要体现在日常行为中追求自我实现和尊重。同时，对价格的敏感度较低，习惯认为高价不仅意味着高质量，还可以体现购买者的经济实力和较高的身份地位,所以有很强的消费能力。 2)消费的经常性。商务客人因其商务活动繁多，以及为了生意上的应酬，其在旅游方面的开支非常大，而且经常性地进行。 3)旅游是种高档次的消费行为，所以个体的行为对相关群体的旅游消费决策影响很大。其行为可以为群体成员消费决策提供参考依据，并通过提高群体的力量影响其他成员的消费态度、消费行为和生活方式。商务客人在其所处的各相关群体中有着部分追随者，其行为起着倡导作用。 4)对产品的要求高。一般而言，这类群体比较开放和自信，愿意接受新鲜事物，对旅游消费态度积极，更重视无形产品的消费和需求，同时为了体现自身价值以及商务活动的需要，必须追求高、高质量的产品及服务。 商务客人市场的开发策略: of the work is not high, struggling to cope, a mere formality. Corrective measures: (lead leader: Luo Mingjun, Rectification time: September 25th, 1), long-term adherence to strictly abide by the party's political discipline. Strictly abide by the constitution, the principle of Party organization and party political life standards, do not spread against the party's theory and policy advice, not published against the central and provincial decision not to divulge the speech, party and state secrets, not not to participate in a variety of illegal manufacturing organizations and activities, dissemination of political rumors and false information, not to publish lossy unity remarks does not undermine the unity of things. 2, consciously accept the supervision of the organization. The Party firmly and consciously ideologically, politically, highly consistent with the Central Committee to keep the action, and resolutely safeguard the authority Kennedy. Must safeguard the centralism. Take the lead in compliance with the constitution, strict party life, strengthen the political party, the principle of life, fighting. To further strengthen the organization and procedure of ideas, adhere to the major issues and report according to the regulations. Party members take the lead to a common Party member to participate in branch organizational life, accept the supervision of the organization. (seven) safety supervision grassroots cadres is not enough. A few leading cadres style floating love when peace officer in the office, to the grassroots, not willing to mining enterprises to conduct field research in the specific work not burden, dare not touch, in the work of "Dragonfly" phenomenon, keen on Formalism, do not further, not specious writing, seek practical results, sense of responsibility is not strong. Such as production safety supervision and management work, the strict requirements, heavy task, individual leading cadres to everyday things busy as an excuse, "urged not do" or "knock on the ring"Lack (1) 通过行业协会、网络等方式收集客户信息，拟订名单，收集信息，建立客户档案。我 们主要通过青年企业家协会、各地市工商联以及外企服务公司来了解及收集信息。要充分利用 董事会成员以及公司所有人员的社会关系来开展此项工作。 (2) 由度假村高层进行销售访问，负责商务客人与公款消费者的销售，培养客户的忠诚度， 使其成为度假村的忠实客户，提供一对一的长期服务。 (3) 根据客人条件分析，严格审查，根据分析结果确定等级，发放贵宾卡。这里所说的贵宾 卡可分为金卡、银卡。每种卡所能享受的折扣程度都不同。我们根据客人的消费金额，消费频 率结合客人个人信息加以分析，由此来确定客户可享受何种待遇。同时保持它的神秘性，以刺 激客人的消费欲望。 (4) 了解各地媒体情况，选择适当的媒体加以投放。对于当地商务客人的喜好情况，应及 时掌握。我们需有针对性的选择广告媒体，这样才能使目标客户受用信息，达到我们的目的。 如电视、平面视觉、报纸。广告内容也必须相适应。 (5) 在宣传上突出渡假村的特色:尊贵型、商务型以利商务客人对渡假村有好感。我们在整 个山庄的宣传及日常工作中都要给商务客人透露一个信息，即我们山庄是为尊贵的商务客人提 供良好服务的高品质的温泉度假村。因为商务客人所追求的就是这种环境氛围，所以我们要体 现我们山庄的高贵，而不是它的平民化。在宣传册的印刷上，力求精美及高档化。在平日的拜 访时应能提供一些精美的小礼品馈赠给客人。 (6)与大型相关企业的会员组织进行互动，以达到资源共享。建议与中国移动、中国联通以 及其他大型企业的会员俱乐部建立联盟，使其金、银卡会员能在山庄得到消费优惠，并通过其 已有的会员网络来宣传推广我们山庄;与国内知名的酒店预定网络联系，将我们山庄的信息通 过他们的平台传递。在这里应该注意的是折扣尺度，对于其他会员组织的普通会员暂时不要考 虑优惠。 (7) 邀请重要客人来访。重要客人的来访能提升公司的整体形象，并快速扩大渡假村的知 名度。所以，在开业期间，应充分利用董事会的关系，望能邀请重要客人来访，并及时地宣传， 以客人的影响力来吸引他们的追随者。 2(政府机关客源市场 政府机关客源我们主要是抓住南京、无锡两地，并且主推有较强接待能力的机关团体，如 市委、市政府接待办以及行业较好的市、区级机关。这是我们的销售重点之一。 政府客源的消费特点: of the work is not high, struggling to cope, a mere formality. Corrective measures: (lead leader: Luo Mingjun, Rectification time: September 25th, 1), long-term adherence to strictly abide by the party's political discipline. Strictly abide by the constitution, the principle of Party organization and party political life standards, do not spread against the party's theory and policy advice, not published against the central and provincial decision not to divulge the speech, party and state secrets, not not to participate in a variety of illegal manufacturing organizations and activities, dissemination of political rumors and false information, not to publish lossy unity remarks does not undermine the unity of things. 