旅游产品的分销培训教材

Marketingof

TourismProducts

旅游产品的分销Unit9

Learningobjects:学习目标

Studyhowtourismmarketingcaninfluencethetouristflowanddistributionoftouristproductswithintheoriginanddestinationoftourismsystem(Leiper’smodel)学习旅游营销如何影响旅游者在旅游系统（Leiper模型）中客源地和目的地之间的流动以及对旅游产品分销产生的影响Understandtheessenceoftourismmarketingandthedistinctivenessofservicedistribution了解旅游营销的本质以及服务产品分销的独特性Appreciatethedirectchannelandindirectchannel;thewidechannelandnarrowchannel理解什么是直接渠道和间接渠道；什么是宽渠道和窄渠道Learningobjects:学习目标Differentiatedistributionchannelsformanufacturedproductsandthosefortourismandtravel区分一般生产商品和旅游产品分销渠道的异同Discussthebenefitsandrisksofintensivedistribution,selectivedistributionandexclusivedistribution讨论密集分销、选择分销和独家分销的益处和风险Outlinethefactorswhichinfluencethechoicesofdistributionchannels指出影响选择分销渠道的各种因素Learningobjects:学习目标Studythemarketingapproachesfortourismproducts,includingmarketingmixof4Psand7Ps学习旅游产品的营销方法，包括4Ps和7Ps营销组合Abilitygoals:能力目标Acasestudy:案例分析：时运假日旅行社的市场营销ReadingBox:阅读分析：

MarketingApproachforTourismProducts旅游产品的营销方法1.DefinitionofmarketingMarketinginvolvesinterrelationshiptheinteraction

andamongconsumersandproductsofgoodsandservices,throughwhichideas,products,servicesandvaluesarecreatedandexchangedforthemutualbenefitofbothgroups.2.ServicesmarketingThekeymarketingcharacteristicsthatdistinguishservicesfromgoodsare:Intangibility:Theactualtourismservicecannotbeseen,touchedortriedpriortoitspurchaseandconsumptionInseparability:ProductionandconsumptionoftouristservicesbothoccuratthesametimeandarethusinseparableVariability:

Serviceencounters,eveniftheyinvolveasimilarkindofexperience,arehighlyvariableduetothedifferencesandrapidchangesinmood,expectationandotherhumanelementfactorsthataffecttheparticipantsPerishability:

