國際旅行企業(yè)案例分析.ppt

1、BENNETT TIM,Ocean Park: in the Face of Competition from Hong Kong Disneyland,1. What are the opportunity and threat facing the development of Hong Kong Tourism Industry? 2. What effect is the policy of China on the tourism industry of Hong Kong? 3. Why the Government of Hong Kong decide to invest on

2、 the opening of Disney Park in Hong Kong? 4How do you think the cultural insensitivity in the Disney Park? 5. Why did the Disney in Hong Kong pay attention to educating people to learn more about Disney culture? 6. What are problems facing Disney land in Hong Kong?,7. SWOT analysis of Ocean Park? 8.

3、 How to survive for those theme parks nearby the Disney in the world? 9. What is the market position of Ocean Park? 10. What is the target market of Ocean Park? 11. What are the newly detailed management experiences for excellent service? 12. What does the structure of syndicated loan mean to the Ocean Park?,定位（positioning）,概念，定位就是對公司的供應(yīng)品和形象進(jìn)行設(shè)計(jì)，從而使其能在目標(biāo)顧客心目中占有一個(gè)獨(dú)特位置的行動。 定位首先是明確產(chǎn)品的類別，接著是明確與其他產(chǎn)品的區(qū)別。 定位的最后結(jié)果是成功地創(chuàng)立一個(gè)以市場為重點(diǎn)的價(jià)值建議，它簡單明了地闡述為什么目標(biāo)市場會購買該產(chǎn)品。 定位：推出多少差異？ 許多營銷者竭力主張向目標(biāo)市場只推出一種利益。羅瑟.里夫斯說，一家公司應(yīng)該為每一種產(chǎn)品指定一個(gè)惟一的銷售定位，并專營這一定位。,每一種品牌應(yīng)該選擇使其成為某一利益上的“第一名” 并不是每一個(gè)人都同意單一利益的定位總是最佳選擇。還可以采用兩種或三種利益定位。但是如果