《广告与促销》考核宜春温汤广告策划书指导老师：胡礼文组员：刘美王维辉邹惠宁第1页共31页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第1页共31页前言随着中国经济的发展，人民的生活水平得到提高。根据马斯洛的层次需要理论，随着物质需要的满足，人们开始追求更高层次的需要。而旅游的产生就是层次需要理论的典型代表。近些年，温泉旅游成为旅游方式选择中的很多一种，休闲、健康和养生成为温泉文化的关键词。各地不断地对温泉进行开发，以至俗话说“只要一个地方地下有热水冒出来，即是温泉旅游度假村”。宜春温汤温泉，属于新兴开发旅游地，在开发阶段，面临着发展缓慢等现状，其发展缓慢有着其自身条件的原因，也有着营销措施不当等原因，我公司受邀对温汤温泉进行策划，以谋求温汤温泉的发展。第2页共31页第1页共31页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第2页共31页我公司首先对宜春旅游业及宜春温汤进行分析，再提出切实可以的建议，对宜春温汤进行包装。目录前言··········································································································1第一章宜春旅游现状·······················································································3一、宜春交通状况·······················································································3二、当前旅游资源状况·················································································4第二章营销环境分析——SWOT分析···································································4第三章宜春温汤分析·······················································································6一、产品介绍·····························································································6二、产品特征分析·······················································································7三、产品开发·····························································································8第四章消费者分析························································································10三、消费动机分析·····················································································10第五章竞争者分析························································································11第六章市场营销···············································································...
