中国出境旅游市场营销(1)

1、3.743.743.733.734.524.525.065.065.325.328.438.439.239.2310.4710.4712.1312.1316.6016.6020.2020.2028.8528.850 05 51010151520202525303019931993 19941994 19951995 19961996 19971997 19981998 19991999 20002000 20012001 20022002 20032003 20042004资料来源：资料来源：中国旅游统计年鉴中国旅游统计年鉴Source:Million 百万人次for private因私 40

2、%因私 40%for public因公 60%因公 60%资料来源：资料来源：中国旅游统计年鉴中国旅游统计年鉴Source:XinjiangQinghaiGansuTibetSichuanYunnanGuizhouHubeiHunanInner MongoliaHeilongjiangJilinLiaoningShandongHenanAnhuiGuangxiJiangxiHainanNingxiaShaanxiShanxichongqingFujianGuangzhouHongkongMacauTaiwanJiangsuBeijingTianjinShanghaiZhejiangHebeiG

3、uangdong大众消费层大众消费层中高消费层中高消费层高消费层高消费层Middle class consumersMass consumersFrom all over the country全国全国From three major generating areas and provincial capitals. 三大客源地、省会城市三大客源地、省会城市From three major generating areas 三大客源产出地三大客源产出地As the outbound market develops, it is more and more difficult to summar

4、ize the distinguishing features of outbound passengers in simple terms. On the whole, Chinese outbound passengers are consumer groups with characteristics of growth. Enough attention should be paid to the changes taking place in these groups.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。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

5、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。群体正在发生着值得引起足够重视的变化。Firstly, attention should be paid to the differences of consumption of passengers.首先，游客的消费差异越来越值得重视。首先，游客的消费差异越来越值得重视。 In the second place, attention should be paid to regional difference.其次，游客的地域差别越来越值

6、得重视。其次，游客的地域差别越来越值得重视。 Thirdly, due attention should be paid to the differences of demands of passengers.再次，游客的需求差异越来越值得重视。再次，游客的需求差异越来越值得重视。 South Americas南美南美Africa 非洲非洲Europe 欧洲欧洲Japan 日本日本Korea 韩国韩国Australia & New Zealand澳大利亚澳大利亚/新西兰新西兰Hong Kong & Macao香港香港/澳门澳门South-East Asia东南亚东南亚North

7、 Americas北美北美Introduction新生期新生期Growth成长期成长期Maturity成熟期成熟期Decline衰退期衰退期Sales volume销售量销售量Profit margin利润率利润率Big volumeLow spending流量大流量大 消费低消费低Middle volume 中等流量中等流量Middle spending 中等消费中等消费Growth quickly 增长迅速增长迅速Flow is small 流量小流量小Spend a lot 消费高消费高Growth quickly 增长快增长快It is imperative to understand

8、 China, Chinese culture and custom of the Chinese people in order to do marketing on the outbound business.营销中国出境游，要了解中国，了解营销中国出境游，要了解中国，了解中国文化，了解中国人的习惯。中国文化，了解中国人的习惯。 Some Chinese dislike the number of 4, because its pronounce is similar to death. They like the number of 6, it sounds like lucky. Th

9、ey also favor 8, since it sounds like fortune. Sometimes Chinese passengers will get annoyed when they are assigned to stay on the 4th floor of a hotel. They may ask for a change. “ When in Rome, do as the Romans do.” The Disneyland Hong Kong follows this. The Disneyland Hotel does not have 4th floo

10、r. The restaurant has a floor space of 888 square meters. Another example is a popular tour to Queensland, Australia. Passengers will stay in Hotel Palazzo Versace on Gold Coast, then board the cruise “ Sun Lover” to see the Great Barrier Reef, a world heritage, and spend some time on Dolphin Island

11、. The package price is 18,888 Yuan (about $ 2,300) . 中国有独特的饮食文化中国有独特的饮食文化 For example, the Chinese like tea. When they are staying in a hotel, they hope that hot water is provided to make tea. For breakfast, they would be happy if they can have congee, pickles, noodle and steamed bread. For lunch an

12、d dinner, they prefer rice and steamed bread. They like hot, not cold, milk. 中国人喜欢喝茶，外出旅游时，喜欢饭店客房有热水，能中国人喜欢喝茶，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。餐喜欢有米饭、馒头等。喜欢热牛奶，而不是冷牛奶。 On the 15th of August by lunar calendar, it is the Moon Festival, when the

13、 Chinese will eat moon cakes. The full moon and round moon cakes symbolize family reunion and happiness, which is the ideal of the Chinese for thousand of years. On the Spring Festival, which is the New Years Day by lunar calendar, people will eat dumplings. Long noodle is prepared on birthday, whic

14、h symbolizes longevity. If hotels and restaurants in the ADS could make such preparations for their Chinese guests and the careful hosts could offer some noodle for their guests who happen to have their birthdays there, it will be a surprise for the guests and they will not forget it. 八月十五吃月饼，春节吃饺子；

15、八月十五吃月饼，春节吃饺子； 过生日吃面条过生日吃面条 The Chinese characters are a kindof complicated square-shaped characters. 中文是个由复杂的方块字组成的独特的文种中文是个由复杂的方块字组成的独特的文种Chinese passengers will feel comfortable and satisfied if they can find maps and tour guide in Chinese language in hotel lobbies, Chinese directory about the facilities and services in the rooms, and TV with Chinese channels. It will also help a lot if there are Chinese explanations and road signs in major museums and tourist sites. It will be more convenient for Chinese passengers if there are signs in Chinese at the airports or train st