旅游产品分销.ppt

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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