Since the beginning of this year, the world economic and financial situation has been complicated and changeable, and the unstable and uncertain factors have obviously increased. The financial crisis triggered by the subprime mortgage crisis has intensified, from local rapid development to the whole world, from developed countries to emerging market countries and developing countries, from the financial sector to the real economy. Under the impact of the international financial crisis, the growth rate of the real economy has fallen sharply. At present, the financial crisis itself has not bottomed out, and its impact on the real economy is deepening, and its serious consequences will be further revealed. It is generally predicted that the world economy is entering a period of "severe downturn", and the major developed economies are "in or near recession".
Affected by the rapid spread of the international financial crisis and the obvious slowdown of world economic growth, coupled with the deep-seated contradictions and problems in China's economic life, China's economic operation difficulties have increased, the downward pressure on the economy has increased, the business difficulties of enterprises have increased, and the potential risks in the financial sector have increased. Although China's economic development faces severe difficulties and challenges from home and abroad, the fundamentals and long-term trend of China's economic development have not changed. Over the past 30 years of reform and opening up, China has accumulated a solid material foundation, and its economic strength, comprehensive national strength and anti-risk ability have been significantly enhanced; With the rapid development of industrialization and urbanization, there is huge room for infrastructure construction, industrial development, residents' consumption and ecological environment protection, and there is great potential for expanding domestic demand; The socialist market economic system has been continuously improved, forming a better institutional environment; The financial system is generally sound, the fiscal deficit is small, the foreign exchange reserves are sufficient, the domestic savings rate is high, and there is a large room for macroeconomic policy adjustment.
(A) the impact of the financial crisis on global tourism consumption
The World Tourism Organization predicts that due to the financial crisis, the global growth rate of overnight visitors will be less than 3% this year. The growth rate of global tourism revenue is less than 5.6%. The impact of the crisis on global tourism consumption is as follows:
First, it has a profound impact. The obvious slowdown in world economic growth has led to a marked decline in global tourism consumption confidence, which may become the third powerful economic shock wave in the global tourism market after the oil crisis in the early 1970s and the world economic crisis in the early 1980s.
Second, the influence mechanism is special. As we all know, in all kinds of emergencies and external crises, natural disasters and man-made disasters such as SARS, earthquake, 9. 1 1 and so on. All of them belong to external factors, which affect or restrain tourism consumption in a narrow scope, shallow degree and short time, and the negative effects often come and go quickly, showing a "big ups and downs" V-shaped trajectory decline. But this financial crisis has affected both supply and demand, which is an internal cause and plays a qualitative role. It will inevitably lead to the shrinking of tourism demand and the stalling of the economic engine that drives the development of tourism, and its negative impact presents a U-shaped trajectory of "slow decline and slow rise, low tide and rising".
Third, globalization has aggravated the crisis. Globalization, as a double-edged sword, is deepening day by day, which not only strengthens the links between the tourism industries of various countries, but also intensifies the fragility of the world tourism industry, intensifies the market turmoil and increases the difficulty of coping. Under this macro background, the global tourism industry has made unprecedented efforts to cope with the world financial crisis, and uncontrollable and unpredictable factors have increased significantly.
(B) the impact on tourism in China
In order to find out the impact of the crisis as soon as possible, in mid-June this year 165438+ 10, I led a team to Shanghai, Zhejiang and Beijing with the theme of "consolidating and expanding the three major markets and properly coping with the impact of the international financial crisis" and listened to the opinions of1kloc-0/scientific research departments. We have learned two outstanding situations: First, the financial crisis has accelerated the adjustment of the tourism market, and the time for market policy adjustment is ripe and imperative. In particular, domestic tourism should be given a more prominent strategic positioning. Second, the financial crisis has a far-reaching impact, and the entry market bears the brunt. Some travel agencies mainly engaged in inbound business are struggling, and the risks of business flow, passenger flow and capital flow have increased, so they have to shrink their fronts. It is expected that the business volume may be greatly reduced next year.