2, consciously accept the supervision of the organization. The Party firmly and consciously ideologically, politically, highly consistent with the Central Committee to keep the action, and resolutely safeguard the authority Kennedy. Must safeguard the centralism. Take the lead in compliance with the constitution, strict party life, strengthen the political party, the principle of life, fighting. To further strengthen the organization and procedure of ideas, adhere to the major issues and report according to the regulations. Party members take the lead to a common Party member to participate in branch organizational life, accept the supervision of the organization. (seven) safety supervision grassroots cadres is not enough. A few leading cadres style floating love when peace officer in the office, to the grassroots, not willing to mining enterprises to conduct field research in the specific work not burden, dare not touch, in the work of "Dragonfly" phenomenon, keen on Formalism, do not further, not specious writing, seek practical results, sense of responsibility is not strong. Such as production safety supervision and management work, the strict requirements, heavy task, individual leading cadres to everyday things busy as an excuse, "urged not do" or "knock on the ring"Lack 1)消费能力强。政府机关因其主要为接待性质，为了保证接待质量，必须不惜开支。同时， 因其开支款项皆来源于财政拨款，所以工作人员大部分都会在可能的范围内为其接待的客人做 到尽善尽美，并有求必应。所以消费项目多，消费金额大。 )消费要求高。政府接待的常常是其上级机关或平级机关，为了给客人留下好的印象来提2 升单位或个人的评价，在服务及设施的要求上非常多，也非常高，有时甚至达到了吹毛求疵的 地步。所以我们在宣传及具体的工作中应严格要求，力求做到客人最满意。 3)权力集中。政府机关因其实行领导负责制，以及各机关组织机构设置的要求，大都是由某一 个人决定事项的安排与处理，其他人无法对某项事情作出不同的决定。机关事务的处理权力往 往集中在一两个人手里。为此，我们在销售工作中切不可盲目访问，要先了解拜访机关的具体 情况，找准正确的公关目标开展公关，以免适得其反，影响销售的成功。 4)消费时喜欢挂帐。政府机关因其接待量大或者任务繁多，加上财务制度较正规，报支手续 烦琐，在消费时要求采取挂帐、月结的付款方式，并且在消费时常常要求所有的开支都开具发 票。针对这点，我们在今后具体的销售及平常的接待工作中应注意掌握分寸，尽量做到销售与 应收帐款的回收。 政府客源的开发策略: 1)充分利用公司成员的社交网络，拉开关系网。要打开政府市场，没有一定的关系是很难 成功的，更何况在竞争的市场环境下。我们希望大家能够积极地提供信息，为我们的政府公关 指明途径，少走弯路。通过大家的努力来尽可能地扩大我们的政府客源市场。 2) 采取回佣手段来鼓励决策者。对有的决策者除了邀请其来参观考察山庄外，还应采取 另外一些实惠的东西来吸引其作出有利的选择。比如应允或暗示其所在的机关在我们度假村消 费，给予其消费金额的2-3%作为佣金，并可多开发票。 3)进行销售访问。对于政府市场的客人，必须进行销售访问，以示对其的重视与尊重，以 满足客人的心理需要，同时可以掌握客人的更多信息，使我们能更好地开展接待工作。适时而 定期的拜访能建立与客人之间的紧密联系，提高客人的忠诚度。 4)进行经常性的公关维护。应及时地掌握客户信息，不断调整我们的销售方法。可以适时 地邀请决策者及其家人来山庄游玩，并在其生日或某些特别的日子送去我们的问候或礼品，还 应在有些时候举行宴请等活动来提升与山庄的关系。 5)为客户保密。因社会现实原因，我们必须为客户的所有信息加以保密，才能使客人满意。 对于客户在山庄内的一切行为及活动，都要执行保密制度。 of the work is not high, struggling to cope, a mere formality. Corrective measures: (lead leader: Luo Mingjun, Rectification time: September 25th, 1), long-term adherence to strictly abide by the party's political discipline. Strictly abide by the constitution, the principle of Party organization and party political life standards, do not spread against the party's theory and policy advice, not published against the central and provincial decision not to divulge the speech, party and state secrets, not not to participate in a variety of illegal manufacturing organizations and activities, dissemination of political rumors and false information, not to publish lossy unity remarks does not undermine the unity of things. 2, consciously accept the supervision of the organization. The Party firmly and consciously ideologically, politically, highly consistent with the Central Committee to keep the action, and resolutely safeguard the authority Kennedy. Must safeguard the centralism. Take the lead in compliance with the constitution, strict party life, strengthen the political party, the principle of life, fighting. To further strengthen the organization and procedure of ideas, adhere to the major issues and report according to the regulations. Party members take the lead to a common Party member to participate in branch organizational life, accept the supervision of the organization. (seven) safety supervision grassroots cadres is not enough. A few leading cadres style floating love when peace officer in the office, to the grassroots, not willing to mining enterprises to conduct field research in the specific work not burden, dare not touch, in the work of "Dragonfly" phenomenon, keen on Formalism, do not further, not specious writing, seek practical results, sense of responsibility is not strong. Such as production safety supervision and management work, the strict requirements, heavy task, individual leading cadres to everyday things busy as an excuse, "urged not do" or "knock on the ring"Lack 6)高标准接待。政府机关常常接待党政要人，或举行高规格活动，对活动场所要求档次较高，对所提供的服务更是要求专业化与高水准。因此，我们在接待过程中应坚持我们一贯的高质量的服务，不能有丝毫懈怠。 3.企事业单位 企事业主要抓住大型企业、效益好的企业、新兴产业企业以及一定规模的私营企业等。 企事业单位的消费特点: 1)旅游总量大。企事业单位一般规模较大，人员众多，所以不管旅游次数的多寡，因其人员数量大，其消费总量仍然是非常可观的。同时，因其受人员影响，在客房以及其他方面的要求较低，正好可弥补商务客人在消费上的差异，平衡接待能力。 2)消费季节性明显。企业因其人员规模大，以及生产的需要，所以无法比较随意的安排外出旅游。只能利用假期或生产的淡季外出旅游，通常是大批量的安排系列出行。他们采取旅游的方式来沐浴温泉，所以消费的季节性非常明显。 3)权力大多集中在某一两个人手里。企业及事业单位因其必须创造效益方能保持长续发展，因此事务权力必须相对集中，只能被一两个人掌握，不大可能权力分散。 企事业单位的销售策略: 1)进行销售访问。由销售代表收集有关信息，加以研究，制定方案。按照销售访问的程序进行销售访问，并达到签约之目的。 2)采取回佣手段来鼓励决策者。对于摇摆不定的决策人或者有此方面要求的，应给予其一定的佣金返还政策。以提高决策者的积极性，扩大我们的市场份额。佣金政策采取阶梯性政策，依其消费金额的多少决定佣金比例。 3)针对特殊对象进行公关。对一些大型的企事业单位，因关系复杂，决策者要考虑的因素会较多，要达到签约并消费的目的并不容易。我们要抓住关键人物，利用掌握的信息，充分利用公关手段，投其所好，如请其娱乐、宴请等。 4)举行经常性的客户联谊会。根据客源信息，掌握企业的行业分布情况。对于企业较多的行业中的客户群，应经常性地举办客户联谊活动，如举行***行业研讨会、***行业沙龙，以让客户之间有较多的交流，让他们能从中受益，并能感受到我们的用心服务。