PowerPoint

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MARKETING ON CHINA OUTBOUND TOURISM ??????????
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The development of China outbound tourism
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The development of China outbound tourism
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Million ????
???????????? Source Almanac
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Structure of outbound passengers ??????
2004
1993
???????????? Source Almanac
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The distribution of China outbound passengers
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Distribution of outbound passengers ????????
Heilongjiang
Jilin
Xinjiang
Liaoning
Beijing
Gansu
Inner Mongolia
Tianjin
Hebei
Shanxi
Shandong
Ningxia
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
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Market structure of outbound passengers ??????
High-end passengers
From three major generating areas ???????
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From three major generating areas and provincial
capitals.
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Middle class consumers
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From all over the country ??
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. ???????????,???????
,?????????????,???????????????????????????????????
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Firstly, attention should be paid to the
differences of consumption of passengers.??,??????
????????? In the second place, attention shoul
d be paid to regional difference.
??,??????????????? Thirdly, due attention shou
ld be paid to the differences of demands of
passengers.??,???????????????
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Marketing on China outbound tourism ???????
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Life Cycles of the main ADS for China outbound
market
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South-East Asia ???
Hong Kong Macao ??/??
Korea ??
Australia New Zealand ????/???
Sales volume ???
Japan ??
Europe ??
North Americas ??
Africa ??
Profit margin ???
South Americas ??
Maturity ???
Growth ???
Decline ???
Introduction ???
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Product structure on the outbound market ????????
Cruise tours Ecological tours Museum tours Art
tours .

Flow is small ??? Spend a lot ??? G
rowth quickly ???
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Middle volume ???? Middle spending ???? Grow
th quickly ????
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??/??
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Culture exploration Holiday tours Incentive trav
el
Big volume Low spending ??? ???
Sightseeing City travel
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It is imperative to understand China, Chinese cu
lture and custom of the Chinese people in order
to do marketing on the outbound business.
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China has an unique culture of numbers.
?????????? Some Chinese dislike the number of 4
, because its 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) ?????4,??6,??8? .
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China has a unique culture of cuisine.
?????????? 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. ???????,?????,????????
?,???????,??????????????????????????????????,?????
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China has her own custom. ???????? On the 15
th 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 Years 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.
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The Chinese characters are a kind
of complicated square-shaped characters.
??????????????????? Chinese passengers will fee
l 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.
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