Through the investigation, we realize: First, it is imperative to adjust the market policy. Market policy should keep pace with the times and change with the times, and macro adjustment is urgently needed. Second, tourism will enter a downward cycle. With the rapid spread of the crisis, the world economy and China economy have entered a downward channel, and residents' confidence in traveling is not high, and the possibility of market slowdown or even decline has increased. Therefore, we should closely follow up, study countermeasures and prepare for the war for a long time. Third, the crisis has different impacts on different regions, different industries and different markets. The survey found that Shanghai is an export-oriented economy with strong international dependence and sensitivity, and the external crisis spreads quickly, with many channels and deep influence. The industry reported that "the cold winter has arrived". Zhejiang's private economy is developed, and the market is supported by domestic tourists and domestic consumption, with relatively little influence. Travel agencies, aviation industry and high-star hotels have great difficulties; Inbound tour, long-distance tour and high-end tour have great influence. Fourth, all localities are full of confidence and adequate measures. At present, confidence is more precious than gold and more important than money. The industries in the three places are full of confidence and adequate measures, indicating that they will fully respond and turn crisis into opportunity. Tourism is a highly dependent and sensitive industry, and the crisis impact is normal. The important thing is to strengthen confidence, lead a good team, practice internal strength, hold a group for the winter, and pull hands to tide over the difficulties.
Through many research work meetings, combined with this survey and the special survey of the overseas offices of the National Tourism Administration, we believe that the impact of the financial crisis on China's tourism industry mainly includes the following aspects:
First, it has an impact on the tourism needs of residents. The financial crisis has brought many uncertain and unstable risks to China's economy, which will be quickly transmitted to residents' consumption behavior and will first affect the tourism demand. The lack of macro-level vitality, such as the withdrawal of foreign capital, the reduction of exports, the closure of small and medium-sized enterprises, the increase of unemployment and the high housing prices, will inevitably lower economic expectations and curb travel confidence. From the perspective of domestic tourism demand, long-distance travel and high-end travel may bear the brunt, and business travel, incentive travel, golf and conference activities are at risk of falling demand. However, due to the popularity, scale and regularization of domestic tourism, it is expected that the overall operation of the market will still maintain a relatively large growth throughout the year. It is estimated that the number of domestic tourists and domestic tourism income will increase by 6% and 12% respectively in 2008. From the perspective of outbound tourism demand, the demand for high-end business leisure products may decline, and long-distance travel across continents does not rule out the possibility of decline; However, considering that overseas travel is still in a period of rapid growth and consumption is more active, the impact of the financial crisis may be relatively limited. It is estimated that the number of outbound tourists will increase by 12% in 2008.
The second is to have an impact on external tourism demand. The global financial crisis has led to the decrease of per capita disposable income, the obvious weakening of external demand for inbound tourism, and the lack of motivation on the demand side to drive growth. The main performance is that the investment of tourists has entered a state of decline, and the overall market situation is sluggish; Inbound tourists, overnight tourists and foreign exchange income have all declined, indicating that the entry market is facing a severe test. The decline in major source countries has expanded, and the two major markets in Korea and Japan have fallen sharply for several months; Long-distance tourists have fallen sharply in an all-round way, and the signal of bottoming out is weak. It is estimated that in 2008, the number of people entering China, the number of people staying overnight and the foreign exchange income from tourism will decrease by 2%, 3% and 5% respectively.
Third, it has an impact on market supply and enterprise management. With the global wealth shrinking, capital tightening and economic recession, the external environment for China's tourism industry to attract foreign investment tends to deteriorate. With the decrease of external demand, it is more difficult for tourism enterprises to operate international business. The inbound business of some domestic travel agencies is sluggish and the market expectation is pessimistic. They turn more to the needs of their own residents, operating domestic tours with small profits but quick turnover and outbound tours with large profit margins.