我们也可通过举行这样的活动来扩大我们的客源。在淡季时可考虑举办一些酒会，邀请一些客户来参观体念我们的产品。 4(家庭游客客源市场。 家庭自组出游已成为一种时尚。这是我们应着力开发的子市场。 of the work is not high, struggling to cope, a mere formality. Corrective measures: (lead leader: Luo Mingjun, Rectification time: September 25th, 1), long-term adherence to strictly abide by the party's political discipline. Strictly abide by the constitution, the principle of Party organization and party political life standards, do not spread against the party's theory and policy advice, not published against the central and provincial decision not to divulge the speech, party and state secrets, not not to participate in a variety of illegal manufacturing organizations and activities, dissemination of political rumors and false information, not to publish lossy unity remarks does not undermine the unity of things. 2, consciously accept the supervision of the organization. The Party firmly and consciously ideologically, politically, highly consistent with the Central Committee to keep the action, and resolutely safeguard the authority Kennedy. Must safeguard the centralism. Take the lead in compliance with the constitution, strict party life, strengthen the political party, the principle of life, fighting. To further strengthen the organization and procedure of ideas, adhere to the major issues and report according to the regulations. Party members take the lead to a common Party member to participate in branch organizational life, accept the supervision of the organization. (seven) safety supervision grassroots cadres is not enough. A few leading cadres style floating love when peace officer in the office, to the grassroots, not willing to mining enterprises to conduct field research in the specific work not burden, dare not touch, in the work of "Dragonfly" phenomenon, keen on Formalism, do not further, not specious writing, seek practical results, sense of responsibility is not strong. Such as production safety supervision and management work, the strict requirements, heavy task, individual leading cadres to everyday things busy as an excuse, "urged not do" or "knock on the ring"Lack 家庭游客的消费特点: 1)消费的经济实惠性。家庭出游，大多为一家三口，或者两三个家庭组织出游。绝大部分为自费出游。因此在旅游时对产品的价格较敏感，比较注重物美价廉，或有优惠。因带小孩，所以对小孩的消费希望能够得到优惠或免除。 2)旅游的时段性强。家庭出游因要考虑到家庭成员之间的工作、学习安排，只能在大家都有休息时间时外出旅游，所以一般选择在公共假日。同时因平日工作或学习的压力，往往更少考虑出游，较多的是集中在黄金周、寒暑假这些充裕的休闲时间。家庭出游的这种特点，要求我们制定灵活的营销策略，诱导游客能在平日来度假村旅游。 3)儿童消费趋势。由于社会政策的影响以及其他原因，现在的家庭一般为一个小孩，小孩在家中倍受宠爱，处于中心地位。家庭的许多消费行为为了孩子而制定。在旅游方面也如此，为了小孩的开心而从小孩的意愿。 4)自组形式多样。现在资讯发达，能通过多种途径了解信息。人民的生活水平提高很快，私家车的拥有量逐渐增多，交通条件也得到改善。家庭出游的方式也由以前单一的参团旅游变的多样化。现在大多为一家人自驾车出游，或者邀请一两个家庭组成一个小团队开车出游。 5)服务要求多。家庭出游在外都希望能找到家的感觉，并希望在旅游中能够照顾到小孩并且玩的开心。为此，在服务的选择上常常要求能够得到更多的服务，更好的服务。 家庭游客的销售策略: 1)在产品的设计上多推行套餐产品。因为儿童消费成为消费行为的主导，所以我们可在产品的组合设计上做文章。小孩的消费金额一般较小，所以我们为了追求大人的消费而给予小孩最大的优惠。比如我们可设计温泉家庭票(可供三人使用)，票价为两张成人票的价格，也就是小孩免费。还可制定消费套票，将我们三大部门的某些产品捆绑在一起优惠出售。 2)与麦当劳、肯德基等儿童喜欢的营业场所互动。麦当劳、肯德基这些大的西餐企业深受儿童的喜爱，在儿童眼中有着很强的信任度和影响力。我们应当与目标市场的这些企业进行联系，与他们建立合作关系。联合他们举行抽奖活动，在每月从他们的消费儿童中抽取1-2位幸运者，可到我们山庄免费旅游，当然，条件是要让我们的宣传资料在他们的营业处进行宣传，或者是共同进行活动的宣传。 3)旅游项目相对应。我们度假村的温泉乐园里有儿童游乐区，专为儿童提供娱乐。我们在针对儿童的产品开发上，应充分考虑儿童的特点，制定合适的产品。如针对儿童对农村认识较少的现象，我们可以增加趴山、植树、种菜等参与性强的活动内容，而这些活动操作起来简单，可收取适当的费用，还增添了儿童的乐趣。 of the work is not high, struggling to cope, a mere formality. Corrective measures: (lead leader: Luo Mingjun, Rectification time: September 25th, 1), long-term adherence to strictly abide by the party's political discipline. Strictly abide by the constitution, the principle of Party organization and party political life standards, do not spread against the party's theory and policy advice, not published against the central and provincial decision not to divulge the speech, party and state secrets, not not to participate in a variety of illegal manufacturing organizations and activities, dissemination of political rumors and false information, not to publish lossy unity remarks does not undermine the unity of things. 2, consciously accept the supervision of the organization. The Party firmly and consciously ideologically, politically, highly consistent with the Central Committee to keep the action, and resolutely safeguard the authority Kennedy. Must safeguard the centralism. Take the lead in compliance with the constitution, strict party life, strengthen the political party, the principle of life, fighting. To further strengthen the organization and procedure of ideas, adhere to the major issues and report according to the regulations. Party members take the lead to a common Party member to participate in branch organizational life, accept the supervision of the organization. (seven) safety supervision grassroots cadres is not enough. A few leading cadres style floating love when peace officer in the office, to the grassroots, not willing to mining enterprises to conduct field research in the specific work not burden, dare not touch, in the work of "Dragonfly" phenomenon, keen on Formalism, do not further, not specious writing, seek practical results, sense of responsibility is not strong. Such as production safety supervision and management work, the strict requirements, heavy task, individual leading cadres to everyday things busy as an excuse, "urged not do" or "knock on the ring"Lack 4)通过与媒体合作推广自驾车旅游。