“Theory of Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”

Department of Tourism, Fudan University, Shanghai, China, 2009

Chapter 1 “Introduction to Tourism Marketing”

Chapter 9 “Channels of Tourism Distribution”

Chapter 8 “Policies of Tourism Price”

Chapter 7 “Policies of Tourism Product”

Chapter 6 “Segmentation of Tourism Marketing”

Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation”

Chapter 4 “Impacted Factors of Tourist Behaviors”

Chapter 3 “Environment of Tourism Marketing”

Chapter 2 “Investigation of Tourism Marketing Survey”

Chapter 11 “Management of Tourism Marketing”

Chapter 10 “Policies of Tourism Marketing”

Chapter 2 “Investigation of Tourism Marketing Survey”

Chapter 6 “Segmentation of Tourism Marketing”

“Theory of Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”

Department of Tourism, Fudan University, Shanghai, China, 2009

Lecture 6:

Segmentation of Tourism Market

Objectives

Summary

Key Concepts

Exercises

“Theory of Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”

Department of Tourism, Fudan University, Shanghai, China, 2009

To understand the segmentations

of tourism market

To study the choices of

tourism targeting market

To grasp the positioning of

tourism market

Objectives

“Theory of Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”

Department of Tourism, Fudan University, Shanghai, China, 2009

Section 1: Segmentation of Tourism Market

Section 2: Selection of Tourism Targeting Market

Section 3: Positioning of Tourism Targeting Market

“Theory of Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”

Department of Tourism, Fudan University, Shanghai, China, 2009

Section 1:Segmentation of Tourism Marketing

Developing Course of

Segmentation of Tourism Market

Mass MarketingStage 1

Differentiated MarketingStage 2

Targeting Market MarketingStage 3

“Theory of Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”

Department of Tourism, Fudan University, Shanghai, China, 2009

Steps of Segmentation of Tourist Market ,

Selection of Targeting Market and Market Positioning

Marketing

Positioning

Evaluate

appropriate

position for each

target market

segmentation

Ensure complementary

of position

Measure positioning

from consumer

perspective

Coordinate marketing

mix for each segment

Market Target

Assessment of

market

attractiveness

Evaluation of

company’s ability to

meet market

requirements

Selection of target

market segments

Market

Segmentation

Criteria for

segmentation

Typologies and

profiles: need

Creation of robust

database

“Theory of Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”

Department of Tourism, Fudan University, Shanghai, China, 2009

Section 1: Segmentation of Tourist Market

Developing Course of

Segmentation of Tourism Market

General Method of

Segmentation of Tourism Market

“Theory of Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”

Department of Tourism, Fudan University, Shanghai, China, 2009

Different Segmentation of Tourism Market

21

31

31

AB

AB

AB

1A

1A

3A

2B

3B

··

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e.

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inco

me

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“Theory of Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”

Department of Tourism, Fudan University, Shanghai, China, 2009

Section 1:Segmentation of Tourism Marketing

Developing course of

Segmentation of Tourism Market

Tourism Market , Segmented Market

and De-saturated Market

General Method of

Segmentation of Tourism Market

“Theory of Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”

Department of Tourism, Fudan University, Shanghai, China, 2009

Tourism Market , Segmented Market

and De-saturated Market

21

31

31

AB

AB

AB

1A

1A

3A

2B

3B

··

··

··

··

··

··

a.

By no

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ation

b.

by

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l

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me

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n

c. b

y

inco

me e By

ag

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inco

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ed.

By

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e

“Theory of Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”

Department of Tourism, Fudan University, Shanghai, China, 2009

Section 1: Segmentation of Tourism Marketing

Developing Course of

Segmentation of Tourism Market

Models of Segmentation of Tourism Market

Tourism market , Segmented Market

and De-saturated Market

General Method of

Segmentation of Tourism Market

“Theory of Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”

Department of Tourism, Fudan University, Shanghai, China, 2009

Demonstration of Preferences

of Basic Tourism Market

.. ..

.. ..

.. .. ..

