項目一 認識旅遊市場營銷/Session 1 Understanding Tourism Marketing 模塊1 旅遊市場基礎/Module 1 Foundation of Tourism Market 一、旅遊市場概述/I.Overview of Tourism Market 二、旅遊市場的概念/II.Concept of Tourism Market 三、旅遊市場的特點/III.Characteristics of Tourism Market 模塊2 旅遊市場營銷/Module 2 Tourism Marketing 一、市場營銷概述/I.Overview of Marketing 二、旅遊市場營銷的特點/II.Characteristics of Tourism Marketing 三、旅遊市場營銷的影響因素/III.Influencing Factors of Tourism Marketing 四、旅遊市場營銷的產生與發展/IV.Emergence and Development of Tourism Marketing 模塊3 旅遊市場營銷演變/Module 3 Evolution of Tourism Marketing 一、生產觀念/I.Production Concept 二、產品觀念/II.Product Concept 三、推銷觀念/III.Selling Concept 四、市場營銷觀念/IV.Marketing Concept 五、社會營銷觀念/V.Societal Marketing Concept 項目二 分析旅遊營銷環境/Session 2 Analyzing the Tourism Marketing Environment 模塊1 旅遊市場營銷環境/Module 1 Tourism Marketing Environment 一、旅遊市場營銷環境的概念/I.Concept of Tourism Marketing Environment 二、旅遊市場營銷環境的特徵/II.Characteristics of Tourism Marketing Environment 三、旅遊市場環境的分析方法——SWOT分析法/III.Analysis Method of Tourism Market Environment—SWOT Analysis 模塊2 旅遊市場營銷宏觀環境/Module 2 Macro Environment of Tourism Marketing 一、政治法律環境/I.Political and Legal Environment 二、人口環境/II.Demographic Environment 三、經濟環境/III.Economic Environment 四、文化環境/IV.Cultural Environment 五、科學技術環境/V.Science and Technology Environment 模塊3 旅遊市場營銷微觀環境/Module 3 Micro Environment of Tourism Marketing 一、旅遊供應商/I.Tourism Suppliers 二、旅遊中間商/II.Tourism Intermediaries 三、旅遊購買者/III.Tourism Buyers 四、旅遊市場競爭者/IV.Tourism Market Competitors 五、社會公眾/V.Social Public 項目三 調研旅遊營銷市場/Session 3 Investigating Tourism Marketing Market 模塊1 旅遊市場營銷調研/Module 1 Tourism Marketing Research 一、旅遊市場營銷調研的概念/I.Concept of Tourism Marketing Research 二、旅遊市場營銷調研的意義/II.Significance of Tourism Marketing Research 三、旅遊市場營銷調研的類型/III.Types of Tourism Marketing Research 四、旅遊市場營銷調研的內容/IV.Content of Tourism Marketing Research 五、旅遊市場營銷調研的程序/V.Procedures of Tourism Marketing Research 模塊2 旅遊市場營銷調研信息收集/Module 2 Information Collection for Tourism Marketing Research 一、二手資料的收集/I.Collection of Second-Hand Data 二、一手資料的收集/II.Collection of First-Hand Data 三、問卷調查技術/III.Questionnaire Survey Techniques 模塊3 旅遊市場調查報告/Module 3 Tourism Marketing Research Report 一、旅遊市場調查報告概述/I.Overview of Tourism Market Survey Report 二、旅遊市場調查報告的一般格式/II.General Format of the Tourism Market Survey Report 項目四 定位旅遊目標市場/Session 4 Positioning the Tourism Target Market 模塊1 旅遊市場細分/Module 1 Tourism Market Segmentation 一、旅遊市場細分的內涵/I.Connotation of Tourism Market Segmentation
