第二单元 旅游产品的分销.docVIP

Unit Two Distribution of the Tourist Product 第二单元 旅游产品的分销 Distribution of the Tourist Product Tourism has undergone a rapid growth in recent years. However, now it is facing significant and radical changes in business methods in response to the enormous changes taking place in the elements of the product and conditions of the market in the last few decades. A case in point is the adoption of tourism marketing which greatly depends on distribution to achieve success. The change of the nature of distribution can alter the price of a product or service. For example, the product or service provided for certain consumers in particular can be very expensive. Different distribution methods require different costs. The ability to supply the product also has a great influence on the choice of the right promotional strategy because it is a kind of information about the product in itself and can help to attract consumers. 分布的旅游产品 近年来旅游业经历了快速增长。然而,现在正面临重大和激进的变化业务方法的巨大变化发生在产品的要素和条件的市场在过去的几十年。一个典型的例子是旅游营销的采用大大取决于分布来获得成功。分布的性质的变化可以改变产品或服务的价格。例如,对于某些特定的消费者提供的产品或服务可能会非常昂贵。不同的分配方法需要不同的成本。供应产品的能力也有很大的影响的选择正确的促销策略,因为它本身是一种关于产品的信息,可以帮助吸引消费者。 Distribution of services The focus of the study of distribution management has long been put on physical distribution while services distribution has been neglected, although they are two different areas. However，more and more people have gradually realized that services distribution is also a very important area for both academic study and management practice. Compared with physical products, tourist products have their unique characteristics. They are intangible, inseparable from the point where they are consumed as both consumers and providers are involved, and perishable in that once the person who performs service stops doing so, they cannot exist. Therefore, it is hard for people to understand that there should be a choice of the right distribution channels for tourist products. We should take into consideration some of their characteri