Slide môn marketing du lịch: Chương 6: Chiến lược sản phẩm

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Chng 6
Chng
Chng
6
6
CHIN LC SN PHM
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Hoch nh, phân tích và qun lý sn phm ca DN DL
2
Quyt nh nhãn hiu sn phm
3
Phát trin sn phm mi
4
Chin lc marketing theo chu k sng sn phm du lch
5
Khái nim v chin lc sn phm du lch
1
NI DUNG
NI DUNG
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Package
Package
4day- 3nights
280 USD
.
Package

-Hotel (***)
-Transport/entrance fee
-Breakfast/
Lunch/Dinner
-English/French
speaking guide.
*
Excluded: Personal
expenses, Tip,
insurance
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Package
Package
•Lang Co beach
•Garden House
•Tinh Gia Vien restaurant
•Perfume River - Hue folk song,
colored lantern, seven color Trang
Tien bridge
2000
2001
Day 3
Discover
Hue
hidden
beauty
Day 2
Wild life
Touching the deep

Touching the deep
heart of golden age
heart of golden age
•Do Quyen Waterfall
•Hai Vong Dai:
panoramic view of
immense sea and
surrounding scenery
•Party outdoor with
traditional game,
dance, fire camp
•XQ hand embroidery
pictures shop.
•Enjoy art Hue: Hue
gallery
•Traditional handicraft
village: Thuy Xuan Hat -
non Hue
•Cycle tour around Hue
city
•Dong Ba market
•Thien Mu Pagoda,
King Khai Dinh
Tomb, King Tu Duc
Tomb.
•Hon Chen Temple,
Minh Mang Tomb
•Imperial Citadel
•Enjoy Palace
Night: nature

Imperial palace
dishes
Day 1
Royal
Inspiration
Day 4
Journey to
root
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6.1. Khái nim v chin lc sn phm DL
6.1. Khái nim v chin lc sn phm DL
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Cu trúc ca sn phm
 

 
 





 
 


 !
"
#


$
%&'(')
%&' *
%&'+ ,
6.1. Khái nim v chin lc sn phm DL
6.1. Khái nim v chin lc sn phm DL
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Mô hình sn phm du lch
6.1. Khái nim v chin lc sn phm DL
6.1. Khái nim v chin lc sn phm DL
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6.1. Khái nim v chin lc sn phm DL
6.1. Khái nim v chin lc sn phm DL
Mô hình sn phm du lch
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Hình thành
và phát trin

sn phm
Xây dng
sn phm
mi
Quyt nh
nhãn hiu
sn phm
Chu k
sng ca
sn phm
6.1. Khái nim v chin lc sn phm DL
6.1. Khái nim v chin lc sn phm DL
Ni dung chin
lc sn phm
ca DN
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Inspired Cultural Tourists
International backpackers
Asia’s new middle class
Vietnamese overseas
Not very
expensive
hotel
Physical
outdoor,
natural
discover
activity
Experiencing

Hue cuisine,
living culture,
people
Largest
number of
sites
4day- 3nights
280 USD
.
6.1.1. Hoch nh sn phm
6.2. Hoch nh, phân tích và qun lý sp
ca DNDL
6.2. Hoch nh, phân tích và qun lý sp
ca DNDL
WHO? Which market segments should we
pursue?
WHAT? What are they looking for in our types
of services?
HOW? How do we develop our marketing
programs to best fit their needs and wants?
WHERE? Where do we promote our services?
WHEN? When do we promote them?
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T
o
u
r
i

s
t
-.
$/,
0"1/-

'"'
'&-2
''
/
#-/'
3,/
6.2. Hoch nh, phân tích và qun lý sp
ca DNDL
6.2. Hoch nh, phân tích và qun lý sp
ca DNDL
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Reasons for Market
Segmentation
Reasons for Market
Segmentation
 WHO? Which market segments should we pursue?
 WHAT? What are they looking for in our types of services?
 HOW? How do we develop our marketing programs to best fit their needs and wants?
 WHERE? Where do we promote our services?
 WHEN? When do we promote them?
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Danh mc sn phm (product- mix) là tp hp tt

c nhng loi sn phm và món hàng ca doanh
nghip chào bán trên th trng.
Danh mc sn phm ca doanh nghip c mô t
bng chiu rng, chiu dài, chiu sâu và tính ng
nht ca danh mc sn phm.
6.2. Hoch nh, phân tích và qun lý sp
ca DNDL
6.2. Hoch nh, phân tích và qun lý sp
ca DNDL
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Bn chiu ca danh mc sn phm








