赶上了吆喝的时候 When caught the call

　　日前，国务院决定在春节、清明节、劳动节、国庆节四个节假日及其连休日，免除小型客车高速通行费。政策一经出台，股市中旅游板块连涨。各地方政府针对旅游的利好政策也不断涌现。

a,The state council decided in the Spring Festival/Tomb-sweeping day/Labor day/The National Day four holidays and even Hugh day,Exempt from mini-bus highway tolls.Policy once issued,The stock market tourism plate even rise.The local government for tourism bullish policy also continuously emerging.

　　“无论从哪个角度看，旅游业都处在了难得的黄金发展期。”省旅游局局长席小军说，国家扩大内需、促进消费这个长期战略方针和基本立足点不会变；居民收入稳定增加、旅游消费需求快速发展的趋势不会变……旅游业拥有更加优越的成长环境。

"No matter from which point of view,Tourism is in a rare golden development."Provincial tourism bureau XiXiaoJun said,Country to expand domestic demand/Promote consumption the long-term strategic policy and will not change the basic standpoint;Residents income stability increased/Tourism consumption demand rapid development trend will not change……Tourism has more superior growth environment.

　　从省委、省政府相继出台的“稳增长”措施不难看出，发展旅游业正成为全省拉动内需的重要措施之一。近年来，全省高速铁路、高速公路、民航航线等不断增加，旅游通达条件进一步改善。“今年带着家人出门多次，发现恒山、芦芽山、藏山等多处景点都可实现高速公路直达。”太原市民张雨平感到自己在省内的出行越来越便利。

From the provincial party committee/The provincial government have issued"Steady growth"Measures it is easy to see,The development of tourism, the province has become one of the important measures of stimulating domestic demand.In recent years,The high-speed railway/highway/Civil aviation routes and increasing,Tourism prudent conditions improve."This year with his family, many times to go out,Find heng heng/Rhizome bud mountain/Hidden mountain etc many sights can realize high speed highway direct."Taiyuan citizens ZhangYuPing feel in henan province travel more and more convenient.

　　宾馆饭店、景区景点等旅游设施建设进一步加快，出现了一批10亿元以上的投资项目。目前，全省共有824家旅行社，全国平均水平为758家，数量高于全国平均水平66家，居全国第12位。旅游供给的不断增加，缓解了旅游供求矛盾，进一步引导了旅游消费需求。

Hotel hotel/Scenic spots and tourist facilities construction further speed up,There was a group of 1 billion yuan investment projects.At present,The 824 travel agencies,The national average for 758 home,Quantity is higher than the national average 66,In the 12th.Tourism supply increasing,Easing tourism supply and demand contradiction,Further guide the tourism consumption demand.

　　发展环境持续向好，给旅游业提供了新的机遇。“随着旅游业快速发展，产业规模不断扩大，产业体系日趋完善，山西旅游已经开始从启蒙期向高速发展期转变，我们对旅游产业的引导也需要迎合这种转变。如今，旅游产品已经脱离了资源竞争的年代，开始走进品牌竞争的新旅游营销时代。”席小军说。

Development environment hold up well,Provides new opportunities for tourism industry."With the rapid development of tourism industry,Industrial scale expands unceasingly,Industrial system has become more and more perfect,Shanxi tourism has started from the enlightenment period to the high speed development period change,Our tourism industry guidance also need to cater to this change.now,Tourism products have been away from the resources competition s,Start into the brand competition of new tourism marketing era."XiXiaoJun said.

　　旅游市场已经逐步走向成熟，满足游客需求的会展游、康体游、文化游等产品大量推出，并呈现竞争格局。省政府发展研究中心社会处处长王凤鸿认为，旅游市场总体上完成了由“卖方市场”向“买方市场”的转变，由产品竞争转向品牌竞争已经成为必然趋势。旅游产业的决策，一定要适应这个趋势。

Tourism market has gradually mature,Satisfy tourist demand exhibition tour/Sports swim/Culture to swim and other products launched a lot,And present competition pattern.The provincial government development research center social marshal WangFengHong think,The tourist market overall completion from"Seller's market"to"Buyer's market"change,The product competition to brand competition has become an inevitable trend.Tourism industry's decision,Must adapt to the trend.