Becauseproductionandconsumptionaresimultaneous,servicescannotbeproducedandstoredinadvanceforfutureconsumption;emptyaircraftseats,forexample,areapermanentlossthatcannotberecouped3.Marketingmix(6P)Thecriticalcomponentsthatdeterminethedemandforabusinessordestinationproduct:6Pmodel:aproduct-focusedmarketingmixmodelthatincorporatesplace,product,people,price,packagingandpromotion6PPlaceProductPeoplePromotionPackagingPricePlacePlaceisimportantbecausetouristsmusttraveltothedestinationinordertoconsumethetouristproduct-hence,productionandconsumptionoccurnotonlyatthesametime,butalsointhesameplace.ProductTheproductcomponentencompassestherangeofavailablegoodsandservices,theirqualityandwarranty,andafter-salesservice.PeopleservicepersonnelthetouriststhemselveslocalresidentsPriceprofit-orientedpricingsales-orientedpricingcompetition-orientedpricingcost-orientedpricingPackagingPackagingreferstothedeliberategroupingtogetheroftwoormoreelementsofthetourismexperienceintoasingleproductPromotionpresentationsalespromotionmerchandisingpersonalsellingpublicityadvertising4.DistributionChannels旅游产品分分销渠道旅游产品从从旅游企业业向旅游消消费者转移移过程中所所经过的一一切取得使使用权或协协助使用权权转移的中中介组织和和个人，也也就是旅游游产品使用用权转移过过程中所经经过的各个个环节连接接起来而形形成的通道道。旅游产品分分销渠道直接分销渠渠道间接分销渠渠道4.1Directdistributionchannel直接分销渠渠道：旅游企业在在其市场营营销活动中中不通过任任何一个旅旅游中间商商，直接把把旅游产品品销售给消消费者。.Directdistributionmethodsrefertothesellingofproductsorservicestotheconsumerdirectlywithouttheuseofintermediaries优势有利于直接获取旅游消费者的信息有利于提高旅游产品的质量有利于控制旅游产品的成熟过程和程度有利于强化旅游企业的形象以较小的成本获取较大的利润4.2Indirectdistributionchannel间接分销渠渠道旅游企业通通过2个或2个以上的旅旅游中间商商向消费者者推销旅游游产品。是是主要的旅旅游产品的的分销渠道道。Indirectmethodsincludetheuseofoneormoreintermediaries.Asfarastourismisconcerned,travelagentsworkasintermediariestodistributetourismproducts.间接分销销渠道：：利弊渠道越长，旅游产品市场扩展的可能性越大渠道越长，旅游企业对旅游产品销售的控制能力和信息反馈的清晰度就越差密集分销销间接分销销渠道选择性分分销独家分销销密集分销销定义：指指在渠道道层次中中选择尽尽可能多多的中间间商，充充分与与旅游产产品的营营销市场场相接触触。