旅游市场营销英文版.ppt

Chapter3AnalysisofMarketingEnvironmentKnowyourenemyandknowyourself andinahundredbattlesyouwillneverbeinperil SUN TZU 1 Whatistourismmarketingenvironment Themulti level correlative dynamicsystemicconstructionconsistedoftheinternalandexternalactorsandforcesthataffectthetourismindustry smarketingactivitiesandobjectivestoperformance 是指影响旅游企业市场营销活动及其目标实现的各种内外因素所构成的多层次 相互关联和不断变化的结构系统 1 Themarketingenvironmentismadeupofamicroenvironmentandamacroenvironment Themicroenvironmentconsistsof TheMarketingEnvironment 2 Figure3 1Majoractorsinthecompany smicroenvironment Themacroenvironmentconsistsof TheMarketingEnvironment 3 Figure3 2Majorforcesinthecompany smacroenvironment 旅游市场营销环境构成示意图 4 Macroenvironment Political legalforces 政治法律环境 Focuson LegislationandregulationaffectbusinessNationalorregionalpoliciesandguidelinesbilateralrelationhighlyimportantpoliticalactivity 5 2 HowtoScantheCompany sMacroenvironment TheMarketingEnvironment Demographyisthestudyofhumanpopulationsintermsofsize density location age gender race occupation andotherstatistics Focuson populationsizeandgrowthratepopulationstructurepopulationdistributionandcirculationprocess 6 Macroenvironment DemographicEnvironment 人口环境 Theeconomicenvironmentincludesfactorsaffectingconsumerpurchasingpower spendingpatterns Focuson economicperformanceconsumerincomeandconsumptionstructureInflationandexchangerateeconomic tradeactivityandpolicies 7 Macroenvironment EconomicEnvironment 经济环境 Marketersshouldbeawareofseveraltrendsinthenaturalenvironment shortagesofrawmaterialsIncreasedenergycostTheconcernforsustainabilityisincreasing Anti pollutionpressuresincreasedgovernmentintervention Governmentalprotections 8 Macroenvironment NaturalEnvironment Social CulturalEnvironmentIncludesnationalcharacteristics Lifestyle values religiousbeliefs manners customs etc Focuson attitudetotouristpurchasedecisionprocessandconsumptionpatternsattitudetotourismpromotion 9 Macroenvironment CulturalEnvironment Marketersmustunderstandandanticipatechangesinthetechnologicalenvironmentandusetechnologiesthatservehumanneeds Macroenvironment TransportationEnvironment 10 Macroenvironment TechnologicalEnvironment ThecompanyitselfMarketingmanagersmustknowaboutthecompany sresources abilitiesandcorecompetitiveability Content Chang Affection Control CompetitorsWho Competitiveability Objective Action Competitiveattitude 11 3 HowtoanalyzeTheMicroenvironment TheCompany sMicroenvironment Suppliersarefirms individualsprovidingresourcesneededbythecompanytoproducegoods services 12 Suppliers TheCompany sMicroenvironment MarketingIntermediaries Marketingintermediarieshelpthecompanypromote sell anddistributeitsgoodstothefinalbuyers Thehospitalityortourismcompanyneedstostudycustomermarketsclosely Eachmarkettypehasspecialcharacteristics Targetedmarket Purchasebehavior Purchasepsychology Buyingpattern Comprehensiveperception 13 Customers TheCompany sMicroenvironment Apublicisanygroupthathasanactualorpotentialinterestinorimpactonanorganization sabilitytoachieveitsobjectives 14 Publics TheCompany sMicroenvironment 15 4 RespondingtotheMarketingEnvironment thosewhomakethingshappen thosewhowatchthingshappen thosewhowonderwhat shappened Threekindsofcompanies determinetheenvironmentalareastobemonitoreddeterminehowtheinformationwillbecollected includinginformationsources frequency whowillberesponsibleimplementthedatacollectionplananalyzethedata usetheminthemarketplanningprocess 16 4 RespondingtotheMarketingEnvironment Useofanenvironmentalscanningplanhasprovenbeneficialtomanyhospitalityandtourismcompanies Environmentalscanningplan TosetupMIS marketinginformationsystem Tosetupmarketingresearchmechanism IntroductiontoSWOT SWOTanalysisshouldbedoneoneverycompany SWOTstandsfor Strengths Weaknesses Opportunities Threats Itisageneraltooldesignedtobeusedinthepreliminarystagesofdecision makingandmarketingstrategicplanning 17 SWOTanalysis 5 Toolsofanalyzingmarketingenvironment ProcessofSWOTanalysisidentifyingandpredictingsignificantchangesintheenvironment Evaluatingthechangingenvironmentmakeaworksheetbydrawingacross creatingfou