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MARKETING ON CHINA OUTBOUND TOURISM 中国出境旅游市场营销 PowerPoint PPT Presentation

MARKETING ON CHINA OUTBOUND TOURISM 中国出境旅游市场营销 The development of China outbound tourism 中国出境旅游发展 The development of China outbound tourism 中国出境旅游发展情况 Million 百万人次 资料来源: 《 中国旅游统计年鉴 》 Source:< China Tourism Statistics Almanac > Structure of outbound passengers 出境游客结构 2004 1993

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MARKETING ON CHINA OUTBOUND TOURISM 中国出境旅游市场营销

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MARKETING

ON CHINA OUTBOUND TOURISM

中国出境旅游市场营销


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The development of China outbound tourism

中国出境旅游发展


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The development of China outbound tourism

中国出境旅游发展情况

Million

百万人次

资料来源:《中国旅游统计年鉴》

Source:< China Tourism Statistics Almanac >


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Structure of outbound passengers

出境游客结构

2004

1993

资料来源:《中国旅游统计年鉴》

Source:< China Tourism Statistics Almanac >


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The distribution of China outbound passengers

中国出境游客分布


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Distribution of outbound passengers

出境旅游客源分布

Heilongjiang

Jilin

Xinjiang

Liaoning

Beijing

Gansu

Inner Mongolia

Tianjin

Hebei

Shanxi

Ningxia

Shandong

Qinghai

Jiangsu

Henan

Shaanxi

Tibet

Anhui

Shanghai

Hubei

Sichuan

chongqing

Jiangxi

Zhejiang

Hunan

Guizhou

Fujian

Yunnan

Taiwan

Guangxi

Guangdong

Hongkong

Macau

Guangzhou

Hainan


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The characteristics of Chinese outbound passengers

中国出境游客特点


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Market structure of outbound passengers

出境客源结构

High-end passengers

From three major generating areas

三大客源产出地

高消费层

中高消费层

From three major generating areas and provincial capitals.

三大客源地、省会城市

Middle class

consumers

大众消费层

From all over the country

全国

Mass consumers


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As the outbound market develops, it is more and more difficult to summarize 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。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, 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。

In the second place, attention should be paid to regional difference.

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。


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Marketing on

China outbound tourism

营销中国出境游


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Life Cycles of the main ADS for China outbound market

出境旅游主要目的地生命周期

South-East Asia

东南亚

Hong Kong & Macao

香港/澳门

Korea 韩国

Australia & New Zealand

澳大利亚/新西兰

Sales volume

销售量

Japan 日本

Europe 欧洲

North Americas

北美

Africa 非洲

Profit margin

利润率

South Americas

南美

Maturity

成熟期

Growth

成长期

Decline

衰退期

Introduction

新生期


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Product structure on the outbound market

出境旅游产品结构

Cruise tours

Ecological tours

Museum tours

Art tours ….

Flow is small 流量小

Spend a lot 消费高

Growth quickly 增长快

生态旅游

运动旅游

探险旅游

乡村旅游

朝圣旅游

Middle volume 中等流量

Middle spending 中等消费

Growth quickly 增长迅速

休闲度假

文化探秘

会议/奖励

Culture exploration

Holiday tours

Incentive travel

Big volume

Low spending

流量大 消费低

Sightseeing

City travel

城市旅游

观光旅游


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It is imperative to understand 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,了解中国文化,了解中国人的习惯。


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China has an unique culture of numbers.

中国有独特的数字文化

Some Chinese dislike the number of 4, because it’s pronounce is similar to death. They like the number of 6, it sounds like lucky. They 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 floor. 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. The package price is 18,888 Yuan (about $ 2,300)

中国人忌讳4,喜欢6,喜欢8。

.


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China has a unique culture of cuisine.

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 and 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。


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China has her own custom.

中国有独特的习俗

On the 15th of August by lunar calendar, it is the Moon Festival, when the 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 Year’s Day by lunar calendar, people will eat dumplings. Long noodle is prepared on birthday, which 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; 过生日吃面条…


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The Chinese characters are a kind

of complicated square-shaped characters.

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 stations and Chinese speaking personnel. When Chinese tourists are satisfied, they will tell their stories to their friends and relatives. This will encourage more people to go.

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….


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Thanks

谢谢

[email protected]


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