本站原创本文是一篇市场营销论文范文,市场营销方面有关专科毕业论文开题报告,关于基于市场目标,广告和促销的市场营销计划相关毕业论文开题报告范文。适合市场营销及计划及本文方面的的大学硕士和本科毕业论文以及市场营销相关开题报告范文和职称论文写作参考文献资料下载。
摘 要：本文主要是给出市场营销计划和BCFTCSHolidays的相关信息以供董事会决策.本文研究某个度假休闲的典型地区作为数据研究的来源,并基于市场目标,广告和促销阐述市场营销计划.
关 键 词：市场营销计划市场目标广告促销
Abstract：ThepurposeofthisreportistogivethemarketingplanandinformationonBCFTCSHolidaystotheBoardofDirectors.Thewriterwillresearchagoodregionasaholidaydestinationsearchfordataandresources,andmakeamarketingplantojustifythemarkettarget,advertisingandpromotion.
Keywords：marketingplan；markettarget；advertising；promotion
BCFTCSHolidaysisaalltomediumsizetouroperatorwhichhasbeenmaintainingamarketshare（approx3%）withatotalcapacityof500,000buttheoverallmarketisnowmuchmorepetitive.Forthisyear’slaunchtheBoardofDirectorsrequirefromtheMarketingManagementdetailsofthemarketingplanpriortofundingapprovalbeinggiven.UKinflationis3.0%,thepriceofmostproducts,fuelsandfoodsheraised,whichaddmorecosttoconsumerexpenditure；howevertheminimumwageshasincreasedyearbyyear,thereforeeconomyintheUKwillnotbeinfluencedmuchbyinflation；anticipatedmarketgrowthis5%,sotheyarebothsteady.Interestratesare5.25%,whichisalittlebithigh.Peoplemaynotspendorborrowtoomuchmoneyfrombankorchooseanexpensiveholidaypackage；inrecentyearstheEurohasgainedinstrengthsotheexchangeratebetweentheEuroandthePoundsterlingis1.4-1.0,soitcostoremoneytotrelinEuropethaneverbefore.ThesearenegativefactorsthatmayinfluenceUKtrellerswhenchoosingadestinationforashorthaulholiday.
1.destinationandsegmentofthemarkettobetargeted
TheMarketingManagementteamhasdecidedthatthedestinationwillbeLanzaroteinSpain.“Lanzaroteissituatedjust70milesoffthecoastofAfricaandisthemosteasterlyoftheCanaryIslands.Lanzaroteenjoysamilddryclimatewitheragedaytimetemperaturesrangingfromabout21°CinJanuaryto29°CinAugust”（http：//.discoverlanzarote./）.
Obviously,thesegmentsofthemarkettobetargetedarefamiliesandcouples.“ThepopularityofpackageholidaystoLanzarotehaspresentedfamiliesandcoupleswithabraceofmodernresortostfacingimmaculatepalesandybeaches,backedbytheochrecolouredmountains”（http：//.mytrel./）.LanzarotehaserygoodclimatebecauseofitsgeographiclocationclosetoAfrica.Itattractslotsoftrellerromcountrieswhichhebadweatherfor“wintersun”holidaysespeciallyUKtourists.“Peoplewillseeplentyofchancestoenjoyaspotofwatersportswhetherwindsurfing,scubadivingorsportfishing.FamilyholidaystoLanzaroteofferanexplosivebinationofattractions.”（http：//.mytrel./）.2.UKdepartureairport
Transportandtouriaresynonymous.Forinternationaltouri,airlinesaretheprincipalmodeoftrel.ManchesterAirportisabout20minutesdrivefromcentralManchesterandisaccessedfromtheM56motorwaywithadedicatedlinkroadatjunction5.NationalExpressrunscoacheromallovertheUKtoterminalsoneandtwo.TrainsstopatManchesterAirportstationandManchesterPiccadilly,themainstation,frommanystationsinnorthernEnglandandtheMidlands.GatwickairportislinkedtotheM23motorway.TheGatwickExpresstrainisthebest-knownrailservicewhichrunstoLondonVictoriaStation.ThereisalsoaThameslinkservicerunstoLondonKing’sCrossaswellastootherLondonStations.
