The Study On The International Tourism Market Segmentation And Marketing Strategy In Heilongjiang Province

With the rapid development of the global economy, people's living standards is rising.As people's consumer demand for high-level, tourism is continuing to develop and grow in the world . Tourism will become one of the world's fastest-growing industries, and more attention form all the world will be paid to it.China's vast land with unique tourism resources, as an emerging tourist market, China is booming in the world's tourism area. Heilongjiang Province, as a tourism resource in China, is represented with vigor and vitality in international tourism after 30 years of reform and opening up. Good economic and political environment and a variety of favorable policies have brought new opportunities for the development of international tourism in Heilongjiang Province. However, the location of Heilongjiang Province is remote, and the tourism industry started relatively late, many factors still constrain the development of tourism in Heilongjiang, such as the supply structure of tourism is unbalanced; incomplete industry chain; the application of marketing concept in the tourism industry is not in place, incomplete theoretical system in the international tourism market segmentation and marketing strategies and so on. In the new historical period, intense domestic and international competition make Heilongjiang province facing with new opportunities and challenges, how to vigorously promote the sustainable development of international tourism in Heilongjiang province is one of the important issues faced by the industry. This thesis discusses it mainly through the following parts:Chapter one ,in introduction section, it gives an overview of the background of research, the content of research, purpose and significance, and gives a brief description of the overall structure of the paper. Chapter two mainly analyze the development status quo of international tourism in Heilongjiang Province.Firstly, the author analyzed the development of these years'international tourism in Heilongjiang Province by searching the data of the number of foreign tourists and tourism foreign exchange income in Heilongjiang province since 1995. Secondly, she described the eight unique tourism resources in Heilongjiang Province. Part three, mainly made statistical analysis to the number of foreign tourists and international tourism foreign exchange income of China's provinces, cities and districts since 1995. Thus, make clear the position of Heilongjiang Province in the whole development of international tourism, and to look for the laws, and identify problems. On this basis, the author put forward the thinking and objectives of the future development of international tourism in Heilongjiang Province. On the one hand it reacts the achievements of Heilongjiang Province in the development of international tourism, it also finds the differences between Heilongjiang Province and the other tourist destinations.Chapter three is the SWOT analysis of the development of international tourism in Heilongjiang Province.This chapter use theory of modern marketing management, a detailed analysis of advantages and disadvantages of international tourism development in our province, and the facing opportunities and challenges. Heilongjiang province has tourism resources, and borders with Russia with geopolitical advantages, suitable climatic conditions and a good industrial base of reform and opening up 30years ago, these strengths are favorable conditions of the development of international tourism in Heilongjiang. At the same time, a good economic environment and policy environment provided a unique opportunity for the development of international tourism in Heilongjiang. The revitalization of old industrial base in Northeast and the launch of China in Russia also brought endless business opportunities for further development of tourism in Heilongjiang Province.However, we still find many disadvantages in the development of tourism in Heilongjiang Province, such as a single tourism product mix, easily affected by seasonal change, not a sound transportation network, as well as market segmentation is not clear, differences in marketing applications and so on, these factors to a certain extent restricts the expansion of the international tourism market of Heilongjiang. In addition, there are fierce competitions in the development of tourism products of Heilongjiang Province such as ice and snow on the domestic and international neighboring provinces and regions in recent years. Structural changes in tourism demand and formation of the new pattern tourism is impacting the traditional tourism enterprises in Heilongjiang, and threatening the development of international tourism. These negative factors can't be ignored.Chapter four is the segmentation of Heilongjiang international tourism market.On the basis of understanding and analyzing the environment in development of tourism of Heilongjiang Province, this chapter is mainly to solve the problem of small distinguish of international tourist market, positioning not allowed, systematically made market segmentation and target market selection to the international tourism market of Heilongjiang . Firstly, by the analysis the number of international visitors from 1995 to 2006 in Heilongjiang Province, we may see a major source country market in our province are mainly located in Russia, and then Japan, South Korea. There is a rapid growth rate in the U.S. market recent years, and it is the fourth largest tourist source country in our province's international tourism market; Secondly, with the theory of marketing methods, it made segments to international tourism market of Heilongjiang Province, and a detailed analysis of the specific circumstances of each market segment on the standard of geographic variables, demographic variables and consumer behavior variables. Finally, on the basis of segmentation, Heilongjiang international tourism target markets was made according to target market selection criteria and the actual state of Heilongjiang Province.Chapter five is to design the international tourism marketing strategies in Heilongjiang. On the basis of the analysis of the status quo for its development, this chapter puts forward a set of marketing strategy that is favorable long-term development of international tourism in Heilongjiang, according to a variety of practical problems, and combined with the selected target market. It focused on the application of marketing in the "4P" strategy, from the following four designs on the development of tourism products, pricing tourism products, selection of sales channels and multi-angle marketing strategy.First of all, on the development of tourism product, we should make advantages obviously, build brands, and make further development on the basis of the current product structure according to the different demand from customers, and constantly enrich its tourism products structure with the Longjiang characteristic. Second, combined with different target markets demand characteristics, various pricing strategies should be used comprehensively to meet the needs of different groups in various stages of tourism demand. Third, we should develop a wide range of sales channels, give full play to the role of intermediaries, and further to build new marketing channels. Finally, we should promote tourism products of Heilongjiang Province with comprehensive use of appropriate promotional means to attract more international tourists and promote the further development of international tourism in Heilongjiang according to different requirements of the target market.The last part is the conclusions of this article, it summarizes the paper on the basis of the former description, and draws three conclusions hoping provide useful references to the development of international tourism in Heilongjiang Province.In the global information age, the competition between nations has moved from the contest of "hard power" developed into competition of "soft power" in culture, images and so on . While the development of tourism becomes an important platform for different countries and regions to expand awareness and increase revenue .Heilongjiang Province should establish a long-term tourism development goals, determine a detailed development plan, strengthen its efforts to increase investment and apply modern marketing concepts to promote international tourism develop better and faster so as to make tourism as an important way to upgrade and display the "soft power" .