9旅游产品分销.pptxVIP

Marketing of Tourism Products ;Learning objects: 学习目标;Learning objects: 学习目标;Learning objects: 学习目标;1. Definition of marketing;2. Services marketing;Variability: Service encounters, even if they involve a similar kind of experience, are highly variable due to the differences and rapid changes in mood, expectation and other human element factors that affect the participants Perishability: Because production and consumption are simultaneous, services cannot be produced and stored in advance for future consumption; empty aircraft seats, for example, are a permanent loss that cannot be recouped ;3. Marketing mix (6P);;Place Place is important because tourists must travel to the destination in order to consume the tourist product-hence, production and consumption occur not only at the same time, but also in the same place.;Product The product component encompasses the range of available goods and services, their quality and warranty, and after-sales service. People service personnel the tourists themselves local residents ;Price profit-oriented pricing sales-oriented pricing competition-oriented pricing cost-oriented pricing;Packaging Packaging refers to the deliberate grouping together of two or more elements of the tourism experience into a single product ; Promotion presentation sales promotion merchandising personal selling publicity advertising ;4. Distribution Channels 旅游产品分销渠道;旅游产品分销渠道;4.1 Direct distribution channel直接分销渠道;优势;4.2 Indirect distribution channel间接分销渠道;间接分销渠道： ; 密集分销 间接分销渠道 选择性分销 独家分销 ; 4.2.1 intensive distribution 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