基于“4V”与网络营销理念的日本旅华市场拓展研究

The Expand Research on China's Japanese Inbound Tourist Market Based on Network Marketing 2.0 and 4 V Marketing Idea

自上世纪80年代以来,日本一直是我国旅游市场最为重要的客源地之一。然而近几年的日本旅华市场开始表现出不稳定性,如何稳定地占有并拓展日本市场成为我国入境旅游业可持续发展的关键问题。网络2.0和4V理念是新兴的,更加适于现代社会发展态势的营销理念,在结合日本访华客源的实际调查数据及我国对日营销策略现状的基础上,探讨了基于网络2.0与4V营销理念的日本旅华客源市场拓展对策。

Since the beginning of the 1980＇s, Japan has been the most important one of the passengers of Chinese tourism market. But in recent years the China＇s Japanese inbound tourist market has started to decline, How stable occupy and expand the Japanese market, become the key issues to sustainable development of Chinese immigrants tourism. Network Marketing 2.0 and 4V Marketing idea are original marketing idea which more suitable for the modern trend of social development. The article discusses the expand strategy of China＇s Japanese inbound tourist market based on Network Marketing 2.0 and 4 V marketing idea ,in conjunction with the actual survey data about the Japanese tourists ,and the China＇s marketing strategy for Japan.