The Present Situation and Development Trend of China Tourism Market

With the development of society, tourism has become one of the strongest and largest industries in the global economy. The industrial position and economic role of tourism in urban economic development are gradually strengthened, and its pulling effect on urban economy, driving effect on social employment and promoting effect on culture and environment are increasingly apparent. Tourism is one of the pillar industries of China's economic development.

In 2008, China's tourism industry was constantly impacted by the financial crisis, various unexpected events and unfavorable factors, and experienced an unprecedented test. Facing the severe market situation, China's tourism industry has maintained a steady development. In the whole year, * * * received 654.38+3 billion inbound tourists, and realized foreign exchange income of international tourism of 40.843 billion US dollars, down by 6543.8+0.4% and 2.6% respectively over the previous year; The number of domestic tourists was17120,000, and the income was 874.93 billion yuan, up by 6.3% and 12.6% respectively over the previous year. The number of citizens leaving China reached 45,844,400, an increase of11.9% over the previous year; Total tourism revenue 1. 1.6 trillion yuan, an increase of 5.8% over the previous year.

In the third quarter of 2009 1-3, China's tourism industry withstood the huge impact of the international financial crisis and influenza A (H 1N 1), and the favorable factors in the operation of tourism economy increased obviously, with a good overall growth momentum. The three major markets maintained the pattern of "two rises and one drop". In the domestic market, in the third quarter of 2009, the number of domestic tourists was10.40 billion, a year-on-year increase of 1 1%, and the domestic tourism revenue was 740 billion yuan, a year-on-year increase of 10%. In terms of inbound market, in the third quarter of 2009, the number of inbound tourists was 94 million, down 3% year-on-year, and the foreign exchange income of inbound tourism was 28 billion yuan, down 7% year-on-year. In terms of outbound market, preliminary statistics show that the number of outbound tourists in the third quarter of 20091-was 35 million, up 2.4% year-on-year. From the perspective of industrial fundamentals, China's tourism industry is in a state of overall recovery, its operating conditions have greatly improved, tourism employment has remained stable, and tourism investment has continued to be active. The prosperity of tourism is in a state of comprehensive and substantial recovery.

Although the financial crisis in 2008 brought about the weakness of global aggregate demand and adversely affected China's tourism industry, the major opportunities and basic environment faced by China's tourism industry have not changed, and the overall development trend of tourism industry cannot be changed or reversed. The fundamentals of China's economic and social development have not changed, and the driving force of tourism development is still strong. China's opening to the outside world continues to expand, various reforms are steadily advanced, the income of urban and rural residents continues to grow, and the potential of residents' tourism consumption demand is still huge. The solid foundation laid in the 30 years of reform and opening up will strongly support the development of tourism in China.

At the same time, on June 5438+February 1 day, 2009, "the State Council's Opinions on Accelerating the Development of Tourism" was officially released, which proposed for the first time "to cultivate tourism into a strategic pillar industry of the national economy", and the five measures put forward pointed out the upgrading direction of tourism. This will bring new development opportunities for China tourism. It is predicted that in 20 10, the recovery trend of China tourism industry will be obvious, and the industry growth rate will increase to 16.5%, and the industry will return to high-speed growth.

