旅游市场营销(3)

2020/5/20,1,Chapter5,Segmentation,positioningandmarketingmix,2020/5/20,2,Objectives:,1.Theconceptsofsegmentaton,targentingandpositioning.,2.Whyandhowcompaniessegmentvisitormarkets,3.Theusefulnessoftheconceptsfortheformulationofmarketingstrategy,4.Theterm“marketingmix”,2020/5/20,3,1.Introduction:,Threemarketingresearchsubjects:segmentation,targetingandpositioning,“Threeinterrelatedsteps”-Kotleretal.,2020/5/20,4,Threeinterrelatedsteps:segmentation,targetingandpositioning,Thesecondstep:targetingrelatingtothewayinwhichacompanyassessestheattractivenessofeachsegment.,Thefirststep:segmentationasubdivisionofthetotalmarketintodiscreteandidentifiablesegments.,2020/5/20,5,Threeinterrelatedsteps:segmentation,targetingandpositioning,Thelaststep:positioninginvolvinganorganizationinpositioningitselftomeettheexpectationsofitscustomers,orpotentialcustomers,betterthanitscompetitors.,2020/5/20,6,Threeinterrelatedsteps:segmentation,targetingandpositioning,Relationshipofthethreesteps,2020/5/20,7,2.Segmentation:,Definition:,thewayinwhichcompaniesandorganizatonsidentifyandcategorizecustomersintoclearlydefinedgroupswithsimilarcharacteristics,andsimilarneedsordesires.McDonaldandDunbar,1995,2020/5/20,8,Segmentation:,-comprisingcustomerswhoexhibitsimilarcharacteristics,-fewcompaniesattemptingtoappealtoanentiremarket,withtheexceptionoffastfoodrestaurantsector(PizzaHut,McDonalds,etc),2020/5/20,9,Principlesofsegmentation:,1.Identifiable,2.Cohesive,3.Measurable,4.Accessible,5.Substantial,6.Actionable,-Buyersdifferintheirwants/desires,purchasinghabits,frequencyandothercriteria.,-Sixcharacteristicsofsegments:,2020/5/20,10,Principlesofsegmentation:,1.Identifiable,2.Cohesive,-comprisingpeoplewhoseekidentifiablysimilarbenefitsfromatourismoffering,-beclearlyidentifiableanseparatefromothersegments,bediscrete,-targetingaspecificgroupofpeoplewhopresentacohesivewhole.,2020/5/20,11,Principlesofsegmentation:,3.Measurable,-marketersbeingabletoestimatethesizeandpotentialspendassociatedwiththesegment.,4.Accessible,-Asegmentisnotpossiblytargetedunlessitcanbereachedeffectively.,2020/5/20,12,Principlesofsegmentation:,5.Substantial,-havingtobesufficientlylargetobeworthwhilepursuingforcommercialgain.,6.Actionable,-amatchbetweenresourcelevel,commitmentandachievabilityintermsofpenetratingthedefinedmarketsegment.,-anypracticallimitationsencounteredinreachingspecificsegment?,2020/5/20,13,Consumersegmentation:,Twobroadapproachesofanalysis:,1.Bytripdescriptors,2.Bytouristdescriptors,bySmith,-shorthaul,longhaul,visitingfriendsandrelatives(VFR),etc.,-greypanthers,adventurer-explorers,etc.,2020/5/20,14,Consumersegmentation:,Criteriaandapproachescommonlyused:,a.Benefitsegmentation,visitorsseekingdifferentbenefitsfromtourism(education?entertainment?pastime?beach?),placedifferentemphasisofdifferentaspectsofprovision(byconjointanalysis联合分析法:customersweightdifferentfeaturesofaservice),2020/5/20,15,Consumersegmentation:,BenefitsegmentationintourismRelaxationHealthFunandfreedomAdventureandchallengeEroticism/sexualgratificationEducation(Culturevulture)SunseekingCompanionshipDiscovery,2020/5/20,16,b.Demographicsegmentation人口统计,primaryvariables:age,gender,familylifecycleandethnicity,youngchildren,youngpeople,youngcouples,family,emptynester,seniorcitizens,Criteriaandapproachescommonlyused:,2020/5/20,17,Consumersegmentation:,Mainapproaches:,c.Geographicsegmentation,accordingtogeographicalboundaries,segmentmarketsintoterritorialregionswithdifferentpropensities,2020/5/20,18,d.Geodemographicssegmentation地理人口,accordingtotheresidentialneighbourhoods,ACORN(AClassificationofResidentialNeighbourhoods),developedbytheCACIMarketAnalysisGroupinUK,sensusdata,telephoneownship,etc.,2020/5/20,19,Consumersegmentation:,e.Psychographicsegmentation心理描绘,accordingtogeneralizedlifestyleprofiles,socioeconomicandpersonalityprofiles,peoplehavingsimilarstandardsofincomeandaspirations,butcompletelydifferentapproachestothelifestyle,2020/5/20,20,Consumersegmentation:,f.Buyerbehavioursegmentation,accordingtobuyingbehavoiur,levelofcommitment,degreeofpurchase,levelofrepeatvisitors,chronologicalsequenceofpurchase（thetheoryofdiffusionofinnovation创新扩散理论，byRogers,1962）,2020/5/20,21,Consumersegmentation:,g.perception,accordingtovaluesandperceptionsholdbyvisitors,whichaffectthethingstheydoorwishtodoinleisuretime,thetypeofdestinationtheyprefer,etc.,2020/5/20,22,Consumersegmentation:,h.personality,abuyerandbrandpersonalitycanbematched,limitedintourismsector,2020/5/20,23,Consumersegmentation:,i.Usage,accordingtothelevelofusagefromalightorinfrequentusetoregularrepeateduse,repeatvisitorsornot,2020/5/20,24,Consumersegmentation:,j.Multivariatesegmentation,combiningseveralvariables,firstlyaccordingtogeodemographicsthensubsequentlyinmoredetailusingothervariables.,k.Multilevelsegmentation,2020/5/20,25,Creatingmarketsegments:,basedontheanalysisofmarketinginformation,previousandexistingvisitorsaredefined,andthenpotentialmarketsegments,investigationofinternaldata;examinationofwidermarketingenvironment,2020/5/20,26,Creatingmarketsegments:,automaticinteractiondetection,clusteranalysis,a.Twotechniquesusedtodeterminethemostappropriatevariables,2020/5/20,27,Creatingmarketsegments:,descriptionofthesegments,evaluationofthesegments,b.Segmentationofthemarket,selectionofappropriatesegments,2020/5/20,28,Targeting:,undifferentiatedsegmentationmarketing,segmentation-targeting,Threegenericstrategies:,Differentiatedsegmentationmarketing,Concentratedsegmentationmarketing,2020/5/20,29,1.undifferentiatedsegmentationmarketing,Threegenericstrategies:,thereisnobasisforsegmentingamarketanddevelopsadestinationortourismofferingsuitablefortheentiremarket,2020/5/20,30,2.Differentiatedsegmentationmarketing,Threegenericstrategies:,severalmarketsegmentsaredelineatedandthecoreserviceofferingisembellishedaccordingly,tosuittherequirementsofeachspecificsegment.,2020/5/20,31,3.Concentratedsegmentationmarketing,Threegenericstrategies:,tosegmentsmallerspecialistsegmentswhichareassociatedwithnichemarketing,aimingtodominateasmallmarketcornerwhichothersdonotconsiderworthwhilepursuing,2020/5/20,32,Positioning:,thewayinwhichacompany,tourismoffering,destinationorcountryisviewedinrelationtoothercompaniesororganisations,bycustomersegments.,Definition:,Britian:“atrendyplacewithstylishclothes,shopping,musicandclubs”,2020/5/20,33,Positioning:,positioningliesultimatelyintheeyesoftheconsumer.,acompanypositionsitselfinthemarketplacethroughitsserviceofferingandthecommunicationofthistovariousmarketsegments.,howthemarketperceivestheorganizationratherthanhowitperceivesitself.,2020/5/20,34,Positioningtask:,petitiveadvantages,Threekeysteps(byKotler):,Stepone:identificationofasetofcompetitiveadvantagestochoosefrom,suchasprice,superioraccommodation,speedyjourneytimes,highlymotivatedandprofessionalstaff.Thisisoftenreferredtoasdifferentiation.,2020/5/20,35,Threekeysteps(byKotler):,2.prioritizingtheseadvantages,Steptwo:prioritizingtheseadvantagesinordertoselectanoptimumset.Forexample,astaticandpricesensitivemarketwillpreferapositioningstrategywhichhighlightsvalueformoney,offersregionaldeparturesorastandardsupplement,etc.,2020/5/20,36,Threekeysteps(byKotler):,Stepthree:communicatinganddeliveringtheselectedpositiontotargetsegments.Onceapositionhasbeenestablisheditisnecessarytoprojectaclearandattractiveimage-position.,municatinganddeliveringtheselectedposition,2020/5/20,37,ProblemsofPositioning:,resourcesproblem,communicationproblem,:alackofresourcestosustainthepositionforanygivenlengthoftime;,:alackofclarityintermsofcommunication,thusleadingtoamismatchbetweentheimagethecompanyintendstoprojectandthatoftheconsumersegment;,2020/5/20,38,ProblemsofPositioning:,competitorassimilation(同化).,:competitorassimilationwhichmakesitdifficultforthecompanytosetoutapatternofdifferentiation.Thismightrequireacompanytoinvestmoreresourcesinordertorepositioneithertheimage,ortheactualoffering,orboth.,2020/5/20,39,Strategydevelopment:,marketsegmentationtargetmarkets+positionanorganization,entireprocessdependingontwofactors:,attractivenessofmarket,competenceoforganization,2020/5/20,40,Attractivenessofmarket/Marketattractiveness,-primarilyconcernedwiththesizeandpotentialspendofthemarketandthedegreeandintensityofcompetition.,-tourismmarketersneedingtobeawareofopportunities,butalsototakenoteofthelevelofcompetitoractivity.,2020/5/20,41,Competenceoforganization/Resourcesandcapability,-acompanyneedingtoaccessthelevelofresourcesrequiredtoexploitmarketsegments:(marketingassetsofanorganization),-capabilityincludingdimensionssuchasthevisionoftheentiremanagementteam,therelationshipwithexistingsuppliers,thefinancialbackingofthecompany,etc,tooutstripcompetitors,2020/5/20,42,Themarketingmix:,Anorganization:positioningitselfinthemarketplace,formulatinganappropriatestrategy,toplanaseriesofprogramsoractionswhichcanbeimplemented:marketingmix,2020/5/20,43,Themarketingmix:,asetoftoolsavailabletothemarketingmanagertoachieveaparticularstrategicdirectionorposition.,Definition:,Fourcoreelements:(byMcCarthy:1960)4Ps-product,price,placeandpromotion.,2020/5/20,44,Themarketingmix:,Fourcoreelements:(byMcCa