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Download Ⅰ. Concept of Market Segmentation
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广 西 高 校 教 育 技 术 应 用 课 程 Chapter 4 Tourism Market segmentation and Market Targeting Learning Objectives : 1. To grasp the concept, principle, standard, and way of tourism market segmentation 2. To grasp the choice and related strategy of Tourism Target Market 3. To grasp the concept and method of Market Location of the Product of Tourism 4. To be familiar with the three essential factors and the steps of Market Location of the Product of Tourism 桂 林 工 学 院 旅 游 学 院 邮编 541004 广 西 高 校 教 育 技 术 应 用 课 程 Discussion: Why to subdivide the market and choose target market? ●Finiteness of business resources (restrictive Conditions) ●Enterprise’s Business according to qualification (the pursue goal ) ●Difference of market demand (feasible condition) 桂 林 工 学 院 旅 游 学 院 邮编 541004 广 西 高 校 教 育 技 术 应 用 课 程 market segmentation Ⅰ、Make Market targeting Market Location Ⅲ、Decide Ⅴ .Decide possible location idea for each target market segmentation . sure the base of market segmentation the measuring standard of market segmentation Ⅱ、Draw the attraction outline of market segmentation Ⅳ、Choose Ⅵ. Choose, develop and communicate with the location idea that was chosen. target segmentation market 桂 林 工 学 院 旅 游 学 院 邮编 541004 广 西 高 校 教 育 技 术 应 用 课 程 Section 1 Tourism Market Segmentation Ⅰ. Concept of Market Segmentation The market segmentation is a behavior process that divides a market into certain different buyer community according to buyer’s need and desire, purchase manner, purchase behavior characteristic and other different factors. 桂 林 工 学 院 旅 游 学 院 邮编 541004 广 西 高 校 教 育 技 术 应 用 课 程 Ⅱ. Effective Segmentation Measurable Requirements for Effective Segmentation Actionable Accessible Substantial 桂 林 工 学 院 旅 游 学 院 邮编 541004 广 西 高 校 教 育 技 术 应 用 课 程 Ⅲ. Segmenting Consumer Markets Bases for Segmentation Geographic Demographic Psychographic Behavioral 桂 林 工 学 Nation or country State or region City or metro size Density Climate 院 旅 游 学 院 邮编 541004 广 西 高 校 教 育 技 术 应 用 课 程 Ⅲ. Segmenting Consumer Markets Bases for Segmentation Geographic Demographic Psychographic Behavioral 桂 林 工 学 Age, race, gender Income, education Family size Family life cycle Occupation Religion, nationality Generation Social class 院 旅 游 学 院 邮编 541004 广 西 高 校 教 育 技 术 应 用 课 程 Ⅲ. Segmenting Consumer Markets Bases for Segmentation Lifestyle Geographic Demographic Psychographic Behavioral 桂 林 工 学 Activities Interests Opinions Personality Core values 院 旅 游 学 院 邮编 541004 广 西 高 校 教 育 技 术 应 用 课 程 Ⅲ. Segmenting Consumer Markets Bases for Segmentation Geographic Demographic Psychographic Behavioral 桂 林 工 学 Occasions Benefits User status Usage rate Loyalty status Buyer-readiness Attitude 院 旅 游 学 院 邮编 541004 广 西 高 校 教 育 技 术 应 用 课 程 Section 2 Tourism Target Market Ⅰ、The definition of tourism target market : It refers to the part of specific customer community which mainly served by enterprise according to their own resources superiority , and in the foundation of market segmentation. Scale of market segmentation Attraction of market segmentation 桂 林 Choose target market Company's goal and resources 工 学 院 旅 游 学 院 邮编 541004 广 西 高 校 教 育 技 术 应 用 课 程 Ⅱ. Evaluating Market Segments Size and Growth Structural Attractiveness Company Objectives and Resources 桂 林 工 学 院 旅 游 学 院 邮编 541004 广 西 高 校 教 育 技 术 应 用 课 程 Ⅲ. Choice Strategy of Target Market Scope Product - market centralization Product specialization Market specialization Selective specialization Total market 桂 林 工 学 院 旅 游 学 院 邮编 541004 广 西 高 校 教 育 技 术 应 用 课 程 M1 M1 M2 M2 M3 P1 M3 P2 P1 P3 P2 P3 Product - market centralization M1 M2 Product specialization M3 P1 P2 P3 Market specialization 桂 林 工 学 院 旅 游 学 院 邮编 541004 广 西 高 校 教 育 技 术 应 用 课 程 M1 M2 M1 M3 P1 P1 P2 P2 P3 P3 Selective