Click here to load reader

เจาะลึกกลยุทธ์การตลาดท่องเที่ยว (Tourism Marketing Strategy)

  • View
    218

  • Download
    4

Embed Size (px)

DESCRIPTION

โดย อาจารย์ ชัยรัตน์ อังศวางกูร

Text of เจาะลึกกลยุทธ์การตลาดท่องเที่ยว...

  • (Tourism Marketing Strategy)

    : Competitive Advantage Michael E. Porter (Cost Advantage) (Differentiation Advantage) Economy of scale

    (Red Ocean) Blue Ocean Strategy W. Chan Kim Renee Mauborgne Value Innovation Cost Differentiation Value Innovation Blue Ocean

    Blue Ocean Cost Differentiation

    Value Innovation . (Reduced) . (Eliminated) . (Raised) . (Created)

    Red Ocean Blue Ocean

  • Theme Blue Ocean

    -

    -

    Boutique Hotel Perceptual Map Modern Traditional Focus Group Modern Cost Differentiation Blue Ocean Creativity

    -

    -

    - (Functional) (Emotional) Budget Hotel Cost

    - (Trends) Green Hotel Grey Market

    Perception Perception Brand Genetics

    . (Heritage) . (Identifier)

  • . (Brand Representative)

    . (Brand Personality) Personality

    . (Brand Essence) Essence Essence Essence Essence

    Hotel Positioning High Price Gingerbread Heritage Brand Identity Brand Personality Welcoming, Attentive, Elegant Essence

  • (Tourism Marketing Strategy)

Search related