A Strategic Marketing Plan for Tourism in Jiangsu Province, Nanjing ...
A Strategic Marketing Plan for Tourism in Jiangsu Province, Nanjing ...
A Strategic Marketing Plan for Tourism in Jiangsu Province, Nanjing ...
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A <strong>Strategic</strong> <strong>Market<strong>in</strong>g</strong> <strong>Plan</strong> <strong>for</strong> <strong>Tourism</strong><br />
<strong>in</strong> <strong>Jiangsu</strong> Prov<strong>in</strong>ce, Nanj<strong>in</strong>g<br />
© 2010 Belle <strong>Tourism</strong> International<br />
Consult<strong>in</strong>g (Shanghai), Ltd.<br />
江 苏 省 面 向 欧 美 市 场 的 旅 游 市 场 营 销<br />
战 略 及 行 动 计 划 :2008-2012<br />
A STRATEGIC MARKETING PLAN<br />
FOR TOURISM IN JIANGSU<br />
PROVINCE<br />
Europe and North America: 2008-2012<br />
OUTLINE OF PRESENTATION/ 演 讲 大 纲<br />
Part One: Introduction<br />
第 一 部 分 : 概 论<br />
Introduction of the <strong>Strategic</strong> <strong>Market<strong>in</strong>g</strong> <strong>Plan</strong> <strong>for</strong> <strong>Jiangsu</strong><br />
Introduction of European and North American Markets<br />
Awareness <strong>in</strong> Target Markets<br />
江 苏 省 战 略 营 销 规 划 简 介<br />
欧 洲 与 北 美 的 市 场 发 展 现 状<br />
目 标 市 场 及 现 有 江 苏 旅 游 资 源 的 市 场 认 知 度 分 析<br />
主 讲 人 :Alastair M. Morrison 教 授<br />
To taste <strong>Jiangsu</strong> is to know Ch<strong>in</strong>a<br />
OUTLINE OF PRESENTATION/ 演 讲 大 纲<br />
Part Two: <strong>Jiangsu</strong> <strong>Market<strong>in</strong>g</strong> Goals and Ideas<br />
第 二 部 分 : 针 对 江 苏 省 旅 游 目 的 地 营 销 的 相 关 建 议<br />
<strong>Market<strong>in</strong>g</strong> Goals <strong>for</strong> 2008-2012<br />
Promotion and Brand<strong>in</strong>g Ideas<br />
Partnerships Ideas<br />
Internet <strong>Market<strong>in</strong>g</strong> Ideas<br />
2008-2012 年 市 场 营 销 目 标<br />
旅 游 目 的 地 推 广 与 品 牌 营 销 建 议<br />
旅 游 目 的 地 合 作 伙 伴 关 系 营 销 建 议<br />
旅 游 目 的 地 网 络 营 销 建 议<br />
《 江 苏 省 欧 美 市 场 旅 游 营 销 战 略 与 行<br />
动 计 划 (2008-2012)》<br />
项 目 简 介<br />
Introduction of the <strong>Strategic</strong> <strong>Market<strong>in</strong>g</strong><br />
<strong>Plan</strong> <strong>for</strong> <strong>Jiangsu</strong><br />
Europe and North America: 2008-2012<br />
To taste <strong>Jiangsu</strong> is to know Ch<strong>in</strong>a<br />
To taste <strong>Jiangsu</strong> is to know Ch<strong>in</strong>a<br />
OUR TOURISM<br />
MAGNETS<br />
JIANGSU’S USPs<br />
江 苏 省 的 独 特 销 售 主 张<br />
Taizhou<br />
<strong>Jiangsu</strong>’s<br />
13 Major <strong>Tourism</strong><br />
Dest<strong>in</strong>ation Cities/<br />
江 苏 的 13 个 旅 游 目 的<br />
地 城 市<br />
o Shanghai<br />
o Suzhou<br />
o Wuxi<br />
o Changzhou<br />
o Nanj<strong>in</strong>g<br />
o Zhenjiang<br />
o Yangzhou<br />
o Huai’an<br />
o Suqian<br />
o Xuzhou<br />
o Lianyungang<br />
o Yancheng<br />
o Taizhou<br />
o Nantong<br />
To taste <strong>Jiangsu</strong> is to know Ch<strong>in</strong>a<br />
A STRATEGIC MARKETING PLAN<br />
FOR TOURISM IN JIANGSU<br />
PROVINCE<br />
Europe and North America: 2008-2012<br />
MARKETING PLAN<br />
OUTCOMES<br />
项 目 框 架<br />
To taste <strong>Jiangsu</strong> is to know Ch<strong>in</strong>a<br />
MARKETING PLAN<br />
市 场 营 销 规 划<br />
TECHNICAL REPORT<br />
技 术 报 告<br />
FOREIGN DMO CASE STUDIES<br />
旅 游 目 的 地 组 织 案 例 分 析 报 告<br />
COUNTRY PROFILES<br />
目 标 市 场 国 家 档 案<br />
MARKET SURVEYS IN NORTH AMERICA<br />
AND EUROPE<br />
欧 洲 与 北 美 的 深 度 市 场 调 研<br />
Prof. Alastair M, Morrison,<br />
November 2008 1
A <strong>Strategic</strong> <strong>Market<strong>in</strong>g</strong> <strong>Plan</strong> <strong>for</strong> <strong>Tourism</strong><br />
<strong>in</strong> <strong>Jiangsu</strong> Prov<strong>in</strong>ce, Nanj<strong>in</strong>g<br />