优点：可以扩大大旅游产产品生产产者或提提供者的的销销售售面和销销售量销售费用用大易对产品品销售失失去控制制缺点因竞争激激烈而跌跌价渠道成员员服务质质量滑坡坡以致旅旅游企业形象受受损Thisformallowsaproducttobedistributedinthegivenmarketthroughasmanyintermediariesaspossible.Itissuitableforthesellingofthoseproductswhichsharealargemarketandhaveabigsalesvolume.定义：指只选择择那些有有支付能能力，有有推销经经验以及服务上上乘的旅旅游中间间商在特特定区域域与层次次推销本企企业的产产品。适适用于价价格较高高的产品品。旅游企业业只与少少数中间间商合作作，可把把精力集中于这这些精选的中中间商。优点旅游企业与旅旅游中间商联联系紧密，有有利于建立良好好的联系。经过认真挑战战，旅游中间间商有着较强的经营能力力与良好声誉誉。选择性分销Itfocusesoncertainselectedmarketsandassiststheproducertoachievetheireconomicgoalswiththehelpofthoseintermediarieswhocreatebestsellingresults.独家家分分销销定义义：：指指在在一一定定的的市市场场区区域域内内仅仅选选一一家家经经验验丰丰富富、、信信誉誉卓卓著著的的中中间间商商来来推推销销旅旅游游企企业业的的产产品品，，这这是是最最窄窄的的渠渠道道形形式式。。签订订合合同同、、规规定定双双方方的的销销售售权权限限、、利利润润分分配配比比例例、、销销售售费费用用和和广广告告宣宣传传费费用用的的分分担担比比例例等等。。Exclusivedistributionreferstothepracticeofsellingproductsorserviceswithinacertainareathroughasingleintermediaryorretailer.Thus,itisnoteasyforcustomerstosearchforsuchproducts.Thisformisoftenadoptedbythoseorganizationswhoseproductishighlyspecializedandconfrontslittlecompetition.优点双方关关系紧紧密，，利益益互动动，有有利于于双方方真诚诚合作作，共同开开拓有有利的的市场场机会会提高销销售能能力和和企业业盈利利能力力可以提提高对对销售售渠道道的控控制不足只与一一家中中间商商合作作，风风险较较大，，如果选选择不不当，，即将将失去去这一一地区区的市市场。。销售面面窄，，灵活活性小小，不不利于于旅游游销售售者的的选择择购买买5.Factorswhichinfluencethechoicesofchannels影响选选择渠渠道的的因素素thetourismproductitself(itstype,nature,level,etc.);thecustomer(thepopulation,purchasingability,geographicaldistribution,etc.);thetravelintermediaries(theirquality,theirabilitytopromoteandmakesales,etc.);themarketingenvironment(competitivesituation,thedistributionsystemofthemaincompetitors,etc).时运假日日旅行社社的市场场营销案例研究究相关概念念相关原理理案例分析析分析总结相关概念旅游产品分销渠道1直接分销渠道2间接分销渠道3旅游产品从旅旅游企业向旅旅游消费者转转移过程中所所经过的一切切取得使用权权或协助权转转移的中介组组织和个人，，也就是旅游游产品使用权权转移过程中中所经过的各各个环节连接接起来而成的的通道。旅游产品分销销渠道直接分销渠道道旅游产品分销渠道间接分销渠道道中间商数量直接分销渠道道旅游企业在其其市场营销活活动中不通过过任何一个旅旅游中间商，，直接把旅游游产品销售给给消费者。