. . . . .

to

uri

st

pr

od

uc

t

tou

ris

t

pr

od

uct

tou

ris

t

pr

od

uct

a.Homogeneity

Preferring

b.Spreading

Preferring

c.Collection

Preferring

“Theory of Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”

Department of Tourism, Fudan University, Shanghai, China, 2009

Section 1:Segmentation of Tourism Marketing

Process of

Investigating

Process of

Describing

Process of

Analyzing

Developing Course of

Segmentation of Tourism Market

Models of Segmentation

of Tourism Market

Tourism Market , Segmented Market

and De-saturated market

General Method of

Segmentation of Tourism Market

Process of Segmentation

of Tourism Market

“Theory of Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”

Department of Tourism, Fudan University, Shanghai, China, 2009

Section 1:Segmentation of Tourism Marketing

Developing Course of

Segmentation of Tourism Market

Models of Segmentation of Tourism Market

Tourism Market , Segmented Market

and De-saturated Market

General Method of

Segmentation of Tourism Market

Process of Segmentation of Tourism Market

Basis of Segmentation of Tourism Market

“Theory of Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”

Department of Tourism, Fudan University, Shanghai, China, 2009

Main Variable of Segmentation of Tourism Market

Variables Typical Types

1.

Geographical

viable

.

Regional viable

Europe, America, Africa, Ocean, North-eastern Asia, South-

eastern Asia, Western Asia

.

City scale

viable

10000 persons and under; 10000-19999 persons；20000-49999

persons ；50000-99999 persons ，100000-249999 persons ；250000-499999 persons ：500000-999999 persons ，1000000-

3999999 persons ；4000000 persons and over

.

Density viableCity; rural; village

.

Climate viableTropic; Sub-tropic; temperate zone

Geographic Segmentation

“Theory of Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”

Department of Tourism, Fudan University, Shanghai, China, 2009

旅游市场细分的主要变量Main variable of segmentation of tourism market

Viable classical types

2.Population variables

age

6岁以下；6-11岁；12-20岁；21-30岁；31-40岁；41-50岁；51-60岁；61岁以上6 years old and under; 6-11 yeas old; 12-20 years old; 21-30 years old; 31-40 years old; 41-50 years old;

51-60 years old; 61 years old and over

gender male; female

family scale 1-2 persons; 3-4 persons; 5-7 persons, 8 persons and over

family types middle class family, small developed family, largely developed family

Family life cycle

Youth, single; youth, married, no child; youth , married with child of 6 years old and under; youth,

married with child of over 6 years old; old, single; old, married with no child; old, married with child

of over 18 years old, etc.

家Family monthly

income

1000 dollars and under; 1001-2500 dollars; 2501-4000 dollars; 4001-5500 dollars; 5501-7000 dollars;

7001-10000 dollars; 10000 dollars and over

professionTechnician; manager, official and owner; clerk; salesman; peasant; student; housewife; server; retired-

man; unemployed man

education Primary school and under, middle school, technician school, university, graduat

religion Buddhism, Catholicism, Hinduism, Muslim, Protestantism, Taoism, Others, no religions.

nationality Chinese, Filipino, Hindu, Japanese, Malayan, Thai, others

nation China, India, Indonisia, Japan, Malaysia, Philipines, Singapore, Thailand, etc.

Demographic Segmentation

“Theory of Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”

Department of Tourism, Fudan University, Shanghai, China, 2009

Demographic Segmentation

Category Profile Examples

Young children

(4-11)

Parents influenced by desires of small

children

Legoland, Denmaric

The World of Disney. Florida

Young people

(11-18)

Adventure holidays but with parental

approval, guidance

PGL Activity Holidays

Youth Hostels Association

Young couples/

groups/solos

(18-30)

Good fun, flexible, fast paced holidays,

including adventure

Club 18-30

Inter Rail

Family holidays

(25-50 with

younger children)

Children are the key to the holiday;

activities and relaxation

Butlins and Pontins

Center Paics

Disney World

Empty nester

holidays

(45-60)

Active ex parents - discovering new

tourism destinations, pastimes without

children

Cruise market such as P&0 Cruises or

Celebrity Cruises

Senior citizens

(55+)