© 2010 Belle <strong>Tourism</strong> International<br />
Consult<strong>in</strong>g (Shanghai), Ltd.<br />
What are <strong>Jiangsu</strong>’s USPs?/ 江 苏 的 独 特 销 售 主 张<br />
CULTURE-HERITAGE RESOURCETHEMES<br />
文 化 - 遗 产 资 源<br />
1. Bridges of <strong>Jiangsu</strong><br />
2. Ch<strong>in</strong>ese Classical Gardens<br />
3. Ch<strong>in</strong>ese Medic<strong>in</strong>e, Tea, Health and Longevity<br />
4. City Walls<br />
5. Cuis<strong>in</strong>e and Food<br />
6. Famous People or Icons<br />
7. Grand Canal<br />
8. Great Folk Stories of Ch<strong>in</strong>a<br />
9. Han Dynasty Culture<br />
10. Handicrafts and Unique Shopp<strong>in</strong>g Products<br />
11. Historic Streets<br />
12. M<strong>in</strong>g Dynasty Culture<br />
13. Museums<br />
14. Per<strong>for</strong>m<strong>in</strong>g Arts and Music<br />
15. Religious Build<strong>in</strong>gs and Sites<br />
16. Revolutionary and Red <strong>Tourism</strong><br />
17. Silk Manufactur<strong>in</strong>g and Silk Products<br />
18. Water Towns<br />
NATURAL RESOURCE THEMES<br />
自 然 资 源<br />
19. Birds and Animals<br />
20. Golf<br />
21. Hot Spr<strong>in</strong>gs<br />
22. Lakes and Lake Resorts<br />
23. Mounta<strong>in</strong>s and Hills<br />
24. Natural Wetlands<br />
25. Sea Coast and Seaside Resorts<br />
26. Yangtze River<br />
1<br />
2<br />
3<br />
4<br />
5<br />
6<br />
MARKETING PLAN<br />
市 场 营 销 规 划<br />
• MARKETING PLAN RATIONALE/ 市 场 营 销 规 划 原 理<br />
• MARKETING STRATEGIES/ 市 场 营 销 战 略<br />
• MARKETING GOALS/ 市 场 营 销 目 标<br />
• SUMMARY/ 总 结<br />
• MARKETING OBJECTIVES AND ACTION PLANS: 2008-2010 FOR<br />
EUROPE AND NORTH AMERICA/ 针 对 欧 洲 及 北 美 市 场 的 市 场 营 销 目 标 及 行<br />
动 计 划 :2008-2010<br />
• MEASUREMENT OF STRATEGIC MARKETING PLAN<br />
PERFORMANCE/ 战 略 营 销 规 划 的 成 果 监 测<br />
To taste <strong>Jiangsu</strong> is to know Ch<strong>in</strong>a<br />
To taste <strong>Jiangsu</strong> is to know Ch<strong>in</strong>a<br />
MARKETING PLAN<br />
市 场 营 销 规 划<br />
TECHNICAL REPORT<br />
技 术 报 告<br />
7<br />
• CONTROL AND EVALUATION BLUEPRINT/ 控 制 与 评 估 蓝<br />
图<br />
1<br />
• RECOMMENDED PRODUCT THEMES AND UNIQUE SELLING<br />
PROPOSITIONS (USPs)/ 推 荐 的 产 品 主 题 及 独 特 的 销 售 主 张<br />
8<br />
9<br />
10<br />
• EFFECTIVENESS MEASURES/ 市 场 营 销 有 效 性 测 评<br />
• MARKET AND MARKETING RESEARCH PROGRAM/ 市 场<br />
及 市 场 营 销 研 究 项 目 方 案<br />
• MARKETING ORGANIZATION AND MANAGEMENT<br />
PLAN/ 旅 游 目 的 地 组 织 及 管 理 方 案<br />
2<br />
3<br />
• COMPARATIVE PAST VISITOR MARKET ANALYSIS/ 以<br />
往 旅 游 者 市 场 的 对 比 分 析<br />
• PAST MARKETING STRATEGY AND PROGRAM<br />
ANALYSIS/ 以 往 市 场 营 销 战 略 及 项 目 分 析<br />
11<br />
• FOLLOW-UP SYSTEM AND TRACKING TIMETABLE/ 后 续<br />
跟 踪 系 统 及 时 间 表<br />
4<br />
• MARKET OPPORTUNITY ASSESSMENTS/ 市 场 机 遇 评 估<br />
12<br />
• TRAINING PROGRAMS/ 培 训 项 目 方 案<br />
5<br />
• TOURISM WEBSITE EVALUATIONS AND<br />
DEVELOPMENT/ 旅 游 官 方 网 站 的 评 估 及 开 发<br />
To taste <strong>Jiangsu</strong> is to know Ch<strong>in</strong>a<br />
To taste <strong>Jiangsu</strong> is to know Ch<strong>in</strong>a<br />
DMO CASE STUDIES<br />
旅 游 目 的 地 组 织 案 例 分 析 报 告<br />
DMO CASE STUDIES<br />
旅 游 目 的 地 组 织 案 例 分 析 报 告<br />
Brazil<br />
<strong>Tourism</strong><br />
Board<br />
巴 西 旅 游<br />
局<br />
Canadian<br />
<strong>Tourism</strong><br />
Commission<br />
加 拿 大 旅 游 局<br />
Hong<br />
Kong<br />
<strong>Tourism</strong><br />
Board<br />
香 港 旅 游<br />
发 展 局<br />
S<strong>in</strong>gapore<br />
<strong>Tourism</strong><br />
Board<br />
新 加 坡 旅 游<br />
局<br />
South<br />
African<br />
<strong>Tourism</strong><br />
南 非 旅 游<br />
局<br />
<strong>Tourism</strong><br />
Australia<br />
