旅游市场营销英文版

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1、II II II2 Chapter 3 Analysis of Marketing EnvironmentKnow your enemy and know yourself, and in a hundred battles you will never be in peril. SUN-TZUII II II21.What is tourism marketing environment The multi-level , correlative, dynamic systemic construction consisted of the internal and external act

2、ors and forces that affect the tourism industrys marketing activities and objectives to performance. 是指影响旅游企业市场营销活动及其目标实现的各是指影响旅游企业市场营销活动及其目标实现的各种内外因素所构成的多层次、相互关联和不断变化种内外因素所构成的多层次、相互关联和不断变化的结构系统的结构系统1II II II2 The marketing environment is made up of a microenvironment and a macroenvironment. The mic

3、roenvironment consists ofThe Marketing Environment2Figure 3-1 Major actors inthe companysmicroenvironment.II II II2 The macroenvironment consists of The Marketing Environment3Figure 3-2 Major forces in the companys macroenvironment.II II II2旅游市场营销环境构成示意图政治政治 法律法律 人口人口 社会文化社会文化 自然自然 经济经济 科技科技 交通交通宏观环

4、境因素宏观环境因素旅游中间商 旅游供应商 社会公众 旅游消费者 竞争者微观环境外部因素微观环境外部因素企业企业 企业企业资源资源 能力能力 企业竞争力企业竞争力微观环境内部因素微观环境内部因素企业营销活动企业营销活动旅游企业营销活动旅游企业营销活动4II II II2 Macroenvironment - Political & legal forces(政治法律环境 ) Focus on: Legislation and regulation affect business National or regional policies and guidelines bilateral rela

5、tion highly important political activity52.How to Scan the Companys MacroenvironmentThe Marketing EnvironmentII II II2 Demography is the study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics. Focus on: population size and growth rate popu

6、lation structure population distribution and circulation process 6Macroenvironment - Demographic Environment(人口环境人口环境)II II II2 The economic environment includes factors affecting consumer purchasing power & spending patterns. Focus on: economic performance consumer income and consumption structure

7、Inflation and exchange rate economic & trade activity and policies7Macroenvironment - Economic Environment(经济环境经济环境)II II II2 Marketers should be aware of several trends in the natural environment： shortages of raw materials Increased energy cost The concern for sustainability is increasingAnti-poll

8、ution pressures increased government interventionGovernmental protections8Macroenvironment - Natural EnvironmentII II II2Social-Cultural Environment Includes national characteristics ， ，Lifestyle ， ，values ， ，religious beliefs ， ，manners& customs ,etc.Focus on:attitude to touristpurchase decision pr

9、ocess and consumption patternsattitude to tourism promotion9Macroenvironment - Cultural EnvironmentII II II2 Marketers must understand and anticipate changes in the technological environment and use technologies that serve human needs. Macroenvironment Transportation Environment10Macroenvironment -

10、Technological EnvironmentII II II2The company itself Marketing managers must know about the companys resources, abilities and core competitive ability. Content? Chang? Affection? Control?CompetitorsWho? Competitive ability? Objective? Action? Competitive attitude?113.How to analyze The Microenvironm

11、entThe Companys MicroenvironmentII II II2 Suppliers are firms & individuals providing resources needed by the company to produce goods & services. 12SuppliersThe Companys MicroenvironmentMarketing IntermediariesMarketing intermediaries help the company promote, sell, and distribute its goods to the

12、final buyers.II II II2 The hospitality or tourism company needs to study customer markets closely. Each market type has special characteristics. Targeted market? Purchase behavior? Purchase psychology ? Buying pattern? Comprehensive perception?13CustomersThe Companys MicroenvironmentII II II2 A publ

13、ic is any group that has an actual or potential interest in or impact on an organizations ability to achieve its objectives. 14PublicsThe Companys MicroenvironmentII II II2154.Responding to the Marketing Environmentthose who make things happenthose who watch things happenthose who wonder whats happe

14、nedThree kinds of companiesII II II2 determine the environmental areas to be monitored determine how the information will be collected, including information sources, frequency & who will be responsible implement the data collection plan analyze the data & use them in the market planning process164.

15、Responding to the Marketing Environment Use of an environmental scanning plan has proven beneficial to many hospitality and tourism companies. Environmental scanning plan To set up MIS (marketing information system) To set up marketing research mechanismII II II2Introduction to SWOT: SWOT analysis s

16、hould be done on every company , SWOT stands for: Strengths, Weaknesses , Opportunities , Threats . It is a general tool designed to be used in the preliminary stages of decision-making and marketing strategic planning . 17SWOT analysis5.Tools of analyzing marketing environmentII II II2Process of SW

17、OT analysis identifying and predicting significant changes in the environment. Evaluating the changing environment make a worksheet by drawing a cross, creating four sectors? one each for strengths, weaknesses, opportunities, and threats. How to response to it?18II II II219II II II2 What environmental trends will affect the success of a tourism or hospitality company, what plans would you make to deal with these trends?