Older people, singles and couples,

seeking holidays which include culture,

but not paced itineraries

Saga Holidays, UK

Elderhostel. USA

“Theory of Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”

Department of Tourism, Fudan University, Shanghai, China, 2009

Booking by way of

family, friends or

local independent

travel agencies

Booking via main

street travel agents

Booking direct via

tour operators

Booking direct from

home/office with

individual supplies

Booking direct by

Internet/email

2.5% 13.5% 34% 34% 16%

Innovators

Early

adopters

Early

majority Late

majority

Laggards

Adoption of Tourism Offerings:

Speed of Diffusion into the Market

“Theory of Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”

Department of Tourism, Fudan University, Shanghai, China, 2009

Main Variable of Segmentation of Tourism Market

VariablesTypical Types

3.

Psycological

variable

Social level

Under layer; middle layer, upper layer

Life style

Change, involvement, freedom, stability

personality

Impulsion, aggression, society, rightism, self-esteem

Psychological

Segmentation

“Theory of Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”

Department of Tourism, Fudan University, Shanghai, China, 2009

Main Variable of Segmentation of Tourism Market

Variables Typical Types

Behavior viable

chance ordinary chance, special chance

persuing

benefit

convenient, economical, easy to travel

position of

traveligUn-travelers, ever travelers, potential travelers, first-visit travelers, usual

travelers

tour ratio No tour, few tour, middle often tour, often tour

degree of

loyalty

no, middle, strong, absolute

preparation No understand, understand, familiar, interested, want to travel, plan to travel

Attitude to

product

Passion, affirmation, unconcerned, denial, hostile

Behavior Segmentation

Further Segmentation……

“Theory of Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”

Department of Tourism, Fudan University, Shanghai, China, 2009

Section 1: segmentation of tourism market

Developing Course of

Segmentation of Tourism Market

Models of Segmentation

of Tourism Market

Tourism Market , Segmented Market

and De-saturated Market

General Method of

Segmentation of Tourism Market

Process of Segmentation

of Tourism Market

Basis of Segmentation

of Tourism Market

Conditions of Effective Segmentation

of Tourism Market

“Theory of Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”

Department of Tourism, Fudan University, Shanghai, China, 2009

Conditions of Effective

Tourist Segmentation

Substantial

Measurable

Accessible

Identifiable

Actionable

Cohesive

“Theory of Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”

Department of Tourism, Fudan University, Shanghai, China, 2009

Section 1: segmentation of tourism market

Developing Course of

Segmentation of Tourism Market

Models of Segmentation

of Tourism Market

Tourism Market , Segmented Market

and De-saturated Market

General Method of

Segmentation of Tourism Market

Process of Segmentation

of Tourism Market

Basis of Segmentation

of Tourism Market

Conditions of Effective Segmentation

of Tourism Market

Methods of Segmentation

of Tourism Market

“Theory of Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”

Department of Tourism, Fudan University, Shanghai, China, 2009

Methods of Segmentation

of Tourism Market

Method of Series Variable

Method of Comprehensive

Variable

Method of Sole Variable

……

“Theory of Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”

Department of Tourism, Fudan University, Shanghai, China, 2009

The Method of Series Variable

in Segmentation of Tourism Market

Age Incom

e

Educatio

n

Marriage Interest

s Motivatio

n

Gende

r

baby

child

youth

Midd

le age

Old

age

famal

e

male

prim

ary

schoo

lmiddl

e

schoo

lcolleg

e

unive

rsity

gradu

ate

beaux

-arts

music

litera

ture

art

scienc

e

leisur

e

busin

ess

sights

eeing

single

marri

age

divor

ce

wido

w

middl

e

low

high

“Theory of Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”

Department of Tourism, Fudan University, Shanghai, China, 2009

更多实例……

Further cases

实例Cases

海洋国旅推出高档休闲新产品New upscale leisure product promoted by Sea

National Travel Agency

“Theory of Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”

