旅游市場營銷英文版課件

1、Developing the hospitality and tourism marketing mixChapter 5 hospitality and tourism product tacticsMarketing managers firstly need to think what you shoud offer to meet your target market when you develop your marketing mix tacticsDiscussion question 1what do you want really when you buy hotel roo

2、ms and restaurant meals or other products? DefinitionsWhat is a Product?2We define the term product as follows: A hotel or tourism product is an offering or a bundle of benefits designed to satisfied the needs and wants, and solve the problems of specified target markets. 不要給我衣服，我要的是迷人的外表。不要給我鞋子，我要的

3、是兩腳舒服，走路輕松。不要給我房子，我要的是安全、溫暖、潔凈和歡樂。不要給我書籍，我要的是閱讀的愉悅與知識的滿足。不要給我歌碟，我要的是美妙動聽的音樂。不要給我工具，我要的是創(chuàng)造美好物品的快樂。不要給我東西，我要的是想法、情緒、氣氛、感覺和收益請，不要給我東西。Core Product is the core benefit the customer receives from the product, which answers:what is the buyer really buying?Actual product is the set of characteristics desig

4、ned to deliver the products core benefits including brand name, quality,features,design etc.Augmented products are extra products offered to differentiate it from the competition3Product level-Total Product conceptStage one: design core product based on environment analysis and your marketing strate

5、gy. Correctly identify what the buyer really want to buyStage two: design actual products based on core product properly express what the core product want to pursue.Stage three: design augmented products based on the above product and competitors productNeed to be fitful, non-exaggeratedly, popular

6、4How to design tourism or hotel product銷售/利潤分析法三因素分析法波士頓矩陣法(BCG Matrix) A brand is a name, term, sign, symbol, design, or a combination of these elements intended to identify the goods or services of a seller and differentiate them from competitors.A brand name is the part of a brand that can be voc

7、alized.A brand mark is the part of a brand that can be recognized but is not utterable, such as a symbol, design, or distinctive coloring or lettering.A trademark is a brand or part of a brand given legal protection.8Brand DecisionsBrands are more than just names and symbols, which represent consume

8、rs perceptions and feeling about a product and its synthetical value.the H&T company may choose different brand tactics: single-branding tactic(單一品牌策略), multi-branding tactic（多品牌策略）.Discussion question 3: If you are in charge of improving products value and build a strong brand for a tourism scenic

9、spot or a high star hotel, how will you do it?tab International Hotel Group Introduction 6. 圣達(dá)特國際集團(tuán)（Cendant Corporation）7凱賓斯基國際酒店集團(tuán) （Kempinski Hotels & Resorts）8喜達(dá)屋國際酒店集團(tuán) （Starwood Hotels & Resorts Worldwide）9雅高集團(tuán)（ACCOR）10香格里拉酒店集團(tuán) （SHANGRI - LA Hotels & Resorts） 洲際國際酒店集團(tuán)（Intercontinental Hotels Grou

10、p）“洲際”旗下的酒店品牌包括： 洲際酒店（intercontinental Hotels & Resorts） 皇冠假日酒店(Crowne Plaza Hotels & Resorts) 假日酒店(Holiday Inn) 假日快捷(Holiday Express) Indigo品牌酒店（Hotel Indigo） Candlewood品牌酒店, Staybridge公寓式酒店等品牌 希爾頓酒店集團(tuán)公司（Hilton Hotels Corporation）旗下主要品牌：華爾道夫（WALDORF ASTORIA HOTEL）港麗（CONRAD HOTELS）希爾頓（HILTON HOTEL）雙

11、樹 逸林（DOUBLE TREE）大使套房酒店（EMBASSY SUITE）庭園旅館（GARDEN INN）漢普頓旅館（HAMPTON INN AND SUITES）家木套房酒店（HOMEWOOD SUITE）希爾頓度假俱樂部(HILTON GRAND VACATIONS CLUB） 萬豪國際酒店集團(tuán)公司（Marriott International, Inc. Hotels）旗下主要品牌： 萬豪（Marriott Hotels & Resorts）J.W萬豪（JW Marriott Hotels & Resorts）萬麗（Renaissance Hotels & Resorts）萬怡（Cou

12、rtyard）、萬豪居家（Residence Inn）萬豪費(fèi)爾菲得（Fairfield Inn）萬豪唐普雷斯（TownePlace Suites）萬豪春丘（SpringHill Suites）萬豪度假俱樂部（Marriott Vacation Club）華美達(dá)（Ramada Plaza）麗茲-卡爾頓 （Ritz-Carlton） 凱悅國際酒店集團(tuán)（ Hyatt Hotels & Resorts） 集團(tuán)總部設(shè)在美國芝加哥，旗下主要品牌包括：凱悅（Hyatt Regency）, 君悅（Grand Hyatt）, 柏悅（Park Hyatt）,凱悅度假村（Hyatt Resorts）及凱悅假日俱樂部

