【正文】 本綱要綜合了解市場(chǎng)狀況、產(chǎn)品項(xiàng)目、消費(fèi)需求、節(jié)慶時(shí)段和淡旺季等因素，在活動(dòng)策劃和產(chǎn)品組合之中主要遵循以下幾個(gè)方面的原則：a、策劃大綱主要圍繞帝景溫泉度假村現(xiàn)有的產(chǎn)品進(jìn)行各類活動(dòng)組合和包裝，著重突出生態(tài)性、健康性、參與性和娛樂性，同時(shí)根據(jù)不同的節(jié)慶和促銷活動(dòng)相應(yīng)推出套餐組合。3. 銷售及市場(chǎng)推廣活動(dòng)/Sales amp。 我們的項(xiàng)目在整體規(guī)劃理念上不錯(cuò)，關(guān)鍵是對(duì)于溫泉度假產(chǎn)品的設(shè)計(jì)和運(yùn)營(yíng)方式要切合市場(chǎng)、落到實(shí)處才能確保其新穎先進(jìn)性，從而在市場(chǎng)競(jìng)爭(zhēng)中處于有利地位，使之成為切實(shí)可行的高效益項(xiàng)目。項(xiàng)目緊鄰京、津、唐主要城市，融入大北京都市圈，有著深厚的消費(fèi)客源依托。l 項(xiàng)目隸屬于廣東珠投、合生創(chuàng)展的珠江溫泉城，具有相應(yīng)的品牌優(yōu)勢(shì)和整體開發(fā)優(yōu)勢(shì)。項(xiàng)目東鄰寬廣的潮白河，西臨無(wú)污染的純靜綠野世界，在這取之不竭的源泉之地建立溫泉度假村，具有相應(yīng)的自然資源優(yōu)勢(shì)。 五是季節(jié)性經(jīng)營(yíng)保障和營(yíng)銷推廣必須到位。二是在目前市場(chǎng)條件下，新開發(fā)的溫泉景區(qū)必須明確溫泉景區(qū)主題概念，并且要具備一定的規(guī)模體量，才能搶占先機(jī)，應(yīng)對(duì)跟風(fēng)競(jìng)爭(zhēng)，進(jìn)入市場(chǎng)。如九華山莊其主要競(jìng)爭(zhēng)力體現(xiàn)在大型運(yùn)動(dòng)場(chǎng)館，完善的會(huì)議設(shè)施及配套，其溫泉并無(wú)特別之處，除了將保健醫(yī)護(hù)融入溫泉沐浴外，溫泉并沒有規(guī)模，也顯得很不規(guī)范順暢，不能算真正意義的溫泉度假村。如御溫泉在品牌擴(kuò)張，集約、精致化經(jīng)營(yíng)方面，中高檔路線定位和轉(zhuǎn)型的很順利；錦江溫泉在進(jìn)行產(chǎn)品深化和規(guī)模擴(kuò)張；仙沐園依據(jù)其區(qū)域交通、周邊景點(diǎn)配套的優(yōu)勢(shì)，重點(diǎn)把握珠三角和港、臺(tái)旅游團(tuán)客源。園林面積為全國(guó)之最、野趣也最濃。錦江溫泉率先將沖浪、漂流、大型冷熱瀑布融入溫泉之中，有效地延伸了溫泉的娛樂、動(dòng)感功能，其別墅的功能符合當(dāng)今中高檔客人尊貴私密、休閑的需求，使其在眾多溫泉的包圍之中，仍穩(wěn)居較高的接待量。最早開發(fā)溫泉沖浪，漂流、動(dòng)感溫泉吸引不少人，別墅配套符合消費(fèi)需求，管理和服務(wù)有等提高2. 市場(chǎng)分析/Analysesl 從整體上看，以露天溫泉沐浴為主導(dǎo)產(chǎn)品，組合在旅游線路之中，成為游客度假休閑的消費(fèi)產(chǎn)品，在我國(guó)是從1998年開始興起的，其主要特征是把溫泉沐浴從室內(nèi)發(fā)展到露天、半露天，強(qiáng)化了溫泉的保健、娛樂、休閑、自然、運(yùn)動(dòng)的功能，擺脫了從屬酒店或度假村配套產(chǎn)品的地位（即常稱的第一代溫泉的概念，溫泉尚未被旅游組線的自然溫泉沐浴，或者只是酒店、度假村附屬產(chǎn)品）。港、五邑、廣州地區(qū)散客及團(tuán)隊(duì)平日：500—600人，周末：1500—1800人。主要項(xiàng)目配套日式客房65套，日式餐廳，會(huì)議風(fēng)味食坊，園林吧等配套體育運(yùn)動(dòng)配套完善，4A景區(qū)，綜合配套規(guī)模較大娛樂、餐飲、別墅等各類配套齊全，周邊景點(diǎn)較多。 Competitors Profile Report 企 業(yè)珠海御溫泉清新溫礦泉中山沐浴園恩平錦江溫泉 位 置珠海斗門，距珠海40分鐘車程清遠(yuǎn)清新三坑，距廣州1小時(shí)車程中山三鄉(xiāng)，距廣州1小時(shí)，珠海半小時(shí)車程江門恩平，距廣州3小時(shí)車程 規(guī) 模約30多畝約600畝約250畝377畝 資 源出水溫泉68℃，日出水量約2400立方出水溫度28—60℃，出水溫度93℃，出水量500立方/日出水溫度68℃，日出水量2500立方主要溫泉產(chǎn)品各類特色溫泉池38個(gè)，帶溫泉池客房20多套?？头浚?880580元/套，溫泉：158元/套票客房：660320元/套，溫泉：98元/位，按摩：128268/90分鐘，擦修：58元/薦，泉區(qū)自助餐：38元/人主要客源和流量北京高中檔收入散客、團(tuán)隊(duì)、周末節(jié)假日1000多人，平時(shí)幾百人不等，主要為住宿過夜休閑娛樂北京中高檔收入散客和團(tuán)隊(duì)，以會(huì)議為主，主要為會(huì)議、團(tuán)隊(duì)客、泡溫泉人平時(shí)不多，平均兩、三百人以北京、霸州為主要客源地，各類散客為主，兼有團(tuán)隊(duì)，平日一、兩百人不等，周末近500多人以北京客人為主，團(tuán)、散客人呈現(xiàn)增長(zhǎng)趨勢(shì)，平日兩、三百人，周末500人基本特色和優(yōu)劣勢(shì)較大的露天溫泉區(qū)和小別墅較吸引客人，滾動(dòng)發(fā)展、公共關(guān)系做得不錯(cuò)。