1、案例導(dǎo)入直銷的可能性？,81oo多個獨立經(jīng)銷商出售它的汽車。要買 現(xiàn)金。在某種情況下，直接營銷并不可行。例如，小威廉 （willam wrigley jr）發(fā)現(xiàn)，在全國建立口香糖小零售店，或者挨家 挨戶出售口香糖，或者郵售，都是不現(xiàn)實的。通過由各種獨立的私有 分銷機構(gòu)所組成的巨大的分銷網(wǎng)來推銷口香糖，事情會容易得多。 有能力建立自己的銷售渠道的生產(chǎn)者常能通過增加其主要業(yè)務(wù)的投資 而獲得更大的利益。：結(jié)論就是現(xiàn)實中直銷很難達(dá)到。,旅游產(chǎn)品銷售渠道又叫分銷渠道，指旅游產(chǎn)品在其使用權(quán)轉(zhuǎn)移過程中從生產(chǎn)領(lǐng)域進入消費領(lǐng)域的途徑。從生產(chǎn)端到使用端的各個環(huán)節(jié)。,各級 代理商,批發(fā)商,產(chǎn)品 生產(chǎn)端（企業(yè)、公司等

2、）,零售商,中介組織等,產(chǎn)品使用端（個人、組織）,根據(jù)是否流通中間環(huán)節(jié)，可以將旅游產(chǎn)品范圍直接和間接銷售渠道兩種,旅游企業(yè),旅游零售商,消費者,旅游企業(yè)旅游代理商旅游批發(fā)商 旅游零售商旅游者（不斷擴大市場）,一級銷售渠道,多級銷售渠道,（二）間接銷售渠道,多級多層銷售渠道,旅游企業(yè),旅游代理商,旅游批發(fā)商,旅游零售商,旅游者,learning objects: 學(xué)習(xí)目標(biāo),模塊一：旅游經(jīng)營商,1. definition,the tour operator, also called wholesaler in some countries, mainly functions as an organ

3、izer who combines all the components of a tour to make up a holiday and sells it to the public through his own company, through retail outlets, or through approved retail travel agencies.,旅游經(jīng)營商,旅游經(jīng)營商又稱旅游批發(fā)商，將旅行和旅游的全部要素組合在一起，形成包價旅游計劃，然后通過自己的公司、其他零售渠道或者旅行代理商向旅游者出售這些報價旅游計劃包。 旅游經(jīng)營商能夠?qū)⒅辽賰蓚€以上旅行或旅游要素進行組合，并

4、整體銷售給過夜停留24小時以上的旅游消費個體或群體。,2、旅游經(jīng)營商的作用,旅游者,供應(yīng)企業(yè),1.幫助旅游者節(jié)省支出； 2.旅游經(jīng)營商的包價旅游產(chǎn)品簡化了旅游者的購買活動 3.降低了旅游者的購買風(fēng)險,有助于上下游企業(yè)平衡供求關(guān)系，有助于提高市場的銷售效率。,旅游經(jīng)營商的價值,包價旅游的低廉花費與個人自助旅游的劃分相比更具競爭力,旅游供應(yīng)商可以針對市場的不同需求，設(shè)計多樣的旅游產(chǎn)品，供旅游代理商和旅游者選擇,因為旅游經(jīng)營商可以提前給地接供應(yīng)商提供未來相關(guān)信息，減小了旅游目的地的經(jīng)營風(fēng)險,旅游代理商仍然是旅游代理商銷售旅游產(chǎn)品的主要渠道,美國運通,美國運通公司創(chuàng)建于1850年，現(xiàn)已成為多元化的全球