间接分销渠道道旅游企业通过过2个或2个个以上的旅游游中间商向消消费者推销旅旅游产品。是是目前主要的的旅游产品的的分销渠道。。旅游产品分销销渠道结构图图市场细分市场细分的层层次市场细分的作作用发现市场机会会采取适应性营营销策略确定目标市场场细分市场营销销补缺市场营销销大众化市场营营销走进案例时运假日旅行行社的市场营营销时运假日简介介为何开辟远程程旅游市场时运假日的市市场营销时运假日市场场营销时运假日简介介时运假日旅行行社的前身是是麦昂旅行社社，1984年1月，麦昂旅行行社作出决定定，与英国一一家较大的时时运烟草公司司签订联营合合同，以时运运烟草公司作作为后盾，开开辟远程度假假包价旅游新新市场，开始始经营去世界界各地的远程程度假旅游，，并将原来麦麦昂旅行社的的名字改为时时运假日旅行行社。对旅游目的地的调查旅游宣传市场营销策略分销渠道的建立远程度假市场调研分析时运假日的市市场营销流程程示意图1.背景分析：时运假日为何何开辟远程度度假市场?A.市场趋势来看看：世界远程程度假旅游市市场看好。经经营这方面旅旅游业务的旅旅行社逐渐增增多。B.短程旅游市场场竞争激烈，，各旅行社可可得的经营利利润极低，国国内经济政策策严重冲击着着短程旅游市市场。C.经营远程度假假旅游价格高高、利润大，，可以专门满满足那些高收收入、高消费费阶层旅游的的需求。远程程度假包价旅旅游的日程安安排复杂，活活动范围较广广，机动性强强。时运旅行社首首先对远程度度假市场进行行调查分析，，调研的主要要内容是：——哪些远程度假假线路有较大大的潜在市场场？——哪些类型的客客人愿意参加加远程度假旅旅游？2.客源市场调查查结论一：客人对各类远远程度假旅游游的偏好比重重不同喜欢海边度假假的客人17%喜欢海边度假假+购物的客人33%喜欢文化旅游游的客人19%喜欢参加各种种兴趣度假的的客人16%喜欢在度假中中“体验新的的经历”的客客人15%结论二：主要的两个年年龄段：25——34占占28%35——45占占22%25-3422%其他25-3428%喜欢远程度假假的客人大多多数是地位和和收入较高的的客人，年龄龄不受限制。。结论三：时运旅行社计计划用5年时时间力争占有有15%的远远程度假客源源市场份额，，成为这一市市场的第二霸霸主。通过与主要竞竞争对手竞争争，时运旅行行社在远程度度假旅游市场场中所占的份份额有可能大大幅提高。3.旅游目的地的的调查旅游目的地调调查对旅游目的地地的设施和资资源进行调研研住宿情况目的地旅游资资源情况交通情况帮饭店做宣传传，可从这些些饭店拿到房房价30%的回扣全部使用目的的地国家的航航空公司，这这些公司长期期为时运提供供60%以上的机票折折扣开辟“求新和和体验不同经经历”的客源源目标市场4.旅游宣传品的的编制A.封面设计要有有很强的吸引引力B.宣传册要针对对不同职业C.宣传品质量要要高，图片及及说明要有新新意，整体布布局要合理。。5.分销渠道的建建立选择霍格·罗罗宾逊进行独独家分销，以以失败告终，，因此时运改改变了自己的的营销策略，，采取以下二二种营销策略略：A.选择密集型分分销B.培训自己的专专职销售团队队总结：时运假日是如如何取得成功功的？1.选择有价值的的市场细分A.“开辟新的客源源市场，不与其他旅旅行社争夺原原有的客源市市场”的指导导思想，发现现喜欢在度假假中“体验新新的经历”的的客人是一个个潜力很大的的新市场，避避免与已有的的旅游供应市市场直接冲突突B.对客源市场进进行进一步市市场细分：从原来的对对所有年龄段段的客人提供供旅游产品到到只对25———34,35——45两个年龄段段的客人提供供度假产品，，满足求新、、独立旅游者者的需求。2.选择合理的分分销渠道由于时运的实实力和市场占占有率决定其其对旅游中间间商的依赖性性较大，并且且时运定位为为市场为销售售面较广的度度假型饭店，，其面向的是是各个年龄段段的广阔消费费市场，因而而选择间接分销渠道道最为合适。从知名旅游社社的独家分销销到为以中小小型或独立旅旅行社为途径径的转变，不不与热销旅行行社线路的途途径构成直接接冲突，避免免了中间商从从中渔利时的的兼顾不到位位。时运从独独家分销转为为密集型分销销，避免了独家分分销的弊端，，并从密集型型分销中寻找找并培养自己己的忠实销售售团队。谢谢思考题：时运运假日为何没没有与欧洲大大陆旅游集团团公司形成恶恶性竞争关系系，取得了成成功?TheMarketingApproachfor