specialization 桂 M2 M3 Total market 林 工 学 院 旅 游 学 院 邮编 541004 广 西 高 校 教 育 技 术 应 用 课 程 Case discussion: Market targeting Shanghai and Beijing will continue attract the foreign tourists that travel to China at the first time. People who need to travel to China at the second time and hope to know more detail about China. If investigates and studies demonstrated that the majority western tourist are attracted by the Chinese magnificent scenery and the animal and plant, then Chinese target customer should be the naturalist. They can endure hardship and get used to Chinese traveling condition. In order to attract these tourists, Chinese representatives should make lectures in world wildlife association and other conferences that organized by natural conservation organization. Tourist who travel for the purpose of religious belief are also many. They travel to Rome, Israel, Mecca, Indian and Tibet's origin place of religious and worship. Nevertheless, as Qufu is the origin place of Chinese Ru culture, it is strange that not many tourists go there. People who have good education background all know Confucius. If the Qufu traveling authority propagandizes Confucius and the Confucianism to the Western religious organization and the church organization, the Western tourist will make active respond and travel to Qufu .People who take the religious belief as the highest spiritual value are the target customers of religious tourism. 桂 林 工 学 院 旅 游 学 院 邮编 541004 广 西 高 校 教 育 技 术 应 用 课 程 Case discussion :Tourism of the Philadelphia education Philadelphia is located in the east of US, it is the signature place of American Declaration of Independence, and also the American fourth big city. The Philadelphia and the nearby regions altogether have more than 50 universities and institutes. According to the population proportion computation, the Philadelphia has the most universities and institutes in American , people who at least has the undergraduate degree account for 51%, it is 7 percentage points higher than American average level, the full-time employment rate is 74%, it is 9 percentage points higher than American average level. It is not exaggerated to said that, Philadelphia is one of the most knowledgeable cities in American. Nevertheless, before 1999, the brand image of Philadelphia as US education city did not obtain the promotion, not only the foreign tourist but also the American domestic tourists did not familiar with the Philadelphia. Compared to its peripheral Baltimore, Boston, Chicago, New York, Washington D.C. and other cities, Philadelphia's traveling competitive power is not good. 桂 林 工 学 院 旅 游 学 院 邮编 541004 广 西 高 校 教 育 技 术 应 用 课 程 At the end of 1999, joined with the University of Pennsylvania, Philadelphia tourism bureau launched a “Campus Visit Program” which publicized with a slogan of “One Big Campus” after a year-long marketing investigation. The purpose of the initial three-year program is to attract students ,parents and educators to visit Philadelphia. This program can not only promote tourism in Philadelphia, but be able to bring far-reaching impact on education sector. when the program was launched , many people in the tourism sector can not understand why Philadelphia focus on publicizing “the concept of education” instead of “its ancient history”, as before the program was launched ,Philadelphia was always introduced as “the most ancient city” in the United States . 桂 林 工 学 院 旅 游 学 院 邮编 541004 广 西 高 校 教 育 技 术 应 用 课 程 It is discovered in the market survey that in people’s mind ,the main impression of Philadelphia is indeed its history. However, except the Congress Office and the Liberty Bell , Philadelphia can not attract them to other places. But the deeper meaning of history should be the culture. Through investing the target audience, we know that Philadelphia's main competitive advantage are :1.On behalf of the U.S. history. 