(C) the main ideas to deal with the financial crisis
Although China has been affected by the financial crisis, favorable factors and unfavorable factors coexist, and challenges and opportunities coexist. The long-term development trend of tourism in China has not changed. The main reasons are as follows: First, the fundamentals of China's economic and social development have not changed, which has provided strong support for the development of tourism economy. Second, the central government's macroeconomic policy of expanding domestic demand and stimulating consumption provides a rare opportunity for the development of tourism. Third, the financial crisis has intensified market adjustment and created favorable conditions for the transformation and upgrading of tourism industry and the upgrading of tourism industry quality. Fourth, the domestic tourism market has great potential, which provides a strong market foundation for coping with the crisis. Fifth, the tests of various crises have accumulated valuable experience for the tourism industry to improve its ability to resist risks. As long as we judge the situation, make scientific decisions, make careful arrangements, work hard, give full play to our own advantages, have the conditions and ability to turn pressure into motivation, turn challenges into opportunities, minimize the adverse effects of the financial crisis, and ensure the steady and rapid growth of the tourism economy. Recently, Vlangali, Secretary-General of the World Tourism Organization, said that the existing conditions for China to cope with the crisis are relatively superior, and China will remain the most dynamic and key country in the world tourism pattern in the future. In my opinion, comrades in the propaganda front of the national tourism market should focus on the following work:
First, strengthen confidence and face difficulties. In accordance with the working goal of "maintaining growth, improving the level, increasing vitality and emphasizing people's livelihood" put forward by the Central Economic Work Conference, we will strengthen our confidence, face difficulties, seize business opportunities in the crisis and open up markets in adversity. The more difficult it is, the more we should cheer up, unite as one, play a game of chess all over the country and work hard to tide over the difficulties. The more difficult it is, the harder it is to work and dare to explore, and the more it is necessary to establish a sense of social responsibility in the industry and make contributions to the sound and rapid development of the national economy. The more difficult it is, the more forward-looking strategic vision and advanced sense of dilemma are needed. The more we need to solve the timely demand and start emergency measures, we should make long-term plans and make overall plans.
The second is to grasp the trend and respond flexibly. In view of the impact of the global financial crisis, it is necessary to establish a long-term, strategic, comprehensive and macro working idea, take boosting market confidence as the main direction, track its impact, pay attention to various developments, timely, scientifically and accurately judge the situation, formulate targeted market development strategies, and adjust and enrich the work plan in a timely manner. When exploring the international market, we should focus on neighboring countries and regions, increase publicity and promotion efforts, and innovate publicity and promotion methods; Carry out overall image publicity for the long-distance market to ensure that China will become one of the first choice tourist destinations for long-distance tourists after the crisis.
Third, we should take the overall situation into consideration and seize the opportunity. Think vertically and macroscopically, and tap all available opportunities. First, fully interpret the policy theme, make good use of the country's new policy of expanding domestic demand, and amplify the policy effect. The 4 trillion investment focusing on people's livelihood and infrastructure will stimulate upstream and downstream industries such as regional airports and highways, and improve infrastructure in rural and western regions; The state accelerates the construction of people's livelihood security mechanisms such as housing, pension, medical reform and education, which helps to relieve worries and stimulate travel; Rural land reform will bring new development opportunities to rural tourism. The second is to seize new market opportunities. Be good at keenly perceiving and utilizing various opportunities in crisis and creating new advantages. For example, during the crisis, the global crude oil price fell sharply, which led to the downward adjustment of aviation costs and the corresponding reduction of travel agency procurement costs, highlighting the advantages of operating costs.
Fourth, we must increase our skills and lay a solid foundation. First, strengthen the industrial strength, improve the supply system and improve the hard skills to deal with the crisis. The second is to explore and improve the monitoring system of tourism economy, and gradually establish market prosperity index, enterprise confidence index, crisis level index and tourism prompt index. The third is to explore and improve the crisis early warning and index system, gradually establish crisis management funds, policy response mechanisms and international cooperation mechanisms, issue corporate social responsibility guidelines, and establish a crisis response information base.
Second, the three major tourism market development policy adjustment
At present, China's policy of developing the three major tourism markets is to "vigorously develop inbound tourism, actively develop domestic tourism, and standardize the development of outbound tourism". With the development of the situation, its policy stance, policy proposition, policy connotation and policy objectives should keep pace with the times and make corresponding adjustments. To this end, the National Tourism Administration is prepared to restate the policy as "developing domestic tourism in an all-round way, actively developing inbound tourism and promoting outbound tourism in an orderly manner". The new policy highlights people-oriented, people's livelihood priority, and the strategic planning of "meeting internal and external needs and utilizing domestic and international markets".
(a) The law shows that domestic tourism should return to its priority.
"Domestic tourism first, then inbound tourism, then outbound tourism" is not only the common path of all countries, but also conforms to the basic law of tourism globalization. Tourism in all countries is generally "domestic first, then domestic", and it follows the development path of "developing domestic tourism first, then developing inbound tourism and outbound tourism in turn", which has a clear logical track. Take the lead in developing domestic tourism, give priority to meeting the needs of the country, and reflect the industrial concern of "national priority" and the initial motivation of "national interest priority"; Improve the level of tourism development and cultivate the tourism awareness of the whole people. With the help of existing tourist facilities and environment, inbound tourism has followed suit and entered the development track. With the improvement of national tourism fashion and economic level, the demand for outbound tourism is gradually released.
