Cultural Tour Of Shanghai Classic Old House Integrated Marketing Plan

Shanghai Aged Villas are very unique resource for shanghai city and they are the reflection of shanghai history.Those villas normally distribute in Jinan,Xuhui, Huangpu and Luwan district.However due to historical reason special on the ownership the maintenance and protection of those villas are not satisfying. Considering history background,architecture style,ownership status those factors we categorize shanghai aged villas into 4 sections-High end,media-high end,media end and low end.Shanghai tour industry has been experiencing a significant development from 1978.Based on the analysis of related data we do anticipate continuous increase for shanghai tour population and more prosperous future.We foresee a peak time of Shanghai tour industry in 2010 due to the openness of shanghai export exhibition.We use STP theory to analysis shanghai tour population and find out a market. The customer of this market has couple of key features such as acceptance of shanghai city,high expense capability and much interest on shanghai history etc.and those customers' population is quiet big.Shanghai aged villa is a good interception point for them to understand and experience shanghai history and charm.We want to setup a tour program to serve their needs.This program consists of restaurant,lodging and resort visiting service which is targeting for high end tourist.Then we use SWOT theory to detail analysis this program and based on analysis result to define pricing strategy,advertising strategy and differentia tactic.The scope of this tour program only focuses on high end shanghai old villa category and we select top 10 classics shanghai old villas which can typically presents shanghai history and city culture.The major reason is those villas are in good maintenance status and we do not need to put a lot effort and money to remedy them and it will really facilitate the starting of this program.The key value of this program is shanghai city culture and atmosphere recurrence which can most attracts target customer.We need to implement it from both hardware and software aspects special on service quality.However we still need to consider the barrier might experienced in the execution of this program special on openness of those government areas and villas' decoration. We do need get fully support from government to ensure the success of this program. This program is an attempt and exploration on the resource development of shanghai aged villa.It can be precedent of business execution of shanghai aged villa resource if it is successful and attract more social resource on the development of this unique city resource.It will also accumulate experience of business execution of shanghai human resource which can improve city stage and culture value of shanghai in future.