旅游产品分销.ppt

MarketingofTourismProducts,旅游产品的分销,Unit9,Learningobjects:学习目标,Learningobjects:学习目标,Learningobjects:学习目标,1.Definitionofmarketing,Marketinginvolvesinterrelationshiptheinteractionandamongconsumersandproductsofgoodsandservices,throughwhichideas,products,servicesandvaluesarecreatedandexchangedforthemutualbenefitofbothgroups.,2.Servicesmarketing,Thekeymarketingcharacteristicsthatdistinguishservicesfromgoodsare:Intangibility:Theactualtourismservicecannotbeseen,touchedortriedpriortoitspurchaseandconsumptionInseparability:Productionandconsumptionoftouristservicesbothoccuratthesametimeandarethusinseparable,Variability:Serviceencounters,eveniftheyinvolveasimilarkindofexperience,arehighlyvariableduetothedifferencesandrapidchangesinmood,expectationandotherhumanelementfactorsthataffecttheparticipantsPerishability:Becauseproductionandconsumptionaresimultaneous,servicescannotbeproducedandstoredinadvanceforfutureconsumption;emptyaircraftseats,forexample,areapermanentlossthatcannotberecouped,3.Marketingmix(6P),Thecriticalcomponentsthatdeterminethedemandforabusinessordestinationproduct:6Pmodel:aproduct-focusedmarketingmixmodelthatincorporatesplace,product,people,price,packagingandpromotion,PlacePlaceisimportantbecausetouristsmusttraveltothedestinationinordertoconsumethetouristproduct-hence,productionandconsumptionoccurnotonlyatthesametime,butalsointhesameplace.,ProductTheproductcomponentencompassestherangeofavailablegoodsandservices,theirqualityandwarranty,andafter-salesservice.Peopleservicepersonnelthetouriststhemselveslocalresidents,Priceprofit-orientedpricingsales-orientedpricingcompetition-orientedpricingcost-orientedpricing,PackagingPackagingreferstothedeliberategroupingtogetheroftwoormoreelementsofthetourismexperienceintoasingleproduct,Promotionpresentationsalespromotionmerchandisingpersonalsellingpublicityadvertising,4.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,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：,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成的通道。,旅游产品分销渠道,直接分销渠道,旅游产品分销渠道,间接分销渠道,中间商数量,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。,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。是目前主要的旅游产品的分销渠道。,旅游产品分销渠道结构图,市场细分,市场细分的层次市场细分的作用发现市场机会采取适应性营销策略确定目标市场,细分市场营销,补缺市场营销,大众化市场营销,走进案例时运假日旅行社的市场营销,时运假日简介,为何开辟远程旅游市场,时运假日的市场营销,时运假日市场营销,时运假日简介时运假日旅行社的前身是麦昂旅行社，1984年1月，麦昂旅行社作出决定，与英国一家较大的时运烟草公司签订联营合同，以时运烟草公司作为后盾，开辟远程度假包价旅游新市场，开始经营去世界各地的远程度假旅游，并将原来麦昂旅行社的名字改为时运假日旅行社。,时运假日的市场营销流程示意图,1.背景分析：时运假日为何开辟远程度假市场?,A.市场趋势来看：世界远程度假旅游市场看好。经营这方面旅游业务的旅行社逐渐增多。B.短程旅游市场竞争激烈，各旅行社可得的经营利润极低，国内经济政策严重冲击着短程旅游市场。C.经营远程度假旅游价格高、利润大，可以专门满足那些高收入、高消费阶层旅游的需求。远程度假包价旅游的日程安排复杂，活动范围较广，机动性强。,时运旅行社首先对远程度假市场进行调查分析，调研的主要内容是：哪些远程度假线路有较大的潜在市场？哪些类型的客人愿意参加远程度假旅游？,2.客源市场调查,结论一：客人对各类远程度假旅游的偏好比重不同,喜欢海边度假的客人17%喜欢海边度假+购物的客人33%喜欢文化旅游的客人19%喜欢参加各种兴趣度假的客人16%喜欢在度假中“体验新的经历”的客人15%,结论二：,主要的两个年龄段：2534占28%3545占22%,喜欢远程度假的客人大多数是地位和收入较高的客人，年龄不受限制。,结论三：,时运旅行社计划用5年时间力争占有15%的远程度假客源市场份额，成为这一市场的第二霸主。,通过与主要竞争对手竞争，时运旅行社在远程度假旅游市场中所占的份额有可能大幅提高。,3.旅游目的地的调查,旅游目的地调查,对旅游目的地的设施和资源进行调研,住宿情况,目的地旅游资源情况,交通情况,帮饭店做宣传，可从这些饭店拿到房价30%的回扣,全部使用目的地国家的航空公司，这些公司长期为时运提供60%以上的机票折扣,开辟“求新和体验不同经历”的客源目标市场,4.