How can Yunnan spend the peak season consumption?UN World Tourist Experts given innovative marketing formulas

Recently, the United Nations World Tourist Expert Wang Sheng shared the "Experience Tourism Innovation Marketing Formula" in the live class of "Big Coffee Opening" at the School of Culture and Tourism. She suggested that Yunnan can adopt the method of "flat season off -season, accurate peak marketing, multi -season experience, logo project drive, online consumption and off -season marketing anti -quarter" to integrate marketing resources and lengthen the peak consumption.

The World Tourism Organization predicts that the number of international tourists in 2022 will reach 55%-70%in 2019. The epidemic changes the supply and demand of tourism, and the experience is becoming the core product. Experience tourism, as a segment of tourism, is a specially created experience for tourists' travel purposes, which can more sensitively touch tourist consumers. Experience tourism is divided into 8 types of food experience, traceability experience, adventure experience, cultural experience, recreational experience, dark experience, luxury experience, volunteer experience, etc.

In Wang Sheng's view, the current experience marketing market shows the characteristics of the market being formed, technology to promote, supply bias, demand is still ignorant, the track is very similar, and the cognition is too single. How to use experience to seize traffic, accelerate increment, refine the true meaning of the brand, and find accurate brand expression, it is worth thinking about every tourist.

Wang Sheng believes that enterprises should make the labels, symbols and experiences in one or three layers to allow consumers to "understand" to keep the brand's intangible assets. For example, a mobile phone brand is "charging for 5 minutes, calling for 2 hours". The value of the brand is the root of the brand. Only the root of the brand values ​​is deep and large enough to position less detours or reduce swaying.

What is the three layers? The first layer is the "label", that is, use labels to express positioning and output values, so as to seize the heights of the industry and quickly break through the market. If companies want to label, they must use their own stories, associated stories or self -creation stories to inject the vitality of the era. It is suggested that enterprises: "starting point, consumer motivation, purchasing trigger, secondary communication multiple sensory" Let's refine the slogan.

The second layer is the "push symbol". LOGO and auxiliary graphics, brand color, spokesperson, or IP image are three elements that constitute brand symbols. Among them, the auxiliary graphics are used to make up for and strengthen the expression of LOGO. The brand color uses color psychology to shape the base and style of the brand. The IP image sets the brand, storytelling, and emotion for the brand.

The third layer is the "creation experience". The ultimate goal of label and push symbol is to trigger experience. The brand can detonate the brand's sensory experience by creating two dimensions: identifying fragmented symbols, using the social follow -up of grass, and creating an immersive sensory experience.

Based on the positioning, the three forces of "label, symbol, and experience" are combined, and the cognitive breakthroughs are used to use marketing to cut the ice. It is a marketing formula for experienced universal. Taking Yunnan's experience tourism as an example, Wang Sheng believes that at the province's level, it is necessary to find the brand spirit and values ​​that can be expressed with emotions, and use temperamental symbols at the regional level to highlight the value of historical and cultural heritage. Use the image symbol and create experience throughout the process, and use deep experience and quality services to carry and support brand aura at the scenic area or enterprise level. She suggested that Yunnan can adopt the method of "flat season, precise peak marketing, multi -season experience, logo project drive, online consumption and off -season marketing anti -quarter" to integrate marketing resources and lengthen the peak consumption.

The "Big Coffee opened by the School of Culture and Tourism" by the School of Culture and Tourism was guided by the Yunnan Provincial Department of Culture and Tourism. (Reporter Li Sifan)

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