TourismProducts阅读与分析即学即用：可引用一案例例进行分析TimingHolidays,highseason,offseason,therisingperiodofeconomy,andsoon.BrandsNames,trademarks,labels,logos,etc.PackagingTransportation,lodging,amenitiesandrecreationactivitiesarecombinedtogethertoformapackage.PricingDiscountingprices,privilegedprices,premiumprices,andsoon.ChannelsofdistributionVariousdistributionchannelsincludingdirectselling,retailtravelagents,wholesaletouroperators,oracombinationofthesemethodsareusedanddeveloped.ProductThefeaturesoftheproductplayavitalroleindeterminingitspositioninthecompetitionandseekingforthebestwaytocompete.ImageToagreatextent,reputationandqualityoftheproductcanleaveadeepimpressiontotheconsumer.AdvertisingIt’sakindofpaidpromotionandisofgreatimportancetothesellingoftheproduct.It’sveryimportanttochoosethetiming,placeandthewaytopromote.SellingSellingisthecriticalfactorofsuccess,whiledrawingupthemarketingplan,weshouldtakevarioussalestechniquesintoconsideration.Approaches1.timingA:Touristseason:offseasonandhighseason(Tourismoperatorwilladjustpricetoattractcustomerandgainprofitsindifferentseasons.Italsowillbalancetheneedandsupplyintheyear,relievethepressureoftourismdestinationinhighseasons)B:HolidaysC:TraditionalfestivalsD:InternationalaffairsE:TherisingperiodofeconomyApproaches2.BrandsBrandsrefertoidentificationmarkssuchasnames,trademarks,labels,logoswhichhelpconsumertorememberthecompany.CIS(MI,BI,VI)isanimportantmethod.Approaches3.PackagingProductassembly:Whatarethesixelementsoftourismproduct?Transportation,lodging,amenities,andrecreationactivitiescanbesoldseparately,butmorefrequentlytheyarecombinedtogethertoformapackagewhichwillbesoldtotheconsumer.Approaches4.PricingAlargenumberofchoicesofpricingsuchasdiscountprices,privilegedprices,premiumprices,andsoon.Methodsforpricing:①Newproductpricing:infiltrationstrategy,skimmingstrategyandsatisfactionstrategy②discountstrategy③psychologicalstrategy④attractionstrategyApproaches5.ProductThequalityofgoodsarethemostimportantfactorinmarketingapproachCharactersoftourismproductsMarketersshouldunderstandthecharacteristicsofthetourismproduct:Inseparability,perishability,intangible,comprehensive,highvalve-added6.imageGreatqualityandhighreputationdependsontheproducts.Marketerstendtobetrytheirbesttoleaveagoodimpressiononcustomers.Approaches7.AdvertisingAdvertisingisakindofpaidpromotionandisofgreatimportancetothesellingoftheproduct.⑴TVstation⑵⑵Newspaper⑶Radio⑷⑷Magazines⑸Outdooradvertisement⑹⑹Internet8.Sellingfocuson:①Customer:thedemandoftourists,theirpurchasebehaviorpatterns.②Employee:salesbehavior,attitude,sellingskills.ThefourPsManyelementsinthemarketingmixaregenerallyclassifiedintofourcategoriescalled‘‘thefourPs’’.Theyareproduct,place,promotion,andprice.Althoughthisclassificationistoosimple,itplaysavitalroleinhelpingusunderstandmarketinganddesignmarketingprogram.ThefourPs：Product