(2) The dependence on foreign exchange earned by inbound tourism has gradually weakened.
First, the function of earning foreign exchange has been greatly weakened. In the past 30 years, the foreign exchange income of inbound tourism in China has increased by nearly 20% annually, which is far below the average annual growth level of 35% of the national foreign exchange reserves. In the total foreign exchange reserves of the country, the proportion of tourism foreign exchange has dropped sharply. In the early days of reform and opening up, the proportion exceeded 30%, and even reached 74% in 1986; However, it began to decline gradually in the 1990s, and remained at around 10% only in the late 1990s. In 2007, it has dropped to an all-time low of 2.7%. The huge contrast between 30% and less than 3% shows that the strategic significance of the foreign exchange earning function of inbound tourism no longer exists.
Second, its position in the service trade pattern has declined. Before the mid-term reform and opening up, inbound tourism has always been a heavyweight balancer to maintain the balance of international trade. With the expansion of the scope and types of international trade, its foreign exchange earning ratio has dropped by 20 percentage points. Before 2002, foreign exchange income from tourism accounted for more than 50% of the total income from service trade. Since 2003, the proportion has dropped sharply year by year, maintaining at around 35%; In 2007, it fell to an all-time low of 30%.
(C) National conditions and national policies highlight the importance of domestic tourism
First, China has entered the era of people's livelihood, and tourism should become a livelihood industry. People's livelihood is the biggest politics in China at present, and it is the basis of the ruling idea. Satisfying the tourism aspirations of the vast majority of people and safeguarding the tourism rights and interests of the vast majority of people are the foundation of the cause and development. We should pay more attention to the voices, needs and aspirations of the people reflected in the process of tourism, meet the needs of tourists, solve their urgent and difficult problems, and effectively meet and protect the tourism needs of the people. Therefore, we should develop domestic tourism in an all-round way and put it in a more prominent and important position.
Second, China has entered the era of domestic demand, and tourism should become a power industry. With the increasingly obvious impact of the international financial crisis on China's economic development, it can be predicted that "expanding domestic demand" will become the main theme of China's economic development for a long time to come. Therefore, while actively developing inbound tourism and ensuring that the external demand of inbound tourism does not appear major problems, we should pay more attention to the internal demand of domestic tourism, identify, meet, upgrade and expand the internal demand, comprehensively develop domestic tourism, and expand the scale, speed, grade, structure and efficiency.
(D) the macro positioning of the three major tourism markets
The overall goal is to promote scientific development, cultivate people's livelihood industries, focus on expanding domestic demand, meet and protect the tourism needs of the overwhelming majority of people, pay attention to people's voices, meet people's needs, reflect public opinion and promote people's livelihood. Focus on strengthening economic and social functions, and comprehensively develop domestic tourism. Actively develop inbound tourism, emphasize "promotion", promote "development" with "promotion", and pay attention to strengthening the functions of globalization, cultural dissemination and improving terms of trade. Promote outbound tourism in an orderly manner, give priority to quality and scale, and strive to strengthen diplomatic and cultural functions.
Third, the general idea and specific requirements of tourism promotion work
It is a central task of tourism administrative departments at all levels to carry out tourism publicity and promotion through multiple channels with the image promotion of tourist destinations as the core. Over the years, China's tourism promotion has been constantly summarized, developed and improved in practice, and has achieved remarkable results and accumulated rich experience. At the same time, we should be soberly aware that compared with the strategic task of China's tourism transformation and upgrading, and compared with the macro-development environment of national society, economy and diplomacy in the new period, the current publicity and promotion work can not fully adapt to the fierce market competition, and there is still a certain gap, which still needs improvement.
Facing the new market environment, competitive situation and heavy responsibility of development, we should further improve and broaden the thinking of tourism promotion, further explore and improve the working mechanism of tourism promotion, and further consolidate and improve the effect of tourism promotion with the spirit of reform and innovation, the attitude of keeping pace with the times, the professional vision and the serious style.
In the coming period, the general idea of tourism promotion is to comprehensively improve the pertinence, professionalism and effectiveness of tourism promotion under the guidance of Scientific Outlook on Development, based on market research, with the promotion of overall tourism image as the core and the construction of marketing channels as the way.
