9旅游产品分销

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Understandtheessenceoftourismmarketingandthedistinctivenessofservicedistribution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Discussthebenefitsandrisksofintensivedistribution,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4Ps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.Definitionofmarketing•Marketinginvolvesinterrelationshiptheinteractionandamongconsumersandproductsofgoodsandservices,throughwhichideas,products,servicesandvaluesarecreatedandexchangedforthemutualbenefitofbothgroups.2.ServicesmarketingThekeymarketingcharacteristicsthatdistinguishservicesfromgoodsare:Intangibility:Theactualtourismservicecannotbeseen,touchedortriedpriortoitspurchaseandconsumptionInseparability:ProductionandconsumptionoftouristservicesbothoccuratthesametimeandarethusinseparableVariability:Serviceencounters,eveniftheyinvolveasimilarkindofexperience,arehighlyvariableduetothedifferencesandrapidchangesinmood,expectationandotherhumanelementfactorsthataffecttheparticipantsPerishability:Becauseproductionandconsumptionaresimultaneous,servicescannotbeproducedandstoredinadvanceforfutureconsumption;emptyaircraftseats,forexample,areapermanentlossthatcannotberecouped3.Marketingmix(6P)Thecriticalcomponentsthatdeterminethedemandforabusinessordestinationproduct:6Pmodel:aproduct-focusedmarketingmixmodelthatincorporatesplace,product,people,price,packagingandpromotion6PPlaceProductPeoplePromotionPackagingPricePlacePlaceisimportantbecausetouristsmusttraveltothedestinationinordertoconsumethetouristproduct-hence,productionandconsumptionoccurnotonlyatthesametime,butalsointhesameplace.ProductTheproductcomponentencompassestherangeofavailablegoodsandservices,theirqualityandwarranty,andafter-salesservice.PeopleservicepersonnelthetouriststhemselveslocalresidentsPriceprofit-orientedpricingsales-orientedpricingcompetition-orientedpricingcost-orientedpricingPackagingPackagingreferstothedeliberategroupingtogetheroftwoormoreelementsofthetourismexperienceintoasingleproductPromotionpresentationsalespromotionmerchandisingpersonalsellingpublicityadvertising4.DistributionChannels旅游产品分销渠道•旅游产品从旅游企业向旅游消费者转移过程中所经过的一切取得使用权或协助使用权转移的中介组织和个人，也就是旅游产品使用权转移过程中所经过的各个环节连接起来而形成的通道。旅游产品分销渠道直接分销渠道间接分销渠道4.1Directdistributionchannel直接分销渠道：旅游企业在其市场营销活动中不通过任何一个旅游中间商，直接把旅游产品销售给消费者。.Directdistributionmethodsrefertothesellingofproductsorservicestotheconsumerdirectlywithouttheuseofintermediaries优势有利于直接获取旅游消费者的信息有利于提高旅游产品的质量有利于控制旅游产品的成熟过程和程度有利于强化旅游企业的形象以较小的成本获取较大的利润4.2Indirectdistributionchannel间接分销渠道旅游企业通过2个或2个以上的旅游中间商向消费者推销旅游产品。是主要的旅游产品的分销渠道。Indirectmethodsincludetheuseofoneormoreintermediaries.Asfarastourismisconcerned,travelagentsworkasintermediariestodistributetourismproducts.间接分销渠道：利弊渠道越长，旅游产品市场扩展的可能性越大渠道越长，旅游企业对旅游产品销售的控制能力和信息反馈的清晰度就越差密集分销•间接分销渠道选择性分销独家分销4.2.1intensivedistribution密集分销定义：指在渠道层次中选择尽可能多的中间商，充分与旅游产品的营销市场相接触。优点：可以扩大旅游产品生产者或提供者的销售面和销售量销售费用大易对产品销售失去控制缺点因竞争激烈而跌价渠道成员服务质量滑坡以致旅游企业形象受损•Thisformallowsaproducttobedistributedinthegivenmarketthroughasmanyintermediariesaspossible.Itissuitableforthesellingofthoseproductswhichsharealargemarketandhaveabigsalesvolume.定义：指只选择那些有支付能力，有推销经验以及服务上乘的旅游中间商在特定区域与层次推销本企业的产品。适用于价格较高的产品。旅游企业只与少数中间商合作，可把精力集中于这些精选的中间商。优点旅游企业与旅游中间商联系紧密，有利于建立良好的联系。经过认真挑战，旅游中间商有着较强的经营能力与良好声誉。4.2.2Selectivedistribution选择性分销•Itfocusesoncertainselectedmarketsandassiststheproducertoachievetheireconomicgoalswiththehelpofthoseintermediarieswhocreatebestsellingresults.4.2.3Exclusivedistribution独家分销•定义：指在一定的市场区域内仅选一家经验丰富、信誉卓著的中间商来推销旅游企业的产品，这是最窄的渠道形式。•签订合同、规定双方的销售权限、利润分配比例、销售费用和广告宣传费用的分担比例等。•Exclusivedistributionreferstothepracticeofsellingproductsorserviceswithinacertainareathroughasingleintermediaryorretailer.Thus,itisnoteasyforcustomerstosearchforsuchproducts.Thisformisoftenadoptedbythoseorganizationswhoseproductishighlyspecializedandconfrontslittlecompetition.优点双方关系紧密，利益互动，有利于双方真诚合作，共同开拓有利的市场机会提高销售能力和企业盈利能力可以提高对销售渠道的控制不足只与一家中间商合作，风险较大，如果选择不当，即将失去这一地区的市场。销售面窄，灵活性小，不利于旅游销售者的选择购买5.Factorswhichinfluencethechoicesofchannels影响选择渠道的因素•thetourismproductitself(itstype,nature,level,etc.);•thecustomer(thepopulation,purchasingability,geographicaldistribution,etc.);•thetravelintermediaries(theirquality,theirabilitytopromoteandmakesales,etc.);•themarketingenvironment(competitivesituation,thedistributionsystemofthemaincompetitors,etc).时运假日旅行社的市场营销案例研究相关概念相关原理案例分析分析总结相关概念旅