二、旅遊市場細分的程序/II.Procedures of Tourism Market Segmentation 三、旅遊市場細分的原則/III.Principles of Tourism Market Segmentation 四、旅遊市場細分的標準/IV.Criteria for Tourism Market Segmentation 模塊2 旅遊目標市場/Module 2 Tourism Target Market 一、旅遊目標市場的概念/I.Concept of Tourism Target Market 二、選擇目標市場的條件/II.Conditions for Selecting Target Markets 三、選擇目標市場的模式/III.Mode for Selecting Target Markets 四、選擇目標市場的策略/IV.Strategies for Selecting Target Markets 五、影響旅遊目標市場策略選擇的因素/V.Factors Affecting the Selection of Tourism Target Market Strategies 模塊3 旅遊目標市場定位策略/Module 3 Tourism Target Market Positioning Strategy 一、市場定位的概念/I.Concept of Market Positioning 二、旅遊市場定位的概念/II.Concept of Tourism Market Positioning 三、旅遊市場定位的作用/III.Role of Tourism Market Positioning 四、旅遊市場定位的步驟/IV.Steps of Tourism Market Positioning 五、旅遊市場定位的策略/V.Strategies for Tourism Market Positioning 項目五 制定旅遊產品策略/Session 5 Formulating Tourism Product Strategies 模塊1 旅遊產品組合策略/Module 1 Tourism Product Mix Strategies 一、旅遊產品的概念/I.Concept of Tourism Products 二、旅遊產品組合要素/II.Elements of Tourism Product Portfolio 三、旅遊產品組合策略/III.Strategies of Tourism Product Portfolio 模塊2 旅遊產品生命周期營銷策略/Module 2 Tourism Product Life Cycle Marketing Strategy 一、旅遊產品生命周期概述/I.Overview of Tourism Product Life Cycle 二、旅遊產品生命周期不同階段的特點和營銷策略/II.Characteristics and Marketing Strategies at Different Stages of Tourism Product Life Cycle 三、延長旅遊產品生命周期的措施/III.Measures to Extend the Tourism Product Life Cycle 模塊3 旅遊新產品開發/Module 3 Tourism New Product Development 一、旅遊新產品的種類/I.Types of New Tourism Products 二、旅遊新產品的開發程序/II.Development Procedures of New Tourism Products 項目六 制定旅遊產品價格策略/Session 6 Formulating Tourism Product Pricing Strategies 模塊1 旅遊產品定價/Module 1 Tourism Product Pricing 一、旅遊產品價格概述/I.Overview of Tourism Product Price 二、旅遊產品價格的特點及形式/II.Characteristics and Forms of Tourism Product Price 三、影響旅遊產品定價的主要因素/III.Main Factors Affecting the Pricing of Tourism Products 模塊2 旅遊產品定價方法/Module 2 Tourism Product Pricing Methods 一、成本導向定價法/I.Cost-Oriented Pricing Methods 二、需求導向定價法/II.Demand-Oriented Pricing Methods 三、競爭導向定價法/III.Competition-Oriented Pricing Methods 模塊3 旅遊企業定價策略/Module 3 Tourism Enterprise Pricing Strategies 一、新產品定價策略/I.New Product Pricing Strategies 二、心理定價策略/II.Psychological Pricing Strategies 三、折扣定價策略/III.Discount Pricing Strategies 四、差別定價策略/IV.Differential Pricing Strategies 項目七 制定旅遊產品渠道策略/Session 7 Formulating Tourism Product Channel Strategies 模塊1 旅遊分銷渠道/Module 1 Tourism Distribution Channels 一、旅遊產品分銷渠道的概念/I.Concept of Distribution Channels for Tourism Products 二、旅遊產品分銷渠道的功能/II.Functions of Tourism Product Distribution Channels 三、旅遊產品分銷渠道的類型/III.Types of Tourism Product Distribution Channels 模塊2 旅遊分銷渠道選擇/Module 2 Selecting Tourism Distribution Channels 一、影響分銷渠道選擇的因素/I.Factors Affecting the Selection of Distribution Channels 二、分銷渠道的選擇策略/II.Selection Strategy of Distribution Channels 模塊3 旅遊分銷渠 一、分銷渠道衝突的概念/I.Concept of Distribution Channel Conflict 二、分銷渠道衝突的分類/II.Clarification of Distribution Channel Conflict 三、分銷渠道衝突的原因/III.Causes of Distribution Channel Conflict 四、解決旅遊產品分銷渠道衝突的方法/IV.Solutions to Distribution Channel Conflicts of Tourism Products 項目八 制定旅遊促銷策略/Session 8 Formulating