(A) Based on market research
Market research is an activity that uses scientific methods, through various channels and means, purposefully and systematically collects, records, sorts out, analyzes and studies all kinds of information about marketing, and grasps the market situation and development trend. Market research and analysis is the premise of scientific decision-making and scientific marketing. Only through in-depth investigation and study can we grasp the present situation and development trend of the tourism market, so as to seize opportunities, meet challenges and seize opportunities.
First, strengthen the tourism market survey and grasp the new trends and trends of demand changes. The market demand is complicated, and the tourist demand that is directly centered on tourists and fully meets people's spiritual pursuit is changing rapidly. Only by accurately grasping the characteristics of demand can we scientifically formulate market development strategies, aim at the target market, and form product construction and market development strategies, which is the basic premise and important guarantee for carrying out tourism promotion. To strengthen the investigation of tourism market, we should closely follow the tourism demand, capture useful information, find potential risks and put forward countermeasures. We should not only grasp the political, economic and diplomatic overview of the tourism market, but also understand the consumption characteristics, social characteristics, regional characteristics and cultural characteristics of the tourism market. We should not only focus on external demand to strengthen international market research, but also scientifically judge the operating characteristics, market trend and development environment of domestic tourism based on domestic demand; We should not only pay attention to the static characteristics of tourists' demand in the tourism market, but also be good at dissecting the present situation, find its potential characteristics and development trends from the outside to the inside, and put forward long-term strategic ideas.
Second, strengthen the research on tourism supply and promote the tourism market in a targeted manner. Supply and demand constitute the market, and whether the balance between supply and demand can be achieved in scale, structure and level is directly related to the success or failure of tourism market development. Therefore, on the basis of fully grasping and in-depth study of demand, we should firmly grasp the link of supply and effectively expand and strengthen supply. Special attention should be paid to the systematic and in-depth fragmentation research of regional products, such as strengthening the market analysis of East China, New Three Gorges, Shangri-La, Silk Road, Qinghai-Tibet Railway and Northeast Ice and Snow Tourist Area. We should pay special attention to the market-driven role of event marketing and do a good job in the study of Expo tourism. We should focus on the construction of tourism image, accurately grasp the combination of supply and demand, and do a good job in local tourism image positioning and brand cultivation, macro-environmental strategy research and market scanning, future demand prediction and analysis, target source identification and development and other related research. According to the domestic tourism consumption demand, we will focus on the supply system that conforms to the local tourism resources, competitive advantages and regional layout, upgrade and improve Zhou Bianyou, short-distance tours and farmhouses, and expand effective supply.
Third, improve the market research mechanism and increase the depth of market research. First, we should make extensive use of resources, form a joint force, organically integrate tourism management departments, R&D tourism enterprise departments, tourism colleges and research institutions, integrate internal and external linkages and Industry-University-Research, comprehensively strengthen market research, get the latest information in time, grasp the changes and trends of the tourism market, and form a systematic, standardized and effective market research mechanism. Secondly, according to the basic paradigm and prevailing mode of market research, the professional tourism market is deeply analyzed, especially the research on new marketing channels and emerging market segments such as online marketing and high-end market is strengthened. Third, we should study some major issues of industrial strategic development with an open vision and macro thinking. At present, we should pay special attention to domestic tourism research with the theme of expanding domestic demand, closely focus on the central work of local party committees and governments, and put forward some strategic and directional market development ideas and measures.
(B) to enhance the overall tourism image as the core
The practice of global tourism development shows that it has become an important experience with universal adaptability to take the overall image of tourism as the core, lead the construction of supply system and attract tourism demand. It is an inevitable requirement of the inherent law of the tourism market to carry out the publicity of the overall image of tourism. As a public product of industry development, the overall image promotion of tourism should be led by the government, and enterprises should be responsible for the follow-up market development such as attracting reception. The main mode of government's overall image promotion is to organize and carry out a series of promotion work around image packaging and planning, shape major scenic spots, strengthen the comprehensive image of tourism, and build comprehensive competitiveness, so as to attract the attention of potential groups, induce their imagination and yearning for destinations, and obtain purchase impulses and consumption decisions through image acquisition and recognition.