 
 
  
  
  
  
  
  
Bao nhiêu
chng loi?

Bao nhiêu
chng loi?
Bao nhiêu
mt hàng?
Bao nhiêu
mt hàng?
S a dng, phong
phú ca mt hàng
S a dng, phong
phú ca mt hàng
Mi quan h gia
các chng loi
Mi quan h gia
các chng loi
6.2. Hoch nh, phân tích và qun lý sp
ca DNDL
6.2. Hoch nh, phân tích và qun lý sp
ca DNDL
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Bn chiu trên ca danh mc sn phm là c s 
hoch nh chin lc sn phm ca doanh
nghip:
 a ra mt hàng mi  m rng danh mc;
 Kéo dài loi sn phm ang có;
 Tng chiu sâu cho tng sn phm;
 Tham gia nhiu lnh vc kinh doanh khác.
6.2. Hoch nh, phân tích và qun lý sp
ca DNDL
6.2. Hoch nh, phân tích và qun lý sp

ca DNDL
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6.2. Hoch nh, phân tích và
qun lý sp ca DNDL
6.2. Hoch nh, phân tích và
qun lý sp ca DNDL
Chiu rng danh mc sn phm
Chiu
Rng
Danh
Mc
Sn
Phm
D u gi  u
Kem ánh
rng
M phm Cht ty r!a
Clear
Sunsilk
Lifebuoy
P/S
Close Up
Pond’s
Hezaline
Dove
OMO
Viso
Surf
Comfort

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Nghiên cu
marketing
Marketing chin lc
Marketing chin thut
(Công c, k hoch thi
gian, s nht quán)
Môi trng
(C hi, thách thc)
Doang nghip
(Mnh, yu)
SWOT
Mc tiêu
(DT, LN, Th
phn)
Th trng
(Phân on, Th
trng mc tiêu)
nh v
(SP, th
trng)
P1
P2 P3 P4
Kim tra & giám sát marketing
6.2. Hoch nh, phân tích và qun lý
sp ca DNDL
6.2. Hoch nh, phân tích và qun lý
sp ca DNDL
6.1.2. Phân tích sn phm
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 Diversity Culture
 Historical renown
 Natural beauty recognized by UNESCO heritage Site
classification
 Safe and peaceful environment, friendly people
 Plentiful handicraft products
 hotels and guesthouse increase fast with wide range
prices
 Hue, a landscape harmoniously combined of natural
sights and cultural tourism.
SWOT Analysis
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 Service quality is not very high:
 Insufficient infrastructures,
 Skilled labors in tourism business
 Limited investment to improve
attraction of the destination.
 Some local people cannot
communicate in English
 Inconsistent, under-funded and
inefficient marketing and promotion of
tourism
 Low levels of cultural tourism
awareness.
 Unregulated development that is
spoiling the integrity of the natural and

cultural environment.
 Weak Visitor Return Ratio
SWOT Analysis
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 Cultural tourism is emerging
 International visitors increase.
 Cultural knowledge desired of domestic
residents become higher
 The nature and environment is more
concerned to be recovered.
 Development of a consistent and
appealing National Tourism Brand.
 World heritage sign is still an attractive
destination for international visitors.
 Household income is increasing
SWOT Analysis
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 Destruction of natural environment
from careless and unregulated
development
 Diminished cultural environment
through unregulated tourism
development
 Weak cooperation between public and
private sectors resulting in ineffective
business environment

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/-'-/,'


-/,'"1/'.-/'
SWOT Analysis