中国出境旅游市场营销(1).pptx

MARKETINGONCHINAOUTBOUNDTOURISM中国出境旅游市场营销ThedevelopmentofChinaoutboundtourism中国出境旅游发展Structureofoutboundpassengers出境游客结构ThedistributionofChinaoutboundpassengers中国出境游客分布XinjiangThecharacteristicsofChineseoutboundpassengers中国出境游客特点大众消费层Astheoutboundmarketdevelopsitismoreandmoredifficulttosummarizethedistinguishingfeaturesofoutboundpassengersinsimpleterms.OnthewholeChineseoutboundpassengersareconsumergroupswithcharacteristicsofgrowth.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。MarketingonChinaoutboundtourism营销中国出境游ItisimperativetounderstandChinaChinesecultureandcustomoftheChinesepeopleinordertodomarketingontheoutboundbusiness.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SomeChinesedislikethenumberof4becauseit’spronounceissimilartodeath.Theylikethenumberof6itsoundslikelucky.Theyalsofavor8sinceitsoundslikefortune.SometimesChinesepassengerswillgetannoyedwhentheyareassignedtostayonthe4thfloorofahotel.Theymayaskforachange.“WheninRomedoastheRomansdo.”TheDisneylandHongKongfollowsthis.TheDisneylandHoteldoesnothave4thfloor.Therestauranthasafloorspaceof888squaremeters.AnotherexampleisapopulartourtoQueenslandAustralia.PassengerswillstayinHotelPalazzoVersaceonGoldCoastthenboardthecruise“SunLover”toseetheGreatBarrierReefaworldheritageandspendsometimeonDolphinIsland.Thepackagepriceis18888Yuan(about$2300)中国人忌讳4喜欢6喜欢8。.Chinahasauniquecultureofcuisine.中国有独特的饮食文化ForexampletheChineseliketea.Whentheyarestayinginahoteltheyhopethathotwaterisprovidedtomaketea.Forbreakfasttheywouldbehappyiftheycanhavecongeepicklesnoodleandsteamedbread.Forlunchanddinnertheypreferriceandsteamedbr