Research On The Development Strategy Of Exploring The Jiangsu's Inbound Tourism Market

At first, the paper designs an analysis tool for inbound tourism market factors -four powers, which are Attract Power of the destination, Tour Power of the tourist-generating market, Stop Power of inbound tourism development and Share Power of tourists. Then it analyzes the development status, opportunities and challenges of Jiangsu Province's inbound tourism market with SWOT analytical framework. Jiangsu Province is rich in tourism resources and has great attractiveness to tourist-generating market. So it has great development potential. However, there are also large obstruction caused by institutions, mechanisms, strategies and other issues, and competitive pressures because of the share power of tourism customers.Secondly, this article uses 'STPB' (Segmentation, Targeting, positioning and Benchmarking) model to analyze Jiangsu Province's inbound tourism tourist-generating market and studies Jiangsu Province's inbound tourism marketing strategy. And it proposes a market strategy that Jiangsu inbound tourism source markets should target Asian neighboring countries (regions) as the first level, and developed countries in Europe, America, Oceania as the secondary, the other as the third. We should take the target tourist-generating market strategy of consolidating the first level, expanding the secondary and developing the third. We should also implement different marketing strategies according the different tourist-generating markets. Based on Benchmarking, we could form and consolidate the positioning adapted to target tourists.Thirdly, with regard to the development and construction of the Jiangsu Province's inbound tourism destination, it puts forward some suggestion, including optimizing product structure to highlight pertinence, developing distinctive tourism to highlight uniqueness, increasing promotion channels to achieve diversity, improving tourism services to incarnate circumspection.Finally, it brings forward implementation and control measures of Jiangsu Province's inbound tourism market development strategy.