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用圣才电子书APP或微信扫一扫，在手机上阅读本文，也可分享给你的朋友。
　　与发达国家的消费者一样，许多中国城市居民习惯于在网络上寻找旅游信息，并且相当精明。与前者不同的是，中国消费者对品牌的忠诚度有限，并且更容易被线路报价和旅游赠品所打动，而非旅行商的质量或名声。
　　从香港海港城的雨伞到台湾的Hellokitty磁铁，都能证明赠品的魅力甚至可以超越商品本身。一位大学的教授非常在意全球通俱乐部有没有兑现给他赠送《财经》杂志的承诺，因为他觉得这是身份和品位的象征；一位堪称社会专家的传媒人可以不惜代价换取一个周杰伦的限量版背包，因为他是一个百分百的周杰伦粉丝。
　　几乎所有的商家都在赠品上下足了功夫，几乎所有的消费者都在不知不觉中扮演着&买椟还珠&的角色：在超市买牙膏的师奶大多不会考虑高露洁和佳洁士的区别，立马会挑有送精美咖啡杯子的；粉领族们每天只去7-11便利店而不光顾隔壁的小士多，是因为想收集全套小熊维尼的印章&&
　　目前旅行社的赠品很多都是帽子和旅行包，太俗太滥；要么就是跟风，你用了什么赠品，我明天也用这个赠品，结果大家都没什么效果。殊不知，线路产品、促销目的、市场地位不同，应该选择的赠品也不一样&&河南交广认为：旅游企业的赠品营销大有学问。
　　在讨论如何选择赠品之前，笔者强调，旅行社一定要走出&赠品是我白送给你的，送什么由我定&的错误认识。其实，赠品营销作为市场营销和品牌建立的手段之一，是一种很好的营销手段，就有很多的知名企业借助赠品营销达到四两拨千斤的效果，例如：M&M/麦当劳等知名企业。具体分析其优点主要有以下四点：
　　1、营销受众能经常接触到的广告
　　赠品一般情况下是一种实用性强的物件，这些物件通过派发或赠送的形式到了消费者手中。首先要强调这些赠品的受众一般是营销主体的消费对象。这些消费对象在获得赠品时除了有免费获得的喜悦以外，还由于其实用性或娱乐性，消费者肯定会在日常生活中天天用，天天见，这不是有用的广告吗？
　　研究表明，看9次以上的广告才会有印象。河南交广认为：按赠品的性质，看到广告的次数远远超过9次，小小的赠品，给你奉献的中长期价值远超你的想象。同时，消费者周围的人可能也会使用，这样还会产生广告散布的作用。
　　2、形象化的广告
　　赠品由于一般情况下是一个物件，所以在物件的制作上有很大的灵活性，这种灵活性让我们有更大的想象空间去配合我们的品牌去做合适的事情。比如把赠品做成我们品牌的代言卡通人物等等，这些工作都能很大程度上提高消费者对我们品牌的认知度。在这方面发挥得好，让我们常有意想不到的效果，赠品是我们发挥品牌创意非常好的平台。
　　河南交广认为：由于白领人群普遍对日韩流行的东西很有兴趣，所以建议旅行社企划人员经常上日本、韩国的网站搜集新信息，同时从目标顾客的需求层面寻找灵感。例如很多上班族都会觉得办公室太冷，就结合他们喜爱的卡通形象，打造轻薄、便携的柴犬、Melody薄毯。
　　3、时效长的广告
　　在广告时效方面是不言而喻的，物件寿命有多长，我们的广告效果就有多长。例如海港城的主打赠品&&雨伞，2006年推出的&SarahMower系列&外形就很像精巧的手袋，但是打开之后却是可以遮风挡雨的伞。
　　更独特的是雨伞上布满颇具时尚感的插图，内容是伦敦时尚评论家SarahMower提供的下雨天着装建议，伴随一本可以折叠的、文图并茂的《雨天穿衣手册》。顾客望见它的第一眼就会很惊喜，其次人们会感受到里面的心意。
　　4、性价比高的广告
　　赠品作为品牌推广的载体，在具体的选择上是非常广泛的。由于赠品的单个的价格相对比较低，所以固定的费用预算情况下，尽量生产数量很多的赠品，广告效果也会比较好。相对电视或其他的户外媒体的费用，赠品的费用是很低的，十分适合旅游企业推广品牌形象。
　　从以上四点我们就可以肯定赠品营销的作用所在。同时，河南交广认为：赠品营销要真正成功，还要制定一套有效的赠品创意和实施计划。在笔者制定赠品营销计划时一般情况下都要注意以下几方面的问题：
　　（1）第一步就是赠品的定价：价位的制定一般情况下按照预算分摊到估计的有效受众人群即可，但在有效人群的数量方面略为估计大一点为妥。
