福建年自考旅游市場(chǎng)營(yíng)銷考試大綱（Fujianyear self-study tourism marketing examination outline）

1、福建09年自考旅游市場(chǎng)營(yíng)銷考試大綱（Fujian 09 year self-study tourism marketing examination outline）Course Code: 4929First, the nature of the course, characteristics and purpose of setting(1) the nature and characteristics of the courseWith the rapid development of international tourism, tourism has become the worlds

2、 strong momentum of development of the tourism industry, enterprises should strive for a space for one person in the competition and development, must carry out various economic activities in market oriented marketing, can quickly and effectively improve the management level, enhance competition abi

3、lity, improve economic efficiency. This course aims to tourism market operation rules and procedures as vividly as possible for students, the market operation skills in the simple case, pay attention to the combination of theory and practice, each chapter has tourism marketing case and review questi

4、ons, to cultivate students ability of analyzing and solving practical problems. Tourism marketing course teaching based on the basic theory of marketing, absorbing the domestic and international tourism marketing theory research and actual cases, the marketing practice of the general principle of ma

5、rketing and tourism combine to complete and systematically expounds the basic theory and strategy of tourism marketing. Students are required to through the analysis of basic theory of tourism marketing and tourism case study, understand the operation rules of the tourism market, mastering the touri

6、sm marketing environment analysis, tourism market survey and forecast method, tourism product pricing and promotion methods. As a basic skill.(two) basic requirements of this course1. Basic knowledge of tourism marketing.2, grasp the tourism marketing environment analysis and operation.3, grasp the

7、purchasing behavior of tourism analysis.4, proficiency in tourism market research and tourism market forecast.5, grasp the tourism target market decision.6, grasp the marketing strategy and marketing mix strategy.7, master the strategy of tourism products.8, grasp the travel price strategy.9, master

8、 the strategy of tourism marketing channel.10. Grasp the combination strategy of tourism marketing communication and promotion.11, understanding of tourism marketing management.(three) the link between this course and related courses;This course is a required core course for tourism management. The

9、first course is hotel management Conspectus and travel agency management practice. Tourism marketing is a professional course of tourism management specialty, which includes the basic knowledge of tourism marketing and tourism marketing environment analysis and planning, tourism purchase behavior an

10、alysis, tourism market research and tourism market forecast and decision-making, tourism target market tourism marketing strategy and marketing combination strategy, tourism product strategy, tourism price tourism marketing strategy, channel strategy, marketing communication and promotion strategies

11、 of tourism, tourism and marketing management. Master the knowledge of this course, and lay the foundation for the study of this major.The focus of this course is on Tourism Market Research and tourism market forecasting, and the difficulties are tourism market research and tourism market forecastin

12、g.Two, curriculum content and assessment objectivesChapter 1 tourism marketing(1) learning objectives and requirements1. Understanding the development of marketing.2, set up correct management idea, and train the ability of using management idea to analyze and manage business practice.3, understand

13、the new trend of tourism marketing in the era of globalization and knowledge, and set up the consciousness of globalization and knowledge marketing.4, understand the meaning of the concepts of tourism, marketing and so on.5, grasp the framework and research methods of tourism marketing theory.(two)

14、assessment of knowledge points and assessment requirements;Remember: the development of the market, with 1 marketing management concept2, Chinas tourism marketing in the era of globalization and knowledge3, marketing management tasks under different needsDifficulties: marketing management tasks in d

15、ifferent demand statesKey points: marketing management tasks under different demand statesThe second chapter is about the analysis and operation of tourism marketing environment(1) learning objectives and requirements1, understand the characteristics of tourism marketing environment.2, grasp the pol

16、itical, legal system and other macro environment on the impact of tourism marketing.3, grasp the influence of micro environment participants, such as tourism suppliers, on tourism marketing.4, master the method of evaluating the tourism marketing environment, and have the ability to analyze the tour

17、ism marketing environment.(two) assessment of knowledge points and assessment requirements;Remember: the connotation and characteristics of 1, tourism marketing environment2, the macro environment of tourism marketing and its influence3, participants in micro environment of tourism enterprises4, tou

