策划方案旅游景点策划书.docx

策划方案旅游景点策划书

目录

一、前言....................................................3

1.1背景分析.............................................3

1.2目的与意义...........................................5

1.3主要内容与结构.......................................6

二、旅游景点概述............................................7

2.1景点背景.............................................8

2.2景点特色.............................................8

2.3景点价值.............................................9

三、市场调研与分析.........................................11

3.1目标市场............................................12

3.2消费者需求..........................................12

3.3市场竞争态势........................................13

3.4营销策略............................................14

四、景点策划目标与定位.....................................15

4.1策划目标............................................16

4.2项目定位............................................17

4.3目标受众............................................18

五、景点规划与设计.........................................19

5.1总体规划............................................20

5.2功能分区............................................21

5.3景观设计............................................22

5.4旅游服务设施........................................24

六、景点运营与管理.........................................26

6.1运营模式............................................27

6.2管理体系............................................29

6.3客户服务............................................30

6.4质量管理............................................32

七、营销推广策略...........................................33

7.1广告宣传............................................34

7.2网络营销............................................35

7.3合作伙伴关系........................................36

7.4社区活动............................................37

八、投资预算与效益评估.....................................38

8.1投资估算............................................40

8.2收益预测............................................41

8.3效益评估....................