澳 大 利 亚<br />
旅 游 局<br />
<strong>Tourism</strong><br />
Ireland<br />
爱 尔 兰 旅<br />
游 局<br />
<strong>Tourism</strong><br />
New<br />
Zealand<br />
新 西 兰 旅 游<br />
局<br />
TIA U.S.A.<br />
美 国 旅 游<br />
行 业 协 会<br />
Visit<br />
Brita<strong>in</strong><br />
英 国 旅 游<br />
局<br />
To taste <strong>Jiangsu</strong> is to know Ch<strong>in</strong>a<br />
To taste <strong>Jiangsu</strong> is to know Ch<strong>in</strong>a<br />
Prof. Alastair M, Morrison,<br />
November 2008 2
A <strong>Strategic</strong> <strong>Market<strong>in</strong>g</strong> <strong>Plan</strong> <strong>for</strong> <strong>Tourism</strong><br />
<strong>in</strong> <strong>Jiangsu</strong> Prov<strong>in</strong>ce, Nanj<strong>in</strong>g<br />
© 2010 Belle <strong>Tourism</strong> International<br />
Consult<strong>in</strong>g (Shanghai), Ltd.<br />
NORTH<br />
AMERICA<br />
北 美<br />
COUNTRY PROFILES<br />
目 标 市 场 国 家 档 案<br />
EUROPE<br />
欧 洲<br />
欧 洲 与 北 美 的 市 场 发 展 现 状<br />
Introduction of European and North<br />
American Markets<br />
To taste <strong>Jiangsu</strong> is to know Ch<strong>in</strong>a<br />
To taste <strong>Jiangsu</strong> is to know Ch<strong>in</strong>a<br />
Visitor and Travel Trade Surveys 1:<br />
• U.S. Consumer Survey (sample = 1245)<br />
• North American International Visitor<br />
Survey (sample = 529)<br />
• North American Tour Wholesaler Survey<br />
(sample = 17)<br />
• North American Tour Wholesaler Program<br />
Analysis (sample = 30 companies with<br />
256 programs <strong>in</strong> Ch<strong>in</strong>a)<br />
MARKET SURVEYS<br />
市 场 调 研<br />
Who are <strong>Jiangsu</strong>’s Potential Visitors?<br />
江 苏 的 潜 在 旅 游 者<br />
Travel Arrangements/ 旅 游 安 排<br />
Independent Travelers<br />
散 客 旅 游 者<br />
66.5% of Europeans<br />
58% of North Americans<br />
Sources of Travel In<strong>for</strong>mation/ 信 息 来 源<br />
Internet / 网 络<br />
Guidebooks/ 旅 游 指 南<br />
Visitor and Travel Trade Surveys 2:<br />
• European International Visitor Survey<br />
(sample = 851)<br />
• European Operator Survey<br />
• (sample = 20)<br />
• European Tour Operator Program<br />
Analysis (sample = 29 companies with<br />
284 programs <strong>in</strong> Ch<strong>in</strong>a)<br />
Group Tours<br />
团 队 旅 游 者<br />
Overestimated and<br />
over-emphasized<br />
Friends and Relatives/ 亲 朋 好 友<br />
Travel Trade Intermediaries/<br />
旅 游 中 介 机 构<br />
To taste <strong>Jiangsu</strong> is to know Ch<strong>in</strong>a<br />
To taste <strong>Jiangsu</strong> is to know Ch<strong>in</strong>a<br />
What are the Priority Markets <strong>for</strong> 2008-2012<br />
2008-2012 年 的 优 先 目 标 市 场<br />
Priority Geographic Markets/ 地 理 优 先 市 场<br />
目 标 市 场 及 现 有 江 苏 旅 游 资 源 的 市 场<br />
认 知 度 分 析<br />
U.S.A Germany France Canada Italy<br />
U.K.<br />
Priority Market Segments/ 优 先 细 分 市 场<br />
• Independent traveler market/ 散 客 旅 游 者<br />
• Group tour market/ 团 队 旅 游 者<br />
• Special-<strong>in</strong>terest travel (SIT) markets/ 特 殊 兴 趣 旅 游 者<br />
Awareness <strong>in</strong> Target Markets<br />
To taste <strong>Jiangsu</strong> is to know Ch<strong>in</strong>a<br />
To taste <strong>Jiangsu</strong> is to know Ch<strong>in</strong>a<br />
Prof. Alastair M, Morrison,<br />
November 2008 3
A <strong>Strategic</strong> <strong>Market<strong>in</strong>g</strong> <strong>Plan</strong> <strong>for</strong> <strong>Tourism</strong><br />
<strong>in</strong> <strong>Jiangsu</strong> Prov<strong>in</strong>ce, Nanj<strong>in</strong>g<br />
www.tastejiangsu.com<br />
www.tastejiangsu.com<br />
www.tastejiangsu.com<br />
© 2010 Belle <strong>Tourism</strong> International<br />
Consult<strong>in</strong>g (Shanghai), Ltd.<br />
<br />
