Transcript 近15年来的营销之路
Phd. Hu Haisheng Associate Professor, Master Supervisor Department of Tourism Management, College of Tourism and Urban Management, Jiangxi University of Finance and Economics, Nanchang, Jiangxi Province, CHINA E-mail: [email protected] Cell Phone: +086 13576125141 “Marketing should focus on market creation, not market sharing” - Regis McKenna “To be wise, a man should read ten thousand books and travel ten thousand miles.” - Li Bai, Chinese poet, Tang Dynasty 1. Marketing Research 2. Internet marketing for tourism 3. The future of the attractions market 4. Cases of marketing 1. Marketing Research Kotler’s Definition A market is ‘A set of actual and potential buyers who might transact with a seller’. This market can be a physical or virtual space’ (Kotler et al, 2003, p 20). Marketing is ‘A social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others’ (Kotler et al, 2003, p.12). 1. Marketing Research definition Marketing is about anticipating and identifying the wants and needs of a target market of consumers, then satisfying those needs in order to make a profit Firstly, travel and tourism organisations must understand their customers’ demands. This is the ‘anticipating’ and ‘identifying’ part of the definition Market Segmentation Whole population – the potential market Proportion of the population that visits attractions of and kind – the current effective market The markets for particular types of attraction: Museums, theme parks, animal-based attractions, beaches and the theatre Market subgroups such as the elderly, visitors with Special needs, families and corporate users Market Segmentation A target market consists of a whole group of potential customers, drawn from the whole population It’s better to define the target market as a collection of ‘segments’ Each segment will have different characteristics Each segment’s needs and wants must be satisfied Market Segmentation In the domestic tourism market the following segments may be involved: General business tourism Holidays and breaks pre-family Long holidays Activity holidays Group holidays Market Segmentation Four classic ways Geographical segmentation: Where the people within the market live Demographic segmentation: such as age , sex and race Psychographic segmentation: Attitudes and opinions of individuals Behaviouristic segmentation Market Segmentation Other methods of segmented visit party composition: people visit as individuals, families, or groups visit type and purpose: school parties and corporate hospitality clients method of travel: private car, coach, bike, walk or train The leisure paradox Attraction visiting involves time and money time discretion time income discretion income youth young family middle aged elderly Marketing Mix The way in which current and potential customers’ demands are satisfied depends on the marketing mix of the organisation’s products and services: Traditionally 4 elements of the mix – Product, Price, Promotion and Place In the modern travel and tourism industry it’s usual to look at 6: Product, Price, Promotion and Place, People, Planning Elements of the Marketing Mix Product or service Quality Value Lifecycle Perishability Differentiation Niche Elements of the Marketing Mix Price Seasonality Strategies Competitor analysis Loss leadership Skimming Elements of the Marketing Mix Promotion Advertising Endorsements Sponsorship Methods – use of different media, brochures/leaflets, public