Department of Tourism, Fudan University, Shanghai, China, 2009

相关链接Correlative Link

“旅居团”现身山东老年旅游市场

更多链接……

“Theory of Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”

Department of Tourism, Fudan University, Shanghai, China, 2009

Section 1: Segmentation of Tourism Market

Section 2: Selection of Tourism Targeting Market

“Theory of Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”

Department of Tourism, Fudan University, Shanghai, China, 2009

Section 2: Selection of Tourism Targeting Market

Evaluation of Segmentation

of Tourism Market

Scale and Prospect of

Segmented Market

Attraction of Structure of

Segmented Market

“Theory of Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”

Department of Tourism, Fudan University, Shanghai, China, 2009

Attraction of Structure

of Segmented Market

Competitors

of Craft

Brothers

(segmentation

competition)

Provider

(argy-bargy

ability)

Potential

Competitive

Threat

Threat from

Substitute

Product

Buyer

(argy-bargy

ability)

“Theory of Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”

Department of Tourism, Fudan University, Shanghai, China, 2009

Section 2: Selection of Tourism Targeting Market

Evaluation of Segmentation

of Tourism Market

Scale and Prospect

of Segmented Market

Attraction of Structure

of Segmented Market

Goal and Resources

of Traveling Enterprises

“Theory of Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”

Department of Tourism, Fudan University, Shanghai, China, 2009

Barrier and Profitability Rate of Tourism Products

Low and risk

return

High and stable

return

High and risk

return

Law and stable

return

冒险stabl

e

e

nt

er

recedelow

hig

h

Colleague Competitors

Travelers

Substitute Products

Potential Competitive Joiner

Tourist Suppliers

“Theory of Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”

Department of Tourism, Fudan University, Shanghai, China, 2009

Section 2: selection of tourism targeting market

Evaluation of Segmentation

of Tourism Market

Selection of Tourism Targeting Market

“Theory of Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”

Department of Tourism, Fudan University, Shanghai, China, 2009

Models of Selection of Tourism Targeting Market

M1 M2 M3 M1 M2 M3 M1 M2 M3 M1 M2 M3 M1 M2 M3

P1 P1 P1 P1 P1

P2 P2 P2 P2 P2

P3 P3 P3 P3 P3

Single & focus selected market product full-cover

Notes: P---tourist product M—Tourist target market

“Theory of Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”

Department of Tourism, Fudan University, Shanghai, China, 2009

Different market strategy selection of

segmentation of tourism market

tourist market

segmentation1

tourist market

segmentation2

tourist market

segmentation3

tourist

marketing

combination

Concentrated Segmentation

tourist marketing

combination1

tourist marketing

combination2

tourist marketing

combination2

tourist market

segmentation1

tourist market

segmentation2

tourist market

segmentation3

Differentiated Segmentation

tourist

marketing

combination

Tourism

market

Undifferentiated Segmentation

“Theory of Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”

Department of Tourism, Fudan University, Shanghai, China, 2009

Section 2: Selection of Tourism Targeting Market

Evaluation of Segmentation of

Tourism Market

Selection of Tourism

Targeting Market

Evaluation and Selection

of Other Factors of Tourism Segmented Market

Moral Standard of Selection of

Tourist Targeting Market

Interrelation between

Tourist Segmented Market

“Theory of Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”

Department of Tourism, Fudan University, Shanghai, China, 2009

Segmentation of Tourism Market ＆Super Market Segmentation

tour

ist

line

s or

pro

duct

segm

emat

ion1

segm

emat

ion2

segm

emat

ion3

segm

emat

ion5

segm

emat

ion5

segm

emat

ion6

segm

emat

ion7

segm

emat

ion8

segm

emat

ion9

segm

emat

ion10

segm

emat

ion11

segm

emat

ion

……

tourist market

segmemation1

super segmemation1

segm

emat

ion1

super

segmema

tion2

Tourist market

super

segmemation3

Tourist market super

segmemation5

Touri

st

mark

et

supe

r

segm

emat

ion4

tour

ist

line

s or

pro

duct

“Theory of Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”