Awareness Levels:<br />
• Awareness levels of <strong>Jiangsu</strong> are relatively<br />
low<br />
• Only a few <strong>in</strong>dividual sites and attractions<br />
<strong>in</strong> <strong>Jiangsu</strong> have high awareness<br />
• Awareness of many <strong>in</strong>dividual places and<br />
attractions <strong>in</strong> <strong>Jiangsu</strong> is very low<br />
U.S.<br />
Consumer<br />
Survey<br />
21%<br />
MARKET SURVEYS<br />
市 场 调 研<br />
North<br />
American<br />
International<br />
Visitors<br />
43.3%<br />
European<br />
International<br />
Visitors<br />
41.5%<br />
All<br />
International<br />
Visitors<br />
43%<br />
Awareness Level of Cities and Attractions<br />
中 国 旅 游 目 的 地 认 知 度 状 况<br />
Cities or Percent<br />
Cities or Attractions Percent<br />
Percent<br />
Cities or Attractions<br />
Attractions age<br />
age<br />
age<br />
Beij<strong>in</strong>g 96.6% Hangzhou 59.5% Xiamen 31.1%<br />
Great Wall, near<br />
Overseas Ch<strong>in</strong>ese Town,<br />
91.1% Sichuan Prov<strong>in</strong>ce 56.5% 30.2%<br />
Beij<strong>in</strong>g<br />
Shenzhen<br />
Forbidden City,<br />
Suzhou Classical<br />
89.3%<br />
Beij<strong>in</strong>g<br />
Ch<strong>in</strong>ese Gardens<br />
53.4% Hangzhou Bay Bridge 29.4%<br />
Summer Palace,<br />
86.0% Guangzhou<br />
Beij<strong>in</strong>g<br />
50.7% Mount Tai (Taishan) 26.1%<br />
Terra Cotta<br />
Warriors, Xi'an<br />
84.2% Guil<strong>in</strong> - Li River 46.8% Tai’an 22.6%<br />
Temple of<br />
Heaven, Beij<strong>in</strong>g<br />
82.8% West Lake(Xi Hu) 45.4% N<strong>in</strong>gbo 22.4%<br />
Tibet<br />
Huangshan (Yellow<br />
73.2%<br />
Mounta<strong>in</strong>)<br />
40.5% Shaox<strong>in</strong>g yellow rice w<strong>in</strong>e 20.7%<br />
Yangtze River 62.6% Leshan Giant Buddha 38.6% Putuoshan (Mount Putuo) 19.4%<br />
Three Gorges<br />
Q<strong>in</strong>gdao International<br />
60.8% 37.1% Shaox<strong>in</strong>g<br />
Beer Festival<br />
19.3%<br />
Silk Road 59.6% Grand Canal 32.1% Zhuhai 19.1%<br />
To taste <strong>Jiangsu</strong> is to know Ch<strong>in</strong>a<br />
To taste <strong>Jiangsu</strong> is to know Ch<strong>in</strong>a<br />
Market Awareness of <strong>Jiangsu</strong><br />
江 苏 的 市 场 认 知 度<br />
U.S. Consumer<br />
Survey (n = 1,243)<br />
Rank Places, Sites and Attractions Yes %<br />
1 Yangtze River 61.8%<br />
2 Han Dynasty terracotta figures <strong>in</strong> Xuzhou 44.0%*<br />
3 Grand Canal 40.5%<br />
4 Confucius Temple area, Nanj<strong>in</strong>g 31.9%<br />
5 Marco Polo sites 30.2%<br />
6 Suzhou silk embroidery 25.6%<br />
7 Classical Ch<strong>in</strong>ese gardens <strong>in</strong> Suzhou 23.7%<br />
8 Presidential Palace, Nanj<strong>in</strong>g 23.9%<br />
9 Nanj<strong>in</strong>g 23.5%<br />
10 Huaiyang food/cuis<strong>in</strong>e 17.2%<br />
Market Awareness of <strong>Jiangsu</strong><br />
江 苏 的 市 场 认 知 度<br />
North American Visitors’<br />
Survey (n = 529)<br />
Rank Places, Sites and Attractions Yes %<br />
1 Yangtze River 88.5%<br />
2 Nanj<strong>in</strong>g 63.7%<br />
3 Classical Ch<strong>in</strong>ese gardens <strong>in</strong> Suzhou 58.4%<br />
4 Grand Canal 50.3%<br />
5 Suzhou silk embroidery 38.0%<br />
6 Confucius Temple area, Nanj<strong>in</strong>g 36.1%<br />
7 Marco Polo sites 25.0%<br />
8 Sun Yat-sen Mausoleum, 20.8%<br />
9 Han Dynasty terracotta figures <strong>in</strong> Xuzhou 20.0%<br />
10 Purple Mounta<strong>in</strong>, Nanj<strong>in</strong>g 19.1%<br />
To taste <strong>Jiangsu</strong> is to know Ch<strong>in</strong>a<br />
To taste <strong>Jiangsu</strong> is to know Ch<strong>in</strong>a<br />
Market Awareness of <strong>Jiangsu</strong><br />