Chapter * * * 22 of China Tourism Market Investment Analysis and Forecast Report 20 10-20 15 issued by CIC consultants. This paper first introduces the definition, types, industrial characteristics and position of tourism in the national economy, then analyzes the related industries and factors that promote the development of tourism and the current situation of international and domestic tourism, and makes a detailed analysis of China's inbound tourism market. Then it introduces the development of eco-tourism, golden week tourism, red tourism, hot spring tourism, tourist towns, theme parks, incentive tourism, industrial tourism, agricultural tourism, science and technology tourism and self-driving tourism. Subsequently, the report made market segmentation and consumer analysis, e-commerce application and construction analysis, tourism resources analysis, industry competition analysis, industrial chain composition and value analysis, business model analysis, information development analysis and investment analysis. Marketing refers to the overall enterprise activities of enterprises in order to meet the needs of consumers, from product development, pricing, publicity and promotion to delivering products from producers to consumers, and then feeding back consumers' opinions to enterprises. The business orientation of an enterprise has gone through five stages: production orientation, product orientation, sales orientation, market orientation and social marketing orientation. Tourism marketing is a process of analysis, planning, implementation, feedback and control based on tourism consumption demand to coordinate various tourism economic activities, so as to achieve the economic and social goals of providing effective products and services, satisfying tourists and making enterprises profitable. The starting point of tourism marketing research is the demand of tourism market, and the purpose of research is to obtain benefits. It can be seen that tourism marketing is an important link to obtain benefits and plays an important role in developing tourism. Second, the development status of tourism marketing China, as the country with the largest tourism resources in the world, has the largest domestic tourism market in the world and will become the largest destination country in the world in 2020. Under this two-way interaction between supply and demand, the consumption demand of China tourism market is increasing, and there is huge room for the development of national outbound tourism. In particular, the extension of paid holidays has given people more leisure time, and the growth of per capita income has given people more "disposable income", creating more conditions and opportunities for China citizens to travel. At the same time, with the gradual development of tourism in China and the increase of people's travel times, people's consumption in tourism has also become rational, personalized and diversified. However, in this booming tourism market, there are some problems in China's tourism marketing, such as blind price reduction competition, low-tech marketing strategy, no attention to after-sales service, failure to form a good customer relationship and weak legal awareness. Therefore, in order to form a strong market competitiveness, China's tourism industry must flexibly use the concept of destination integrated marketing (IMC), change the focus of marketing thinking, change from 4p (product, price, promotion and channel) to 4CS (customer, cost, convenience and communication), establish an outside-in marketing planning model, and do a good job in marketing. In particular, the arrival of the Olympic Games has brought greater opportunities for China's tourism industry and tourism marketing. Under this good opportunity, China's tourism marketing will develop more scientifically, healthily, rapidly and continuously. Third, the future development trend of tourism marketing (1) Accelerate the development of tourism network marketing 1. Vigorously develop network marketing. With the rapid development of network and e-commerce, the competition in the tourism market is becoming increasingly fierce, and the marketing strategies are diversified. Tourism has also actively changed old ideas and squeezed into the tide of online marketing. Tourism network marketing is a marketing activity using electronic network carriers. It is to use the Internet to segment and position the tourism market more effectively, to plan and implement the concepts of distribution, channels, product pricing, services and products more effectively, and to create transactions between tourists and sellers of tourism products. Tourism development network marketing has two advantages: first, tourism products are a special service product, which has the characteristics of synchronous production and consumption, remote consumption in different places, and consumers can't perceive the products in advance, so it is one of the most suitable product types for online inquiry, browsing and purchase; Second, the network has the advantages of rich information sources, fast transmission speed, wide coverage, strong autonomy, timely response and more reasonable operation mode, which can effectively reduce the production, marketing and sales costs of products and save customers' energy, time and capital costs. Thus, it is one of the inevitable trends of tourism marketing mode to vigorously develop online marketing, especially after China's successful bid for the Olympic Games, the huge market brought by the Olympic Games has brought rare opportunities for tourism online marketing. 2. Network marketing and traditional marketing need to be closely combined. From the development trend, the implementation of network marketing is inevitable, but it is undeniable that China's network marketing is still in a low stage, and there are many problems such as the authenticity and update speed of information sources and network security. This makes tourism network marketing unable to give full play to its advantages and becomes a bottleneck restricting the development of tourism marketing in China. In this transitional period, only by closely combining online marketing with traditional marketing can we meet the needs of customers better, faster and more efficiently, develop tourism marketing better and promote the prosperity of the tourism market. (II) Strengthening Green Marketing to Promote the Sustainable Development of Tourism With the increasing awareness of global environmental protection, all countries in the world are implementing sustainable development strategies, emphasizing that economic development should be coordinated with environmental protection, and people are beginning to pursue more environmentally friendly and sustainable green consumption and green marketing. The so-called green marketing refers to the marketing idea, marketing method and marketing strategy that enterprises take environmental protection as the guiding ideology, green culture as the values and green consumption of consumers as the center and starting point. It requires enterprises to implement the principle of combining their own interests, consumer interests and environmental interests in their operations. Tourism is "a resource-based industry, relying on natural endowments and social inheritance", but in reality, tourism is questioned as a "smokeless industry". Tourists only take photos and leave footprints. With the development of tourism, too many picturesque but sensitive environments in the world have been destroyed, and the problems have become more and more complicated. These phenomena are not conducive to environmental resources and directly affect the development of tourism itself. Therefore, China's tourism industry must take the road of sustainable development and strengthen green marketing. First of all, establish a green marketing concept with resource values as the core. Secondly, determine the green marketing objectives. Third, establish a green marketing mix strategy. On the basis of establishing the concept and goal of green marketing, the tourism industry has always implemented the green principles in the design, price, packaging, distribution, promotion and sales service of tourism products, and applied them scientifically. Finally, carry out green certification. Since 1993, the international organization for standardization has formulated a series of international standards for environmental management (ISO 14000), which greatly promoted the development of tourism green marketing. For example, the activities of establishing "green hotels" in Zhejiang and Shandong provinces and the ISO 14000 certification of Wuyishan Scenic Area have injected new contents into the green marketing of tourism. Strengthening the development of green tourism marketing is to make tourism really friendly and harmonious with the environment, conform to the trend of tourists returning to nature and caring for the ecological environment of tourism, and take the tourism industry.

The road to sustainable development is a marketing strategy with strong vitality. (3) Dig deep into the connotation of tourism culture and carry out tourism brand marketing. Modern enterprises pay more and more attention to brand building, and brand-centered marketing has become the core of modern enterprise competition. Brand marketing refers to the marketing strategy and process that enterprises use consumers' brand demand to create brand value and finally form brand benefits. The essence of China's tourism brand building should lie in its long history and rich culture, but at present, the brand marketing of China's tourism industry is far from enough to explore the cultural connotation of tourism products, which leads to the ineffective extension of the life cycle of tourism products. Therefore, we must first dig deep into the connotation of tourism culture in order to make tourism products invincible. For example, the theme park "The Riverside Scene at Qingming Festival" in Kaifeng, Henan Province is the reappearance of the Riverside Scene at Qingming Festival by Zhang Zeduan, a famous painter in the Song Dynasty. It is precisely because this theme park has well excavated the connotation of history and culture that when the tourism of China theme park is at a low ebb, it can still develop with an average annual benefit of more than 65,438+500,000 yuan. At the same time, it should be noted that "deep" mining is a gradual process, and it is also a process that needs to be constantly integrated with innovative factors, rather than a continuous continuation of the original foundation. Secondly, the main task of brand marketing is to develop and design tourism products, shape and spread brand image on the basis of deep excavation of tourism cultural connotation. According to China's tourism culture, we should plan the brand image with China characteristics, endow the brand of tourism products with strong vitality, and then choose the combined communication mode scientifically and reasonably according to the requirements of successfully shaping the brand target image, the target market situation, its own comprehensive conditions and other factors. The selected and combined communication methods should be able to comprehensively, accurately and intuitively display the characteristics of the brand target image, and at the same time, fully consider the economic conditions of enterprises and pay attention to the research on input and output benefits. In addition, tourism departments (government and tourism administration departments) should also play a certain role, focusing on the overall promotion of regions, provinces and the whole country in marketing, so as to promote the orderly and healthy development of tourism.