在吆喝初试中赚了 In the call first try made

　　随着旅游消费需求快速升级，游客心理进一步成熟，加剧了旅游市场的竞争和细分，没有一定知名度的品牌，很难在变化的旅游市场中争得先机。

With the development of tourism consumption demand rapid upgrade,Tourists psychological further mature,Increased tourism market competition and segmentation,No certain well-knownness brand,It is difficult to change in the tourist market share advantage.

　　就这一点，山西已迈出了步伐。去年，省旅游局公开面向社会征集山西旅游主题宣传口号和形象标识，最终“晋善晋美”达成共识。

Is this,Shanxi has taken steps.Last year,Provincial tourism bureau public faces the society solicitation of shanxi tourist theme propaganda and image identification,finally"JinShan JinMei"Reach a consensus.

　　今年，我省采取省市联合的方式，出资近亿元，制作了6个景区版、11个城市版的“晋善晋美”山西旅游主题形象广告宣传片，在中央电视台、凤凰卫视的9个栏目集中进行宣传推广。山西旅游的知名度、美誉度和影响力得到了显著提升。

This year,Our province adopt the way which are combined,Investment of nearly one hundred million yuan,Made six scenic spot edition/11 city version"JinShan JinMei"Shanxi tourism theme image advertising promotional material,In the central television/The order of the phoenix TV's nine columns focus on promotion.Shanxi tourism visibility/Reputation and influence has been remarkably enhanced.

　　据统计部门调查，上半年，在接受旅游抽样调查的游客中，有49.2%的游客知道 “中国山西·晋善晋美”的宣传口号，并表示认同；游客了解我省旅游的途径占比为历史知识占26.9%、互联网占21.9%、朋友介绍占21.4%、电视节目占17.9%，说明我省利用主流电视媒体进行的旅游广告宣传和通过网站开展的营销活动取得了较好效果。

According to the statistics department survey,In the first half of,In accepting tourism sampling investigation of tourists,49.2% of the visitors know "China's shanxi · JinShan JinMei"Propaganda slogan,And agree;Visitors understand our province tourism way than to account for 26.9% of historical knowledge/The Internet accounts for 21.9%/A friend introduced accounted for 21.4%/TV programs accounted for 17.9%,In our province that using mainstream television media tourism advertising and through the site to carry out marketing activities good results have been achieved.

　　这样的旅游营销效果也直接反映在各项指标上。上半年，全国共实现旅游总收入1.28万亿元，同比增长17.3%，我省旅游总收入占全国旅游总收入的6.4%，比去年同期的占比提高了1.6个百分点，增幅高于全国14.74个百分点。全国平均国内旅游人均花费为729元，我省为886元，比全国平均水平高157元。

Such tourism marketing effect also directly reflects the various indexes.In the first half of,To realize the national total tourist income reached 1.28 trillion yuan RMB,Year-on-year growth of 17.3%,Our province tourism revenue accounted for 6.4% of the total tourism revenue,Than the same period last year more than increased by 1.6%,Increase higher than the national 14.74%.The national average domestic tourism spending on average for 729 yuan,Our province for 886 yuan,More than the national average height of 157 yuan.

　　良好的旅游营销意识，也帮助景区景点不断扩大知名度。“今年以来，报名前往武乡县的游客猛增，很多游客都是从太原市公交车、出租车上的电子广告屏上得知的。”山西三桥国际旅行社总经理曹小晖说。在上半年的统计中，全省37个重点景区中，武乡八路军红色旅游风景区接待量首次进入全省前3名。

Good tourism marketing consciousness,Also help tourist attractions growing popularity."Since this year,The visitors to WuXiangXian explosion,A lot of tourists from taiyuan city bus/The taxi electronic advertising on the screen know."Shanxi three bridge international travel service CaoXiaoHui general manager said.In the first half of the statistics,The key scenic spot in 37,WuXiang the eighth route army red tourist scenic spot is the first to enter the room before the three.