应与电视、报纸的汽车频道、专版或汽车俱乐部联系，举行来度假村的自驾车旅游活动。现在很多家庭都拥有小车，所以很多景点通过与媒体合作举办推广活动，收效都非常好。我们也可采取这种方式。我们只要给予游客一些优惠，就可通过这次活动及媒体的宣传使我们度假村的知名度得到迅速的传播。 (旅行社 5 旅游批发商面对客源地所有消费者，并及时掌握信息。在现阶段，团体旅游仍是外出旅游的重要方式，所以旅行社是我们的重要分销渠道。与旅行社保持良好关系是我们的另一重要工作。具体策略: 1)销售代表走访各家旅行社签定合约，铺开销售面。应制定具有竞争力和适应性的价格政策。价格政策需考虑酒店状况、竞争对手信息等。全面走访旅行社，让我们的产品可以为任何一家旅行社所熟悉，以利顾客咨询。 2)选择几家大的旅行社作为重要销售目标。选择的旅行社应该组团量大，同时旅行社有相应的规模，可给一定的优惠予这几家重要招徕社。 3)在一级市场地区选择1-3家散客招徕接待社。在旅行社价格基础上再给予一定的优惠。散客招徕社可以每天为渡假村招徕客源，它应该在散客市场上有一定的号召力，同时又可使承受一定的压力，能确保几个客人也能如约送到渡假村，这是非常重要的。 )及时传递我们的信息给旅行社。我们的销售人员在平时应通过电话、传真及时地将我们 4 的产品、活动信息告之旅行社。同时，销售人员在平日应定期对他们进行销售访问，对他们的信息也要及时反馈。 5)给予导游回佣。对于旅行社安排来的导游，可赠送小的礼品，对于导游促销的行程之外的旅游项目，应按照指定的回佣标准给予回佣:对于其他旅游线路加点而来的导游，通过证明身份后给予其旅行社待遇或按差价回佣;对于私自组团而来的导游，可考虑给予其签约单位的待遇。在工作中，不能简单地加以肯定或否定。 6)设立办事处。在我们的重要市场地设立办事处，负责当地旅游市场的开拓，处理相关业务。 6(自驾车游客旅游客源: 游客的消费特点: 1)旅游时间短。由于现在交通便捷，旅游的时间可以很好控制。加上目前的休假政策只为两天，所以旅游的时间都围绕这两天开展。而且旅游活动都安排的较紧凑，一般安排在2-3天内游完某个景区。 of the work is not high, struggling to cope, a mere formality. Corrective measures: (lead leader: Luo Mingjun, Rectification time: September 25th, 1), long-term adherence to strictly abide by the party's political discipline. Strictly abide by the constitution, the principle of Party organization and party political life standards, do not spread against the party's theory and policy advice, not published against the central and provincial decision not to divulge the speech, party and state secrets, not not to participate in a variety of illegal manufacturing organizations and activities, dissemination of political rumors and false information, not to publish lossy unity remarks does not undermine the unity of things. 2, consciously accept the supervision of the organization. The Party firmly and consciously ideologically, politically, highly consistent with the Central Committee to keep the action, and resolutely safeguard the authority Kennedy. Must safeguard the centralism. Take the lead in compliance with the constitution, strict party life, strengthen the political party, the principle of life, fighting. To further strengthen the organization and procedure of ideas, adhere to the major issues and report according to the regulations. Party members take the lead to a common Party member to participate in branch organizational life, accept the supervision of the organization. (seven) safety supervision grassroots cadres is not enough. A few leading cadres style floating love when peace officer in the office, to the grassroots, not willing to mining enterprises to conduct field research in the specific work not burden, dare not touch, in the work of "Dragonfly" phenomenon, keen on Formalism, do not further, not specious writing, seek practical results, sense of responsibility is not strong. Such as production safety supervision and management work, the strict requirements, heavy task, individual leading cadres to everyday things busy as an excuse, "urged not do" or "knock on the ring"Lack 2)旅游的目的性强。旅游者在出发之前往往会作一个计划，其中便包括游玩的景点，游玩的时间也根据时间而定，在游玩时也一般按照计划走，除非有什么能够吸引他们值得改变的景点。 3)旅游要求的随意性。专门出来进行旅游的客人，他主要的目的在于能够旅游到更多的旅游景点，对旅游活动的安排更注意。而对于服务的好坏相对而言更不重视，只要求不会太差就行。对于这类客人，我们应当提供丰富的产品，在活动中多加有意义的项目。这样才能使其满意而归。 4)信息传播范围广。旅游是一项高层次的消费活动。外出旅游归来的人经常会把自己在旅游活动中的所见所闻向亲朋好友叙说，对于自身的感受更为夸张。就有关机构调查，一个人的传播范围在50人左右，他的意见会直接影响20人作出判断。 旅游客源的开发策略: 1)通过平面视觉广告来冲击人们的印象。制作大型的平面广告设立在旅游区的交通要道处，通过精美的画面来吸引人们的视线，同时因游客在变化的旅游旅途中可以重复性地看到我们的广告，这种重复观看可强化人们对广告的记忆，使对汤山壹号温泉广告记忆深刻，产生旅游兴趣与购买欲望。 2)设立明显路标。在所有由旅游区通往山庄的道路上设立路标，路标的设立路段应有科学的安排，在道路的分叉口及拐弯处应设立路标，同时相隔的距离不可太远，以保证道路指引的延续性，使游客能准确的到达我们山庄。 3)在旅游区的门票上做文章。应与周边景点的管理部门联系，争取能把我们度假村的位置标上门票的地图上，或者能在门票上印刷我们的相关介绍。当游客在刚到这些旅游点时就能很快的知道我们山庄。 4)在相关报纸、杂志上刊登广告。在贴近旅游者或者人民外出旅游时喜欢观看的的报纸、杂志上刊登我们的广告。 5)开设旅游专线车。我们度假村专门安排一辆旅游车为游客来我们山庄服务(或者和南京汽车公司合作开通专线车)。各位游客在选择了我们山庄后，可给山庄或办事处打电话，由我们做出统计，并安排车辆为游客提供免费的交通便利。 (7)与一线市场的酒店互换宣传册(主要是南京周边)。与市场地的三星级以上酒店联系，商谈合作事宜。要求能够进行互换宣传册，让我们的宣传册放置在对方酒店客房醒目处，达到相互促销的目的。 