Department of Tourism, Fudan University, Shanghai, China, 2009

更多实例……

实例Cases

与旅行社结盟的包机飞行

“Theory of Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”

Department of Tourism, Fudan University, Shanghai, China, 2009

相关链接Correlative Link

更多旅行社转战商旅市场

更多链接……

“Theory of Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”

Department of Tourism, Fudan University, Shanghai, China, 2009

Section 1: Segmentation of Tourism Market

Section 2: Selection of Tourism Targeting Market

Section 3: Positioning of Tourism Targeting Market

“Theory of Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”

Department of Tourism, Fudan University, Shanghai, China, 2009

Section 3: Positioning of Tourism Targeting Market

Basic Concept of Positioning of

Tourism Market

Meanings Significance

“Theory of Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”

Department of Tourism, Fudan University, Shanghai, China, 2009

Section 3: Positioning of Tourism Targeting Market

Theory Basis of Positioning

of Tourism Market

Basic concept of

Positioning of tourism market

“Theory of Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”

Department of Tourism, Fudan University, Shanghai, China, 2009

Process and Principle of Tourists’ Market Positioning

Sense

apparat

us

sense perceiv

e

need motivat

ion

behavio

r

position

makeup constitu

te

explainchoose

affected

factor

continuous

adjust

N（bad）

Y

（good）

subjective

factor

objective

factor

feeling

factor

quality

factor

other

factors

Limited Principle

Sorting Principle

Primary Principle

“Theory of Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”

Department of Tourism, Fudan University, Shanghai, China, 2009

Section 3: Positioning of Tourism Targeting Market

Theory Basis of Positioning

of Tourism Market

Methods and Steps of

Positioning of Tourism Market

Basic Concept of Positioning

of Tourism Market

“Theory of Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”

Department of Tourism, Fudan University, Shanghai, China, 2009

Methods and Steps of

Positioning of Tourism Market

StepsConfirmation of Potential

Competitive Advantages

Accurate Selection of

Competitive Advantages

Effective and Accurate Dissemination of

Enterprise's Positioning Ideas to Market

“Theory of Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”

Department of Tourism, Fudan University, Shanghai, China, 2009

Methods and Steps of

Positioning of Tourism Market

Steps

Positioning according to

product benefit

Positioning according to

the tourists’ habitual view

Positioning according to

product use or service content

Positioning according to

the price and the quality

Positioning according to

product characteristic

Positioning according to

competition

Positioning according to

combination

Methods

“Theory of Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”

Department of Tourism, Fudan University, Shanghai, China, 2009

Figure of Tourist Service Level and Price Positioning

“Theory of Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”

Department of Tourism, Fudan University, Shanghai, China, 2009

Positioning Figure for Hotel Positioning by Multi-attributes

“Theory of Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”

Department of Tourism, Fudan University, Shanghai, China, 2009

Section 3: Positioning of Tourism Targeting Market

Theory Basis of Positioning

of Tourism Market

Basic Concept of Positioning

of Tourism Market

Market Positioning of

Traveling Product

Basic Concept of Positioning

of Tourism Market

“Theory of Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”

Department of Tourism, Fudan University, Shanghai, China, 2009

Total Value of Traveling Product or Service

Values Sources

Value of

Product Itself

to come from features of produce usage

Service Value

to come from service when buying

Image Value

to come from social image standing by product

“Theory of Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”

Department of Tourism, Fudan University, Shanghai, China, 2009

Cost Paid by Tourists

Costs Contents

Money

Cost

price of product

Time

Cost

to spend time to understand product by travelers

Spirit

Cost

to spend spirit and physical force when buying product by

travelers

Psycholo

gical

Cost

to produce psychological fatigue when travelers buy products and

communicate with salesman

“Theory of Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”

Department of Tourism, Fudan University, Shanghai, China, 2009

Market Positioning

of traveling product

Physical Nature

Service differences

Clerk Differences

Geographical Differences

Enterprise Image Differences

“Theory of Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”

