中国出境旅游市场行销.pptVIP

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 资料来源：《中国旅游统计年鉴》 Source: China Tourism Statistics Almanac Million 百万人次 Structure of outbound passengers 出境游客结构 1993 2004 资料来源：《中国旅游统计年鉴》 Source: China Tourism Statistics Almanac The distribution of China outbound passengers 中国出境游客分布 Xinjiang Qinghai Gansu Tibet Sichuan Yunnan Guizhou Hubei Hunan Inner Mongolia Heilongjiang Jilin Liaoning Shandong Henan Anhui Guangxi Jiangxi Hainan Distribution of outbound passengers 出境旅游客源分布 Ningxia Shaanxi Shanxi chongqing Fujian Guangzhou Hongkong Macau Taiwan Jiangsu Beijing Tianjin Shanghai Zhejiang Hebei Guangdong The characteristics of Chinese outbound passengers 中国出境游客特点 大众消费层 中高消费层 高消费层 Market structure of outbound passengers 出境客源结构 High-end passengers Middle class consumers Mass consumers From all over the country 全国 From three major generating areas and provincial capitals. 三大客源地、省会城市 From three major generating areas 三大客源产出地 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。 Marketing on China outbound tourism 营销中国出境游 South Americas 南美 Africa 非洲 Europe 欧洲 Japan 日本 Korea 韩国 Australia New Zealand 澳大利亚/新西兰 Hong Kong Macao 香港/澳门 South-East Asia 东南亚 North Americas 北美 Introduction 新生期 Growth 成长期 Maturity 成熟期 Decline 衰退期 Sales volum