区域旅游规划与开发的基本原理

第三章区域旅游规划与开发的基本原理第一节旅游市场营销理论在规划中的应用一、市场营销的概念：market有两层含义，名词是市场，动词是卖即sale。

Marketing的发展经历了销售---- 市场推销（产品产生之后发生）----- 市场营销（是在生产之前）的发展过程。

营销不仅仅是一系列与市场有关的活动他是一种思维方式、一种哲学。

A、美国的philip. kotler 对营销下的定义是：Marketing is the process of planning and executing conception ,pricing ,promotion and distribution of ideas and services to create exchanges that satisfy individual and organizational objective .市场营销是一个设计和实施设计的过程，包括定价、促销、产品的分销和产品的生产及服务，以便能创造出一种交易，既能满足消费者的需求，也能满足企业的需求。

在此定义中，最重要的一点，就是营销把满足顾客需求放在经营的首位，不能把两者的顺序颠倒。

B、美国市场营销学会的定义；Marketing is the management function which organizes and directs all those business activities involved in assessing and converting customer purchasing power into effective demand for a specific product or service and in moving the product or service to the final consumer or user so as to achieve the profit target or other objective set by the company.营销是一种管理职能，包括评价顾客购买力，并转化为对某一产品、服务的需求，并最终把产品推向最终购买的消费者，以实现本公司所制定的利润目标或其他目的。

二、市场营销观念的发展：1、针对制造业营销观念的发展：一般意义上的市场营销就是指在制造业中的发展。

（1）生产导向时期：始于产业革命--20世纪20 年代。

背景：生产能力落后于需求，供不应求，生产的每一件商品都能买的出去。

特点：生产者考虑如何扩大生产能力，如何生产更多商品，而不考虑消费者的需求，经营者的目光，只注意产品产量、外界竞争、消费者的需求不予以考虑。

（2）销售导向时期：本世纪３０年代到20世纪50年代背景：二战刚结束，经济大萧条，人民生活水平下降。

供大于求。

特点：经营思想的中心由生产转到销售，但消费者的需要仍没有被重视，目的是把积压的商品卖出去打败竞争者。

（3）营销导向时期：20世纪70年代至今背景；战后经济复苏，科技发展，劳动生产率提高，供大于求情况严重。

企业认识到采用传统的销售方法功效微乎其微，通过加大销售力度无法把产品卖出去，只有满足消费者的潜在需要才能使产品热销。

特点：经营者眼光向外，注意消费者的需求、竞争对手情况及市场行情的变化。

在营销导向时期又分为几个阶段：A、部门营销时期：人们普遍认识到有必要建立新的部门来协调企业的经营活动，对传统的销售部门进行重新改组、定名把部门的职能扩展到广告、售后服务上，使其担负整个企业经营，统一协调、步骤一致。

局限：人们没有将其看成长期性业务，而把市场营销看成一种具体活动，只是市场营销部门的事情，与其他部门无关。

B、全员营销时期：虽然营销是市场营销部的责任，但其他部门也要为营销出力，人们开始认识到市场营销是一个管理过程包括分析、计划、执行、控制，少一个环节都不行，市场营销不仅是一个部门的事情，而是企业产、供、销、采购、开发、财会等所有部门，自上之下全体员工共同的的事情，即全员营销。

（4）社会营销导向：西方学者还倡导在营销导向基础上，应发展为社会营销导向。

此理论产生于20世纪80年代。

提出旅游业的经济利益要兼顾企业自身的利益和社会利益。

例如旅游开发对资源的破坏和环境污染及社会利益应予以高度重视。

更加兼顾消费者的眼前利益和长远利益。

针对旅游业中开发旅游景点宇保护文物的关系。

如西安要求开发唐高宗宇武则天的陵墓乾陵就没有得到国家的批准。

背景：资本主义国家面临日益严重的环境污染，资源匮乏，高度通货膨胀等社会问题。

局限：在发展中国家例如中国，对于环境污染并没有经济能力予以真正治理，虽然行政部门可以监控，但力度不够，我们国家对于营销的观念还停留在营销的基础上，甚至营销还没有真正理解，社会问题还有待以后解决。