18、rism marketing environment evaluation and operationDifficulties: evaluation and operation of tourism marketing environmentKey point: evaluation and operation of tourism marketing environmentThe third chapter is the analysis of tourism buying behavior(1) learning objectives and requirements1, underst

19、and the black box model of tourism buying behavior.2, understand the political, economic and other seven factors on the impact of tourism buying behavior.3, learn to analyze the organizational behavior of the combined mechanism.4, a preliminary understanding of the purchasing behavior of tourism int

20、ermediaries.5, grasp the decision-making process of tourism purchase, and initially have the ability to influence the decision-making of tourism purchase.(two) assessment of knowledge points and assessment requirements;Remember: 1, tourism purchase behavior overview2, classification of tourism buyin

21、g behavior3, tourism shopping behavior, influencing factors4, tourism purchase decision-making process5, group buying behavior6, tourism intermediary buying behaviorDifficulty: the process of tourism purchase decisionKey points: tourism purchase decision processThe fourth chapter is the tourism mark

22、et research and the tourism market forecast(1) learning objectives and requirements1, understand the role of tourism marketing information system in tourism marketing.2, grasp the steps and methods of tourism market research.3. Grasp the steps and methods of tourism market forecast.(two) assessment

23、of knowledge points and assessment requirements;Remember: 1, tourism marketing information system2, tourism marketing research3. Travel market forecastDifficulty: tourism marketing researchKey point: tourism marketing researchThe fifth chapter is about the tourism target market decision(1) learning

24、objectives and requirements1. Understand the concept of tourist market segmentation, target market strategy and tourism market positioning.2, learn how to segment tourism market.3, grasp three target market strategy.4, the tourism enterprises or tourism products in the target market accurate positio

25、ning.(two) assessment of knowledge points and assessment requirements;Remember: 1, the tourism market segmentation2, target tourism market choice3, tourism market positioningDifficulty: tourism market positioningKey points: tourism market positioningThe sixth chapter, tourism marketing strategy and

26、marketing mix strategy(1) learning objectives and requirements1. Understand the concepts of tourism marketing strategy and marketing mix strategy.2, grasp the relationship between tourism marketing strategy and marketing strategy.3, grasp the use of various marketing strategies.4, learn how to use m

27、arketing strategy in general.(two) assessment of knowledge points and assessment requirements;Remember: 1, tourism marketing strategy2, tourism marketing mix strategyDifficulty: tourism marketing mix strategyKey point: tourism marketing mix strategyThe seventh chapter is about the strategy of touris

28、m products(1) learning objectives and requirements1, understand the concept of integrated tourism products.2. Mastering the skills of tourism product mix.3, learn to analyze and apply the theory of economic life cycle of tourism products.4, recognize the dialectical relationship between tourist dema

29、nd and the design of tourism products.5, grasp the theory of tourism new product development.6, pay attention to the greening in the development of tourism products.7, learn how to use the brand strategy of tourism products(two) assessment of knowledge points and assessment requirements;Remember: 1,

30、 the needs of tourists and the overall concept of tourism products2, tourism product mix skills3, tourism product economic life cycle and its marketing strategy4, tourism new product strategy5, the quality of tourism products and environmental quality assurance system6, tourism product brand strateg

31、yDifficulties: the economic life cycle of tourism products and its marketing strategyKey points: brand strategy of tourism productsThe eighth chapter, tourism price strategy(1) learning objectives and requirements1. Understanding the cost of passengers and the value of tourists.2, understand the tou

32、rism product price strategy procedures.3, grasp the pricing strategy of tourism products.4, learn to adjust the price of tourism products at the right moment.5, grasp the non price competition strategy.(two) assessment of knowledge points and assessment requirements;Remember: 1, travel price, cost a

33、nd value of tourist visitors2, tourism products price factors3, tourism product price decision-making process4, tourism product pricing strategy5, tourism product price adjustment6, the misunderstanding and correction of the price decision of tourism productsDifficulty: Pricing Strategy of tourism p