13、（Hyatt Vacation Club） 霍桑（Hawthorn），艾美麗（Ameri suites）, 山姆菲爾德（Summerfield Suites） 君悅及柏悅?cè)繉儆谖逍羌壘频?，以豪華馳名。 最佳西方酒店管理集團(tuán)（Best Western International）酒店簡介： 最佳西方酒店管理集團(tuán)1946年在美國設(shè)立，是全球單一品牌最大的酒店連鎖集團(tuán)，擁有4100多家成員酒店，酒店分布在88個國家和地區(qū)，4200間酒店，33萬間客房。主要采取的是一種建立戰(zhàn)略聯(lián)盟的方式，通過其全球預(yù)定系統(tǒng)，把各個成員酒店聯(lián)合起來，最佳西方國際酒店的經(jīng)營運(yùn)作：酒店聯(lián)號的費(fèi)用一般包括四項(xiàng)：初始費(fèi)、特許

14、費(fèi)、市場營銷費(fèi)及客房預(yù)定費(fèi)。圣達(dá)特國際集團(tuán)（CENDANT Corporation）圣達(dá)特集團(tuán)是世界最大的飯店特許經(jīng)營者、世界最大的假期所有權(quán)組織、世界最大的汽車租賃經(jīng)營者和全世界旅行信息處理服務(wù)的主要提供者之一 。成立于1995年，旗下有九個全美知名連鎖酒店品牌，包括天天旅館(DaysInnOfAmerica)，豪生（HowardJohnsonFranchiseSystems），華美達(dá)特許系統(tǒng)RamadaFranchiseSystems），速8汽車旅館（Super8Motel）,溫德姆Wyndham Hotels and Resorts® , Travelodge，VillagerLo

15、dge，WingateInn等多個連鎖系統(tǒng)。喜達(dá)屋國際酒店集團(tuán)（Starwood Hotels & Resorts Worldwide）旗下主要品牌： 瑞吉斯(St.Regis) 至尊精選(The luxury Collection) 喜來登(Sheraton),威斯汀(Westin) 福朋(Four Points) 及W 酒店(W Hotels)， 美麗殿 艾美（Le MERIDIEN）雅高集團(tuán)（ACCOR）17How to obtain new products?A company can obtain new products in two ways.One is by acquisit

16、ionbuying a company, a patent, or a license to produce someone elses product. A company can obtain new products through new product development by setting up its own research and development department. 10Obtaining New ProductsNew Product Developmentan executive might push a favorite idea despite po

17、or market research findings if a good idea, market size may have been overestimated the product was not designed as well as it should have it has been incorrectly positioned, priced too high, or advertised poorly costs of product development are higher, or competitors fight back more than expected11

18、Obtaining New ProductsNew Product DevelopmentWhy do so many new products fail?12IntroductionNew Product DevelopmentFigure 4-2 Major Stages in Product DevelopmentAll members of the tourism & hospitality industry are highly dependent on the external environment. Idea Generation - Internal SourcesOne s

19、tudy found that more than 55 % of all new product ideas come from within the company.Idea Generation - customers Almost 28 % of all new product ideas come from watching and listening to customers. 13Idea Generation - Awareness of External EnvironmentNew Product Development14Idea Generation - Competi

20、torsNew Product DevelopmentAbout 27 % of new product ideas come from analyzing competitors products.Idea Generation - Distributors &Suppliers Distributors are close to the market & can pass along information about consumer problems & new product possibilities. Suppliers can tell about new concepts,

21、techniques & materials that can be used to develop new products.trade magazinesshows & seminarsgovernment agenciesnew product consultantsadvertising agencies & marketing research firms university & commercial laboratories; inventors15Idea Generation - Other SourcesNew Product DevelopmentOther idea s

22、ources include:Idea generation creates a large number of ideas, and the succeeding stages reduce the number of ideas. the purpose of idea screening is to spot good ideas & drop poor ones as quickly as possible Product development costs rise greatly in later stages, so the company wants to proceed on

23、ly with ideas that will turn into profitable products. 16Idea ScreeningNew Product Developmentfulfill our mission?meet corporate objectives?meet property objectives?protect and promote our core business?protect and please our key customers?better use existing resources?support and enhance existing p

24、roduct lines?17Idea ScreeningNew Product DevelopmentHow will the product assist us to: Surviving ideas are developed into product concepts. Marketing Strategy18Concept Development and TestingNew Product Developmentdesigning an initial marketing strategy for introducing the product into the marketBus

25、iness analysis involves a review of the sales, costs, and profit projections to determine whether they satisfy the companys objectives. If the product concept passes the business test, it moves into product development & a prototype.Market testing Market testing allows the marketer to gain experienc

26、e marketing the product, find potential problems, and to learn where more information is needed before the company goes to the expense of full introduction.Business AnalysisNew Product Development19Product DevelopmentWhen? - is it the right time to introduce the new product?Where? - a single locatio

27、n, a region, several regions, the national market, or the international market. To Whom? - the company must target its promotion to the best prospect groups. How? - an action plan for introducing the product into the selected markets.CommercializationNew Product Development20Launching a new product,

