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ID:49985415
大小:6.12 MB
页数:81页
时间:2020-03-06
《旅游产品分销.ppt》由会员上传分享,免费在线阅读,更多相关内容在行业资料-天天文库。
1、MarketingofTourismProducts旅游产品的分销Unit9Learningobjects:学习目标Studyhowtourismmarketingcaninfluencethetouristflowanddistributionoftouristproductswithintheoriginanddestinationoftourismsystem(Leiper’smodel)学习旅游营销如何影响旅游者在旅游系统(Leiper模型)中客源地和目的地之间的流动以及对旅游产品分销产生的影响Understandtheessenceoftourismmarketingand
2、thedistinctivenessofservicedistribution了解旅游营销的本质以及服务产品分销的独特性Appreciatethedirectchannelandindirectchannel;thewidechannelandnarrowchannel理解什么是直接渠道和间接渠道;什么是宽渠道和窄渠道Learningobjects:学习目标Differentiatedistributionchannelsformanufacturedproductsandthosefortourismandtravel区分一般生产商品和旅游产品分销渠道的异同Discusstheben
3、efitsandrisksofintensivedistribution,selectivedistributionandexclusivedistribution讨论密集分销、选择分销和独家分销的益处和风险Outlinethefactorswhichinfluencethechoicesofdistributionchannels指出影响选择分销渠道的各种因素Learningobjects:学习目标Studythemarketingapproachesfortourismproducts,includingmarketingmixof4Psand7Ps学习旅游产品的营销方法,包括4P
4、s和7Ps营销组合Abilitygoals:能力目标Acasestudy:案例分析:时运假日旅行社的市场营销ReadingBox:阅读分析:MarketingApproachforTourismProducts旅游产品的营销方法1.DefinitionofmarketingMarketinginvolvesinterrelationshiptheinteractionandamongconsumersandproductsofgoodsandservices,throughwhichideas,products,servicesandvaluesarecreatedandexchang
5、edforthemutualbenefitofbothgroups.2.ServicesmarketingThekeymarketingcharacteristicsthatdistinguishservicesfromgoodsare:Intangibility:Theactualtourismservicecannotbeseen,touchedortriedpriortoitspurchaseandconsumptionInseparability:Productionandconsumptionoftouristservicesbothoccuratthesametimeand
6、arethusinseparableVariability:Serviceencounters,eveniftheyinvolveasimilarkindofexperience,arehighlyvariableduetothedifferencesandrapidchangesinmood,expectationandotherhumanelementfactorsthataffecttheparticipantsPerishability:Becauseproductionandconsumptionaresimultaneous,servicescannotbeproduced
7、andstoredinadvanceforfutureconsumption;emptyaircraftseats,forexample,areapermanentlossthatcannotberecouped3.Marketingmix(6P)Thecriticalcomponentsthatdeterminethedemandforabusinessordestinationproduct:6Pmodel:aproduct-focused
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