成都国际旅游营销的市场细分与定位研究

Market Segmentation and Positioning Research on Chengdu International Tourism Marketing

城市国际旅游市场营销必须建立在科学的需求分析预测基础上,才能确保后续管理活动的正确和高效。本文基于对海外10个国家和旅居国内4城市的外籍人士的问卷调研,聚类分析出成都市国际旅游客源的5大细分市场,阐明了各目标市场的类型特征及其相应的产品结构性开发,并就成都实际提出了整合旅游营销传播的市场定位体系。

Urban international tourism marketing must be established on the foundation of scientific demand analysis and forecast so as to ensure the correctness and efficiency of post-management activities. Based on the questionnaire of foreigners from 10 countries residing in 4 domestic cities, the paper illustrates 5 main subdivision markets of Chengdu international tourists by means of cluster analysis, expounds typical characteristics of respective target market and their corresponding development of product structure and then proposes market positioning system that integrates tourism marketing dissemination in accordance with present situation in Chengdu.