Conflicts and solutions of marketing channels of Xi tourism products! ! ! ! ! ! ! ! !

This paper puts forward the connotation and types of marketing channel conflict of tourism products, divides the reasons of channel conflict into direct reasons and fundamental reasons, and deeply analyzes the fundamental reasons of marketing channel conflict of tourism products. And fundamentally put forward the solution to the conflict of tourism product marketing channels.

Since the 1960s, the world tourism industry has developed rapidly, and the competition among tourism enterprises has become increasingly fierce. Marketing channels have become an important means of competition for tourism enterprises. Like general tangible products, the smooth marketing channels of tourism products also need the close cooperation of channel members. However, the existence of conflicts among channel members hinders the effective cooperation among members and the normal circulation of tourism products. How to solve the conflict of marketing channels of tourism products has become an important problem faced by many tourism enterprises today.

First, the connotation and classification of tourism product marketing channel conflict

The so-called tourism products refer to the sum of all kinds of material products sold by tourism operators in the tourism market and all kinds of services provided by living labor. Mainly based on tourist routes, it can fully meet the needs of tourists in food, shelter, transportation, travel, entertainment, shopping and other aspects during the tourism process. Tourism products, like ordinary material products, need corresponding marketing channels to cooperate when they are sold in the market. The marketing channel of tourism products refers to all intermediary organizations and individuals who have obtained the right to use tourism products or assisted in transferring the right to use tourism products in the process of transferring tourism products from tourism producers to tourism consumers. Because the marketing channels of tourism products are composed of independent tourism intermediary organizations and institutions, which have different business objectives and pursue different interests, conflicts will inevitably arise in the process of cooperation. The marketing channel conflict of tourism products means that one enterprise in the channel thinks that the activities of another enterprise hinder or prevent the realization of its goals, so there is a contradiction between them. Moderate channel conflict is a positive force, while excessive channel conflict will affect the harmonious development of the whole channel system.

There are three forms of conflicts in the marketing channels of tourism products:

1. Horizontal channel conflict

Refers to the conflict between tourism intermediaries at the same level under the same channel model. For example, the middleman who deals in the tourism products of enterprise A in a certain area thinks that another middleman who deals in the tourism products of enterprise A in the same area is too aggressive in pricing, promotion and after-sales service, and has robbed their business.

2. Vertical channel conflict

Refers to the conflict between enterprises at different levels in the same channel. This kind of conflict is more common than horizontal channel conflict. For example, some tourism wholesalers may complain that tourism production enterprises control product prices too tightly, leaving too little profit space for themselves; Or travel retailers have similar dissatisfaction with travel wholesalers or production enterprises.

3. Multi-channel conflict

Also known as cross-conflict, it refers to the conflict between members of different channel forms after a tourism production enterprise establishes multiple marketing channels. For example, a scenic spot not only sells tourist tickets directly to tourists, but also requires travel agencies to sell tickets. Multi-channel conflict will occur when the sales targets of the two are consistent.

Second, the analysis of the reasons for the conflict of marketing channels of tourism products

In order to analyze the causes of marketing channel conflict of tourism products more clearly, it is divided into two categories, namely, direct causes and root causes. The direct cause refers to the direct factor that causes the conflict of tourism marketing channels, that is, the "fuse" that leads to the conflict. The root cause refers to the internal causes of conflicts among channel members.

1. The direct cause of the marketing channel conflict of tourism products

(1) price conflict. Tourism products are typical seasonal products, and tourism demand changes greatly in off-season and peak season. For tourism production enterprises, in order to maintain their own brand image, tourism enterprises hope that the prices of tourism products will remain relatively stable. For the sake of their own interests, tourism agents will greatly reduce the prices of tourism products sold in the off-season, resulting in price conflicts.

(2) Conflicts in the same target market. When developing the same tourism market, tourism production enterprises will choose several tourism intermediaries, thus forming a situation in which several intermediaries seize the same target market. Especially in the face of major tourism customers, tourism production enterprises and various tourism intermediaries hope to serve them directly and form a stable relationship. At this time, the form of conflict is more complicated.

(3) The conflict between consulting and service promotion. Tourism products are intangible products with service as the mainstay. When selling tourism products, we should cooperate with many tourism service agencies. For the sake of their own interests, tourism production enterprises and tourism agents hope that the other side can invest more service personnel and provide more tourism services, thus forming a conflict between consultation and service. There are similar conflicts when carrying out promotional activities.

(4) Conflicting transaction or payment methods. When dealing with tourism agents, tourism production enterprises hope that the agents can pay the advance payment when booking tourist rooms or tickets. However, tourism agents hope to obtain the product price from tourists before paying the tourism production enterprises, which leads to the conflict of transaction or payment methods.

(5) Distribution of competitors' products. In order to establish the brand image of tourism and strengthen the connection with the tourism market, tourism production enterprises hope that tourism distributors can exclusively distribute their own tourism products. Considering their own interests, tourism agents hope to distribute more tourism products of various enterprises in order to reduce the distribution risk. In this way, there is a conflict in the product distribution of competitors.