旅游产品促销的策略.ppt

Evaluation only. Created with Aspose.Slides for .NET 4.0 Client Profile 17.1. Copyright 2004-2017Aspose Pty Ltd. Evaluation only. Created with Aspose.Slides for .NET 4.0 Client Profile 17.1. Copyright 2004-2017Aspose Pty Ltd. 第九章旅游产品促销策略 ■学习目标 本章主要学习旅游产品促销的概念、 作用,旅游促销组合策略的制定,旅游促 销方案的评估等内容。通过学习,要求学 习者掌握旅游产品促销的实质及作用,明 确信息沟通的步骤,了解促销组合各因素 的基本知识点,掌握各种促销方式的特点 及促销效果的评估、促销预算的制定。 Evaluaton onr. ith Aspose slides for NET 4o client P Evaluation only. Created with Aspose Slides for NET 4.0 Client Profile 171 Copyright 2004 -2017 Aspose Pty Ltd  Evaluation only. Created with Aspose.Slides for .NET 4.0 Client Profile 17.1. Copyright 2004-2017Aspose Pty Ltd. Evaluation only. Created with Aspose.Slides for .NET 4.0 Client Profile 17.1. Copyright 2004-2017Aspose Pty Ltd. [开篇案例 香港缤纷冬日节 吸引内地家庭及商务游客的促销 Evaluaton onr. ith Aspose slides for NET 4o client P Evaluation only. Created with Aspose Slides for NET 4.0 Client Profile 171 Copyright 2004 -2017 Aspose Pty Ltd  Evaluation only. Created with Aspose.Slides for .NET 4.0 Client Profile 17.1. Copyright 2004-2017Aspose Pty Ltd. Evaluation only. Created with Aspose.Slides for .NET 4.0 Client Profile 17.1. Copyright 2004-2017Aspose Pty Ltd. 最游产品促销述 旅游促销的概念及作用 (-)旅游促销的概念 经营者将有关本企业及产品的信息通过各种 方式传递给消费者和用户,促进其了解、信赖并 购买本企业的产品或服务,以达到扩大销售的目 这个表述包含三层意思:一是所传递的是有关本企 业或本企业产品的信息;二是这种传递要通过各种 手段,主要有 业推广、人员推销和公共 关系;三是信息传递的目的是使消费者了解、信赖 并购买本企业产品及服务。 Evaluaton onr. ith Aspose slides for NET 4o client P Evaluation only. Created with Aspose Slides for NET 4.0 Client Profile 171 Copyright 2004 -2017 Aspose Pty Ltd  Evaluation only. Created with Aspose.Slides for .NET 4.0 Client Profile 17.1. Copyright 2004-2017Aspose Pty Ltd. Evaluation only. Created with Aspose.Slides for .NET 4.0 Client Profile 17.1. Copyright 2004-2017Aspose Pty Ltd. ∈)旅游促销的作用 1·提供情报,传递信息 信息流是商流和物流的前导。旅游企业必须采取各种 方法及时向消费者传递产品或服务的信息,向他们介绍产 的特点、性质、价格、所提供的服务等消费者关心的信息, 以引起消费者和旅游中间商的注意。而旅游中间商也需要向 其下游中间商或消费者提供信息、介绍产品或服务,以达到 促销的目的 2突出特点,强化竞争力