of the work is not high, struggling to cope, a mere formality. Corrective measures: (lead leader: Luo Mingjun, Rectification time: September 25th, 1), long-term adherence to strictly abide by the party's political discipline. Strictly abide by the constitution, the principle of Party organization and party political life standards, do not spread against the party's theory and policy advice, not published against the central and provincial decision not to divulge the speech, party and state secrets, not not to participate in a variety of illegal manufacturing organizations and activities, dissemination of political rumors and false information, not to publish lossy unity remarks does not undermine the unity of things. 2, consciously accept the supervision of the organization. The Party firmly and consciously ideologically, politically, highly consistent with the Central Committee to keep the action, and resolutely safeguard the authority Kennedy. Must safeguard the centralism. Take the lead in compliance with the constitution, strict party life, strengthen the political party, the principle of life, fighting. To further strengthen the organization and procedure of ideas, adhere to the major issues and report according to the regulations. Party members take the lead to a common Party member to participate in branch organizational life, accept the supervision of the organization. (seven) safety supervision grassroots cadres is not enough. A few leading cadres style floating love when peace officer in the office, to the grassroots, not willing to mining enterprises to conduct field research in the specific work not burden, dare not touch, in the work of "Dragonfly" phenomenon, keen on Formalism, do not further, not specious writing, seek practical results, sense of responsibility is not strong. Such as production safety supervision and management work, the strict requirements, heavy task, individual leading cadres to everyday things busy as an excuse, "urged not do" or "knock on the ring"Lack (8)制定同业优惠政策。对于同业介绍来的客人，应给予其优惠价格或回佣，以提高他们的积极性。具体的标准有待制定。在酒店的选择上要注意选择客人反映良好的酒店，以免因其服务差而影响我们的声誉。 (关系户客源市场 7 我们度假区的关系户客源包括军区客户和供应商客户及原有的老客户，覆盖范围非常广泛，应充分利用他们来开发更大的客源市场。 关系户客源市场的消费特点: 1)消费能力强。此类客户因其大多是生意成功人士或政府机关官员，他们的消费水准都较高。同时因其交际需要，在消费的档次及频率上都较高。消费能力不可估量。 2)对度假区熟悉。因是我们的关系户，所以他们不光对我们的产品熟悉，对我们温泉的许多事情都很了解，包括人事。因此在接待中应丝毫不能马虎。 3)要求高。因他们也属于商务客户，有着商务客人的特点，同时因社交的需要，十分注重产品的质量。加之对度假区熟悉，对于许多东西都希望得到最好的待遇，要求较多。 关系户客源的开发策略: 1)通过各部门提供客户资源、引见来开发。公司各部门应及时将此类客户报到销售部，由销售部通过名单合理分配开发任务。再由相关人员引见，进行销售访问。各部门应积极配合开展工作，以利销售的成功。 2)以会员卡、贵宾卡、消费券来稳定客户。各部门人员应充分利用关系户资源，向他们推销我们的俱乐部会员卡、贵宾卡，在相关费用的结算时一定要考虑给他们部分消费券结算，以缓解公司资金压力，又可带动其他消费。 四、营销计划 A、旅行社开发方案 1.在一级市场地各选择1-3家散客直通车旅行社 a.散客直通车旅行社选择的条件: (1)当地有足够的直接旅游客源，而非地接客源。 (2)该社有较强大的资金实力，或较大的经营规模，较丰富的景区合作经验。 (3)该社在当地或周边范围内的旅行社业有一定的影响力或知名度。 (4)该社有一个完整的温泉旅游市场拓展方案。 (5)该社应能保证散客出游的可行性。 (6) 该社在近2年内无大的投诉记录。 of the work is not high, struggling to cope, a mere formality. Corrective measures: (lead leader: Luo Mingjun, Rectification time: September 25th, 1), long-term adherence to strictly abide by the party's political discipline. Strictly abide by the constitution, the principle of Party organization and party political life standards, do not spread against the party's theory and policy advice, not published against the central and provincial decision not to divulge the speech, party and state secrets, not not to participate in a variety of illegal manufacturing organizations and activities, dissemination of political rumors and false information, not to publish lossy unity remarks does not undermine the unity of things. 2, consciously accept the supervision of the organization. The Party firmly and consciously ideologically, politically, highly consistent with the Central Committee to keep the action, and resolutely safeguard the authority Kennedy. Must safeguard the centralism. Take the lead in compliance with the constitution, strict party life, strengthen the political party, the principle of life, fighting. To further strengthen the organization and procedure of ideas, adhere to the major issues and report according to the regulations. Party members take the lead to a common Party member to participate in branch organizational life, accept the supervision of the organization. (seven) safety supervision grassroots cadres is not enough. A few leading cadres style floating love when peace officer in the office, to the grassroots, not willing to mining enterprises to conduct field research in the specific work not burden, dare not touch, in the work of "Dragonfly" phenomenon, keen on Formalism, do not further, not specious writing, seek practical results, sense of responsibility is not strong. Such as production safety supervision and management work, the strict requirements, heavy task, individual leading cadres to everyday things busy as an excuse, "urged not do" or "knock on the ring"Lack (7) 良好的合作态度。 