5、旅游、財務(wù)及網(wǎng)絡(luò)服務(wù)公司，提供簽帳卡及信用卡、旅行支票、旅游、財務(wù)策劃、投資產(chǎn)品、保險及國際銀行服務(wù)等?？偛吭O(shè)于紐約市。,三大分支機構(gòu)營運：美國運通旅游有關(guān)服務(wù)，美國運通財務(wù)顧問及美國運通銀行。 美國運通旅游有關(guān)服務(wù)（american express travel related services），是世界最大的旅行社之一，在全球設(shè)有1,700多個旅游辦事處。向個人客戶提供簽帳卡，信用卡以及旅行支票，也向公司客戶提供公司卡和開銷管理工具，幫助這些公司在管理公干旅行、酬酢以及采購方面的開支，同時還向世界各地提供旅游及相關(guān)咨詢服務(wù)。,美國運通ceo切諾特,切諾特成為美國運通公司ceo用了20年。在

6、此期間，他曾在各高級崗位上工作，包括擔(dān)任四年輸氣部門首席運營官。加入美國運通前，切諾 特還是貝恩公司的管理顧問，rogers 降低旅游者的購買風(fēng)險。 對供應(yīng)企業(yè)：使企業(yè)在淡旺季的供求關(guān)系得到平衡。提高市場的銷售效率。 more,返回,for tourists: 1.saving the expenses 2.reducing the buying risks 3.more convenient for upstream enterprises: 1.offerring the massive sources of tourists for tourism industry: 1.develop

7、ing the tourism marketing 2.balancing supply and demand in tourism market,討論：what other benefits can a tour operator provide? 1.becase of the discount, package tour is much cheaper than “diy tour”. 2.aiming at the different marketing demands, tour wholesalers can offer a variety of tourism products

8、to travel agency and tourists.,3.tour wholesalers can reduce the destinations operating risks, by offering information to local agency in advance. 4. although most of the tour wholesalers have their own retail outlets, travel agency is also the main marketing channel.,tour wholesaler organizations,n

9、ational tour association is the primary tour wholesaler organization in north america, which was set up in 1951,mainly consists of group tour operators, and suppliers, and other travel and tourism entities.,tour wholesaler organizations,members: tour operator (buyers) 旅游經(jīng)營者 tour suppliers (sellers)

10、旅游供應(yīng)商 dmo 目的地營銷組織 associates 聯(lián)營公司,nta services: marketing assistance 營銷援助 educational programs 教育計劃 government mental representation 政府指向性方針 communication for its members 成員間交流互動,tour wholesaler organizations,nta is the only u.s.-based trade association to have a tour operator qualification program

11、approved by the china national tourism administration. in this section of nta online, you can learn about chinese leisure travel to the united states, more about the china inbound program, and tour operators can complete the application to participate in this special program. ,返回,tour wholesalers in

12、 north america, in the 1960s tour wholesaling in the u.s. began to expand in the 1960s due to air carriers efforts to increase the increasing numbers of aircraft seats. and it has developed into one of the most important parts of the u.s. travel industry., developing process, in the past ten years t

13、he number of the independent tour wholesalers has grown dramatically and now there are more than 2000 wholesalers.,tour wholesalers in north america,it was estimated that in 1996, the tourism industry in north america created approximately $11.6 billion in u.s. dollars.,however, operations mainly ar

14、e carried in the united states.,how,nta suppliers nta customers nta destinations,nta china inbound program (中國旅游團赴美項目 ) nta has taken a leading role in facilitating chinese inbound leisure group travel to the united states by creating the china inbound program. in accordance with a memorandum of und

15、erstanding signed by the united states and china dec. 11, 2007, private sector associations can submit lists of qualified tour operators to the china national tourism administration. the approved list of operators must attest that these companies can ensure the highest quality visitor experience for

16、 these groups.,tour wholesaler organizations,canada dream travel group headquarters: its head quarter is situated in vancouver, the biggest city in west coast of canada.,案例分析,business field: 1.arranging communication between governments and groups,as well as among associations 2.angent businesses of

17、 luxury passenger liners in alaska and caribean,3.making the flight reservation 4.arranging for training about different industries 5.arranging tour in canada for tourists from overseas 6.organizing summer camps,加拿大東西海岸8天精華游,adevertisement,brochure internet television newspaper,before the departure, the tour operator will make an investigation and