让吆喝声传得更远 Let shouts preach farther

　　近几年，随着旅游营销热点的升温，以省域为板块将旅游资源进行整体宣传在国内各大媒体上风起云涌，好客山东、老家河南、大美青海、七彩云南、多彩贵州、灵秀湖北、美好江苏等旅游传播口号得到了众多消费者的认知。

In recent years,With the development of tourism marketing hot-spot temperature,To provincial for plate will tourism resources of whole publicity in the domestic each big media blustery,Hospitality shandong/Home henan/Big beautiful qinghai/Colorful yunnan/Colorful guizhou/Clever hubei/Good jiangsu, spread tourism slogan won numerous consumer cognition.

　　如今，山西也已将“晋善晋美”吆喝了起来，并且声音越传越远。

now,Shanxi also has"JinShan JinMei"Call up,And the voice pass more far.

　　以省域为板块的旅游营销优势何在？“这样的方式突出了政府在培育旅游市场中的主导性、公益性、示范性，避免了局部、个别宣传中的旅游资源和产品的局限性，有利于发展资源、产品的整合优势，形成强大的品牌效应，培养和造就广泛的现实市场和潜力市场。”山西省社会科学院旅游经济研究中心主任李永宠说。

To provincial equals to the tourism marketing what advantage?"This way highlighted the government in cultivating the leading tourism market/Public welfare/demonstration,To avoid the local/Individual publicity of tourism resources and the limitation of the products,It is beneficial to the development of resources/The integrated advantage of products,To create a strong brand effect,Train and bring up a wide range of real market and potential market."Shanxi academy of social sciences, director of the center for tourism economic research LiYongChong said.

　　刘旭明，中视金桥国际传媒集团首席运营官，曾成功策划浪漫大连、重庆非去不可、好客山东、灵秀湖北、老家河南等脍炙人口的旅游品牌整合传播。“这些旅游传播口号的推出，不但让消费者更加了解了全国各省级旅游资源及服务的优势，也让当地旅游部门及从事旅游的企业、投资人知晓了每一个区域旅游品牌的核心价值及发展方向，从而带动了各地旅游产业的发展。”

LiuXuMing,CTV golden bridge international media group chief operating officer,Has successfully planning romantic dalian/Chongqing is not to be there/Hospitality shandong/Clever hubei/Their hometown, such as henan plus tourism brand integration spread."These tourism slogan spread launch,Not only let the consumer more understand the national various provincial tourism resources and service advantages,Also let the local tourism departments and to be engaged in the traveling enterprise/Investors know each regional tourism brand core value and development direction,Thus promote the travel industry development."

　　山东省旅游通过品牌整合营销，不但让“好客山东”品牌叫响全国，同时也实现了旅游收入的三步跨越。“1978年至2005年，用了27年时间实现了第一个千亿；2006年至2008年，用3年时间实现了第二个千亿；2009年至2010年，仅用了两年时间就实现了第三个千亿。”刘旭明说。

Shandong tourism through the brand integrated marketing,Not only let"Hospitality shandong"Brand, namely the national,At the same time also realize the tourism income across three steps."From 1978 to 2005,In 27 years time to achieve the first one hundred billion;From 2006 to 2008,With three years to realize the second one hundred billion;From 2009 to 2010,In only two years to realize the third one hundred billion."LiuXu testified.

　　“目前，品牌化发展已经成为旅游业未来的营销趋势，旅游营销已步入体系化品牌制胜的时代。本就起步较晚的山西旅游，更需要在旅游营销方面加快步伐。在经济形势严峻时，我们需要对旅游投以巨大精力；在经济形势转好后，更需要我们关注旅游业发展。”席小军表示，无论各级政府、旅游主管部门，还是旅游景区景点和旅游企业，都应该积极探索新营销方式，以新的营销手段和营销理念，创造性地开展旅游宣传，让旅游品牌的传播成为山西旅游经济快速发展的突破口。

"At present,The brand development has become a tourism marketing trend in the future,Tourism marketing is stepping into the systematized brand winning era.This is the late start of shanxi tourist,More need to speed up the pace in tourism marketing aspects.In the economic grim,We need to travel gives great energy;In the economic situation after turned for the better,The more we need to pay attention to the development of tourism industry."XiXiaoJun said,Whether governments at all levels/The competent department of tourism,But it is also a tourist scenic spots and tourist enterprise,Should actively explore new marketing mode,With a new marketing method and marketing concept,Creative development of tourist publicity,Let the spread of tourism brand of shanxi tourist become the breach of the rapid economic development.