b.散客直通车销售政策 1) 温泉门票 给予直通车旅行社一个比其他社更低的价格，但对于其在招徕量上给以一个限制，这个标准分开讲述。在这里要说明的是，作为直通车旅行社的客人，不论人数多寡，均按协议价格执行。 2)房价 给直通车旅行社的价格，有些景区是作为常年均价提供给协作单位。我的建议是按旺季节假日、旺季平日、淡季节假日、淡季平日四种房价标准提供给直通旅行社，我们可给旺季、淡季定一个时间标准:旺季1、2、3、10、11、12月淡季:4、5、6、7、8、9月，平日指周一——周四，节假日为周五一一周日(含国家法定假日)，这四种价格也应比其他旅行社的低大约10元/间左右，同时，因为直通车旅行社招徕的人数不定而广告价格固定，所以直通车旅行社的散、团同价，房价的标准由待大家讨论。 有人会认为这样的操作方式，会导致其他社将散客转交给直通车旅行社，影响到我们的散客接待利益。我认为因这样而受损的利益是较少的一部分，因为散客组团与自组游给客人的感受，有一定的差别，散客直通车在接站上花的时间较长，而且彼此陌生也影响成员间的交流，小团体的旅游自由受到限制，而自组游机动、灵活、自由度高，所以若客人可以接受散客拼团的直通车，则其也更不会花更高的价格去进行自组游，而喜好自组游的客人为了满足自己自由的需要，也就更不在乎费用的支出，这里涉及到一个旅游目的、旅游需求的问题。 3)餐饮 餐饮这方面散客直通车的价格与其他的价格等同。 4)宣传与促销 作为散客直通车旅行社，应有一整套的宣传与促销专案并付诸于实施，这是我们与其合作的基本条件之一。考虑到各地的实际情况，我们不硬性规定具体的媒体宣传或促销活动，但这套方案至少应符合原则: a).在当地发行量前2名的报纸之一刊登温泉旅游广告。 b).每周的广告发布数不少于3次。 c).每月至少一次温泉旅游的专题广告。 d).广告的位置应选择旅游信息专栏，报眼或报眉。 e).每次广告的面积应不小于9*5CM of the work is not high, struggling to cope, a mere formality. Corrective measures: (lead leader: Luo Mingjun, Rectification time: September 25th, 1), long-term adherence to strictly abide by the party's political discipline. Strictly abide by the constitution, the principle of Party organization and party political life standards, do not spread against the party's theory and policy advice, not published against the central and provincial decision not to divulge the speech, party and state secrets, not not to participate in a variety of illegal manufacturing organizations and activities, dissemination of political rumors and false information, not to publish lossy unity remarks does not undermine the unity of things. 2, consciously accept the supervision of the organization. The Party firmly and consciously ideologically, politically, highly consistent with the Central Committee to keep the action, and resolutely safeguard the authority Kennedy. Must safeguard the centralism. Take the lead in compliance with the constitution, strict party life, strengthen the political party, the principle of life, fighting. To further strengthen the organization and procedure of ideas, adhere to the major issues and report according to the regulations. Party members take the lead to a common Party member to participate in branch organizational life, accept the supervision of the organization. (seven) safety supervision grassroots cadres is not enough. A few leading cadres style floating love when peace officer in the office, to the grassroots, not willing to mining enterprises to conduct field research in the specific work not burden, dare not touch, in the work of "Dragonfly" phenomenon, keen on Formalism, do not further, not specious writing, seek practical results, sense of responsibility is not strong. Such as production safety supervision and management work, the strict requirements, heavy task, individual leading cadres to everyday things busy as an excuse, "urged not do" or "knock on the ring"Lack f).广告中应重点突出汤山1号温泉旅游线路 g).广告中必须含有汤山1号温泉字样 h).每月的广告数量及报纸必须交度假区查验，广告内容须经度假区审定方可发布，若在电视媒体投放广告，其广告内容应由度假区审定方可发布。 i).在广告内容中不得出现其他类似产品的文字、图片等。 政策扶持:因直通车在门票及房价上比其他社享有更多的优惠，所以在宣传上我们可减少扶持，可考虑每一期广告赠送5张温泉票之政策;有关电视广告的优惠问题，应根据对方的广告投放计划来另行制定，优惠可考虑在客房上给予优惠。 5)数量指标 数量奖励:月招徕量达500人以上，返佣5元/人，月招徕量达1000人以上，则返10元/人，低于500人只能按政策执行。 6)财务管理 直通车旅行社的结账方式，可考虑按如下方式执行:先期现付，3月起可允许挂账，财务部制定挂账额，比如为3万元以下，结账方式为月结，若超过挂账额则立即催缴。 d.价格控制:直通车旅行社的招徕价格，应建立在一个科学合理的基础上，不可采取暴利方式定价，在特定的情况下低价促俏应及时知会温泉，同时，其招徕价与返洽其他社的佣金标准应在一段时间内保持稳定，不可变动过于频繁。 e.直通班次要求:在温泉旅游淡季，直通车的开行每周周末必须开班，另外在平日(周一至周四)必须开行一个班次，在温泉旅游旺季，平日班次应增至2次，开业半年后的班次密度还应增加一次。特别要求的是该旅行社必须将开班的时间知会其他旅行社，并在广告中体现出来，对于招徕到的散客，除温泉和不可抗拒因素外，不论人数多寡，必须保证发班，一个人也不例外。所以，旅行社必须拿出相关来处理此类问题。 2(在一级与二级市场地选定几家大的旅行社作为代理社 a.代理社之销售政策 代理社与直通车旅行社不同， 其在推广方面无积极的意愿，只是被动地招徕客源(我们姑且作此坏的猜想)，在宣传推广方面我们或许可视具体情况作一定的要求，但其更希望的是我们按照他们的工作思路来进行宣传推广。所以，我们必须在对方的主动宣传上给予更多的扶持，同时，在人次阶梯性政策上给予更多的优惠，以推动代理社的宣传招徕，从而为山庄村带来更多的客源与经济利益。 1)人次阶梯性奖励政策 of the work is not high, struggling to cope, a mere formality. Corrective measures: (lead leader: Luo Mingjun, Rectification time: September 25th, 1), long-term adherence to strictly abide by the party's political discipline. Strictly abide by the constitution, the principle of Party organization and party political life standards, do not spread against the party's theory and policy advice, not published against the central and provincial decision not to divulge the speech, party and state secrets, not not to participate in a variety of illegal manufacturing organizations and activities, dissemination of political rumors and false information, not to publish lossy unity remarks does not undermine the unity of things. 