Xu Fan New

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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 资料来源：《中国旅游统计年鉴》 Source:< China Tourism Statistics Almanac > Million 百万人次

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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 >

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The distribution of China outbound passengers 中国出境游客分布

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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

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The characteristics of Chinese outbound passengers 中国出境游客特点

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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

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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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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 volume 销售量 Profit margin 利润率 Life Cycles of the main ADS for China outbound market 出境旅游主要目的地生命周期

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观光旅游 城市旅游 休闲度假 会议/奖励 探险旅游 文化探秘 乡村旅游 生态旅游 运动旅游 朝圣旅游 Product structure on the outbound market 出境旅游产品结构 Sightseeing City travel Big volume Low spending 流量大 消费低 Culture exploration Holiday tours Incentive travel Middle volume 中等流量 Middle spending 中等消费 Growth quickly 增长迅速 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

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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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Xuf@163bj.com