Tourism Promotion Strategies 模塊1 旅遊促銷策略/Module 1 Tourism Promotion Strategies 一、旅遊促銷概述/I.Overview of Tourism Promotion 二、旅遊促銷的作用/II.Role of Tourism Promotion 三、旅遊促銷組合的概念/III.Concept of Tourism Promotion Mix 四、影響旅遊促銷組合的因素/IV.Factors Affecting Tourism Promotion Mix 模塊2 旅遊人員推銷策略/Module 2 Tourism Personal Selling Strategies 一、旅遊人員推銷的概念/I.Concept of Tourism Personal Selling 二、旅遊人員推銷的作用/II.Role of Tourism Personal Selling 三、旅遊人員推銷的方式/III.Methods of Tourism Personal Selling 四、旅遊人員推銷的步驟/IV.Steps of Tourism Personal Selling 模塊3 旅遊廣告策略/Module 3 Tourism Advertising Strategies 一、旅遊廣告概述/I.Overview of Tourism Advertising 二、旅遊廣告的作用/II.Role of Tourism Advertising 三、旅遊廣告的決策過程/III.Decision-Making Process of Tourism Advertising 四、旅遊廣告策略/IV.Tourism Advertising Strategies 模塊4 旅遊營業推廣策略/Module 4 Tourism Sales Promotion Strategies 一、旅遊營業推廣的概念/I.Concept of Tourism sales Promotion 二、旅遊營業推廣的作用/II.Role of Tourism sales Promotion 三、旅遊營業推廣的策劃/III.Planning of Tourism sales Promotion 模塊5 旅遊公共關係策略/Module 5 Tourism Public Relations Strategies 一、旅遊公共關係的概念/I.Concept of Tourism Public Relations 二、旅遊公共關係的特點/II.Characteristics of Tourism Public Relations 三、旅遊公共關係的類型/III.Types of Tourism Public Relations 四、旅遊公共關係的職能/IV.Functions of Tourism Public Relations 項目九 創新旅遊營銷模式/Session 9 Innovating Tourism Marketing Models 模塊1 旅遊營銷創新/Module 1 Tourism Marketing Innovation 一、旅遊創新營銷的概念/I.Concept of Innovative Tourism Marketing 二、旅遊創新營銷的特點/II.Characteristics of Innovative Tourism Marketing 三、旅遊創新營銷的意義/III.Significance of Innovative Tourism Marketing 模塊2 旅遊網路營銷/Module 2 Tourism Network Marketing 一、旅遊網路營銷的概念/I.Concept of Tourism Network Marketing 二、旅遊網路營銷的特點/II.Characteristics of Tourism Network Marketing 三、旅遊網路營銷的內容/III.Contents of Tourism Network Marketing 四、旅遊網路營銷的模式/IV.Models of Tourism Network Marketing 五、旅遊網路營銷的過程/V.Processes of Tourism Marketing 模塊3 旅遊事件營銷/Module 3 Tourism Event Marketing 一、旅遊事件營銷的概念/I.Concept of Tourism Event Marketing 二、旅遊事件營銷的特點/II.Characteristics of Tourism Event Marketing 三、旅遊事件營銷的模式/III.Models of Tourism Event Marketing 模塊4 旅遊關係營銷/Module 4 Tourism Relationship Marketing 一、旅遊關係營銷的概念/I.Concept of Tourism Relationship Marketing 二、旅遊關係營銷的本質特徵/II.Essential Characteristics of Tourism Relationship Marketing 三、旅遊關係營銷的原則/III.Principles of Tourism Relationship Marketing 模塊5 旅遊整合營銷/Module 5 Tourism Integrated Marketing 一、旅遊整合營銷的概念/I.Concept of Tourism Integrated Marketing
二、旅遊整合營銷的主要路徑/II.Main Paths of Tourism Integrated Marketing 三、旅遊整合營銷的原則/III.Principles of Tourism Integrated Marketing 模塊6 旅遊綠色營銷/Module 6 Tourism Green Marketing 一、旅遊綠色營銷的概念/I.Concept of Tourism Green Marketing 二、旅遊綠色營銷的內容/II.Contents of Tourism Green Marketing 三、旅遊綠色營銷的意義/III.Significance of Tourism Green Marketing 參考文獻/References
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