34、roductsKey points: Pricing Strategy of tourism productsThe ninth chapter, tourism marketing strategy(1) learning objectives and requirements1, to understand the basic concepts of tourist convenience and marketing channels.2, learn to deal with the important role of Tourism Marketing Channel - touris

35、m intermediaries.3, learn how to use tourism marketing channel strategy.4, preliminary grasp of network marketing and other new marketing channels related knowledge.(two) assessment of knowledge points and assessment requirements;Remember: 1, tourism marketing channel the connotation, function and m

36、ode2, tourism marketing channel model3, tourism marketing channels evolution, conflict and cooperation4, travel intermediaries5, the choice and adjustment decision of tourism marketing channel6, the construction of new tourism marketing channelsDifficulties: the construction of new tourism marketing

37、 channelsKey point: the construction of new tourism marketing channelThe tenth chapter is the combination strategy of tourism marketing communication and promotion(1) learning objectives and requirements1, to understand the concept of tourism promotion and communication, and the dialectical relation

38、ship between them.2. Master the means of communication and promotion of travel advertisement, personal promotion, business promotion, public relation and internet. (two) assessment of knowledge points and assessment requirements;Remember: 1, tourism marketing communication and promotion2, tourism ad

39、vertising3, tourism promotion4, travel salesman5, tourism public relations6, network communication and promotionDifficulties: network communication and promotionKey point: network communication and promotionThe eleventh chapter, tourism marketing management(1) learning objectives and requirements1,

40、understand several marketing organization structure, realize organization innovation.2, understand the main content of marketing plan, familiar with the implementation of marketing steps.3, learn how to analyze the problems in marketing implementation, grasp the steps of marketing implementation.4,

41、learn how to use tourism enterprise marketing control four methods.5, grasp the internal marketing management theory and skills of tourism enterprises.(two) assessment of knowledge points and assessment requirements;Remember: 1, tourism enterprise marketing organization2, tourism marketing plan, imp

42、lementation and control3, internal marketing management of tourism enterprisesDifficulties: planning, implementation and control of tourism marketingKey points: planning, implementation and control of tourism marketingThree, relevant instructions and implementation requirements1, the use of teaching

43、 materialsTravel marketing, edited by Wu Jinlin, higher education press, 2003.2, about the assessment objectivesIncluded in the syllabus points, as the scope of examination.3, on the examination syllabus in the ability level instructionsRemember: a request to the examinee to the principle of nouns,

44、concepts, know the course of meaning, and can correctly understand and express.Understand the connotation and denotation of the related knowledge points required to comprehend and understand the provisions of course, familiar with the difference and connection between the points and their contents,

45、and can according to the different requirements of the assessment, make the correct explanation and discussion.Simple application: requires the understanding of the basis, can use the basic concepts of the course, the basic method of a small amount of knowledge, analysis and solve the relevant theor

46、etical problems and practical problems.Comprehensive application: Based on the simple application, we can use many knowledge points that have been studied, and analyze and solve the complex problems.4, several provisions on the proposition examinationThe examination points listed in this syllabus ar

47、e all part of the examination. Examination proposition covered to chapter, and properly highlight key chapters, increase the focus of the content of the coverage.This course uses a written closed exam with a test duration of 120 minutes. This course is based on a 100 point system and 60 is a pass.Th

48、is course in the papers of different levels of ability scores are: understanding memorizing accounted for 20%, accounted for 30%, accounting for 30% of the comprehensive application of simple application, accounting for 20%.The degree of difficulty in this course is moderate. The questions of differ

49、ent difficulty in the test scores are: easy, easy, accounted for 20%; 30%; 30%; more difficult, difficult, accounting for 20%. should be paid attention to: test difficult degree and ability level is not the same concept, there are different levels of difficulty in each ability test, do not cut two c

50、onfused.Examples of test questions in this course are single choice questions, multiple-choice questions, cloze questions, noun explanations, simplified questions, case study questions, etc.Examples of appendix questionsI. radio questions1, with the development trend of tourism popularization, tourism marketing management tends to ().A, personal