中国出境旅游市场营销(1)

MARKETINGONCHINAOUTBOUNDTOURISM中国出境旅游市场营销ThedevelopmentofChinaoutboundtourism中国出境旅游发展3.743.734.525.065.328.439.2310.4712.1316.6020.2028.85051015202530199319941995199619971998199920002001200220032004ThedevelopmentofChinaoutboundtourism中国出境旅游发展情况资料来源：《中国旅游统计年鉴》Source:ChinaTourismStatisticsAlmanacMillion百万人次forprivate因私40%forpublic因公60%forprivate因私80%forpublic因公20%Structureofoutboundpassengers出境游客结构19932004资料来源：《中国旅游统计年鉴》Source:ChinaTourismStatisticsAlmanacThedistributionofChinaoutboundpassengers中国出境游客分布XinjiangQinghaiGansuTibetSichuanYunnanGuizhouHubeiHunanInnerMongoliaHeilongjiangJilinLiaoningShandongHenanAnhuiGuangxiJiangxiHainanDistributionofoutboundpassengers出境旅游客源分布NingxiaShaanxiShanxichongqingFujianGuangzhouHongkongMacauTaiwanJiangsuBeijingTianjinShanghaiZhejiangHebeiGuangdongThecharacteristicsofChineseoutboundpassengers中国出境游客特点大众消费层中高消费层高消费层Marketstructureofoutboundpassengers出境客源结构High-endpassengersMiddleclassconsumersMassconsumersFromalloverthecountry全国Fromthreemajorgeneratingareasandprovincialcapitals.三大客源地、省会城市Fromthreemajorgeneratingareas三大客源产出地Astheoutboundmarketdevelops,itismoreandmoredifficulttosummarizethedistinguishingfeaturesofoutboundpassengersinsimpleterms.Onthewhole,Chineseoutboundpassengersareconsumergroupswithcharacteristicsofgrowth.Enoughattentionshouldbepaidtothechangestakingplaceinthesegroups.随着出境市场的不断发展，出境游客的特点，越来越难以简单概括。总体上，中国出境游客是一个带有成长性特点的消费群体。但这个群体正在发生着值得引起足够重视的变化。Firstly,attentionshouldbepaidtothedifferencesofconsumptionofpassengers.首先，游客的消费差异越来越值得重视。Inthesecondplace,attentionshouldbepaidtoregionaldifference.其次，游客的地域差别越来越值得重视。Thirdly,dueattentionshouldbepaidtothedifferencesofdemandsofpassengers.再次，游客的需求差异越来越值得重视。MarketingonChinaoutboundtourism营销中国出境游SouthAmericas南美Africa非洲Europe欧洲Japan日本Korea韩国Australia&NewZealand澳大利亚/新西兰HongKong&Macao香港/澳门South-EastAsia东南亚NorthAmericas北美Introduction新生期Growth成长期Maturity成熟期Decline衰退期Salesvolume销售量Profitmargin利润率LifeCyclesofthemainADSforChinaoutboundmarket出境旅游主要目的地生命周期观光旅游城市旅游休闲度假会议/奖励探险旅游文化探秘乡村旅游生态旅游运动旅游朝圣旅游Productstructureontheoutboundmarket出境旅游产品结构SightseeingCitytravelBigvolumeLowspending流量大消费低CultureexplorationHolidaytoursIncentivetravelMiddlevolume中等流量Middlespending中等消费Growthquickly增长迅速CruisetoursEcologicaltoursMuseumtoursArttours….Flowissmall流量小Spendalot消费高Growthquickly增长快ItisimperativetounderstandChina,ChinesecultureandcustomoftheChinesepeopleinordertodomarketingontheoutboundbusiness.营销中国出境游，要了解中国，了解中国文化，了解中国人的习惯。Chinahasanuniquecultureofnumbers.中国有独特的数字文化SomeChinesedislikethenumberof4,becauseit’spronounceissimilartodeath.Theylikethenumberof6,itsoundslikelucky.Theyalsofavor8,sinceitsoundslikefortune.SometimesChinesepassengerswillgetannoyedwhentheyareassignedtostayonthe4thfloorofahotel.Theymayaskforachange.“WheninRome,doastheRomansdo.”TheDisneylandHongKongfollowsthis.TheDisneylandHoteldoesnothave4thfloor.Therestauranthasafloorspaceof888squaremeters.AnotherexampleisapopulartourtoQueensland,Australia.PassengerswillstayinHotelPalazzoVersaceonGoldCoast,thenboardthecruise“SunLover”toseetheGreatBarrierReef,aworldheritage,andspendsometimeonDolphinIsland.Thepackagepriceis18,888Yuan(about$2,300)中国人忌讳4，喜欢6，喜欢8。.Chinahasauniquecultureofcuisine.中国有独特的饮食文化Forexample,theChineseliketea.Whentheyarestayinginahotel,theyhopethathotwaterisprovidedtomaketea.Forbreakfast,theywouldbehappyiftheycanhavecongee,pickles,noodleandsteamedbread.Forlunchanddinner,theypreferriceandsteamedbread.Theylikehot,notcold,milk.中国人喜欢喝茶，外出旅游时，喜欢饭店客房有热水，能泡茶。再譬如，早餐喜欢有粥、咸菜、面条、馒头。中晚餐喜欢有米饭、馒头等。喜欢热牛奶，而不是冷牛奶。Chinahasherowncustom.中国有独特的习俗Onthe15thofAugustbylunarcalendar,itistheMoonFestival,whentheChinesewilleatmooncakes.Thefullmoonandroundmooncakessymbolizefamilyreunionandhappiness,whichistheidealoftheChineseforthousandofyears.OntheSpringFestival,whichistheNewYear’sDaybylunarcalendar,peoplewilleatdumplings.Longnoodleispreparedonbirthday,whichsymbolizeslongevity.IfhotelsandrestaurantsintheADScouldmakesuchpreparationsfortheirChineseguestsandthecarefulhostscouldoffersomenoodlefortheirguestswhohappentohavetheirbirthdaysthere,itwillbeasurprisefortheguestsandtheywillnotforgetit.八月十五吃月饼，春节吃饺子；过生日吃面条…TheChinesecharactersareakindofcomplicatedsquare-shapedcharacters.中文是个由复杂的方块字组成的独特的文种ChinesepassengerswillfeelcomfortableandsatisfiediftheycanfindmapsandtourguideinChineselanguageinhotellobbies,Chinesedirectoryaboutthefacilitiesandservicesintherooms,andTVwithChinesechannels.ItwillalsohelpalotifthereareChineseexplanationsandroadsignsinmajormuseumsandtouristsites.ItwillbemoreconvenientforChinesepassengersiftherearesignsinChineseattheairportsortrainstationsandChinesespeakingpersonnel.WhenChinesetouristsaresatisfied,theywilltelltheirstoriestotheirfriendsandrelatives.Thiswillencouragemorepeopletogo.饭店大堂有中文的地图和指南，客房有中文的设备使用说明，电视能接收中国频道…[e-mail]