江 苏 的 市 场 认 知 度<br />
European Visitors’ Survey<br />
(n = 851)<br />
Rank Places, Sites and Attractions Yes %<br />
1 Yangtze River 80.6%<br />
2 Classical Ch<strong>in</strong>ese gardens <strong>in</strong> Suzhou 57.2%<br />
3 Nanj<strong>in</strong>g 56.2%<br />
4 Grand Canal 36.3%<br />
5 Confucius Temple area, Nanj<strong>in</strong>g 34.7%<br />
6 Suzhou silk embroidery 27.6%<br />
7 Marco Polo sites 20.8%<br />
8 Sun Yat-sen Mausoleum, 18.7%<br />
9 Purple Mounta<strong>in</strong>, Nanj<strong>in</strong>g 18.7%<br />
10 Presidential Palace, Nanj<strong>in</strong>g 15.9%<br />
15 Yangzhou fried rice 6.5%<br />
江 苏 省 旅 游 市 场 营 销 目 标 及 任 务<br />
(2008-2012)<br />
<strong>Market<strong>in</strong>g</strong> Goals <strong>for</strong> 2008-2012<br />
To taste <strong>Jiangsu</strong> is to know Ch<strong>in</strong>a<br />
To taste <strong>Jiangsu</strong> is to know Ch<strong>in</strong>a<br />
Prof. Alastair M, Morrison,<br />
November 2008 4
A <strong>Strategic</strong> <strong>Market<strong>in</strong>g</strong> <strong>Plan</strong> <strong>for</strong> <strong>Tourism</strong><br />
<strong>in</strong> <strong>Jiangsu</strong> Prov<strong>in</strong>ce, Nanj<strong>in</strong>g<br />
www.tastejiangsu.com<br />
www.tastejiangsu.com<br />
www.tastejiangsu.com<br />
© 2010 Belle <strong>Tourism</strong> International<br />
Consult<strong>in</strong>g (Shanghai), Ltd.<br />
<strong>Market<strong>in</strong>g</strong> Goals <strong>for</strong> 2008-2012 North America and Europe<br />
针 对 北 美 和 欧 洲 市 场 的 营 销 目 标 :2008-2012<br />
Taste <strong>Jiangsu</strong><br />
POSITIONING<br />
TARGETING<br />
PLANNING<br />
RESEARCH<br />
PRODUCT<br />
DEVELOPMENT<br />
PROMOTION<br />
DATABASE<br />
INTERNET<br />
Long-term results to be achieved at<br />
end of the <strong>Strategic</strong> <strong>Market<strong>in</strong>g</strong> <strong>Plan</strong><br />
CAPABILITY<br />
TRAINING<br />
EFFICIENCY<br />
EFFECTIVENESS<br />
GOAL 1<br />
To consistently implement the<br />
new position<strong>in</strong>g, Taste <strong>Jiangsu</strong>:<br />
To Taste <strong>Jiangsu</strong> Is to Know<br />
Ch<strong>in</strong>a, over a period of three to<br />
four years.<br />
P O S I T I O N I N G<br />
To taste <strong>Jiangsu</strong> is to know Ch<strong>in</strong>a<br />
SZ<br />
Taste<br />
Consumer Invitations<br />
Sample<br />
Explore<br />
Discover<br />
Experience<br />
Try<br />
<strong>Jiangsu</strong><br />
Product<br />
Characterizations<br />
Ref<strong>in</strong>ed taste<br />
Rich culture and history<br />
Sophisticated taste<br />
Unique taste or flavor<br />
Huaiyang cuis<strong>in</strong>e<br />
TASTE<br />
JIANGSU<br />
Consumer<br />
Personalizations<br />
It’s your taste<br />
Your taste of Ch<strong>in</strong>a<br />
Become a Ch<strong>in</strong>a expert.<br />
Taste <strong>Jiangsu</strong><br />
Know<br />
City Dest<strong>in</strong>ation<br />
Associations<br />
Taste <strong>Jiangsu</strong> <strong>in</strong> Suzhou<br />
Taste <strong>Jiangsu</strong> <strong>in</strong> Nanj<strong>in</strong>g<br />
Others<br />
Ch<strong>in</strong>a<br />
Taste <strong>Jiangsu</strong><br />
GOAL 2<br />
To cont<strong>in</strong>ually <strong>in</strong>crease the<br />
volume of visitors to <strong>Jiangsu</strong><br />
from the U.S.A., U.K., Germany,<br />
France, Canada, and Italy each<br />
year from 2008 to 2012.<br />
GOAL 3<br />
To design and implement a<br />
strategy <strong>for</strong> attract<strong>in</strong>g selected<br />
special-<strong>in</strong>terest travel (SIT)<br />
markets to <strong>Jiangsu</strong>.<br />
T A R G E T<br />
M A R K E T S<br />
T A R G E T<br />
M A R K E T S<br />
WX<br />
CZ<br />