旅游宣传品的编制,A.封面设计要有很强的吸引力B.宣传册要针对不同职业C.宣传品质量要高，图片及说明要有新意，整体布局要合理。,5.分销渠道的建立,选择霍格罗宾逊进行独家分销，以失败告终，因此时运改变了自己的营销策略，采取以下二种营销策略：A.选择密集型分销B.培训自己的专职销售团队,总结：时运假日是如何取得成功的？,1.选择有价值的市场细分A.“开辟新的客源市场，不与其他旅行社争夺原有的客源市场”的指导思想，发现喜欢在度假中“体验新的经历”的客人是一个潜力很大的新市场，避免与已有的旅游供应市场直接冲突B.对客源市场进行进一步市场细分：从原来的对所有年龄段的客人提供旅游产品到只对2534,3545两个年龄段的客人提供度假产品，满足求新、独立旅游者的需求。,2.选择合理的分销渠道由于时运的实力和市场占有率决定其对旅游中间商的依赖性较大，并且时运定位为市场为销售面较广的度假型饭店，其面向的是各个年龄段的广阔消费市场，因而选择间接分销渠道最为合适。从知名旅游社的独家分销到为以中小型或独立旅行社为途径的转变，不与热销旅行社线路的途径构成直接冲突，避免了中间商从中渔利时的兼顾不到位。时运从独家分销转为密集型分销，避免了独家分销的弊端，并从密集型分销中寻找并培养自己的忠实销售团队。,谢谢,思考题：时运假日为何没有与欧洲大陆旅游集团公司形成恶性竞争关系，取得了成功?,TheMarketingApproachforTourismProducts,阅读与分析,即学即用：可引用一案例进行分析,Approaches,1.timingA:Touristseason:offseasonandhighseason(Tourismoperatorwilladjustpricetoattractcustomerandgainprofitsindifferentseasons.Italsowillbalancetheneedandsupplyintheyear,relievethepressureoftourismdestinationinhighseasons)B:HolidaysC:TraditionalfestivalsD:InternationalaffairsE:Therisingperiodofeconomy,Approaches,2.BrandsBrandsrefertoidentificationmarkssuchasnames,trademarks,labels,logoswhichhelpconsumertorememberthecompany.CIS(MI,BI,VI)isanimportantmethod.,Approaches,3.PackagingProductassembly:Whatarethesixelementsoftourismproduct?Transportation,lodging,amenities,andrecreationactivitiescanbesoldseparately,butmorefrequentlytheyarecombinedtogethertoformapackagewhichwillbesoldtotheconsumer.,Approaches,4.PricingAlargenumberofchoicesofpricingsuchasdiscountprices,privilegedprices,premiumprices,andsoon.Methodsforpricing:Newproductpricing:infiltrationstrategy,skimmingstrategyandsatisfactionstrategydiscountstrategypsychologicalstrategyattractionstrategy,Approaches,5.ProductThequalityofgoodsarethemostimportantfactorinmarketingapproachCharactersoftourismproductsMarketersshouldunderstandthecharacteristicsofthetourismproduct:Inseparability,perishability,intangible,comprehensive,highvalve-added6.imageGreatqualityandhighreputationdependsontheproducts.Marketerstendtobetrytheirbesttoleaveagoodimpressiononcustomers.,Approaches,7.AdvertisingAdvertisingisakindofpaidpromotionandisofgreatimportancetothesellingoftheproduct.TVstationNewspaperRadioMagazinesOutdooradvertisementInternet8.Sellingfocuson:Customer:thedemandoftourists,theirpurchasebehaviorpatterns.Employee:salesbehavior,attitude,sellingskills.,ThefourPs,ManyelementsinthemarketingmixaregenerallyclassifiedintofourcategoriescalledthefourPs.Theyareproduct,place,promotion,andprice.Althoughthisclassificationistoosimple,itplaysavitalroleinhelpingusunderstandmarketinganddesignmarketingprogram.,ThefourPs：ProductPlacePromotionPriceAdditional“threePs”proposedbyBoomsandBimerforservices.,PeopleTheprovidersofservicesCarryoutclosemanagementcontroloverthebehaviorofpeopleConsumersEnjoythetravel,PhysicalevidenceProvidersProvidephysicalevidence(photographsinaholidaybrochure,etc)ConsumersMakeajudgment,ProcessThemarketingprocessofbookingaflightontheInternet:visitingthewebsiteoftheairlinerenteringdetailsoftheflightandbookingthemgettingtheticketsbye-mailorpostcatchingtheflightontimeandarrivingatthedestination,Thischapterhasdiscussedtheessenceoftourismmarketingandthedistinctivenessofservicedistribution.Marketersmayapplythedirectchannelortheindirectchannel;butmanyfactorswillcertainlyinfluencethechoicesofdifferentdistributionchannelstheyadopt.Thetourismproduct;thecustomer;thetravelintermediaries,andthemarketingenvironmentaremostimportantfactorstheyhavetoconsider.Inadditiontodistributionchannels,themarketingmixisofgreatimportancetotourismsectors.Variouselementsinthemarketingmixaregenerallyclassifiedintofourcategories:thefourPs.Theyareproduct,place,promotion,andprice.ThereareadditionalthreePsproposedbyBoomsandBimerforservices:people,physicalevidenceandprocess.Allofthemarebasicmarketingapproachesinthehospitalityindustry.,ChapterReview,第一部分课文DistributionoftheTouristProductExerciseDecidewhetherthestatementsaretrueorfalse.Ifitistrue,put“T”inthespaceprovidedand“F”ifitisfalse.(1)_Tourismisfacingsignificantandradicalchangesinbusinessmethodsinresponsetotheenormouschangestakingplaceintheelementsoftheproductandconditionsofthemarket.(2)_Oncetheorganizationschooseadistributionchannel,theycanhardlychangeit.(3)_Thefocusofthestudyofdistributionmanagementhaslongbeenputonphysicaldistributionwhileservicesdistributionhasbeenneglected.,T,F,T,(4)_Theusualpracticeisthattouroperatorsorganizepackagesbycombiningthecomponentsoftouristtriptogetherandthensellthepackagetothepublicthemselves.(5)_Intensivedistributionisoftenadoptedbythoseorganizationswhoseproductishighlyspecializedandconfrontslittlecompetition.(6)_Theabilitytosupplytheproductalsohasagreatinfluenceonthechoiceoftherightpromotionalstrategybecauseitisakindofinformationabouttheproductinitselfandcanhelptoattractconsumers.(7)_Onlythedirectdistributionchannelsaresuitabletoselltouristproductstotheconsumerbecausethetouroperatoroftenusessuchachannel.,F,F,T,F,2.Questionsfordiscussion(参见国家双语示范课程旅游学概论网站：“网络课堂)(1)Whatapproachescanthetourismmarketersdistributetheirtourismproducts?,Differentdistributionchannelsneeddifferentcostsandbringdifferentbenefits.Tourismmarketersmayuseeitherdirectsaleorindirectsaleoreventhecombinationofbothtosellservices.Touristproductsareintangibleandcannotbestored.Tourismintermediariescannotholdstockandofcoursewillnotcarryanyrisk.Therefore,severalintermediariesusuallycooperatewitheachothertohelpsellproductsandthusformachannelnetwork.,(2)Whatarethemaindistributionmethodsasfaraschannelnetworkisconcerned?,Therearegenerallythreemaindistributionmethodsasfaraschannelnetworkisconcerned.1)IntensivedistributionThisformallowsaproducttobedistributedinthegivenmarketthroughasmanyintermediariesaspossible.2)SelectivedistributionComparedwithintensivedistribution,thenumberofintermediariesusedinthisformissmaller.Itfocusesoncertainselectedmarketsandassiststheproducertoachievetheireconomicgoalswiththehelpofthoseintermediaries.3)ExclusivedistributionExclusivedistributionreferstothepracticeofsellingproductsorserviceswithinacertainareathroughasingleintermediaryoragent.,(3)Howcantheorganizationdecidewhichmethodisappropriatefordistributionchannels?,Whichmethodwillbechosentosellproductsandservicesisdeterminedbymanyfactorssuchassizeofsellingorganization,characteristicsoftheproductandcurrentmarketingenvironment.Theorganizationshouldconstantlyreviewandevaluatethemethodtheychooseintermsofspeed,efficiency,control,flexibilityandcost.Boththecostsandbenefitsofusingintermediariesshouldalsobeevaluatedwhenselectingsuitabledistributionchannels.Todeterminewhichoftheimportantdistributionmethodsisappropriateisalongprocessofapplicationinwhicheverymethodshouldbetriedandconstantreviewsandevaluationsshouldbemade.,(4)Whatarethedifferencesbetweenthedistributionchannelsfortourismandtravelandthoseforotherindustries?,Comparedwithphysicalproducts,touristproductshavetheiruniquecharacteristics.Theyareintangible,inseparablefromthepointwheretheyareconsumedasbothconsumersandprovidersareinvolved,andperishableinthatoncethepersonwhoperformsservicestopsdoingso,theycannotexist.ThefollowingfigureshowsFigure9.1isacomparativestudyofthetraditionaldistributionchannelsformanufacturedproductsandthosefortourismandtravel.Herewecaneasilyrecognizethedifferencesbetweenthedistributionchannelsforphysicalproductsandthosefortourismproducts.Thefirstdifferenceisthedistinctivechannelsbetweenmanufacturersinthetraditionalmodelandprincipalsinthemodelfortravelindustry.Aseconddifferenceisthatwhatthetouroperatorsellsisnottheelementofapackagetotheagent,butinformationaboutthecreatedpackage,(5)Whatfactorscanaffecttheorganizationschoiceofmarketingchannels?,Theirchoiceisoftenaffectedbyfourfactors:thetourismproductitself(itstype,nature,level,etc.);thecustomer(thepopulation,purchasingability,geographicaldistribution,etc.);thetravelintermediaries(theirquality,theirabilitytopromoteandmakesales,etc.);andthemarketingenvironment(competitivesituation,thedistributionsystemofthemaincompetitors,etc).,旅游知识测试正误判断：请在正确的选题上划，错误的选题上划。1.旅游中间产品一般是通过旅行社将它们组合起来，形成能够满足旅游者在旅游过程中各种需要的旅游最终产品。旅游者购买旅游产品以后，可以同时拥有旅游产品的使用权和所有权。2.如果要控制销售成本，旅游企业应该采用直接分销的形式，通过这种分销渠道，有利于获得旅游消费者的信息，提高旅游产品的质量，强化旅游企业的形象。3.如果旅游产品销售量大、消费者购买力较为稳定，旅游企业可以采用选择性分销的方法，以便省去营销费用，以较小的成本获取较大的利润。4.密集分销如销售费用较大，易对产品营销失去控制，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到损害。5.一些高价旅游产品常采用独家分销渠道。销售费用和广告宣传费用一般由销售代理承担，这种销售方式风险较小，有利于旅游批发商规避风险。,PartIVReadingBox第四部分阅读与分析TheMarketingApproachforTourismProductsTopicdiscussion(参见国家双语示范课程旅游学概论网站：“网络课堂)1.Whydoyouthinkpeopleareimportantintourismmarketing?,Undoubtedlypeoplearethemostimportantelementofanyserviceorexperience.Servicestendtobeproducedandconsumedatthesamemoment.Therefore,herepeopleinvolvenotonlytheprovidersofservicesbutalsoconsumerswhoenjoytheservicestogether.Theseconsumersmaybeselectedandorganizedormayhappentocomeatthesametime.Anyonewhotakespartintheexperienceexpectstoenjoyithappily.Buttheirexpectationswouldbespoiledbythebadbehaviorofanyofthesepeople.Forexample,agoodtheatreperformancemaybespoiledbysomedisruptiveaudience.Similarlytouristsmayhaveamiserabletripduetothebadattitudeofthetourguide.Fortheabovereasons,wecanseethatpeopleareimportantintourismmarketing.,2.Whatfactorsshouldbetakenintoaccountforasuccessfulmarketingmix?,Thesuccessfulmarketingmixshouldtakethefollowingfactorsintoaccount.1)Timing;2)Brands;3Packaging；4）Pricing；5）Channelsofdistribution；6）Produc