Section 1 Marketing and Marketing Management

A set of core concepts of marketing

Second, marketing management

Section 2 Tourism Marketing Concept and Its Embodiment

First, tourism marketing.

Second, the concept of tourism marketing and its evolution

Third, the characteristics of tourism marketing and service marketing strategies

Section III New Development of Tourism Marketing Theory

First, customer delivered value.

Second, 4Ps marketing mix and 4cs marketing mix

Chapter II Analysis and Management of Tourism Marketing Environment

Section 1 Tourism Marketing Environment

First, the concept of tourism marketing environment

Second, the composition of tourism marketing environment

Third, the characteristics of tourism marketing environment

Fourth, the role of marketing environment analysis

The second section swOT analysis of tourism marketing environment

First, the advantages and disadvantages of tourism enterprises analysis

Second, the tourism enterprise marketing opportunities and threat analysis

Section 3 Tourism Market marketing opportunities

I. Market Opportunities and marketing opportunities

Second, the category analysis of marketing opportunities

Third, the formation and grasp of marketing opportunities.

Fourth, capture tourism in marketing opportunities.

Verb (abbreviation for verb) creates a tour of marketing opportunities.

Chapter III Analysis and Management of Customers' Purchasing Behavior in Tourism Market

Section 1 Contents and Patterns of Purchasing Behavior of Tourism Consumers

First, the content of tourism consumers' purchase behavior

Second, the purchase behavior patterns of tourism consumers

The second part is the main factors that affect the consumer behavior in the tourism market.

1. Social and cultural factors affecting customers' tourism consumption behavior

Second, the psychological and marketing factors of customers' tourism consumption behavior

In the third quarter, the process of customers' purchase decision in the tourism market

First, the role of participation in tourism consumption decision-making

Second, the types of customer buying behavior in the tourism market

Thirdly, the process of customers' purchase decision in the tourism market.

Fourth, the theoretical basis of tourism motivation

Chapter IV Tourism Target Marketing Decision-making

Section 1 Overview of Tourism Objectives in Marketing Decision-making

First, the content of target marketing decision

Second, the role of target marketing decisions

Section 2 Segmentation of Tourism Market

First, the concept, principles, reasons and functions of tourism market segmentation

Second, the basis of tourism market segmentation

Section 3 Selection of Tourism Target Market

First, the definition of tourism target market and its basic conditions

Second, the target market selection strategy of tourism enterprises

Third, the main perspective of tourism enterprises to choose the target market

Section IV Tourism Market Positioning and Tourism Differentiated Marketing

First, the meaning, significance and steps of tourism market positioning

Second, the basic contents and methods of tourism market positioning

Thirdly, tourism differentiated marketing and tourism competition.

Fourthly, the combined application of tourism differentiated marketing and market positioning.

Chapter V Tourism Marketing Research

Section 1 Overview of Tourism Marketing Research

First, the definition of tourism marketing research

Second, suggestions on tourism marketing research

Third, the content of tourism marketing research

Fourth, the types of tourism marketing research

Section 2 Research Procedures of Tourism Marketing

First, determine the research goal and analyze the nature and scope of the problem.

Second, make a market research plan.

Third, the implementation of the research plan.

Fourth, put forward conclusions and write a research report.

Section III Research Methods and Techniques of Tourism Marketing

First, the research methods of tourism marketing

Second, the technical research of tourism marketing

Third, the continuous investigation of fixed samples

Chapter VI Tourism Marketing Strategy

Section 1 Significance and Characteristics of Tourism Marketing Strategy

First, the concept and characteristics of tourism marketing strategy

Second, the analysis of tourism marketing strategy

Thirdly, the formulation of tourism marketing strategy.

Section 2 Choice of Tourism Marketing Strategy

First, formulate the content of tourism marketing strategic planning

Second, the formulation method of tourism marketing strategic planning

Third, the principles of formulating tourism marketing strategic planning

Four, the types and analysis of tourism market development marketing strategy

Chapter VII Tourism Products

Section 1 Overview of Tourism Products

First, the concept of tourism products

Second, the significance of tourism products

Third, the types of tourism products.

Fourthly, the characteristics of tourism products.

Section 2 Life Cycle and Strategy of Tourism Products

First, the product life cycle theory

Second, the factors affecting the life cycle of tourism products

Thirdly, the characteristics and strategies of different life cycle stages of tourism products.

Fourthly, the strategy of prolonging the life cycle of tourism products.

Section III Tourism Product Combination Strategy

First, the concept of tourism product mix

Second, the significance of tourism product mix

Third, the tourism product mix strategy

Four. Problems that should be paid attention to in tourism product mix

Five, the tourism product structure optimization decision

The fourth quarter tourism new product development

First, the concept and types of new tourism products

Second, the necessity of developing new tourism products

Third, the development procedure of new tourism products.

Fourth, the market diffusion of new products.

Five, the development of new tourism products should pay attention to the problem.

Chapter VIII Price of Tourism Products

Section 1 Tourism Price

First, the concept of tourism price

Second, the tourist price difference and preferential tourist price

Third, the classification of tourism prices.

Fourthly, the tourism price system.

Section 2 Formation of Tourism Price

First, the determinants of tourism prices

Second, the formation of tourism prices.

Section III Pricing Objectives and Strategies of Tourism Products

First, the pricing decision of tourism products

Second, the pricing strategy of tourism products

Section 4 Pricing Methods of Tourism Products

First, the cost-oriented pricing method

Second, the demand-oriented pricing method

Third, the competition-oriented pricing method

Section 5 Changes in Tourism Prices

First, revise the tourism price.

Second, the change of tourism price.

Three, China tourism price system and tourism price policy.

Chapter IX Marketing Channels of Tourism Products

Chapter 10 Tourism Promotion

Chapter II Management of XI Marketing Activities

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