Prof. Alastair M, Morrison,<br />
November 2008 5
A <strong>Strategic</strong> <strong>Market<strong>in</strong>g</strong> <strong>Plan</strong> <strong>for</strong> <strong>Tourism</strong><br />
<strong>in</strong> <strong>Jiangsu</strong> Prov<strong>in</strong>ce, Nanj<strong>in</strong>g<br />
www.tastejiangsu.com<br />
www.tastejiangsu.com<br />
www.tastejiangsu.com<br />
www.tastejiangsu.com<br />
www.tastejiangsu.com<br />
www.tastejiangsu.com<br />
© 2010 Belle <strong>Tourism</strong> International<br />
Consult<strong>in</strong>g (Shanghai), Ltd.<br />
TASTE JIANGSU<br />
GOAL 4<br />
GOAL 5<br />
To develop a systematic<br />
template and annual<br />
programmatic procedure <strong>for</strong><br />
develop<strong>in</strong>g market<strong>in</strong>g<br />
strategies and plans <strong>for</strong> major<br />
market sources.<br />
To design and conduct a<br />
market<strong>in</strong>g research program<br />
plan on an annual basis from<br />
2008 to 2012 <strong>in</strong>clusive.<br />
M A R K E T I N G<br />
P L A N N I N G<br />
M A R K E T I N G<br />
R E S E A R C H<br />
ZJ<br />
NJ<br />
TASTE JIANGSU<br />
GOAL 6<br />
To develop a series of product<br />
development, packag<strong>in</strong>g,<br />
programm<strong>in</strong>g, and partnership<br />
<strong>in</strong>itiatives that correspond with<br />
the recommended product<br />
themes and unique sell<strong>in</strong>g<br />
propositions (USPs).<br />
GOAL 7<br />
To develop and implement an<br />
annual promotion and<br />
communications plan <strong>for</strong><br />
each major geographic<br />
market <strong>in</strong> Europe and North<br />
America.<br />
P R O D U C T<br />
D E V E L O P M E N T<br />
P R O M O T I O N & C O M M U N I C A T I O N S<br />
YZ<br />
HA<br />
GOAL 8<br />
To prepare systematic and<br />
relational databases cover<strong>in</strong>g<br />
the local tourism <strong>in</strong>dustry;<br />
<strong>for</strong>eign travel trade<br />
<strong>in</strong>termediaries; past and<br />
potential visitors; media<br />
representatives; and an image<br />
library.<br />
GOAL 9<br />
To implement an aggressive<br />
Internet market<strong>in</strong>g strategy and<br />
plan that addresses the<br />
<strong>in</strong>dividual traveler market,<br />
travel trade, MICE markets,<br />
media and press, and other<br />
JPTB publics.<br />
D A T A B A S E<br />
M A R K E T I N G<br />
SQ<br />
I N T E R N E T<br />
M A R K E T I N G<br />
xz<br />
Prof. Alastair M, Morrison,<br />
November 2008 6
A <strong>Strategic</strong> <strong>Market<strong>in</strong>g</strong> <strong>Plan</strong> <strong>for</strong> <strong>Tourism</strong><br />
<strong>in</strong> <strong>Jiangsu</strong> Prov<strong>in</strong>ce, Nanj<strong>in</strong>g<br />
www.tastejiangsu.com<br />
www.tastejiangsu.com<br />
www.tastejiangsu.com<br />
www.tastejiangsu.com<br />
© 2010 Belle <strong>Tourism</strong> International<br />
Consult<strong>in</strong>g (Shanghai), Ltd.<br />
GOAL 10<br />
To expand the <strong>Market<strong>in</strong>g</strong> &<br />
Promotion Division of JPTB <strong>in</strong><br />
accordance with the new roles<br />
and specific demands of the<br />
<strong>Strategic</strong> <strong>Market<strong>in</strong>g</strong> <strong>Plan</strong> <strong>for</strong><br />
Europe and North America.<br />
GOAL 11<br />
To implement a systematic,<br />
annual tra<strong>in</strong><strong>in</strong>g program of<br />
market<strong>in</strong>g plann<strong>in</strong>g and<br />
implementation.<br />
T R A I N I N G<br />
I N C R E A S E D<br />
C A P A B I L I T Y<br />
LYG<br />
YC<br />
GOAL 12<br />
To develop a set of measures to<br />