relations, sales promotion, press releases To gain attention/interest/desire/action Elements of the Marketing Mix Place Channels of distribution Getting tourism services to customers Retail services such as travel agents Direct marketing through targeted mail outs Electronic methods, such as using the Internet The growth of technology Elements of the Marketing Mix People Employees Management Culture of organisation Attitude to customer service Elements of the Marketing Mix Planning Mission statements Deciding on objectives ‘What are we trying to achieve?’ – profit, cut the competition, boost share of market, enter new markets and so on But some questions Oversimplification Complexities whole population Local area, the region, the country, the whole world? effective market ? Occasional attraction users, frequently? the markets for different types of attractions are not mutually exclusive The markets research is weak 2. Internet marketing for tourism Whether used for research or for purchase, the Internet is an increasingly valuable tool for travelers. During this workshop you will explore: * The impact of the Internet of tourism businesses * Learn how you can use technology to increase your tourism business 2. Internet marketing for tourism Internet Impact on Tourism Industry In 2003, 64 million Americans used the Internet to Get destination information Check prices Check schedules Results 42.2 million actually booked 2. Internet marketing for tourism Internet Impact on Tourism Industry Visitors to Web sites that provided planning and organizing travel Female (55%) Access from home computer (68%) Annual household income above $75,000 (40%) Time spent at travel site –37 minutes and 23 seconds Internet Marketing and Tourism Tourism is an information intensive industry. Tourist products are intangible services that are experienced. Tourist cannot really assess the quality of the products/services until arrival at the destination. Advantage of Internet Marketing Addressability Customized message • Low-cost • High speed information transmission and retrieval Accessibility Available 24/7, 365 days/year Customer Service Easy to compare choices Immediate confirmation and documentation of reservations Advantage of Internet Marketing Interactivity Responds to user inputs Builds relationship between buyer and seller which is an important factor in building customer loyalty Flexibility Continual update keeps information fresh, based on customer input, new product offerings and price changes Costs Savings Electronic processing reduces sales cost Automation reduces skilled labor costs Reduces ‘middle person’ Reduces physical space costs Tourism and the Internet Tourism is a fragmented market i.e., the tourist has an experience but it is purchased in fragments • Lodging • Meals • Tours • Seats Tourism and the Internet Encourage repeat visits What’s new page Free stuff Coupons/discounts Contest/competitions Site of the day Children’s page (coloring) Reward program Tourism and the Internet Virtual tour Calendar of events Links Packages Cooperative marketing Send postcards Advice columns Customer service support Earn & KEEP Top Search Engine Ranking 6 Core Elements to Earn Ranking: I. Relevant key word rich URL II. Key word page title that supports your theme III. Key word phrase list that supports your theme IV. Brief Description: the most important summary you’ll ever write V. Regularly updated & theme specific