The Success of the Marketing in China’s Outbound Tourism by ADS
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The Success of the Marketing in China’s Outbound Tourism by ADS
description
The Success of the Marketing in China’s Outbound Tourism by ADS. China outbound tourism developing curve. Focuse on Key Areas. 80/20 principle. Profit. Clients. 20% － vital few. 80% － useful many. The country’s tourism market structure. Market structure of outbound passengers. - PowerPoint PPT Presentation
Transcript of The Success of the Marketing in China’s Outbound Tourism by ADS
The Success of the Marketing in China’s
Outbound Tourism by ADS
374 373452
506 532843
923 1047
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1660
2020
28853100
3452
4095
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1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
China outbound tourism developing curveChina outbound tourism developing curve
Focuse on Key AreasFocuse on Key Areas
80
20
20
80ClientsClients
ProfitProfit
80/20 80/20 principle principle
80% 80% － － useful many useful many
20% 20% － － vital fewvital few
The country’s tourism market structureThe country’s tourism market structure
Market structure of outbound passengersMarket structure of outbound passengers
High-endHigh-end passengerspassengers
Middle class consumersMiddle class consumers
Mass consumersMass consumers
Xinjiang
Qinghai
Gansu
Tibet
Sichuan
Yunnan
Guizhou
Hubei
Hunan
Inner Mongolia
Heilongjiang
Jilin
Liaoning
Shandong
Henan
Anhui
Guangxi
Jiangxi
Hainan
Ningxia
Shaanxi
Shanxi
chongqing
Fujian
Guangdong
Hongkong
Macau
Taiwan
Jiangsu
Beijing
Tianjin
Shanghai
Zhejiang
The three major generating areas
Xinjiang
Qinghai
Gansu
Tibet
Sichuan
Yunnan
Guizhou
Hubei
Hunan
Inner Mongolia
Heilongjiang
Jilin
Liaoning
Shandong
Henan
Anhui
Guangxi
Jiangxi
Hainan
Ningxia
Shaanxi
Shanxi
chongqing
Fujian
Guangdong
Hongkong
Macau
Taiwan
Jiangsu
Beijing
Tianjin
Shanghai
Zhejiang
Xinjiang
Qinghai
Gansu
Tibet
Sichuan
Yunnan
Guizhou
Hubei
Hunan
Inner Mongolia
Heilongjiang
Jilin
Liaoning
Shandong
Henan
Anhui
Guangxi
Jiangxi
Hainan
Ningxia
Shaanxi
Shanxi
chongqing
Fujian
Guangdong
Hongkong
Macau
Taiwan
Jiangsu
Beijing
Tianjin
Shanghai
Zhejiang
Xinjiang
Qinghai
Gansu
Tibet
Sichuan
Yunnan
Guizhou
Hubei
Hunan
Inner Mongolia
Heilongjiang
Jilin
Liaoning
Shandong
Henan
Anhui
Guangxi
Jiangxi
Hainan
Ningxia
Shaanxi
Shanxi
chongqing
Fujian
Guangdong
Hongkong
Macau
Taiwan
Jiangsu
Beijing
Tianjin
Shanghai
Zhejiang
Tourist offices in China
Research on Diversity
Beijign
Shanghai
Guangzhou
different requirements in travel
different mentality
different liking for destinations
reaction to the market
Radio – Radio –
a traditional but fast growing mediaa traditional but fast growing media
traffic jam culture
72%
Unique Selling Points
Unique Selling PointsUnique Selling Points
USPs Unique selling points
USPs Unique selling points
UESPs Unique experiential
selling Points
UESPs Unique experiential
selling Points
USSPsUnique symbolic
selling points
USSPsUnique symbolic
selling points
Get Get
the High-levelclients the High-levelclients
Four-wheel Drive Formula
Target Target
PromotionPromotion
e-Promotione-Promotion
Key Account MKey Account Managementanagement
Key Media ManKey Media Managementagement
53 advertisements53 advertisements
20 ADS tourism administrations
7
hotel groups
9 tourist
attractions
8 airlines
2 cruise lines
2
insurance
companies
3 duty
-free st
ores
2 banks
Category Advertiser
ADS Tourism Administration
Hong Kong, Japan, Fukushima, Okinawa, Kenya, Thailand, the Phillipines, Singapore, Canada, Alberta, Britain, Ireland, Switzerland, Finland, Spain, Victoria, Western Australia, South Australia, New Zealand
Airline Dragonair, JAL, ANA, Emirates (South African Tourism), Garuda Air, Virgin Atlantic, Finnair, Air New Zealand
Hotel Group Evergreen Hotel, The Peninsula Hong Kong, Marriott, Harbour Plaza Hong Kong, Apavou Hotels Mauritius, Sringfiled Group Thailand, Voyages Australian Hotels & Resorts
Touritst Sight Ocean Park Hong Kong, Genting Highlands Malaysia, Disney USA, Moreton Island Australia, Big Cat Green Island Australia, Sovereign Hill Australia, Dreamworld Australia, Agrodome New Zealand
Duty-free Store Narita Airport duty-free shops, King Power Duty Free, Duty Free Shoppers
Travel Agency Real Journeys New Zealand
Bank China UnionPay, Standard Chartered
Insurance Comapny
AIG General Insurance, Shanghai Estate Guaranty
Cruise Line Royal Caribbean, Costa
e-Promotion
www.cnta.gov.cn
www.bjta.gov.cn
www.shanghaitour.net
www.visitgd.com
www.tourzj.com
www.jstour.com
Travel Services
Hotel groups
Airlines
Destinations
……..
Websites of main generating places
Web domains Web name languages
China tourism www.cnta.gov.cn Chinese, English, Japanese Russian
Beijing Tourism www.bjta.gov.cn Chinese, English, Japanese
Shanghai Tourism www.shanghaitour.net Chinese, English, Japanese
Zhejiang Tourism www.tourzj.com Chinese
Jiangsu Tourism www.jstour.com Chinese, English, Japanese
Guangdong Toursim www.visitgd.com Chinese, English, Japanese Korean
Some websites of Asian ADS
Organizations websites If Chinese is available
Tourism Authority of Thailand
www.tattpe.org. yes
Malaysia Tourism Promotion Board
www.tourism.gov.my no
Singapore Tourism Board www.singapore.com. yes
Indonesia Tourism Board www.tourism.indonesia.com no
Korea Tourism Corporation www.knto.or.kr no
Japan Visitors Bureau www.jnto.go.jp yes
Australian Tourism Commission
www.aussie.net.au yes
[email protected]@yahoo.com.cn