2、旅游业市场营销观念的发展：（1）、西方国家旅游业中的营销思想落后于制造业几十年。

原因：A、旅游行业都是由一线人员提拔起来的，开始只注重具体技术，不重视顾客的需求，而在制造业中营销部经理很多都是院校毕业，受过正规训练。

B、旅游业大规模生产出现较晚，竞争并不激烈，而制造业大规模生产在20世纪初已出现，旅游业较之落后30至40年，经营管理人员经验少。

（2）现在旅游业中出现的问题：A、企业只重视短期计划而少长期规划。

B、盲目乐观，只要目前业务量的增长趋势仍能得到保障即可，安于现状。

Ｃ、认为自己景点好、酒店规模大、星级高就能在竞争中立于不败，地利优势仍占重要位置。

Ｄ、促销宣传中，只强调产品特点，不宣传如何满足顾客需要。

Ｅ、只提供现有产品，不考虑顾客未来需要，及市场潜在需求。

Ｆ、把本企业作为孤立个体，不重视合作。

总结：作为企业，如何才能从思想上行动上体现市场营销导向？1）把顾客的需求放在首位；2）重视开展市场调研，把实际工作与顾客消费相连接；3）参照竞争者的特点，正确评价自己，改正缺点；4）重视长期规划，有步骤的完成任务；5）重视各个部门的合作，形成集团优势；6）积极开拓新业务、新产品；7）经常自我检查、自我总结。

三、旅游行业的特点及其对营销的影响：1务业其产品不同于物质产品，其特点直接影响市场营销方式。

CHARACTERISTICS OF THE TRAVEL PRODUCT Travel products have several characteristics that distinguish them from the products of most other industries. Each characteristic influences how travel products are marked and sold.IntangibilityThe products of most industries are tangible. They can be seen, touched, and sometimes even smelled and tasted. They have weight and take up space. An automobile, a pair of shoes, and a washing machine are tangible products.Travel products, on the other hand, have certain intangible aspects. These products are experiences. Once they have taken place, they exist only as memories. The customer pays for the intangible benefits-pleasure, relaxation, convenience, excitement-that the experiences can yield. The tangible objects provide access to the intangibles that are sought. Because of the intangible nature of travel products, they are more difficult to market and sell than tangible products. A travel agent, for example, can’t place a trip in front of prospective customers and tell them to look at it from all angles. Customers can’t try the trip out before paying for it. If the customers go on the trip and have a bad experience, they can’t return it. Customers have to trust the promises of the agent. The travel industry must rely on other methods to sell its products. One method is to strengthen the customer/supplier relationship. Travel suppliers seek to gain the confidence of customers through their record of performance of through personalized service. Customers then come to trust what companies say about their products.Another method is to emphasize the benefits to be gained from buying travel products. Wherever possible, the industry seeks to make these benefits seem tangible by representing travel products visually, for example, with colorful photographs in glossy brochures and magazines. Some consumers originally became interested in taking a trip to Alaska after attending a travel party sponsored by Jackson Tours. At the party they viewed color slides of happy, healthy people sunning themselves ton the ship’s deck; enjoying a barbecue(吃烤烧肉的野餐) ashore; posing beside colorful Indian totem(图腾, 标识, 徽章) poles.(棒, 柱, 杆, 竿); photographing otters(水獭), and seals(海豹); and taking in the spectacular(引人入胜的) scenery. The slides suggested that if consumer purchased this cruise, they, too, could, enjoy such experiences.Simultaneous production and consumptionThe fact that travel products are produced and consumed simultaneously creates a certain level of interdependence between suppliers and customers. Since the production and consumption of travel products occur in the supplier’s equipment or on the supplier’s premises, customers and suppliers must interact, and their interaction shapes the travel experience.PerishedPerishment is another characteristic of travel and tourism products. It is related to the fact that travel products are intended to consume as they are produced. By contrast, tangible products have a much longer shelf life, or period in which they can be sold. The travel industry has developed several marketing strategies to protect itself against unsold products. One strategy is overbooking. Another strategy is dual distribution. Providing more distribution outlets for travel products increases the chances that they will be sold.SeasonalityThe marketing challenge for products affected by seasonality is to produce revenue during off-peak seasons. The most notable way of doing this is to lower prices during the off-season. This marketing technique appeals to travelers who are looking for a bargain or seeking to avoid crowds. Another technique for overcoming seasonality is to create special activities for off-peak seasons. They can find new products to increase chances of off-season.Parity（同等类似）Parity means that competing companies offer the same basic product. A company must solve the problem of parity. One way to do this is to make a product seem different from that of its competitors. Or it will create a difference in the minds of consumers. Another technique is frequent travel programs. A company will entice customers to keep using its product by offing various premiums(超票面价格) and upgrades in class of travel, or discounted fares.UniquenessMany destinations and attractions, for instance, have built-in appeal because they are so different and remarkable. The unique aspects of a travel product should be featured in all marketing efforts conductedv.(引导, 管理)on behalf of that product.ComplementarityThe fortunes of all these businesses are linked even though they may be separately owned. This close relationship of travel products is referred to as complementarity, and it is a characteristic of all travel products. As a result, more and more companies are participating in joint marketing ventures(风险).四、旅游行业的经营特点：A、季节性：需求波动受季节影响，不仅与制造业不同，即使与其他服务业相比，季节性突出，根据市场特点，在经营淡期争取需求是旅游市场营销不可避免的当务之急。