content VI. LINK POPULARITY - Super Important • Inbound Links Rich In Your Key Word Phrases Tim Warren© 2007 Relevant Key Word rich URL Key Words & Phrases that Summarize your Theme Dashes between words can help ranking .Com, .Net, .Info, .Travel not as important as key word centric URL (but .com and .net still rule…) Get the dashed, un-dashed, .com & .net version of a good key word rich URL when you can. Virtual real estate as low as $7.99 per URL, plus you can inhibit your competition… Tim Warren© 2007 Key Word Page Title That Supports Your Theme Page title are the words across the top of your browser window 8 - 12 key words total per page is ideal You can entirely different page titles and themes on interior pages Sample Index Page Titles Alaska Dog Sledding: Alaska Adventure Travel and Dog Mushing Trips Alaska Salmon Fishing & Alaska Fishing Lodge Tim Warren© 2007 Key Word Phrase List That Supports Your Theme Keep the key word list specific, short and inclusive of the whole page theme, page title, content, brief description To see your key word list of any page, open the “view” title in your browser, and click on the word “Page Source” Samples alaska fishing, salmon fishing, alaska fishing lodge, alaska salmon fishing, alaska fly fishing, alaska fishing tour alaska adventure travel, dog sledding, dog mushing, alaska travel, iditarod, mushing, Alaska dog mushing, Mushing tours, dog sled treks, dog sled training, sled dog tours, sleding,travel alaska, alaska vacations, adventure trips, adventure vacation Tim Warren© 2007 Brief Description The Most Important Summary You’ll Ever Write Needs to be Key Word Specific Should Sell be 12 - 18 words long total the web site, stand out from the crowd • Credibility, experience, awards, # of years Tim Warren© 2007 Relevant Theme-Specific & Updated Content If you put too many key word phrases /themes in 1 site, you could dilute your relevancy and loose out For competitive environments, focus on only 2 - 3 key word phrases for the home page Interior pages 2 - 3 key words/themes each Ideal “Key Word Density” is 2% - 4% of the pages words. I use Headlines and Sub-headlines to maximize density and theme Tim Warren© 2007 Earn & KEEP Top Search Engine Ranking 5: Regularly Updated Theme Specific Content Search engines love relevant content that is updated regularly The more frequently you update content, the more frequently your website is “Spidered” = indexed by search engines Blog software like “Wordpress” are a good way to add content easy and fast. • Also good for visitor comments and bulletin boards, announcements Tim Warren© 2007 LINK POPULARITY - Now Super Important with Google Inbound Links Rich In Your Key Word Phrases Example of my key word rich link title: Tourism Marketing, Travel Business, Hospitality Marketing More Inbound links = Higher ranking Reciprocal links now SHOULD NOT be more than 15% Get more inbound links from: Paid & Free Directory listings - (See Travel Portal Directory) Membership sites (get your chamber members to link to you) Online Article Publishing can give you HUGE numbers of inbound links! Tim Warren© 2007 3. The future of the attractions market Evolution of Marketing Production orientation Sales orientation Marketing orientation Societal marketing Exchange principle Services vs goods Services as dominant marketing logic Co-creation The Future of Tourism Amazing Opportunities & Challenges HUGE changes coming Demographics II. Technology