2, consciously accept the supervision of the organization. The Party firmly and consciously ideologically, politically, highly consistent with the Central Committee to keep the action, and resolutely safeguard the authority Kennedy. Must safeguard the centralism. Take the lead in compliance with the constitution, strict party life, strengthen the political party, the principle of life, fighting. To further strengthen the organization and procedure of ideas, adhere to the major issues and report according to the regulations. Party members take the lead to a common Party member to participate in branch organizational life, accept the supervision of the organization. (seven) safety supervision grassroots cadres is not enough. A few leading cadres style floating love when peace officer in the office, to the grassroots, not willing to mining enterprises to conduct field research in the specific work not burden, dare not touch, in the work of "Dragonfly" phenomenon, keen on Formalism, do not further, not specious writing, seek practical results, sense of responsibility is not strong. Such as production safety supervision and management work, the strict requirements, heavy task, individual leading cadres to everyday things busy as an excuse, "urged not do" or "knock on the ring"Lack a).排他性原则。作为我们的代理社也应签定相关协议，协议的内容除包含价格、宣传等优惠的政策外，还应着重注明排他性原则，即与我们签订协议后，温泉旅游的游客只能安排到我们度假村，否则取消其优惠政策。同时，在该社的宣传资料及推广活动中，不得出现我们竞争对手的相关信息，作为此点可能接受度低，但我们力争最好的结果。 b).人次奖励政策 我建议将奖励措施设立为人次奖励措施，对于代理社招徕的客人，每月300-500人次返佣3元/人次，每月500人次以上的超出人次部分返佣5元/人次，每月1000人次以上的超出人次部分返佣8元/人次。 对于房务方面的奖励，我们可考虑选择在平日客房上给予代理社优惠，如在平日住宿的月累积数达到1000人次，则返佣2元/人次。 c).宣传促销之政策 对于代理社在旅游客源地的广告，应区别对待，如对本地客源，可实行一次报纸广告赠送1张温泉票之政策(黄金周除外);对于在外地由代理社客户发布的广告，视广告量可适当优惠，如有至少5家社以上打我们度假村旅游的广告，可给予免除1张温泉票之优惠，针对电视媒体的广告，应另外商谈优惠方案。 如代理社专门为我们温泉在客源地举行推介会，我们可考虑在会议费用上给予该社补贴，当然该社应制定合理可行之方案报温泉批准。 专项活动的宣传推广，我们可给予代理社比以上高2~3倍的优惠政策，这主要是考虑到专项活动推广费用变之缘故。 3.其余旅行社的签约工作 根据温泉的外部政策，由两地的销售代表与除以上几家社之外的所有旅行社签定消费协议，只享受基本的优惠政策。销售人员不能因其他社客少而忽视与其的公关维护，而应多加访问，促进其宣传推广的积极性，以发展自己最忠诚的客户。 B、在目标市场地设立办事处 设立办事处的作用在于通过办事处销售人员在目标地的销售，及时掌握当地市场信息，同时有利于有效、快速地与客户进行沟通，维护与客户的良好关系。一般而言，一个办事处的人员配备为一市场经理和2-4个销售人员(市场经理只是负责一般的工作管理，主要工作仍然是进行销售)，共3-5人。办事处负责的不光是协议单位的关系维护，还包括旅行社的维护，企事业单位的开发，以及有关市场的其他工作。 C、成立俱乐部负责高档客户的维护与管理 of the work is not high, struggling to cope, a mere formality. Corrective measures: (lead leader: Luo Mingjun, Rectification time: September 25th, 1), long-term adherence to strictly abide by the party's political discipline. Strictly abide by the constitution, the principle of Party organization and party political life standards, do not spread against the party's theory and policy advice, not published against the central and provincial decision not to divulge the speech, party and state secrets, not not to participate in a variety of illegal manufacturing organizations and activities, dissemination of political rumors and false information, not to publish lossy unity remarks does not undermine the unity of things. 2, consciously accept the supervision of the organization. The Party firmly and consciously ideologically, politically, highly consistent with the Central Committee to keep the action, and resolutely safeguard the authority Kennedy. Must safeguard the centralism. Take the lead in compliance with the constitution, strict party life, strengthen the political party, the principle of life, fighting. To further strengthen the organization and procedure of ideas, adhere to the major issues and report according to the regulations. Party members take the lead to a common Party member to participate in branch organizational life, accept the supervision of the organization. (seven) safety supervision grassroots cadres is not enough. A few leading cadres style floating love when peace officer in the office, to the grassroots, not willing to mining enterprises to conduct field research in the specific work not burden, dare not touch, in the work of "Dragonfly" phenomenon, keen on Formalism, do not further, not specious writing, seek practical results, sense of responsibility is not strong. Such as production safety supervision and management work, the strict requirements, heavy task, individual leading cadres to everyday things busy as an excuse, "urged not do" or "knock on the ring"Lack 成立会员俱乐部，出售各种相关的产品，如会员卡、一卡通、贵宾卡、积分卡等。成立俱乐部的优点在于可以快速地回收资金，同时可稳定一批优质客户，另外还可通过客户带动其相关人员到此消费，这也就是现代度假酒店发展方向的重要原因。 D、举行大型的行业性联谊会、公益活动扩大影响 举行旅行业、协议单位、传媒业的大型见面会，扩大在目标市场的影响力。赞助公益活动，积极参与当地有益的活动，协调好与社区的关系，树立良好的公众形象。根据客源结构分析，针对优质客户举办各种沙龙、讲座等，吸引客户前来。 五、价格策略 因价格在竞争中起着极为重要的作用，所以把价格策略作为一个独立的内容加以分析，以下为我个人的观点: 1.旅行社折扣策略 我们度假村的旅行社折扣政可定位于 元/张，平日我们可对旅行社进行更优惠的折扣，可考虑再减少5元/人。对于开设山庄散客招徕专门线路的旅行社，必须签定合同，保证其客人只能来我们山庄，给这家旅行社的价格可更优惠。为吸引旅行社推销产品，在附属收费项目上，如香薰、按摩项目，如系导游促销的，给以消费金额的5-10%奖励导游员。在酒店、餐饮上执行与对手同等的折扣价格，如客人在餐厅加特色菜也可给予导游一定比例的回佣。 2.会议团体折扣政策 会议团体的折扣肯定要比旅行社折扣价格高。平日可定在 元/人，周末可定在 元/人。