旅游業(yè)經(jīng)營(yíng)理論與可持續(xù)發(fā)展理論(編輯修改稿)
2025-07-21 23:15 本頁(yè)面
【文章內(nèi)容簡(jiǎn)介】 nce.Perished Perishment 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.Seasonality The marketing challenge for products affected by seasonality is to produce revenue during offpeak seasons. The most notable way of doing this is to lower prices during the offseason. This marketing technique appeals to travelers who are looking for a bargain or seeking to avoid crowds. Another technique for overing seasonality is to create special activities for offpeak seasons. They can find new products to increase chances of offseason. Parity（同等 類(lèi)似） Parity means that peting panies offer the same basic product. A pany must solve the problem of parity. One way to do this is to make a product seem different from that of its petitors. Or it will create a difference in the minds of consumers. Another technique is frequent travel programs. A pany will entice customers to keep using its product by offing various premiums(超票面價(jià)格) and upgrades in class of travel, or discounted fares.Uniqueness Many destinations and attractions, for instance, have builtin appeal because they are so different and remarkable. The unique aspects of a travel product should be featured in all marketing efforts conductedv.(引導(dǎo), 管理)on behalf of that product. Complementarity The fortunes of all these businesses are linked even though they may be separately owned. This close relationship of travel products is referred to as plementarity, and it is a characteristic of all travel products. As a result, more and more panies are participating in joint marketing ventures(風(fēng)險(xiǎn)). 四、 旅游行業(yè)的經(jīng)營(yíng)特點(diǎn)： A、季節(jié)性：需求波動(dòng)受季節(jié)影響，不僅與制造業(yè)不同，即使與其他服務(wù)業(yè)相比，季節(jié)性突出，根據(jù)市場(chǎng)特點(diǎn)，在經(jīng)營(yíng)淡期爭(zhēng)取需求是旅游市場(chǎng)營(yíng)銷(xiāo)不可避免的當(dāng)務(wù)之急。如：亞不利的風(fēng)車(chē)山莊。 B、高固定成本；不管接待量增加與否，旅游設(shè)施都應(yīng)建立完善的硬件設(shè)備，固定成本不變，營(yíng)業(yè)量是決定利潤(rùn)的關(guān)鍵，在先期投入資金后，迫使旅游企業(yè)加強(qiáng)營(yíng)銷(xiāo)，以爭(zhēng)取更大客源。 C、相互依賴(lài)性：使旅游行業(yè)各部門(mén)聯(lián)合營(yíng)銷(xiāo)（擴(kuò)大對(duì)目的地的需求） 五、旅游營(yíng)銷(xiāo)同一般市場(chǎng)營(yíng)銷(xiāo)的異同： 共同點(diǎn)：營(yíng)銷(xiāo)的基本原理相同，都包括市場(chǎng)營(yíng)銷(xiāo)策略、市場(chǎng)調(diào)研預(yù)測(cè)、目標(biāo)市場(chǎng)細(xì)分、產(chǎn)品策略、分銷(xiāo)與促銷(xiāo)等基本的營(yíng)銷(xiāo)內(nèi)容。 不同點(diǎn)：針對(duì)不同行業(yè)，在對(duì)原理的具體應(yīng)用上，體現(xiàn)在： 互動(dòng)營(yíng)銷(xiāo)：旅游者是否能得到滿足受很多方面影響。旅游者在旅游過(guò)程中： 旅游者服務(wù)人員 （包括酒店、旅行社、商業(yè)服務(wù)部門(mén)） 旅游者當(dāng)?shù)鼐用瘢ㄊ欠駥?duì)游客的到來(lái)持歡迎態(tài)度） 旅游者與目標(biāo)市場(chǎng)是否匹配（旅游者對(duì)山水風(fēng)光無(wú)興趣，對(duì)獵奇探險(xiǎn)有興趣） 旅游者其他因素（當(dāng)?shù)氐慕煌顩r、空氣污染的大小等） 內(nèi)部營(yíng)銷(xiāo)（對(duì)內(nèi)營(yíng)銷(xiāo)）：旅游產(chǎn)品主要是一種服務(wù)性產(chǎn)品，作為旅游企業(yè)的經(jīng)營(yíng)者，對(duì)員工的管理間接也是對(duì)自己旅游產(chǎn)品質(zhì)量的提高，所以適當(dāng)?shù)膶?duì)員工進(jìn)行關(guān)心、獎(jiǎng)懲也是營(yíng)銷(xiāo)方式之一。 旅游行業(yè)的服務(wù)質(zhì)量難以量化，其他行業(yè)的產(chǎn)品可以有具體的衡量標(biāo)準(zhǔn)是區(qū)別之一。六、學(xué)習(xí)旅游市場(chǎng)營(yíng)銷(xiāo)的意義： ?。?、是現(xiàn)代旅游企業(yè)經(jīng)營(yíng)決策的基礎(chǔ)理論?！ 。?、在企業(yè)經(jīng)營(yíng)中起銜接機(jī)制的作用，由于營(yíng)銷(xiāo)部門(mén)指定了企業(yè)的營(yíng)銷(xiāo)目標(biāo)，使該目標(biāo)延伸至整個(gè)企業(yè)的各個(gè)部門(mén)，使企業(yè)各個(gè)部門(mén)形成一個(gè)整體?！ 。?、營(yíng)銷(xiāo)計(jì)劃中制定的目標(biāo)可以與實(shí)際業(yè)績(jī)相比較找出差距，分析原因?！ 。?、現(xiàn)代市場(chǎng)條件下，市場(chǎng)營(yíng)銷(xiāo)理論是決定企業(yè)生存的必要條件，成功運(yùn)用有助于企業(yè)提高市場(chǎng)分額。提高企業(yè)競(jìng)
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