III. Moderate Growth I. Next 10 Years in Tourism Age of the Informed Consumer (peer info) Age of Intelligent Growth (3-5%/yr) U.S. Population: Generations 2013 Generation Birth Number Age (2013) PreDepression Silent Generation Before 1930 12 MM 84+ 1930-1945 28 MM 68-83 Baby Boomers 1946-1964 80 MM 49-67 Generation X 1965-1976 45 MM 37-48 Generation Y 1977-1994 71 MM 19-36 Generation Z After 1994 29 MM 19 or younger New Technologies Trend: Moving from pre-planning to real time Mobile, social, on-line, etc. New social apps (Kik=50mil users; whatsapp=1Billion messages/day, etc. – text without paying) Hybrid Meetings & Gatherings Info & services target you at your location Instant Concierge The new luxury traveler (young, sophisticated, spoiled, demanding) Video: VisualBookingsTechnology Marketing Package For Destinations and CRS Travel Industry Sectors Airlines & Transportation Lodging Hotels/motels Rentals B&B Camping/RV Retail Attractions Dining Cruises Packaged Travel Motorcoach Major Future Issues Ageing population & new generational priorities Increasingly connected society (mobile) Fluctuating economic conditions worldwide Consumer appetite for travel is insatiable Time compression (time poverty) Convenience wins Changing customer: Makes their own decisions, is more connected that ever, shapes their own relationship with brands. - Keynote address: David Scowsill April 2013 World Travel and Tourism Council’s Global Summit Typical Consumer Spending 33% 17% 13% 10% 9% 6% 5% 3% 2% 2% 100% Housing (mortgage, property taxes, repairs, etc.) Transportation (car payments, insurance, etc.) Food Entertainment (alcohol, going out, movies, travel, etc.) Pensions & Savings (Social Security, investments, insurance, etc.) Healthcare Clothing Personal Care (hair, health & beauty, etc.) Charitable Giving Education Current Literature Says Aging population Increase in physical challenges (10% of population now) Growth in diversity Homogenization of America & World vs. Culture Diversity Technology explosion Trading Up – Higher expectations for quality Time poverty Visit places where history happened vs. History Channel on TV Shared experienced with family & friends Safety, comfort, convenience Trend Results a. b. c. d. e. f. g. h. The customer has changed The product has not kept pace Product life cycle issues Too many choices Stressed out, just want to relax Unwillingness to accept poor quality Demand for more engaging interpretation Difficulty in choosing & planning a trip Some tips of future attraction attractions which offer hands-on experiences of all kinds where visitors can become participants rather than just spectators. those attractions which focus on health, both physical and mental, and which integrate exercise and a healthy diet. workplace visits including craft workshops, farms and industrial sites. Some tips of future attraction leisure shopping including factory shopping, designer outlets and markets. fantasy attractions where virtual reality allows visitors to enter an artificial environment where they can enjoy extraordinary experiences. attractions which allow visitors to learn something new. Some tips of future attraction places which provide intense experiences for those who feel they have limited time to spare, a trend which is apparently increasing across the developed world. attractions which incorporate accommodation to allow longer stays, with much of this accommodation being themed to