28、 means four decisions:案例討論：劉老根會館由趙本山斥資6000萬，主打原生態(tài)特色餐飲的“劉老根會館”，緊挨著“劉老根大舞臺”，占地萬余平米。2011年8月16日，正式開業(yè)。 核心產(chǎn)品：展示東北民風(fēng)的生態(tài)特色快樂餐飲 主要賣點(diǎn)：東北民風(fēng)、生態(tài)特色、快樂就餐實(shí)際產(chǎn)品：通過品牌命名、建筑裝潢、員工、特色菜肴、明星顧客等方面充分展示和新產(chǎn)品附加產(chǎn)品：通過體驗(yàn)東北文化、欣賞二人轉(zhuǎn)、接觸明星等提升產(chǎn)品附加值和吸引力品牌命名：借品牌之光借品牌人物之光、借品牌電視劇之光 店名：劉老根會館 包廂名：為了凸顯東北特色，會館里的包間名字取得妙趣橫生，什么“山炮廳”、“忽悠廳”、“磨嘰廳”等。四

29、合院名：6個四合院是用趙本山經(jīng)典電視劇來命名：“劉老根大院、“鄉(xiāng)村愛情大院”、“馬大帥大院”、“鄉(xiāng)村名流大院”、“二人轉(zhuǎn)大院”、“劉老根八大鍋”大院。四合院對聯(lián)也很搞笑。如“鄉(xiāng)村愛情大院”的對聯(lián)是：“談情說愛費(fèi)腦筋，吃飽肚子才能行。”；“馬大帥大院”的對聯(lián)是“熱情好客馬大帥，伴您升官又發(fā)財(cái)?！?菜名：很多菜都用劉老根、馬大帥等字樣來命名，比如“劉老根小咸菜”、“小蒙豆腐”等等。建筑裝潢：劉老根會館位于北京前門商業(yè)區(qū)和歷史文化保護(hù)區(qū)，總占地面積一萬余平方米，坐北朝南，比鄰劉老根大舞臺。會館主要由一間兩層的餐廳和六個四合院構(gòu)成，一樓是大廳散臺，二樓則是特色包間。整體的內(nèi)部裝潢盡顯東北民風(fēng)。除了桌椅

30、和墻壁的原木底色，裝飾色一概以大紅為主。營造“過大年、趕大集、吃大席、唱大戲”的喜慶氛圍，彰顯本山傳媒“快樂生產(chǎn)、生產(chǎn)快樂”的企業(yè)文化 本著“將快樂進(jìn)行到底”的原則，每個包間都有一幅壁畫，看過之后一定會對東北文化有更深入的了解。比如說“山炮廳”的壁畫上，“趙四”正參加一個騎豬比賽，表情生動，動作也很滑稽。會館的一層大堂設(shè)計(jì)得也頗有特色，大廳東邊靠墻為一溜方桌，中間道放若干圓桌，西邊則被劃分為過道和吧臺。此外，東邊靠墻的坐椅則被設(shè)計(jì)成了東北特有的炕頭。此外，在會館的室外還會展示滿繡、東北二十怪、踩高蹺、扭秧歌。 東北文化長廊“劉老根陶藝群雕”會館里的百米長廊中，有一群栩栩如生、造型各異的陶藝人群

31、，其雕塑工藝之精湛，十分吸引眼球。負(fù)責(zé)群雕的陶藝家漢方介紹：陶藝群雕是反映東北二人轉(zhuǎn)三百年的歷史，由八百余件各色人物和各種道具及油畫背景組成。人物及場景以時間為主線，自清雍正年間起至今。同時又按照二人轉(zhuǎn)表演空間和形式，劃分為八大板塊：“大車店”、“靠山屯”、“胡子窯”、“碼頭”、“農(nóng)家樂”、“向陽屯”、“娶親”、“劉老根大舞臺”，另外還有“東北二十怪”板塊。是近三百年二人轉(zhuǎn)發(fā)展的歷史畫卷，關(guān)東文化風(fēng)情展現(xiàn)，也是東北人生活的縮影。 服務(wù)員：集訓(xùn)一月學(xué)二人轉(zhuǎn)常識每個包間設(shè)有專門的服務(wù)員。這些服務(wù)員，大多也是東北“空運(yùn)”過來。記者隨即采訪了“得勁兒”包間的服務(wù)員甜甜，這位19歲的姑娘來自黑龍江。據(jù)她介紹，會所內(nèi)的服務(wù)員除了社會招聘來的，大多和她一樣從東北的旅游學(xué)校畢業(yè)后直接被分配到這里來工作。在來到北京之前，她們都被集中在沈陽的本山基地進(jìn)行過為期一個多月的系統(tǒng)培訓(xùn)。培訓(xùn)內(nèi)容除了要熟悉本山會所內(nèi)的各式菜色，還要學(xué)習(xí)擺臺、禮儀、站姿甚至有關(guān)二人轉(zhuǎn)的基本常識。女服務(wù)員的服裝其實(shí)是個“三件套”，貼身的肚兜外罩著小襖式樣的外