cng Marketing du lch

CNG MN HC

MARKETING DU LCH
Chng I: GII THIU DU LCH V L HNH Tm tt ni dung: Chng ny gii thiu du lch l hnh l mt th trng quan trng mang tm quc t cng nh quc gia, trong tm im ca hot ng qun l l cc giao dch trao i gia du khch (bn cu) v im n hay cc khu vc kinh doanh cnh tranh p ng khch hng (bn cung) cng nh mi lin kt gia cung cu v tc ng ca marketing i vi mi mt ca cung cu c th hin rt r trong mt h thng marketing. Ni dung bi hc: - Tng quan v nhu cu du lch l hnh. - Nhng khi nim hu ch trong du lch v l hnh. - Cc lin kt c h thng gia cung cu v vai tr ca marketing. Chng II: GII THIU V MARKETING Tm tt ni dung:Chng ny nu nh ngha ca Marketing hin i v cung cp mt biu tng bc cho tin trnh marketing hin i ng dng vo loi t chc trong ngnh du lch l hnh. ng thi, chng 2 nhn mnh rng th trng l hng tip cn tin phong trong kinh doanh, c thc hin tt nht vi tinh thn tch cc v hng khi k diu ca nhit huyt cnh tranh m ch c thc t tip cn mi c th cm nhn c iu . Ni dung bi hc: - nh ngha v cc pht biu v marketing hin i. - Kt ni trong mt h thng marketing. - nh hng sn phm, sn xut, tiu th v marketing. - Thi qun l v mi trng kinh doanh bn ngoi. Chng III: NHNG C TRNG CA MARKETING DU LCH Tm tt ni dung: Chng ny gii thch nhng c im ca sn xut dch v nh hng ln marketing ni chung. Tnh khng th tch ri v khng lu bn to ra s khng linh hot trong cng sut cung cp sn phm kt hp vi tnh ma v lm cho cc doanh nghip du lch c th b tn tht bi nhng dao ng ngn hn ca nhu cu. Chng ny cn lu rng nhim v marketing s d dng hn nu nhng quyt nh

 cng Marketing du lch

chin lc di hn to ra nhng sn phm ph hp vi nhu cu ngi tiu dung. Ni dung bi hc: - Mt s hm v marketing. - Phn bit Marketing dch v v hng ha. - So snh marketing trong du lch vi cc dng marketing khc. Chng IV: PHI THC MARKETING TRONG DU LCH L HNH Tm tt ni dung: cc thnh t ch yu ca phi thc marketing c gii thiu l 4P hay 4C chi phi t tng marketing trong hn 40 nm s c a ra tho lun v xem xt trong mt bi cnh rng hn vi tt c cc tc nhn bn trong v bn ngoi. ng thi, 3P c b sung c bit thch hp trong vic qun l phn phi dch v du lch l hnh nhm t hiu qu tt nht. Ni dung bi hc: - nh ngha phi thc marketing : 4P ban u. - Gi tr sn phm khch hng. - Hn hp tip th - Qu trnh phn phi dch v v thit k dch v. - Qun l c s vt cht v thit k. Chng V: PHN KHC TH TRNG CHO CC TH TRNG DU LCH V L HNH Tm tt ni dung: chng ny nhn mnh vai tr ca vic phn khc th trng trong du lch v cc phng php p dng trong thc tin c th tp trung v p ng mt cch hiu qu v li ch hn. Ni dung bi hc: - nh ngha v quan im hot ng marketing v phn khc th trng. - Phng php thc hin. - Cc hnh thc phn khc th trng: mc ch du lch, nhu cu v li ch khch hng, c im kinh t - x hi, gi c th trng. Chng VI: HOCH NH CHIN LC TIP TH Tm tt ni dung: Chng ny gii thiu nhng khi nim cn bn v qu trnh t duy chin lc l trung tm iu hnh hiu qu ca nhng cng ty du lch nh hng th trng. Chin lc tip th phi xc nh phi thc tng lai ca sn phm v th trng, v tnh ton k lng t mc tiu di hn ca cng ty. N thit lp v tr m cng ty

 cng Marketing du lch

v nhng sn phm ca n nm trong tm tr ca nhng khch hng tim nng. Ni dung bi hc: - Nhu cu hoch nh chin lc. - Nhng nguyn tc hoch nh chin lc - Mt h thng nhng mc tiu Chin lc v chin thut. - Chin lc tip th, quy trnh hoch nh v lp k hoch chin lc tip th. - S tng tc gia chin lc v tc nghip - Ba khi nim then cht trong hnh thnh chin lc tip th cnh tranh. Chng VII: CHIN THUT TIP TH Tm tt ni dung: c hiu nh mt quy trnh c h thng, nh mc tiu, chin lc v k hoch c thit lp v sa cha, b sung p ng hon cnh lun thay i, hoch nh marketing chin lc v chin thut l cn c thit yu cho hot ng tip th hiu qu. Lp k hoch khng thay th s tinh t v kh nng phn on, nhng n cung cp mt c s thng tin phong ph v phng hng chin lc chung, lm cho tr tng tng, s nhy bn v tm nhn tng thch vi nhau cho kt qu tt nht. Ni dung bi hc: - ngha c trng ca k hoch tip th - Nhng bc hp l trong qu trnh hoch nh tip th: phn on, d on, phn tch ma trn SWOT. - Mc tiu v nhim v tip th. - Chng trnh tip th hn hp. - Gim st, nh gi v kim tra. - Phn bit gia hoch nh tip th vi chin lc v chin thut tip th. Ti liu tham kho: www.unwto.org www.touristmarketing.com www.adventurebizsuccess.com www.marketingpower.com www.emergemarketing.com www.ceo-ethics.com www.sponsorships.hp.com www.principlesofmarketingresearch.org