complement the main attraction. a gradual decline in attractions based on live animals due to animal welfare concerns. Some tips of future attraction the market for individual attractions will become more international and culturally diverse which poses a challenge for attraction managers. as people become more experienced attraction visitors they will demand ever higher standards of service and facilities. more and more attractions will focus upon particular market segments rather than trying to appeal to everyone. Some tips of future attraction many attractions will boost their market by hosting more and more special events and features, as the events market continues to grow world-wide at an impressive rate. 4. Cases of marketing 张家界旅游营销模式 “旅游营销，三分在于资源和品质，七 分在于策划和宣传。” ——张家界市委副书记、市长赵小明 张家界简介 1982年9月，张家界成为中国第一个国家森林公园； 1988年8月，武陵源被列入国家第二批40处重点风景 名胜区；1992年，张家界武陵源自然风景区列入《 世界自然遗产名录》； 1994年4月4日，国务院批准 大庸市更名为张家界市； 1996 年 8 月 29 日，张家 界旅游开发股份有限公司上市运营。 张家界旅游营销模式 • 近15年来的营销之路 • 1998年 叶文智为黄龙洞长了20 万年的石笋“定海神针”投保1个 亿。张家界景区开始起步发展。 黄龙洞2001年共接待中外游客80万人次，创旅游收入4502万元，上缴地方 税、费1000万元，与1997年委托经营前相比分别增长121%、198%、838%， 各种经济指标创历史最高记录，成为湖南省旅游企业中屈指可数的巨子，位 居全国263个对外开发溶洞的前列。 张家界旅游营销模式 • 近15年来的营销之路 1999年12月8日至11日 张家界举办“穿越天门，奔 向21世纪”的世界特技飞行大奖赛，此次活动让张家 界闻名世界。 年份 1998 1999 2000 2001 2002 2004 人次(万人次) 56 327 514 630 773.7 1269 收入(亿元) 9 12.6 19.7 27.6 33 55 张家界旅游营销模式 • 近15年来的营销之路 2001年11月， 时任韩国观光公社社长的赵洪奎应邀参加张家界国际 森林保护节，回到韩国后，大力推介张家界，现在每年到张家界的韩 国游人超过60万，是张家界的“韩流现象”引导者。张家界在韩国打 出广告词，“如果你是个孝子，就带父母来张家界”。 张家界被誉 为是“韩国人的后花园”。 韩国全国人口4800万，目前每年出国旅游者大约有1000万，到中国旅游的人 数去年超过300万，而这300万人中就有近六分之一的来到了张家界。 张家界旅游营销模式 • 近15年来的营销之路 结语：谁被愚弄了？ 俄罗斯空军副司令17日上午宣布，苏27和苏30战机不穿越 天门洞。生态保护和安全因素是不进行穿越活动的原因。 折腾了半天，最后还是不穿越，观众是不是觉得被愚弄了？ 人家说了“生态保护和安全因素是不进行穿越活动的原因”。 说明人家还是权衡了利弊的，毕竟这次活动非同小可，不是 闹着玩的。 或许原本计划穿越，或许俄罗斯人根本就没打算穿越。天 知道！ 张家界旅游营销模式 • 近15年来的营销之路 2007年年底，天津市宁发集团有限公司董事长兼总经理张同生邀请法国 “蜘蛛人”阿兰·罗伯特成功攀岩“天门洞”。 2008年打造了惊险刺激的“天门山楼道游，透明玻璃观景游”。 张家界旅游营销模式 • 近15年来的营销之路 2009年4月25日 新疆达瓦孜第七代年轻传人赛买 提·艾山在天门山成功挑战世界最大坡度走钢丝 极限，钢丝跨度超过700米，垂直高度达300米， 倾斜度达39°。 2009年张家界国际乡村音乐周的创办。赵小明市长 亲自以动漫形象出现海报与传媒做宣传，一下子吸 引了世界的眼光。也开创了中国官员的第一次卡通 之旅，被誉为“卡通形象市长”。 市长以卡通形 象营销掀起“张家界旋风”。 小调查 1、张家界市长卡通化造型宣传音乐节，您能接受吗？ A. 能，很平易近人。 B. 不能，官员还是要注意形象。 C. 无所谓。 2、您认为“娱乐化市长”效果如何？ A. 很好啊，有兴趣参加音乐节，再见见这个市长。 B. 媒体顺带着炒作下，增加些音乐节的知名度。 C. 不会吧，官员级别低了点，应该没什么大效果。 D. 宣传只是一方面，还要具体看看音乐节的质量。 E. 不表态，飘过。 张家界旅游营销模式 • 近15年来的营销之路 2009年底，2010年初，张家界一些人士将袁家界风景区中的 “乾坤柱”更名为“哈里路亚山”。设立“阿凡达主题游综 合事务办公室”，推出“阿凡达之旅”。出资10万元面向全 球悬赏寻找第二座《阿凡达》“哈里路亚山”原型。而“阿 凡达之旅”将结合影片中的15处场景，推出相关旅游线路， 景点涵盖张家界的黄石寨、金鞭溪、袁家界各景区。 2010-2011中国最具影响力的优秀旅游营销事件奖 4. 张家界借助《阿凡达》推广乾坤柱（案例评估） 在影响力方面，由于张家界一些人士将袁家界风景区中的“乾坤柱”更名为“哈 里路亚山”，引来各界关注和争议，使得各大媒体报道。 在创新性方面，“乾坤柱”命名为热映电影《阿凡达》中“哈里路亚山”无疑是 一种创新，此做法能激发更多奇异想象并吸引更多的游客到此欣赏。 在价值方面，如此低成本高，进一步拓展提高关注度与美誉度。回报的营销手段 将为其实现可观经济收益。此策略若可争取作为阿凡达续集的拍摄地，相信会有 机会更深层次的发掘无形资源 在学术方面：借助新科冠军票房电影，打造仙境世界，持续巩固张家界品牌在中 国旅游界的地位，扩大旅游资源的品牌吸引力。 张家界旅游营销模式 • 近15年来的营销之路 2010年7月26日从张家界景区采集的 六瓶空气，被赠与了世博六个国家 馆的代表。张家界市市长赵小明称， 张家界的空气每立方厘米拥有10万 个负离子，外国友人称每一口空气 价值5美元。 2011年1月3日张家界天门山举 行“冰冻活人”活动。来自中 国黑龙江佳木斯的金松浩（朝 鲜族）创下120分钟人体耐寒 极限世界纪录。 张家界旅游营销模式 • 近15年来的营销之路 2011年9月24日美国翼装飞侠杰布·克里斯从距离天门山 1000米、飞行高度约海拔2000米的直升机上出舱起跳，穿 越天门洞并成功开伞着陆。 张家界旅游营销模式 • 近15年来的营销之路 首届红牛翼装飞行世锦赛将于2012年10月12日-14日在张家 界天门山举行。百度搜寻相关结果约142,000个。 张家界旅游营销模式 • 近15年来的营销之路 张家界旅游营销模式 • 营销创举及启示 营销国际化 2011年张家界接待游客首次突破300万人，为历年最高，实现旅游收入 167亿元。今年上半年增速有所放缓——仍高达11.8%。 2002年，张家界入境游客来自的国家和地区只有韩国等10余个，到 2007年上升到20多个，而到2011年底猛增到53个。2011年，入境旅 游达到182.3万人次，旅游外汇收入3.66亿元。 张家界旅游营销模式 • 营销创举及启示 政府敢做能做，全力出卖旅游 争议事件不断，节庆效应显著 市场定位精准，客源集中多样 营销管理到位，品牌体制一统