quantify the efficiency of<br />
JPTB’s market<strong>in</strong>g, promotion,<br />
and communications programs,<br />
e.g., measur<strong>in</strong>g the number of<br />
unique visitors to the Englishlanguage<br />
version of the JPTB<br />
website.<br />
GOAL 13<br />
To measure the effectiveness<br />
and impacts and return on<br />
<strong>in</strong>vestment of major market<strong>in</strong>g<br />
and promotional programs.<br />
E F F E C T I V E N E S S<br />
E F F I C I E N C Y<br />
TZ<br />
NT<br />
旅 游 目 的 地 品 牌 营 销 建 议<br />
Promotion and Brand<strong>in</strong>g Ideas<br />
To taste <strong>Jiangsu</strong> is to know Ch<strong>in</strong>a<br />
Dear I. L. History,<br />
Do you know Ch<strong>in</strong>a’s two Xs<br />
where you can f<strong>in</strong>d the<br />
Terracotta Warriors?<br />
Do you know where to f<strong>in</strong>d<br />
the Chu mausoleum of the<br />
Western Han Dynasty?<br />
Do you know where four of<br />
Ch<strong>in</strong>a’s prov<strong>in</strong>ces meet – X<br />
marks the spot?<br />
I. L. History<br />
1 Very Old Road<br />
Lewiston, NY<br />
New York City<br />
July 26, 2007<br />
USA<br />
Prof. Alastair M, Morrison,<br />
November 2008 7
A <strong>Strategic</strong> <strong>Market<strong>in</strong>g</strong> <strong>Plan</strong> <strong>for</strong> <strong>Tourism</strong><br />
<strong>in</strong> <strong>Jiangsu</strong> Prov<strong>in</strong>ce, Nanj<strong>in</strong>g<br />
www.tastejiangsu.com<br />
© 2010 Belle <strong>Tourism</strong> International<br />
Consult<strong>in</strong>g (Shanghai), Ltd.<br />
MARKETING IDEA 3/ 营 销 建 议 3<br />
S<strong>in</strong>gapore,<br />
November 3, 2008<br />
Your first lesson about Ch<strong>in</strong>a……<br />
CHAPTER ONE<br />
Taste <strong>Jiangsu</strong><br />
How to Live Healthier and Longer 101 ???<br />
• Course location: <strong>Jiangsu</strong> prov<strong>in</strong>ce,<br />
Ch<strong>in</strong>a<br />
• Course teachers: Octogenarians, 90-<br />
year olds, and 100-year olds<br />
• Course read<strong>in</strong>g: Just come and listen,<br />
please!<br />
• Prerequisites: One tourist visa and<br />
airl<strong>in</strong>e ticket to Shanghai<br />
• Grad<strong>in</strong>g scale: A = 110+; B = 100-109;<br />
C = 90-99; D = 80-89; F = under 80<br />
江 苏 省 旅 游 局<br />
<strong>Tourism</strong> <strong>Jiangsu</strong><br />
To taste <strong>Jiangsu</strong> is to know Ch<strong>in</strong>a<br />
MARKETING IDEA 4/ 营 销 建 议 4<br />
Danc<strong>in</strong>g with Cranes<br />
MARKETING IDEA 5/ 营 销 建 议 5<br />
To taste <strong>Jiangsu</strong> is to know Ch<strong>in</strong>a<br />
YC<br />
PRC<br />
1-800<br />
Birds?<br />
Answer<br />
their call,<br />
this fall<br />
Yancheng, <strong>Jiangsu</strong><br />
on Ch<strong>in</strong>a’s Emerald Coast<br />
No Richard Nixon<br />
No Deep Throat<br />
No Gordon Liddy<br />
No John Dean<br />
No John Mitchell<br />
But….plenty of leaks<br />
Where?<br />
Suzhou, where Ch<strong>in</strong>a’s<br />
real and only Water<br />
Gate is located.<br />
To taste <strong>Jiangsu</strong> is to know Ch<strong>in</strong>a<br />
Suzhou: Ch<strong>in</strong>a’s Watergate?<br />
To taste <strong>Jiangsu</strong> is to know Ch<strong>in</strong>a<br />
To taste <strong>Jiangsu</strong> is to know Ch<strong>in</strong>a<br />
Suzhou: A Ch<strong>in</strong>ese Classic<br />
Sweet & Sour<br />
Zhenjiang: The Perfect Blend<br />
S<br />
U<br />
Z<br />
H<br />
O<br />
U<br />
A classical retreat<br />
A classical canal city<br />
A classical garden city<br />
A classical cul<strong>in</strong>ary city<br />
A classical art city<br />
A classical opera city<br />
Cuis<strong>in</strong>e<br />
V<strong>in</strong>egar<br />