作為大北京都市圈新興溫泉度假景區(qū)，將順應(yīng)SASE之后人們崇尚健康、自然、旅游的趨勢(shì)，有著廣闊的發(fā)展前景。比上年增長(zhǎng)5%。其中，春節(jié)、“五一”、“十一”三個(gè)“黃金周”中，實(shí)現(xiàn)旅游收入736億元，占全年比例的五分之一。良好的交通、地理?xiàng)l件、將極大地促進(jìn)大量游客地進(jìn)入。京津冀北地區(qū)是指由北京、天津、唐山、保定、廊坊等城市所統(tǒng)轄的京津唐和京津保兩個(gè)三角形地區(qū)，以及周邊的承德、秦皇島、張家口、滄州以及石家莊等城市部分地區(qū)，中心區(qū)面積7萬(wàn)平方公里，人口約4000萬(wàn)。從當(dāng)前北方溫泉度假村經(jīng)營(yíng)情況看，由于項(xiàng)目產(chǎn)品規(guī)模和消費(fèi)習(xí)慣原因，中間商連線促銷的熱情不夠，這一促銷渠道尚存開拓的空間；l 緊扣集團(tuán)整體營(yíng)銷，充分利用聯(lián)動(dòng)影響。c、 國(guó)際風(fēng)情區(qū)：匯集各國(guó)各具特色的、原汁原味的溫泉沐浴風(fēng)情產(chǎn)品，單獨(dú)更衣、收費(fèi)，以吸引中、高檔客人來(lái)多次消費(fèi)，求新究異；d、 SPA保?。簭?qiáng)調(diào)溫泉水療香熏與保健推拿相結(jié)合，突破以往單一的常規(guī)按摩形式，以中檔的常規(guī)中、泰式按摩和VIP香熏保健套餐為主；e、 溫泉區(qū)食坊：出品面點(diǎn)、粥檔、燒烤、風(fēng)味小食，主要供應(yīng)溫泉區(qū)泡溫泉的客人，臨池面景，隨意自然，中低檔消費(fèi)；f、 VIP別墅：均為帶溫泉池的高檔別墅，按私密、休閑、尊貴的設(shè)計(jì)理念，針對(duì)高檔貴賓休閑度假、高檔小型會(huì)議、商務(wù)接待和私家、情侶等高檔客源，以不同的風(fēng)格和配套精心打造，形成高尚、私密休閑的空間；共有11間別墅，其中C型：1間、D型：2間，E型：8間；g、 主樓客房：以中式和日式標(biāo)準(zhǔn)客房為主，共計(jì)房間146間，主要供應(yīng)旅游、會(huì)議團(tuán)隊(duì)和散客使用的中檔客房；其中中式房間：74間、日式房間：65間，豪華房間7間。l 區(qū)域定位：將以本地周邊市場(chǎng)為基礎(chǔ)，重點(diǎn)拓展京、津、唐市場(chǎng)為基基礎(chǔ)，迅速向國(guó)內(nèi)長(zhǎng)線團(tuán)聯(lián)接和開拓日、韓、港、臺(tái)、澳、東南亞市場(chǎng)；l 目標(biāo)客源定位：將以各類中高檔家庭、商務(wù)、政務(wù)旅游度假散客，A類單位會(huì)議和獎(jiǎng)勵(lì)旅游團(tuán)隊(duì)，商務(wù)、政務(wù)小團(tuán)隊(duì)， B類中高檔旅游團(tuán)隊(duì)為主；l 價(jià)格定位：將走中高檔路線，堅(jiān)持優(yōu)質(zhì)優(yōu)價(jià)，定價(jià)講究低進(jìn)高出，注重綜合消費(fèi)的價(jià)格策略。 Marketing Activities 銷售及市場(chǎng)推廣活動(dòng) Sales activities plan 銷售計(jì)劃 Marketing promotion plan 市場(chǎng)推廣計(jì)劃 Advertising Schedules 廣告計(jì)劃 4. Budgets and Targets 預(yù)算及目標(biāo) Pricing Strategy 產(chǎn)品價(jià)格策略 Revenue Budgets 營(yíng)業(yè)預(yù)算 Advertising Budget 廣告預(yù)算 Printing Budget 印刷品預(yù)算 Activities Budget (Promotion) 推廣活動(dòng)費(fèi)用預(yù)算 Travel Expenses Budget 差旅費(fèi)預(yù)算 Sales Expenses Budget 銷售費(fèi)用預(yù)算1. 概要/Executive Summary 企業(yè)使命/Mission Statement將帝景溫泉度假村打造成溶匯世界溫泉沐浴文化風(fēng)情，集溫泉沐浴、休閑保健、生態(tài)旅游以及完善的住、餐、娛、購(gòu)配套于一體，“世界一流，亞洲第一”的新型、綜合、健康的4A級(jí)溫泉休閑度假景區(qū)。