3.Acmodation
Acmodationforthetargettrellerscanbeinhotelsandapartments.“Themostpopulartypeofacmodationforfamilytrellerswashotels（full-orhalf-board）,followedbyall-inclusivehotelsandrentedacmodation.”（http：//academic.mintel./-FamilyHolidaysSpain）Comparedtoyouthgroups,familytrellersheasteadyineandacertainamountofsingsinthebank.Whentheholidayhasbeenplanned,theyheaconditionwheretheyareabletospendmoremoneytoensuregoodacmodationinwhichtostay.Accordingtothis,thepanyshouldgiveholidaymakersthechancetoholidayinqualityacmodationwithhigh-qualityfood,perfectlocation,greatsurroundings,goodfacilities,andvariousactivities.Withdifferentfamilysituations（numbersofpeople）ordiverseine,thereareplentyofhotelsandapartmentstochoosefrom.Forinstance,HotelNaturaPalaceislocatedontheseafrontpromenade；itsperfectlocationisonly3kmfromtheresortcentre.Thehoteloffersnice,qualityfood,“thereisplentytokeepyouactive,suchasagameofbilliardsorminigolf,orcheckoutthetabletennis,tenniscourts,gymanddivingschoolfacilities.”（Anon,ThomsonDestinations）Certainly,familyholidayswillneverignoreactivitieorchildren.Inthishotel,“thereischildren’spoolandplayarea,andthehotelrunsachildren’sclubanddiscofor4-12yearolds”（Anon,ThomsonDestinations）Therateirom305poundor3nightsandisbasedon2or3bedsintheroom.Obviously,thisbudgettargetswealthyfamilies.ThePlayaFlamingoApartmentsaremoresuitablefornormalfamiliesandcouples；therateiromonly239poundor7nights.Thereissomethingtokeepthewholefamilyentertained,suchasgamesandquizzesandtalentshoworchildren.4.AdvertisingandPromotions
Inordertolaunchmoreholidaypackagesintothetourimarket,advertisingisagoodtooltocreatetheimageandattractstheattentionofmorepeople.“Advertisingisaneconomicinvestmentforanyleisure,tourortrelanization,whetheritisinthepublic,privateornot-for-profitsector.Effectiveadvertisingwithawell-plannedmunicationsstrategycannotguaranteesuccess,butitcertainlyincreasesitschances.”（Man&Pritchard,2000,p.5）“Advertisinghasbeenexhaustivelydefinedanditisusuallytakentomeaneithermasunicationvianewspapers,magazines,radio,television,billboards,theInterandothermediaordirect-to-consumermunicationviadirectmail.”（Man&Pritchard,2000,p.9）
Althoughthepanyfocusisonadvertising,itisalsoimportanttoknowthatotherpromotionalobjectivesareachievedbyarietyofactivities,suchastheuseofsalespromotionssalespeople.Salespromotionscanoftenlinktoadvertisingtomotivatecustomerstoactionortobuytheproduct.Forexample,thepanycangivediscountstothefirst1000customerswhobookaholiday,peoplewhobookaholiday3mouthsinadvance,orwhobookonline.Forsalespeople,suchasdistributors（trelagencies）,thepanycanencouragethemtosellmorepackageholidaysbygivingthemabonusandmorebrochures.Thepany’arketingstaffcanmeetthestaffofthetrelagencyforconferences.
5.TradeLaunchactivity
Beforethe“BCFTCS”holidaylaunchintothemarket,thewritersuggeststhattheoperatorcouldgivesomethingtoagenciestoassisttheimage.Forinstances,theoperatorcouldpossiblygivesomeallstuffsasgiftstoagencystaffs,teacupscanbegoodstuffiftheyhegotpicturesorfewwordswherethedestinationbeingpromoted.Everytimewhenstaffsellholidays,wheneverthecupsareusedbythemselvesorcustomers,itislikelytomentionthemtoremendthe“BCFTCS”holidaytoclients.Alsotheoperatorcouldprovidefreepen
本文是一篇市场营销论文范文,市场营销方面有关专科毕业论文开题报告,关于基于市场目标,广告和促销的市场营销计划相关毕业论文开题报告范文。适合市场营销及计划及本文方面的的大学硕士和本科毕业论文以及市场营销相关开题报告范文和职称论文写作参考文献资料下载。
oragencywithwordsof“BCFTCSHOLIDAY”onit；theycanbeusedasplementarypenorcustomers,whichmaycausepeople’sattention.6.Conclusion
Finally,tosumup,theoverallcapacitywillbesteadyas500,000anddestinationsareselectedasLazanroteinSpain.Segmentofthemarkettobetargetedarethefamiliesandcouples；twoUKdepartureairportsareLondonGatwickAirportandManchesterAirport；acmodationtypeishotelandapartments.Attheend,ithasexplainedadvertisingandpromotionalcampaingnbasedonthetargetmarket.