Place

PromotionPriceAdditional“threePs”proposedbyBoomsandBimerforservices.PeopleTheprovidersofservicesCarryoutclosemanagementcontroloverthebehaviorofpeopleConsumersEnjoythetravelPhysicalevidenceProvidersProvidephysicalevidence(photographsinaholidaybrochure,etc)ConsumersMakeajudgmentProcessThemarketingprocessofbookingaflightontheInternet:visitingthewebsiteoftheairlinerenteringdetailsoftheflightandbookingthemgettingtheticketsbye-mailorpostcatchingtheflightontimeandarrivingatthedestinationThischapterhasdiscussedtheessenceoftourismmarketingandthedistinctivenessofservicedistribution.Marketersmayapplythedirectchannelortheindirectchannel;butmanyfactorswillcertainlyinfluencethechoicesofdifferentdistributionchannelstheyadopt.Thetourismproduct;thecustomer;thetravelintermediaries,andthemarketingenvironmentaremostimportantfactorstheyhavetoconsider.Inadditiontodistributionchannels,themarketingmixisofgreatimportancetotourismsectors.Variouselementsinthemarketingmixaregenerallyclassifiedintofourcategories:‘‘thefourPs’’.Theyareproduct,place,promotion,andprice.Thereareadditional‘‘threePs’’proposedbyBoomsandBimerforservices:people,physicalevidenceandprocess.Allofthemarebasicmarketingapproachesinthehospitalityindustry.ChapterReview第一部分分课文文DistributionoftheTouristProductExerciseDecidewhetherthestatementsaretrueorfalse.Ifitistrue,put“T”inthespaceprovidedand“F”ifitisfalse.(1)_________Tourismisfacingsignificantandradicalchangesinbusinessmethodsinresponsetotheenormouschangestakingplaceintheelementsoftheproductandconditionsofthemarket.(2)_________Oncetheorganizationschooseadistributionchannel,theycanhardlychangeit.(3)_________Thefocusofthestudyofdistributionmanagementhaslongbeenputonphysicaldistributionwhileservicesdistributionhasbeenneglected.TFT(4)_________Theusualpracticeisthattouroperatorsorganizepackagesbycombiningthecomponentsoftouristtriptogetherandthensellthepackagetothepublicthemselves.(5)_________Intensivedistributionisoftenadoptedbythoseorganizationswhoseproductishighlyspecializedandconfrontslittlecompetition.(6)_________Theabilitytosupplytheproductalsohasagreatinfluenceonthechoiceoftherightpromotionalstrategybecauseitisakindofinformationabouttheproductinitselfandcanhelptoattractconsumers.(7)_________Onlythedirectdistributionchannelsaresuitabletoselltouristproductstotheconsumerbecausethetouroperatoroftenusessuchachannel.FFTF2.Questionsfordiscussion(参见国家家双语示示范课程程《旅游学概概论》网站：““网络课课堂)(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)Whatfactorscanaffecttheorganization’schoiceofmarketingchannels?Theirchoiceisoftenaffectedbyfourfactors:thetourismproductitself(itstype,nature,level,etc.);thecustomer(thepopulation,purchasingability,geographicaldistribution,etc.);thetravelintermediaries(theirquality,theirabilitytopromoteandmakesales,etc.);andthemarketingenvironment(competitivesituation,thedistributionsystemofthemaincompetitors,etc).旅游知识测试试正误判断：请请在正确的选选题上划√，，错误的选题题上划×。1.旅游中间产品品一般是通过过旅行社将它它们组合起来来，形成能够够满足旅游者者在旅游过程程中各种需要要的旅游最终终产品。旅游游者购买旅游游产品以后，，可以同时拥拥有旅游产品品的使用权和和所有权。2.如果要控制销销售成本，旅旅游企业应该该采用直接分分销的形式，，通过这种分分销渠道，有有利于获得旅旅游消费者的的信息，提高高旅游产品的的质量，强化化旅游企业的的形象。3.如果旅游产品品销售量大、、消费者购买买力较为稳定定，旅游企业业可以采用选选择性分销的的方法，以便便省去营销费费用，以较小小的成本获取取较大的利润润。4.密集分销如销销售费用较大大，易对产品品营销失去控控制，因竞争争激烈而跌价价，渠道成员员服务质量滑滑坡以致旅游游企业形象受受到损害。5.一些高价旅游游产品常采用用独家分销渠渠道。销售费费用和广告宣宣传费用一般般由销售代理理承担，这种种销售方式风风险较小，有有利于旅游批批发商规避风风险。PartIVReadingBox第四部部分阅阅读读与分分析TheMarketingApproachforTourismProductsTopicdiscussion(参见国国家双双语示示范课课程《旅游学学概论论》网站：：“网络课课堂)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）Product；7）Image；8）Advertising；9）Selling.3.Whatisthephysicalpresenceoftheproduct?Whyisitveryimportantfordistributingtourismproducts?Aservicetendstobeanexperiencethatisconsumedatthepointwhereitispurchasedandcannotbeownedsinceitquicklyperishes.Therefore,itisofvitalimportancetoprovidephysicalevidencesothatconsumerscanmakeajudgmentonthepossibleservicestheorganizationoffersiftheyhavenootherwaystoknowaboutthem.Therearemanyexamplesofphysicalevidencesuchasphotographsinaholidaybrochurefromwhichconsumerscanhaveanideaofsomeaspectsofanunseenproduct,thephysicalsettinginwhichaserviceisdelivered,orevenfurnishings,lightandcolorwhichareinfluentialtothewholeatmosphereofthesetting.4.Whataretheadditional‘threePs’?Andwhyaretheyregardedasbeingimportant?Theadditional“threePs”arepeople,physicalevidenceandprocess.1）PeoplePeoplearethemostimportantelementofanyserviceorexperience.Servicestendtobeproducedandconsumedatthesamemoment.Therefore,herepeopleinvolvenotonlytheprovidersofservicesbutalsoconsumerswhoenjoytheservicestogether.2)PhysicalevidenceAservicetendstobeanexperiencethatisconsumedatthepointwhereitispurchasedandcannotbeownedsinceitquicklyperishes.Therefore,itisofvitalimportancetoprovidephysicalevidencesothatconsumerscanmakeajudgmentonthepossibleservicestheorganizationoffersiftheyhavenootherwaystoknowaboutthem.3)ProcessSinceitiscontrolledbypeople,processisanimportantelementcloselyrelatedtotheimportanceofpeople.Fromtheangleoftheconsumer,itcanbeviewedasanelementoftheservicethatseestheconsumerexperiencinganorganization’sofferingorsomethingthattheconsumerparticipatesinatdifferentpointsintime谢谢谢谢谢1月月-2320:50:3620:5020:501月月-231月月-2320:5020:5020:50:361月-231月-2320:50:362023/1/520:50:369、静夜夜四无无邻，，荒居