第一章 市场营销基础知识.ppt

1、旅游市场营销,第一章 旅游市场营销基本概念,第一节 市场营销基本概念 第二节 旅游市场的概念、类型和特点 第三节 旅游产品的构成与特点 第四节 全球化及信息技术对旅游营销的影响,第一节 市场营销基本概念,一、市场 1、需要、欲望、需求 2、市场 二、市场营销 1、市场营销概念 2、市场营销观念 3、我国旅游企业市场营销观念的发展,我国旅游企业市场营销观念的发展,公关阶段,销售阶段,接待阶段,市场营销,观 念,接待阶段,1、筹建阶段（建国后-1955） 2、初步发展（1956-1966） 3、停滞阶段（1967-1977）,公关阶段,销售阶段,接待阶段,市场营销,观 念,案例：北京长城饭店公关活

2、动,慕田峪长城 记者招待会,里根总统夫妇,公关阶段,销售阶段,接待阶段,市场营销,观 念,销售阶段,公关阶段,销售阶段,接待阶段,市场营销,观念,案例：迪士尼乐园视频,作 业：,1、迪斯尼的发展历程对你有什么启示？ （字数不限，请于本周五交上） 2、在信息化时代背景下，作为旅行社的最高决策层，请你们小组为自己的旅行社制定一份如何利用电子商务的计划书。 30分钟小组思考讨论 选派小组代表介绍 小组其它成员补充 计划书整理后上交,第二节 旅游市场的概念、类型和特点,旅游市场的概念 旅游市场的类型 旅游市场的特点,一、旅游市场的概念,旅游市场是旅游经济的重要范畴，它有广义、狭义之分： 广义的旅游市场

3、是指在旅游产品交换过程中所反映的各种经济行为和经济关系的总和。 狭义的旅游市场是指一定时期内某一地区中存在的对旅游商品具有支付能力的现实和潜在的购买者，即客源市场。 客源市场=人口购买力购买欲望(购买权力),旅游市场与一般商品市场的区别在于： 它所出售的不是具体的物质产品，而是以劳务为特征的包价路线。 同时，旅游供给与消费过程同步进行，具有很强的季节性。,二、旅游市场的类型,旅游市场可以按多种依据进行划分 1.按六大旅游区域划分 世界旅游组织根据全球地区间在地理、经济、文化、交通以及旅游者流向、流量等方面联系，将世界旅游市场划分成六大区域即欧洲市场、美洲市场、东亚及太平洋市场、南亚市场、中东市

4、场和非洲市场。 2.按国境划分 可分为国内旅游市场和国际旅游市场。国内旅游市场是指接待本国居民在国境线范围之内旅游的市场。国际旅游市场是指旅游活动超出国境范围的市场。,3.根据旅游者的实际消费水平划分 高档旅游市场 中档旅游市场 经济档旅游市场 4.根据旅游目的和内容划分 根据旅游目的和内容,旅游市场可分为各种专项旅游市场，如观光旅游、度假旅游、公务和商务旅游以及文化旅游等。 5.根据旅游组织形式划分 团体旅游市场 散客旅游市场,6、根据旅游经营需要，旅游市场可分： 按地域范围分为国际和国内旅游市场； 按旅游者的年龄和性别特征分为老、中、青、儿童和妇女旅游市场； 按旅游活动类型分为观光、度假、

5、会议、购物、体育、探险和科学考察旅游市场； 按旅游接待量和地区分布划分为一级市场、二级市场和机会市场。,三、旅游市场的特点,异地性,波动性,季节性,世界性,第三节 旅游产品的构成与特点,线路产品的供应者通常是旅行社、旅行网等中间经营商。 旅游线路产品，主要包含吃、住、行、游及娱、购等基本需求产品。,二、线路旅游产品的特点,回忆一下，哪一次旅游给你留下的印象最深刻？,旅游后遗症 五一期间，小杨报了个旅游团，去了趟华东五省。昨天晚上刚回来，喊我们去聚餐。在饭店等电梯的时候，小杨站在队伍最前面，电梯门一开，他第一个闯进去，站在门边，用手摁住开门键，冲外面喊：“快点，跟上，跟上！”小吕开玩笑说：“行啊

6、，出去了一趟，回来思想觉悟提高了，知道维持秩序了。” 快进包间的时候，走最前面的小杨回头冲后面的同事嚷嚷：“快点，跟上，跟上！”联想到刚才的言行，大家觉得小杨肯定是出了什么状况，就问他是不是在旅游过程中受了什么刺激。 小杨回答：“是受了点刺激，你们想想，华东五省七日游啊，那肯定是时间紧、任务重，一路走马观花，蜻蜓点水，我是什么景色也没记住，就对导游的一句刻骨铭心：快点，跟上，跟上！到最后，我也不游了，尽帮导游维持秩序了。” 在包间坐好，觉得环境还不错，就是上菜太慢，于是小杨把服务员叫来：“我说，你们上菜也太慢了，能不能快点！”他话音刚落，我们大家不约而同地拍拍桌子大喊：“跟上，跟上！”,第四节

7、 全球化及信息技术对旅游营销的影响,本章结束谢谢！,Click to edit title style,ThemeGallery is a Design Digital Content & Contents mall developed by Guild Design Inc.,Description of the contents,Description of the contents,Description of the contents,Description of the contents,M1,M2,M4,M3,Click to edit title style,Text,Text,

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