对于会议组织者应采取一定的回佣(根据消费金额，人数等指标确定标准)。可定为门票5元/人。其它商定。对于专门介绍客户上门的中间商，应制定一个明确的折扣政策。应高于旅行社价，不可过高建议参照以上公司价格。 3.针对的士司机带客的优惠，可适当考虑给予其一定的现金返佣。返佣比例在5-10%左右，但客人享受的折扣应在7折以上。 4.针对温泉渡假村的特点，可实行淡季价与旺季价。周一至周四的平日价与周末价。特别针对旅行社市场，以平衡客流量。 5.折扣权的使用:应明确人员使用权限。 六、营销控制与激励 1(营销控制主要是业绩控制和工作过程控制。过程控制主要是通过岗位职责，操作流程及管理制度，检查措施未控制。使员工操作规范化、合理化，使其行为能严谨、高效，具体操作规程及管理制度《营销管理方案》。 of the work is not high, struggling to cope, a mere formality. Corrective measures: (lead leader: Luo Mingjun, Rectification time: September 25th, 1), long-term adherence to strictly abide by the party's political discipline. Strictly abide by the constitution, the principle of Party organization and party political life standards, do not spread against the party's theory and policy advice, not published against the central and provincial decision not to divulge the speech, party and state secrets, not not to participate in a variety of illegal manufacturing organizations and activities, dissemination of political rumors and false information, not to publish lossy unity remarks does not undermine the unity of things. 2, consciously accept the supervision of the organization. The Party firmly and consciously ideologically, politically, highly consistent with the Central Committee to keep the action, and resolutely safeguard the authority Kennedy. Must safeguard the centralism. Take the lead in compliance with the constitution, strict party life, strengthen the political party, the principle of life, fighting. To further strengthen the organization and procedure of ideas, adhere to the major issues and report according to the regulations. Party members take the lead to a common Party member to participate in branch organizational life, accept the supervision of the organization. (seven) safety supervision grassroots cadres is not enough. A few leading cadres style floating love when peace officer in the office, to the grassroots, not willing to mining enterprises to conduct field research in the specific work not burden, dare not touch, in the work of "Dragonfly" phenomenon, keen on Formalism, do not further, not specious writing, seek practical results, sense of responsibility is not strong. Such as production safety supervision and management work, the strict requirements, heavy task, individual leading cadres to everyday things busy as an excuse, "urged not do" or "knock on the ring"Lack 业绩控制只要通过制定合理可行的量化指标，要求营销人员在一定时期完成一定的工作量，达到预定的经济指标，为山庄招徕更多的客人。 2。营销人员的激励包括物质激励和精神激励。物质激励的主要方式为:对超额完成任务的员工予于精神奖励，对完成任务的员工进行适当的处理。精神激励的主要手段为:偶尔表扬;关心员工的工作及生活状况等等。 以上为2010年营销方案。市场在不断变化发展，销售部将建设环境并监控不断交换，及时调整营销策略及执行过程，行政方案，营销目标等，来保证与变化的环境保持一致，确保营销计划的顺利完成，为企业创造良好效益。 of the work is not high, struggling to cope, a mere formality. Corrective measures: (lead leader: Luo Mingjun, Rectification time: September 25th, 1), long-term adherence to strictly abide by the party's political discipline. Strictly abide by the constitution, the principle of Party organization and party political life standards, do not spread against the party's theory and policy advice, not published against the central and provincial decision not to divulge the speech, party and state secrets, not not to participate in a variety of illegal manufacturing organizations and activities, dissemination of political rumors and false information, not to publish lossy unity remarks does not undermine the unity of things. 2, consciously accept the supervision of the organization. The Party firmly and consciously ideologically, politically, highly consistent with the Central Committee to keep the action, and resolutely safeguard the authority Kennedy. Must safeguard the centralism. Take the lead in compliance with the constitution, strict party life, strengthen the political party, the principle of life, fighting. To further strengthen the organization and procedure of ideas, adhere to the major issues and report according to the regulations. Party members take the lead to a common Party member to participate in branch organizational life, accept the supervision of the organization. (seven) safety supervision grassroots cadres is not enough. A few leading cadres style floating love when peace officer in the office, to the grassroots, not willing to mining enterprises to conduct field research in the specific work not burden, dare not touch, in the work of "Dragonfly" phenomenon, keen on Formalism, do not further, not specious writing, seek practical results, sense of responsibility is not strong. Such as production safety supervision and management work, the strict requirements, heavy task, individual leading cadres to everyday things busy as an excuse, "urged not do" or "knock on the ring"Lack