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The Study on International Tourism Service Marketing of China

Author: ZhangQiuYing
Tutor: WangXueCheng
School: Tianjin College of Finance
Course: International Trade
Keywords: China International tourism Services Marketing Strategic Research
CLC: F592
Type: Master's thesis
Year: 2004
Downloads: 765
Quote: 3
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Abstract


Tourism services as a traditional and vibrant industry over the past few years to get a rapid development has gradually increased the proportion of its profits created in the service sector has become the world's largest economy industries and will remain strong, sustained growth momentum. With the rapid development of the world economy and the continuous improvement of people's living standard and discretionary increase in leisure time, tourism has increasingly become the basic needs of life of a people and a high quality of life for the content part. It is predicted that by 2020, international tourist arrivals will be over 1.6 billion people, tourism revenues of over 2 trillion US dollars. Important source of international tourism as an important part of the trade in services, will become not only a national non-trade foreign exchange earnings, increase revenue, create corporate profits, improve employment opportunities, but also conducive to a virtuous circle of economic input-output, and will help to improve the economic structure and industrial institutions. Thus, when the era of economic globalization and world service economy, along with the service industry and its marketing theory and practice of the big step of development, and service marketing to international tourism has become increasingly important. China is a unique tourism resources, tourism country. In recent years, the tourism industry this sunrise industry is booming, showing exuberant vigor and vitality. Small to large industrial scale of China's tourism industry status from weak to strong, industrial quality from low to high, and its status has been established to become China's new economic growth point. In the ninety-five Planning and Vision 2010 Target Program for the Development of China's has tourism ranked in the positive sequence of the first development of the tertiary industry, vigorously develop the tourism industry has been identified as an important industrial policy. At present, China has 25 provinces, districts and municipalities to tourism as a pillar industry and the leading industry of the region's economic development. Tourism in our country are the strengths in the field of trade in services. International tourism has become the most important source of foreign exchange earnings of the non-trade, is gradually changing the passive situation of relying solely on the merchandise trade foreign exchange to form trade foreign exchange earning and non-trade foreign exchange earnings and try a new pattern of international tourism plays in our national economy increasingly strong intermediary, triggering, and radiation effects. Is expected by 2020, China will become the largest international tourism destination country, will become the fourth largest tourist source exporters, China's tourism industry will become a pillar industry in the national economy, China will achieve the goal of the development of world tourism power . In the 1990s, the service marketing theory was applied in China's tourism industry. Currently, the marketing of tourism services in China is still in its infancy, tourism operators and managers lack the marketing concept, little or no use of services marketing strategy in the practical work, and thus can not meet the needs of domestic and international tourism market, a direct impact on the tourism enterprises in China's own operations and competitiveness in the international and domestic markets. Therefore, in the tourism, service marketing theory, applications, and on the practical operation of become a top priority. Absorption and digestion of Western tourism services marketing theory, how to strengthen the study of China's international tourism marketing, improve the ability to the managers grasp and apply these theories and techniques, undoubtedly has a very important significance. Especially after the accession to the WTO, China's tourism industry is facing a more broad prospects for development. How to seize the opportunities in the fierce competition in the international market, to meet the challenges? Based on a far-reaching impact analysis the GATS \The development of tourism country in Asia to become a world tourism power? these are both the 21st century, our main task is also a subject of serious study. Tianjin University of Finance Master _l-. Graduate Dissertation Abstract tourism focusing on trade in services, the hot issues in international marketing - marketing services, China's international tourism marketing issues. In this paper, a comprehensive analysis of services marketing theory China international tourism is facing internal and external environmental factors, SWOT analysis, analysis drawn international tourism development advantages, opportunities and threats of the existing problems and future development; China's international environmental characteristics of its international markets in which the development of the tourism industry to make trend analysis, further analysis; international market segmentation and then selected target market, market positioning; Finally, through the study of the status of China's international tourism marketing favorable and unfavorable factors for its development, seeking both to comply with international tourism trends and suitable for China's international tourism services marketing, strategic planning, to develop a complete set of China's international tourism services marketing strategy and its implementation strategy which focuses on the quality of service innovation, improve customer satisfaction, create internal marketing management, services marketing theory.

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