福建省国际旅游市场营销目标选择研究

A Study on Choosing Fujian International Tourism Marketing Target

随着国际旅游业的发展,旅游竞争愈加激烈,旅游市场营销对一国或一地区国际旅游业的发展起着越来越重要的作用。而面对紧张的财政资金,如何利用有限的资金获得最大的营销效果,也是各国或各地区政府关心的问题。显然,准确的市场营销定位是旅游营销成功的必要前提。本文利用市场份额分析法对福建省的主要客源国在福建省入境旅游市场中外国人市场的地位以及发展潜力与这些国家在我国入境旅游市场中的地位及发展潜力进行了比较分析,由此将福建省的客源国分为4个类型:兴旺的市场、崛起的市场、成熟的市场和停滞的市场,据此提出了福建省未来市场营销的目标。

With the development of international tourism,competition in tourism is becoming more and more intense,and international tourism marketing is paying more and more important role to a country or a region in international tourism development.With intense budget, every country's government and every region's government take care of the question how to make use of limit budget to get the best effect.Obviously the right positioning of tourism market determines the success or failure of a country's or a region's international tourism marketing.By means of market share analysis,the paper compares the importance of different international tourism market in Fujian and in China quantitatively,provides objective basis of marketing position.Depending on the outcome of the market share analysis,the paper divides Fujian's international tourism market into four categories:prosperous market,rising market,ripe market,stagnant market.In the end,the paper offers the target of Fujian international tourism marketing.