Department of Tourism, Fudan University, Shanghai, China, 2009

Section 3: Positioning of Tourism Targeting Market

Positioning Strategy of

Tourism Market

Theory Basis of Positioning

of Tourism Market

Methods and Steps of

Positioning of Tourism Market

Market Positioning of

Traveling Product

Basic Concept of Positioning

of Tourism Market

“Theory of Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”

Department of Tourism, Fudan University, Shanghai, China, 2009

Positioning Strategy

of Tourism Market

Positioning Policies

of Tourist Product Marketing

To clearly know target market

To know demand of tourist

products for travelers

To base on tourist products

as itself advantages

To identify & communicate tourist

product market positioning

“Theory of Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”

Department of Tourism, Fudan University, Shanghai, China, 2009

Positioning Strategy

of Tourism Market

Positioning Strategy

of Marketing of Tourism Products

Positioning Strategy

of Marketing of Tourism Service

“Theory of Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”

Department of Tourism, Fudan University, Shanghai, China, 2009

Market Positioning of Strategy Matrix of

Tourism Product and Service

Product

nature

Ability of

difference

constitution

high

low

B.

To increase features of

product by company so as to

improve satisfaction of

travelers

A.

to use price as the basic

competitive means by

company

B.

to increase service so as to

improve satisfaction of

travelers by company

D. to increase features & service

of product so as to set up long-

term fellowship relationship

Orientation of

Tourist PriceOrientation of

Tourist Service

Orientation of

Tourist Relationship

Orientation of

Tourist Product

“Theory of Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”

Department of Tourism, Fudan University, Shanghai, China, 2009

Location strategy of

tourism market

Positioning Strategy

of Marketing of Tourism Products

Positioning Strategy

of Marketing of Tourism Service

Suitable Positioning

Competition Advantages

“Theory of Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”

Department of Tourism, Fudan University, Shanghai, China, 2009

Suitable Positioning

Competition Advantages

Communication of

Market Positioning

Difference of

Publicized Contents

Difference of Publicized Types

“Theory of Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”

Department of Tourism, Fudan University, Shanghai, China, 2009

更多实例……

实例Cases

海外游轮旅行走俏日本出境游市场

“Theory of Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”

Department of Tourism, Fudan University, Shanghai, China, 2009

相关链接Correlative Link

无锡康辉做大老年特色游

更多链接……

“Theory of Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”

Department of Tourism, Fudan University, Shanghai, China, 2009

Objectives

Summary

“Theory of Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”

Department of Tourism, Fudan University, Shanghai, China, 2009

Segmentation of Tourism Market

Selection of Tourism Targeting Market

Positioning of Tourism Targeting Market

Summary

“Theory of Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”

Department of Tourism, Fudan University, Shanghai, China, 2009

Objectives

Summary

Key Concepts

“Theory of Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”

Department of Tourism, Fudan University, Shanghai, China, 2009

Key Concepts

Segmentation of Tourism Market

Tourism Targeting Market

Positioning of Tourism Market

“Theory of Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”

Department of Tourism, Fudan University, Shanghai, China, 2009

Objectives

Summary

Key concepts

Exercises

“Theory of Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”

Department of Tourism, Fudan University, Shanghai, China, 2009

Discussions

1、解释市场细分、目标市场选择以及市场定位的过程。2、选择一家接待型企业，比如舒适客栈或麦当劳餐馆，对其整体市场，（在这里分别是饭店市场和餐馆市场）的部分细分市场加以分析，解释它们所选择的一个目标市场，阐述它们是怎样将自己写竞争者区别开来，并在市场中进行定位的。

3、在您所居住的社区当选择一家您认为可能具有很好的细分市场的餐馆或饭店，给出您在进行市场细分之后将采取的营销组合策略。

4、某人想开办一家能为所有人提供餐饮的餐馆。为什么说这是一种危险的策略？

5、想一想您同班同学。您能否用不同的标准将他们划分为几种不同的类型？您做这种划分使用的变量是什么？您能否有效地向他们提供产品？

6、在产品定位过程中，产品本身的特性与对产品特性的感知这两个方面都在扮演什么角色？一种与其他几种竞争者的品牌雷同的产品特征会有助于定位策略的成功吗？