Tourism organizations in various countries generally regard improving the overall image of tourism as their primary function. The main methods are: First, adhere to the government as the main body. Most countries have set up national tourism agencies with the overall image promotion as their responsibility, with sufficient staffing, clear functions, considerable funds and stable sources. For example, France House and Spain National Tourism Administration have four or five hundred employees. There are enough overseas offices, such as 44 in Malaysia, 34 in Switzerland, 33 in France and 365,438+0 in Germany and Spain. Most of its funds are uniformly distributed by the government and included in the general budget of the central government. For example, the tourism promotion fee of more than 400 million yuan in the United States is allocated by special resolutions of the Senate and the House of Representatives; This year, the House of Representatives also passed the Tourism Promotion Law. Second, advertising is the main carrier. Advertising accounts for 47% of the overall tourism image promotion funds in various countries, and Western Europe with highly developed tourism accounts for 64.2%. In 2004, as many as 39 tourism bureaus in developed regions broadcast advertisements on CNN Asia Channel. The third is to upgrade the tourism image to the national image and implement the national behavior. For example, on 200 1, South Korea held the "Korea Tourism Year", and former President Kim Dae-jung made an opening speech. In 2007, Malaysia held the National Tourism Year as an important activity to celebrate the 50th anniversary of national independence, with a special fund of 4 1 10,000 US dollars, and the Prime Minister delivered an opening speech.
In the long-term overseas image promotion practice, we have accumulated some experience and formed many unique models. However, most of the current practices focus on the annual theme slogan, large-scale event marketing, China tourism promotion conference, scattered advertisements, inviting travel agencies and the media to investigate and collect ideas, and making promotional materials, etc., lacking the overall image of China tourism with strong systematicness, clear strategic direction and obvious brand effect, vague international image, insufficient coherence, weak brand awareness and lack of market attraction, imagination and affinity. All localities basically follow the above practices, and the phenomenon of emphasizing activity organization and neglecting brand building is more prominent, and the overall image publicity is relatively lagging behind.
In view of this, the following points should be highlighted in the future: First, it is the basic function and central task of tourism departments at all levels to enhance the overall image of tourist destinations; Adhere to the promotion of the overall tourism image as the core, issue a unified voice and lead the marketing work. Secondly, from the perspective of professional promotion, plan and launch the overall tourism image with distinctive local characteristics and highly concentrated local style for the international and domestic markets, formulate the work plan of image promotion and brand building, strengthen market influence, affinity and penetration, cultivate brand loyalty and enhance competitive advantage. In view of the international market, the National Tourism Administration is stepping up the design, packaging and promotion of China's tourism image. In order to eliminate the misunderstanding and misreading of China, the image slogan "China: beyond your imagination" is initially considered; For the domestic market, we are also considering taking similar measures. Third, increase the advertising of mainstream media, increase online marketing, base on the public and face the end consumers, cultivate market attention and stimulate tourism desire. Fourthly, focusing on the marketing of major events, with the help of local large-scale economic, trade, cultural and sports activities, we will carry out a sustained, long-term, branded and professional tourism image promotion activity to create market momentum and attract social attention. The National Tourism Administration will make full use of and interpret the theme of the World Expo, create a national highlight, strengthen the market image and attract the attention of the world; All localities should do a good job in local event marketing, attract attention and create an attention economy. Fifth, the key links such as improving tourism supply, standardizing market supervision and improving the quality of tour guides should be matched to ensure that the overall image of each tourist destination can stand the brand verification in the actual experience of domestic and foreign tourists.
(C) the way to build marketing channels
Marketing management theory shows that marketing channels are a group of interdependent organizations that promote the smooth use or consumption of products or services. Good and smooth marketing channels are helpful for destination marketing organizations to better carry out various marketing activities. Every year, the whole industry organizations participate in routine exhibitions at home and abroad, hold large-scale promotion activities, and invite major travel agencies and media to visit, which has achieved good results. But facing the new situation and new requirements, these channels are facing the task of further construction. On the basis of existing marketing channels, gradually establish a three-dimensional and effective tourism marketing channel system.