2.a large number of well-known universities and museums ,a Strong cultural heritage. 3.the scenery of the city is natural and enchanting. The Campus Visit Program is to tour Philadelphia's history and education together, to regard Philadelphia as “a big campus”, to create a new, more competitive brand image of Philadelphia. 桂 林 工 学 院 旅 游 学 院 邮编 541004 广 西 高 校 教 育 技 术 应 用 课 程 1.Tourism program is specially designed for students and parents, and there is a “Philadelphia University Day” hold yearly in Philadelphia 2.The official website of Philadelphia Tourism Marketing – One big campus. com. which can link with major U.S. university sites and world-renowned university sites .Through the threedimension animation in the website ,potential consumers even can interact to achieve “trial visit”. Founding the "Guide for Campus" magazine which is quarterly ,mainly delivered to the target market such as each university’s entertainment place , students can also apply free reading online. One can describe his personal experience, and add their tour photographs. The immediate tourism revenue has been surpassed 90 million U.S. dollars every year, and the prospects of Philadelphia tourism are extremely good . 桂 林 工 学 院 旅 游 学 院 邮编 541004 广 西 高 校 教 育 技 术 应 用 课 程 Ⅳ. Market Coverage Strategies Company Marketing Mix Market A. Undifferentiated Marketing Company Mix 1 Segment 1 Company Mix 2 Segment 2 Company Mix 3 Segment 3 B. Differentiated Marketing Segment 1 Company Marketing Mix Segment 2 Segment 3 C. Concentrated Marketing 桂 林 工 学 院 旅 游 学 院 邮编 541004 广 西 高 校 教 育 技 术 应 用 课 程 Ⅴ. Distinguishes and connections among three target marketing strategies Both undifferentiated marketing strategy and differentiated marketing strategy try to cover the entire market ,but the difference is that the former didn’t subdivide the market, only face the entire market with a product ,a marketing mix, thus the latter produced a variety of products on the basis of market segmentation, then use a variety of marketing group strategy to explore the various market segments. The differentiated marketing strategy and the concentrated marketing strategy are based on the market segmentation, but what is different is the former should be broken down into many sub-markets, while the latter a few, or even a breakdown of the market as a target market. 桂 林 工 学 院 旅 游 学 院 邮编 541004 广 西 高 校 教 育 技 术 应 用 课 程 undifferentiated marketing strategy differentiated marketing strategy concentrated marketing strategy Strength of enterprises strength & resource abundant strength & resource abundant poor strength of & small scale Features of products The same product Heterogeneous products Heterogeneous products Market Features Weak competition Intense competition Intense competition Product life cycle Input period, growth Competitors strategy undifferentiated differentiated concentrated 桂 Maturity, the period Maturity, the period of recession of recession differentiated concentrated 林 工 学 院 旅 游 concentrated 学 院 邮编 541004 广 西 高 校 教 育 技 术 应 用 课 程 Section 3 the Marketing Positioning of Tourism Products Ⅰ. The connotation of Marketing positioning Marketing positioning——aimed at making their own enterprises or their products in the eyes of target customers create unique, impressive distinctive image. 桂 林 工 学 院 旅 游 学 院 邮编 541004 广 西 高 校 教 育 技 术 应 用 课 程 Ⅱ. Positioning Method Products Feature Positioning Price / quality positioning Use of targeted products Positioning Products targeted users Positioning Products Category Positioning With competitors positioning 桂 林 工 学 院 旅 游 学 院 邮编 541004 广 西 高 校 教 育 技 术 应 用 课 程 Ⅲ. Implementation of Positioning • Seek differences——The act of designing their own products and marketing mix. High-quality A F Low prices High prices E D C B Low-quality 桂 林 工 学 院 旅 游 学 院 邮编 541004