1、3.743.743.733.734.524.525.065.065.325.328.438.439.239.2310.4710.4712.1312.1316.6016.6020.2020.2028.8528.850 05 51010151520202525303019931993 19941994 19951995 19961996 19971997 19981998 19991999 20002000 20012001 20022002 20032003 20042004資料來源：資料來源：中國旅游統計年鑒中國旅游統計年鑒Source:Million 百萬人次for private因私 40

2、%因私 40%for public因公 60%因公 60%資料來源：資料來源：中國旅游統計年鑒中國旅游統計年鑒Source:XinjiangQinghaiGansuTibetSichuanYunnanGuizhouHubeiHunanInner MongoliaHeilongjiangJilinLiaoningShandongHenanAnhuiGuangxiJiangxiHainanNingxiaShaanxiShanxichongqingFujianGuangzhouHongkongMacauTaiwanJiangsuBeijingTianjinShanghaiZhejiangHebeiG

3、uangdongMiddle class consumersMass consumersFrom all over the country全國全國From three major generating areas and provincial capitals. 三大客源地、省會城市三大客源地、省會城市From three major generating areas 三大客源產出地三大客源產出地As the outbound market develops, it is more and more difficult to summarize the distinguishing featu

4、res of outbound passengers in simple terms. On the whole, Chinese outbound passengers are consumer groups with characteristics of growth. Enough attention should be paid to the changes taking place in these groups.隨著出境市場的不斷發展，出境游客的特點，越來越難以簡單概括。隨著出境市場的不斷發展，出境游客的特點，越來越難以簡單概括。總體上，中國出境游客是一個帶有成長性特點的消費群體。

5、但這個總體上，中國出境游客是一個帶有成長性特點的消費群體。但這個群體正在發生著值得引起足夠重視的變化。群體正在發生著值得引起足夠重視的變化。Firstly, attention should be paid to the differences of consumption of passengers.首先，游客的消費差異越來越值得重視。首先，游客的消費差異越來越值得重視。 In the second place, attention should be paid to regional difference.其次，游客的地域差別越來越值得重視。其次，游客的地域差別越來越值得重視。 Third

6、ly, due attention should be paid to the differences of demands of passengers.再次，游客的需求差異越來越值得重視。再次，游客的需求差異越來越值得重視。 South Americas南美南美Africa 非洲非洲Europe 歐洲歐洲Japan 日本日本Korea 韓國韓國Australia & New Zealand澳大利亞澳大利亞/新西蘭新西蘭Hong Kong & Macao香港香港/澳門澳門South-East Asia東南亞東南亞North Americas北美北美Introduction新生期

7、新生期Growth成長期成長期Maturity成熟期成熟期Decline衰退期衰退期Sales volume銷售量銷售量Profit margin利潤率利潤率Big volumeLow spending流量大流量大 消費低消費低Middle volume 中等流量中等流量Middle spending 中等消費中等消費Growth quickly 增長迅速增長迅速Flow is small 流量小流量小Spend a lot 消費高消費高Growth quickly 增長快增長快It is imperative to understand China, Chinese culture and

8、custom of the Chinese people in order to do marketing on the outbound business.營銷中國出境游，要了解中國，了解營銷中國出境游，要了解中國，了解中國文化，了解中國人的習慣。中國文化，了解中國人的習慣。 Some Chinese dislike the number of 4, because its pronounce is similar to death. They like the number of 6, it sounds like lucky. They also favor 8, since it so

9、unds like fortune. Sometimes Chinese passengers will get annoyed when they are assigned to stay on the 4th floor of a hotel. They may ask for a change. “ When in Rome, do as the Romans do.” The Disneyland Hong Kong follows this. The Disneyland Hotel does not have 4th floor. The restaurant has a floo

10、r space of 888 square meters. Another example is a popular tour to Queensland, Australia. Passengers will stay in Hotel Palazzo Versace on Gold Coast, then board the cruise “ Sun Lover” to see the Great Barrier Reef, a world heritage, and spend some time on Dolphin Island. The package price is 18,88

11、8 Yuan (about $ 2,300) . 中國有獨特的飲食文化中國有獨特的飲食文化 For example, the Chinese like tea. When they are staying in a hotel, they hope that hot water is provided to make tea. For breakfast, they would be happy if they can have congee, pickles, noodle and steamed bread. For lunch and dinner, they prefer rice a

12、nd steamed bread. They like hot, not cold, milk. 中國人喜歡喝茶，外出旅游時，喜歡飯店客房有熱水，能中國人喜歡喝茶，外出旅游時，喜歡飯店客房有熱水，能泡茶。再譬如，早餐喜歡有粥、咸菜、面條、饅頭。中晚泡茶。再譬如，早餐喜歡有粥、咸菜、面條、饅頭。中晚餐喜歡有米飯、饅頭等。喜歡熱牛奶，而不是冷牛奶。餐喜歡有米飯、饅頭等。喜歡熱牛奶，而不是冷牛奶。 On the 15th of August by lunar calendar, it is the Moon Festival, when the Chinese will eat moon cakes

13、. The full moon and round moon cakes symbolize family reunion and happiness, which is the ideal of the Chinese for thousand of years. On the Spring Festival, which is the New Years Day by lunar calendar, people will eat dumplings. Long noodle is prepared on birthday, which symbolizes longevity. If h

14、otels and restaurants in the ADS could make such preparations for their Chinese guests and the careful hosts could offer some noodle for their guests who happen to have their birthdays there, it will be a surprise for the guests and they will not forget it. 八月十五吃月餅，春節吃餃子；八月十五吃月餅，春節吃餃子； 過生日吃面條過生日吃面條

15、The Chinese characters are a kindof complicated square-shaped characters. 中文是個由復雜的方塊字組成的獨特的文種中文是個由復雜的方塊字組成的獨特的文種Chinese passengers will feel comfortable and satisfied if they can find maps and tour guide in Chinese language in hotel lobbies, Chinese directory about the facilities and services in the rooms, and TV with Chinese channels. It will also help a lot if there are Chinese explanations and road signs in major museums and tourist sites. It will be more convenient for Chinese passengers if there are signs in Chinese at the airports or train s