Integrated Marketing Plan Of "zen Tea Yoga" Tourism Project

Tea industry is the first pillar industry of Fenggang county.In order to find the innovation breakthrough of local tourism industry,Fenggang county combines yoga with the concept of "tea",and puts forward the goal of building "Zen tea yoga" brand.Since 2016,the "Zen tea yoga" conference has been successfully held for four times,and has also built "Zen tea Yoga Wetland Park","Zen tea yoga" international town and other related supporting tourist attractions.The existing resources are sufficient,which can cover all aspects of tourists’ clothing,food,housing,transportation,entertainment and shopping.In addition,the current tourists’ strong demand for ecological tourism,the conference and its scenic spots have deep development potential.However,the development of "Zen tea yoga" conference is insufficient.In the process of communication,it still stays at the level of publicizing the existing activities and resources.The target tourists and their own brand positioning are not clear,and the demand of tourists is not taken as the starting point of communication activities.Therefore,the communication effect is not good,the scope of influence of the activities is limited,and the brand that can represent the health tourism of Fenggang county has not yet been created Image,to achieve the goal of promoting the county’s tea tourism economic development,there is still a certain distance.Based on the analysis of the policy environment,cultural tourism background and other macro market conditions of the "Zen tea yoga" conference,this plan adopts the methods of data collection,analysis and interview,analyzes and compares the three competitive products of the current conference,and then analyzes the "Zen tea yoga" conference itself by SWOT analysis method,so as to make a basic judgment on the current situation of communication.According to the current situation of existing resources,through data analysis and comprehensive comparison,the main target group of the "Zen tea yoga" conference is:family self driving and group tourists mainly from Guizhou Province,neighboring Sichuan Province and Chongqing City,choose to travel in 3-5 days short holidays or weekends,and the transportation is mainly by car.The brand image orientation of the conference is "Go to the tea garden to do yoga outside of work,get a healthy and new life",which promotes the healthy lifestyle.After defining the brand concept,this plan chooses the "SIPS model" proposed by Japan Dentsu group as the theoretical support and implementation path.According to the four stages of consumers in the consumption process,namely Sympathize 、Identify、Participate、Share&Spread designs such as cloud tour tea garden,lighting modeling show,tea ceremony and tea garden Morning run,food festival and other online and offline activities,and the combination of different media communication programs in different activities,in order to maximize the participation and independent communication of the target groups,expand the scope of influence of activities,and then establish the brand image of "Zen tea yoga" conference.Finally,the evaluation standard and effect monitoring method are established.