9 旅游产品分销

Unit 9 Marketing o Tourism Products
旅游产品的分销
Learning objects: 学习目标
Study how tourism marketing can influence the tourist flow and distribution of tourist products within the origin and destination of tourism system (Leiper’s model)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
4.2.3 Exclusive distribution 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。
• Exclusive distribution refers to the practice
Promotion presentation sales promotion merchandising personal selling publicity advertising
4. Distribution Channels
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。
Price profit-oriented pricing sales-oriented pricing competition-oriented pricing cost-oriented pricing
Packaging Packaging refers to the deliberate grouping together of two or more elements of the tourism experience into a single product
：
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 优势 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
4.2 Indirect distribution channel 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。 Indirect methods include the use of one or more intermediaries. As far as tourism is concerned, travel agents work as intermediaries to distribute tourism products.
of selling products or services within a certain area through a single intermediary or retailer. Thus, it is not easy for customers to search for such products. This form is often adopted by those organizations whose product is highly specialized and confronts little competition.
Understand the essence of tourism marketing and the distinctiveness of service distribution了解旅游营销 的本质以及服务产品分销的独特性 Appreciate the direct channel and indirect channel; the wide channel and narrow channel理解什么是直接 渠道和间接渠道；什么是宽渠道和窄渠 道
Product
The product component encompasses the range of available goods and services, their quality and warranty, and after-sales service.
People
service personnel the tourists themselves local residents
Outline the factors which influence the choices of distribution channels指出影响选择 分销渠道的各种因素
Learning objects: 学习目标
Study the marketing approaches for tourism products, including marketing mix of 4Ps and 7Ps 学习旅游产品的营 销方法，包括4Ps 和7Ps营销组合
缺点
• This form allows a product to be distributed
in the given market through as many intermediaries as possible. It is suitable for the selling of those products which share a large market and have a big sales volume.
Place
Product
Promotion
6P
People
Packaging
Price
Place Place is important because tourists must travel to the destination in order to consume the tourist product-hence, production and consumption occur not only at the same time, but also in the same place.
Perishability: Because production and
consumption are simultaneous, services cannot be produced and stored in advance for future consumption; empty aircraft seats, for example, are a permanent loss that cannot be recouped
interaction and among consumers and products of goods and services, through which ideas, products, services and values are created and exchanged for the mutual benefit of both groups.
直接分销渠道
旅游产品分销渠道
间接分销渠道
4.1 Direct distribution channel 直接分销渠道 Direct distribution methods refer to the selling of products or services to the consumer directly without the use of intermediaries . 给直何营 旅 消接一销 游 费把个活 企 者旅旅动 业 。游游中 在 产中不其 品间通市 销商过场 售，任
• It focuses on certain selected markets and
assists the producer to achieve their economic goals with the help of those intermediaries who create best selling results.
Variability: Service encounters, even if they
involve a similar kind of experience, are highly variable due to the differences and rapid changes in mood, expectation and other human element factors that affect the participants
Learning objects: 学习目标
Differentiate distribution channels for manufactured products and those for tourism and travel区分一般 生产商品和旅游产品分销渠道的异同 Discuss the benefits and risks of intensive distribution, selective distribution and exclusive distribution讨论密集分销、选择分销和 独家分销的益处和风险
Ability goals: 能力目标
A case study: 案例 分析：时运假 日旅行社的市 场营销
Reading Box: 阅读分析： Marketing Approach for Tourism Products旅游 产品的营销方法
1. Definition of marketing
• Marketing involves interrelationship the
4.2.2 Selective distribution