【文章內(nèi)容簡介】 Pricing Methods （ Competitororiented Pricing） 根據(jù)市場的競爭狀況 ， 為了打敗競爭對手 ， 以競爭對手的價格為基礎(chǔ)而進行的定價 。 常采用以下兩種定價方法： ? 率先定價法 (Leader Pricing) 指旅游企業(yè)采取率先定價的姿態(tài) ， 制定出符合市場需求的價格 ，并能在競爭激烈的市場中獲得良好經(jīng)濟效益的方法 。 ? 追隨大戶式定價 法 （ Followtheleader Pricing） 市場份額較小的企業(yè)隨時對自己的產(chǎn)品價格進行調(diào)整 ， 以匹敵市場領(lǐng)袖的產(chǎn)品價格 。 Pricing Methods 定價法（ Lossleader Pricing） 企業(yè)在短期內(nèi)以低于實際成本的價格提供某產(chǎn)品或服務項目 ， 以此為誘餌去吸引消費者前來光顧 ， 從而促進其他盈利產(chǎn)品或服務項目的銷售 。 定價法 （ Psychological Pricing） 通過將價格定得略微低一點 ， 給消費者一種值得購買的感覺 。 例如 ， 避免所指定的價格為偶數(shù)和整數(shù) ， 而采用奇數(shù)價格 。 Pricing Methods Discounts Allowances ? Quantity discounts ? Cumulative quantity discount ? Seasonal discount ? Cash discount ? Promotional discount PROJECT 1. Pricing goals Is your main aim to make high profit, to increase sales to gain a high market share, or to fit into an existing market and avoid 39。rocking the boat39。? . Setting the base price Set an initial base price using the three methodscost, demand, petition. 3. Discounts and allowances List any price reductions you will make for large quantities, fast payment or promotions. Place Learning Outes After this session, you should be able to: the concepts of intermediaries and distribution channel。 two types of distribution channel。 the factors that should be considered when choosing a distribution channel。 the main distribution strategies. PLACE Place, also referred to as distribution channel, is the route taken by a product as it moves from producer to end user. 所謂旅游產(chǎn)品銷售渠道是指旅游產(chǎn)品從生產(chǎn)者轉(zhuǎn)移到購買者手中所經(jīng)歷的途徑或通道，包括直接和間接兩種形式。 ? There are many different panies and anisations in tourism industry. How can we sort them into groups? Groups Departments in Tourism Industry 旅游供應商群組 交通承運商群組 旅游中間商群組 旅游目的地營銷組織群組 Destination Marketing Organisation Suppliers ? Acmodation ? Catering ? Cruising ? Car Rental ? Scenic SpotsEvents ? Gaming Carriers ? Flight Companies ? Railway Department ? Ferry Service ? Public Service Vehicle ? Tourist Bus Service ? Canal Department Intermediary Intermediaries (middlemen) are independent business concerns that operate as links between producers and ultimate consumers. 旅游中間商，是指介于旅游產(chǎn)品生產(chǎn)者和消費者之間的、從事旅游產(chǎn)品流通的、獨立的機構(gòu)和個人。 Intermediary ? Tour wholesalers are business anizations that bine transportation, acmodation and other service suppliers into package tours that are then sold through a distribution channel to the public. ? 旅游批發(fā)商 是指借助某一交通工具從事組織和批發(fā)包價旅游業(yè)務的中間商。 Intermediary ? Tour retailers are business or persons that sell tourism products or service to the consumer. ? 旅游零售商 是旅游批發(fā)商和旅游消費者之間的聯(lián)系紐帶，是直接面向廣大公眾從事旅游零售業(yè)務的中間商。 Intermediary ? Tour agents are intermediaries that act on behalf of the producer but do not take title to the products. ? 旅游代理商是指那些受旅游產(chǎn)品生產(chǎn)者或供應者的委托，在一定區(qū)域內(nèi)代理銷售其產(chǎn)品的旅游中間商。旅游代理商的經(jīng)營范圍一般包括：代辦預訂、代辦旅行票據(jù)證件、向旅游企業(yè)反映消費者意見和要求。 Intermediaries ? Retail Travel Agents ? Tour Wholesalers Tour Operators ? Corporate Travel Agency ? Incentive Travel Planners ? Convention/meeting Planners ? Online Travel Companies ? Global Distribution System Product Tourism Suppliers Tourists/ consumers Trvel and Hospitality Product/Service Product Distribution Channel of Travel and Hospitality Product/Service PLACE Intermediaries Types of Distributi