　　（2）接着就是致关重要的一步&&赠品选择。在选择赠品时要根据品牌定位/受众人群档次喜好/重要卖点/社会潮流/安全性等因素去选择，当然最好的方法还是自己设计一款独一无二的产品（即使是外形变化）是最好的。坚持受众会用/喜欢用/长期用的原则去选择赠品。
　　（3）赠品制作工作的跟进：由于现在的赠品的供应商都是一些小的私人企业为主，所以这样的生产企业的管理水平/诚信水平/制作工艺水平我们都必须要盯紧。最好是能到企业实地去视察和了解。在目前的交易环境来说，订金的交付时间也要控制严谨。否则，没有谈判的筹码。
　　最后我们着重讲一下赠品主题。河南交广认为：降价销售不仅仅让旅行社的利润流失殆尽，也让消费者对其增加了不信任感，无形中也在打削旅游品牌的消费价值。赠品促销成功的核心是销售主题，一个绝妙的销售主题不仅能够增加赠品的深层内涵，也能够使赠品与品牌间促成更为紧密的购买联想与消费体验。以下是业界的几个案例：
　　（1）香港迪士尼乐园开业赠品
　　香港迪士尼乐园开业的造势推广活动中，赠品的细节让人印象深刻。2005年6月，迪士尼免费招待2000名迪士尼工程师及家属，向每个人赠送一只工程师造型、脚底印有纪念日期的限量版米奇老鼠。
　　2005年8月，地铁迪士尼线通车后，纪念车票亲子套装的购买者可获赠一部仿迪士尼线列车的模型。这些赠品巧妙的发放既培养了游客的好感，又极大地传播迪士尼文化。
　　（2）3人海南游就有免费港澳游
　　&去海南旅游&&送港澳游&自从活动推出以来，每天都有上百人询问。花2100元报名参加海南四星纯玩5日游，3人以上（包括3人）报名送1个港澳游名额，6人同时报名，就赠送2个名额，上不封顶。这么一算，用2100元可以既玩海南又游港澳，而目前旅行社仅港澳5日游一条线路的报价就在1800元，单独海南四星纯玩5日游报价也要2100元。
　　旅行社内部人士分析，此线路应该属于亏本操作，主要目的是为打响品牌，招揽人气。所以这个活动只是在暑假来临前即6月推出，最多发两个团。河南交广认为：&买国内、送省内&是可以长期操作的稳妥手法，商家可以规定游客享受赠品的条件是首先自选线路的消费金额要达到旅行社规定的标准额度，而且&赠品线路&还要限定有效期。
　　（3）旅游三宝大变脸
　　杭州的很多旅行社顺应时势，已对传统的旅游三宝进行了大变脸。如陈小姐报名参加十一期间的西藏游，旅行社没有送她传统的旅行袋、帽子，而是送了天目山一日登山游，以及100张数码照片网上免费冲印卡。登山游可为进藏前做些锻炼，至于免费冲印，还有比这更实用且实惠的吗？
　　可以说，杭州的部分旅行社正是瞅准了顾客的需求来翻新旅行用品的。海岛游送美容券（因为更易晒黑）、去自然风光特别漂亮的地方就送数码照片冲洗；老人出游送斜挎包，方便安全，孩子出游送双肩包，美观实用，帽子也有鸭舌帽、渔夫帽等可供选择。
　　（4）&快乐生活、快乐工作&
　　河南交广为一家旅行社策划了&快乐生活、快乐工作&为营销主题的、以赠品为形式的市场促销活动。我们找到一家塑料制品企业，订制了塑料胸牌，要求：以黄色为底，直径为8厘米的硬制塑料凸面圆盘，一面贴有五种&脸&型（源自QQ及MSN的心情图标，分为兴奋脸、摆酷脸、痛苦脸、郁闷脸、奋斗脸，共五种一套）及品牌标识、旅游热线及星期一至五的不同文字环绕在圆盘四周，而圆盘的背面则贴有不干胶及固定别针。
　　游客报名旅游后可以将获得的&心情胸牌&贴在自己的办公桌上、电脑前以及水杯、坐椅甚至墙上。即使将它们放在家中，也是一组即可爱又能够缓和工作疲劳的&幽默&组图。一方面游客报名省内游，由于消费数额不大&&&在哪参团都差不多&（游客语）；另一方面，赠品的涵义与该旅行社的&快乐生活、快乐工作&理念相吻合，&心情胸牌&丰富的内涵与理解力，是提高赠品价值感的最好方法。
　　&你提供了什么赠品？&我想这是每一个旅游营销人都亟待解决的问题。
　　思考题：
　　1．旅游营销中常见的促销手段有哪些？各自的优缺点有哪些？
　　2．你认为在目前的旅游市场中可以采取哪些促销手段
　　3．请你为一家旅行社策划一次促销活动。
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