Early in the morning, you can watch the snowboarding petitions on the hill overlooking the river. Competitors speed down the track and through the air as though they could fly.The announcer said, “ This is the story of Qiqiao Festival. When foreigners hear about the story they call it a Chinese Valentine’s story. It’s a fine day today, so I hope you can all meet the one you love.”A Sad Love StorySpring FestivalsFetivals to Honour PeopleFestivals and celebrationsThen things went wrong. Freddy and his band could not go out anywhere without being followed. Even when they wore sunglasses or beards people recognized them. Fans found them even when they went into toilet. They tried to hide in the reading rooms of libraries, but it was useless. Someone was always there! Their personal life was regularly discussed by people who did not know them but talked as if they close friends. At last feeling very upset and sensitive, Freddy and his band realized that they must leave the country before it became too painful for them. So they left Britain, to which they were never to return, and went back to the lake.Early in the morning, you can watch the snowboarding petitions on the hill overlooking the river. Competitors speed down the track and through the air as though they could fly.The announcer said, “ This is the story of Qiqiao Festival. When foreigners hear about the story they call it a Chinese Valentine’s story. It’s a fine day today, so I hope you can all meet the one you love.”A Sad Love StorySpring FestivalsFetivals to Honour PeopleFestivals and celebrationsThen things went wrong. Freddy and his band could not go out anywhere without being followed. Even when they wore sunglasses or beards people recognized them. Fans found them even when they went into toilet. They tried to hide in the reading rooms of libraries, but it was useless. Someone was always there! Their personal life was regularly discussed by people who did not know them but talked as if they close friends. At last feeling very upset and sensitive, Freddy and his band realized that they must leave the country before it became too painful for them. So they left Britain, to which they were never to return, and went back to the lake.more familiar with them. Each week on TV, the Monkees would play and sing songs written by other musicians. However, after a year or so in which they became more serious about their work, the Monkees started to play and sing their own songs like a real band. Then they produced their own records and started touring and playing their own music. In the USA they became even more popular than the Beatles and sold even more records. Th