To build a new tourism marketing channel system, we should always take the market demand as the leading factor, tap and utilize the channel advantages, not only broaden the width of existing channels, but also open up new channel categories, and finally achieve the goal of three-dimensional intersection and effectiveness. First, upgrade existing channels. Existing channels, such as regular exhibitions, large-scale promotions, travel agencies and media interviews. , we should further improve the mode, strengthen the specialty, improve the quality and make full use of the channel advantages. In particular, it is necessary to strengthen industry contacts, effectively identify stakeholders closely related to local product sales, focus on cultivating, supporting and assisting, expand the interests of * * *, and form a win-win mechanism. Second, cultivate network channels. Network channel has many advantages, such as popular users, diversified choices, low cost, simple operation, full-time, virtual space and so on, and all walks of life are eager for it. We should pay more attention to the role of online marketing, speed up the construction of a multilingual tourism information network with the main function of providing public information and services, explore the innovation of "paperless" and "electronic" tourism promotion, and improve the level of tourism promotion with the help of online platforms. Third, make good use of other channels creatively. Make good use of the concept of integrated marketing communication, mobilize or make use of all useful forces or opportunities, not only to make use of the power, but also to build the market. For example, we should be more proactive in moving closer to major international events such as national year, exchange year, high-level exchange visits, summits and international conferences. , and cleverly and actively involved. It is necessary to make extensive use of overseas resources such as embassies and consulates, overseas Chinese federations, etc., and lengthen and broaden marketing channels. All localities should also take the initiative to find opportunities and establish corresponding channels.
The goal of the above general idea of tourism promotion is to comprehensively improve the pertinence, professionalism and effectiveness of tourism promotion. The first is to improve pertinence. The goal of publicity and promotion is huge, and the market is changeable, so it is necessary to further improve the pertinence, and pay attention to pertinence in the setting of target customers, the production of publicity materials, the organization of professional exhibitions, and the strategy and tactics of market development, rather than constantly changing. In particular, the domestic tourism market is rich in demand, multi-level and multi-type, and corresponding strategies should be adopted according to classification. The second is to improve professionalism. Professional level directly affects the effect of promotion. Adhere to Scientific Outlook on Development, improve professional quality and professional vision, integrate professionalism into the whole process and every link of publicity and promotion, and take professional concepts and professional models as the basic standards to guide and measure publicity and promotion. The third is to improve effectiveness. On the premise of pertinence and professionalism, the ultimate goal is to improve the effectiveness of publicity and promotion. It is necessary to gradually introduce the evaluation mechanism of promotion activities and constantly improve and revise the working mechanism.
In the specific publicity and promotion work, we should adhere to the basic requirements of "market segmentation, channel systematization and activity regionalization" and run it through all work practices.
First, adhere to market segmentation. The tourism market is vast and complex, and it is impossible for any tourism enterprise to provide effective tourism services for all consumers. Subdivide the tourism market, divide tourists with different needs into several sub-markets, and then promote them around the determined target market. Through market segmentation, we can find opportunities in time, occupy the target market, formulate targeted strategies and tactics and strive for long-term development. It is necessary to conduct market research and analysis seriously, and formulate diversified characteristic marketing strategies according to the different conditions of the tourism market, such as one policy for one place, one policy for one province, one policy for one city, one policy for one product, etc., subdivide products and customers, deeply develop the tourism market, and comprehensively enhance the tourism image.
The second is to adhere to the systematization of channels. A rich marketing channel system can improve the efficiency of tourism product sales and make the promotion work more extensive and effective. At present, the tourism marketing channel systems in some European and American countries are relatively mature and sound. China's tourism marketing channels are still relatively single and have not yet formed a system. In the future work, we should strive to improve China's tourism marketing channel system, learn more, practice more and improve more, and gradually form a three-dimensional and effective channel system.
The third is to adhere to the regionalization of activities. On the basis of "one product, one policy" and "one place, one policy", we will focus on the promotion of "film packaging and regional promotion", focusing on the overall image, focusing on tourist routes and tourist areas, and attacking in various ways and in all directions. For example, facing the international market, the short-distance market is based on Japan, South Korea, Southeast Asia, Hong Kong, Macao and Taiwan, and the long-distance market is based on English, French, German and Russian Federation, forming a three-dimensional offensive, adopting different strategies and launching targeted promotion. Facing the domestic market, strengthen the regional concept, break administrative boundaries, establish lines and ties, enhance regional image, enjoy external tourists and promote regional mobility. In this regard, Jiangsu, Zhejiang and Shanghai have always been at the forefront; Ten northern provinces and cities 14 Travel Expo has also formed a significant brand effect and created a distinctive regional overall image. In 2009, the National Tourism Administration will organize overseas exhibition and promotion with the theme of routes and regions, and strengthen the guidance and support for regional joint promotion and regional festival brands.