Special on the life cycle based on the price of tourism products portfolio strategy

Abstract This article from the special Tourism product life cycle perspective of the type of pricing strategy. Tourism products is different from other products in the life cycle has its own peculiarities, according to four representative types of Tourism product life cycle, respectively, made for these special type of Tourism product life cycle of the price of portfolio strategy, marketing strategy for the price of portfolio strategy put forward a new perspective.

Keywords: Tourism product life cycle, price mix strategy

I. Introduction
On the pricing of tourism products has been the travel and tourism marketing, Economic circles a hot topic in academic circles. Tourism destination marketing tourism products is the core product, the pricing of tourism products is reasonable, strategic use is accurate, directly determines the destination marketing success or failure. tourism products compared with other types of products, with many features different from other traditional products, life cycle alone, the tourism product to break the traditional product life cycle type, showing four specific product life cycle form, that is fashion-based, traditional, period-and professional. Based on these four specific life-cycle theory, can break the routine of the tourism product pricing model, the pricing of tourism products in the traditional method of screening for new perspective and composition, resulting in a more targeted pricing strategy.

Two, four types of tourism product life cycle pricing of portfolio strategy
Typical tourist product life cycle generally consists of four phases: run-in period (the investment period), growth, maturity and decline due to a wide range of specific tourism products, showing a lot of personal changes in these types of tourism life cycle characteristics of the product, tourism products can optimize the combination of pricing methods.

(A fashion model the price of the product life cycle tourism portfolio strategy
1, fashion-based tourism product life cycle characteristics. Fashion-based tourism products in order to catch up with the popular theme of some of the concept of tourism and travel mostly, this tourism product life cycle is characterized by the import stage and growth stage is very short, the product will soon be consumed the acceptance, sales increased rapidly, and soon reached a very high sales, but also relatively short maturity, the product quickly into recession.

2, fashion-based tourism product life cycle analysis of the prices of portfolio strategy due to the growth of this type of product maturity quickly, relatively short life cycle, it is generally in the run-in period and growth are high prices, take the fat of the psychological quick pricing, one can establish a high-priced high-quality image, easy to attract the target audiences, it can also make the tourism enterprises in the tourism product into a recession before to maximize profits because of the life cycle of fashion-based tourism products out of the market is very fast, so in short maturity stage of the pricing method will directly cut prices lower income levels, new consumers into the field more attractive to use the rapid decline phase of a larger and more substantial price cuts quantity discounts to encourage repeat customers old consumer behavior is the best pricing options.

(B traditional tourism product life cycle, the price of portfolio strategy
1, the traditional tourism product life cycle is characterized by the traditional type of tourism products to some of the traditional sightseeing trips, such as the famous mountains and rivers, historical monuments, its very wide range of consumers, almost regardless of age, gender, geographical and other limitations. most of this product is characterized by a longer maturity, recession is not obvious, and even see a recession.

2, the traditional tourism product life cycle analysis of the prices of portfolio strategy. Currently seen in traditional tourism product life cycle, most in the long maturity, it is generally not considered the other three stages of pricing strategies in normal circumstances, the traditional tourism product life cycle of the price only in large Economic environmental fluctuation will have a greater ups and downs, such as inflation, Economic crisis, but "relatively stable" does not mean there is no pricing. popularity of such products should be based on a combination of pricing and tiered pricing is preferred, because the traditional tourism product awareness and reputation among consumers was a long-recognized, according to different level of tourism products to their social prestige pricing. popularity as traditional tourism products, price transparency and the degree of concern are high, generally inappropriate use of differential pricing strategy and direct way to lower prices in order to avoid the suspect responsible for price discrimination.

(Three-cycle-tourism product life cycle, the price of portfolio strategy
1, cycle-tourism product life cycle characteristics. Cycle-tourism products face a wide range of consumer groups though, but are generally subject to time and seasonal products such as greater impact, and each has its own tourism products is almost certain consumer groups. which in the product life cycle is characterized by peak sales of regular waves appear in the market, showing a significant cyclical fluctuations. Links to free download http://www.hi138.com
2, cycle-tourism product life cycle analysis of the prices of portfolio strategy at the import stage and growth stage the product can be used to penetrate the combination of pricing and pricing method of ending, that is designed with low price and had special meaning to the ending price attract consumers, broadly capture the market, and barriers to competition through low pricing, exclusion of competitors to join in the market right to raise prices stable, but still do not use high-priced strategy, so as to achieve small profits and market share of long-term goal For cycle-based tourism products, because of its wave-like life-cycle approach, in general the off-season sales to be considered as a recession. the off-season tourism marketing of such products is particularly important, so you can more fully utilize resources and expand the source of profits , then the price discount is the most commonly used as a promotional tool. quantity discount pricing, seasonal pricing, discounts, direct price, trade commission discounts, cash discounts and other five discount form can be used in the cycle in the low season for tourism-based tourism products.

(Four professional tourism product life cycle pricing strategy combination
1, professional tourism product life cycle characteristics. Professional tourism products of the consumer population is generally very limited, and even a handful of special populations, the most typical is space travel, the other, such as outdoor climbing, rafting, adventure and other extreme activities are also This type of import of such tourism products and the growth period is generally longer for the dependence of modern science and technology, Research and development costs high, so it can be called "type ahead" tourism product.

2, professional tourism product life cycle, the price of portfolio strategy analysis professional tourism products in general have higher technical level, from product development to product delivery and consumption processes require high cost, and consumer groups are also very special and limited, usually choose to import fixed-price high-fat way to get the price, this method can not only ensure high cost recovery, but also can take advantage of the price of consumer choice professional tourism product price is established, changes may is small, unless the costs, and consumer groups or because of their small and concentrated, it generally will not take large price discounts and such tourism products into a recession is usually because the elimination of technical barriers, cost large-scale decline, products in the market to achieve popularity, the "professional not professional" when the recession so large a sale directly to consumers is expanding its scope to attract ordinary people to go into a best choice.

III Summary
Based on the above analysis, in particular tourism product life cycle theory under the guidance of the price of portfolio strategy to build more targeted, pricing of blindness can be avoided, and also avoid the price dislocation. Considered in the pricing before the type of tourism product life cycle, manufacturers can make tourism and travel distributors to reduce the cost of the pricing of tourism products in the marketing process easier to use price to product positioning and consumer choice, improve marketing effectiveness and efficiency.

Main References:
[1] Li Yunxiang, Wang Chengyun of urban tourism life-cycle study [J]. Economic Research Tribune, 2010.22.

[2] Wu Jianhao based tourism life-cycle theory of evolution Wuyishan tourism product analysis [J]. Yichun College, 2010.4.

[3] Ting-Ting Chen. On the tourism product life cycle and marketing strategies specific types [J]. Modern shopping malls, 2008.28.

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