MARKETING IDEA 6/ 营 销 建 议 6<br />
MARKETING IDEA 7/ 营 销 建 议 7<br />
Prof. Alastair M, Morrison,<br />
November 2008 8
A <strong>Strategic</strong> <strong>Market<strong>in</strong>g</strong> <strong>Plan</strong> <strong>for</strong> <strong>Tourism</strong><br />
<strong>in</strong> <strong>Jiangsu</strong> Prov<strong>in</strong>ce, Nanj<strong>in</strong>g<br />
www.tastejiangsu.com<br />
© 2010 Belle <strong>Tourism</strong> International<br />
Consult<strong>in</strong>g (Shanghai), Ltd.<br />
MARKETING IDEA 8/ 营 销 建 议 8<br />
All Eyes are on Changzhou<br />
GREEN<br />
TWO BLUE<br />
OLD<br />
COLD<br />
BOLD<br />
TAKE<br />
YOUR<br />
EYES<br />
EYES<br />
EYES<br />
EYES<br />
EYES<br />
EYES TO CHANGZHOU<br />
To taste <strong>Jiangsu</strong> is to know<br />
Ch<strong>in</strong>a<br />
To taste <strong>Jiangsu</strong> is To know Ch<strong>in</strong>a<br />
The Florence of Ch<strong>in</strong>a: A City<br />
of Visual and Cul<strong>in</strong>ary Arts<br />
A famous, prosperous city <strong>in</strong> Ch<strong>in</strong>a’s recent<br />
history<br />
A place known famous artists (8 Eccentrics<br />
and skilled craftspeople)<br />
A city with a great modern-day, economic<br />
growth history<br />
A dest<strong>in</strong>ation where the past is brought to<br />
life (e.g. Han tomb)<br />
MARKETING IDEA 9/ 营 销 建 议 9<br />
To taste <strong>Jiangsu</strong> is to know Ch<strong>in</strong>a<br />
Taizhou<br />
Where the Dragons Sail<br />
Should try to associate Taizhou<br />
even more with dragon boat<br />
races, dragon boat history and<br />
dragon boat construction<br />
MARKETING IDEA 11/ 营 销 建 议 11<br />
Universal/Great Love (Bo Ai)<br />
Nanj<strong>in</strong>g should be a symbol to the world of<br />
<strong>in</strong>tercultural and <strong>in</strong>ternational<br />
understand<strong>in</strong>g<br />
Bo Ai (Great Love) is an excellent way to<br />
express this symbolism and association<br />
with Nanj<strong>in</strong>g<br />
Should stage one large festival each year<br />
with the theme of Universal Love (or<br />
Global)<br />
This festival would promote <strong>in</strong>tercultural<br />
and <strong>in</strong>ternational understand<strong>in</strong>g, and draw<br />
participants from throughout the world<br />
MARKETING IDEA 10/ 营 销 建 议 10<br />
To taste <strong>Jiangsu</strong> is to know Ch<strong>in</strong>a<br />
MARKETING IDEA 12/ 营 销 建 议 12<br />
XXL<br />
Terracottas <strong>in</strong> All Sizes<br />
• XXL = Xi’an, Xuzhou, and Luoyang<br />
• XXL = Extra extra large <strong>in</strong> cloth<strong>in</strong>g<br />
• This promotional idea connects with a concept<br />
with which Westerners are very familiar when<br />
select<strong>in</strong>g and buy<strong>in</strong>g clothes<br />
• It also reflects the fact that the terracotta<br />
figures are <strong>in</strong> different sizes<br />
• The creative approach will be to show the<br />
figures side-by-side <strong>in</strong> their different sizes and<br />
configurations<br />
MARKETING IDEA 13/ 营 销 建 议 13<br />
W U X I<br />
To taste <strong>Jiangsu</strong> is to know Ch<strong>in</strong>a<br />
To taste <strong>Jiangsu</strong> is to know Ch<strong>in</strong>a<br />
Prof. Alastair M, Morrison,<br />
November 2008 9
A <strong>Strategic</strong> <strong>Market<strong>in</strong>g</strong> <strong>Plan</strong> <strong>for</strong> <strong>Tourism</strong><br />
<strong>in</strong> <strong>Jiangsu</strong> Prov<strong>in</strong>ce, Nanj<strong>in</strong>g<br />
www.tastejiangsu.com<br />
www.tastejiangsu.com<br />
© 2010 Belle <strong>Tourism</strong> International<br />
Consult<strong>in</strong>g (Shanghai), Ltd.<br />
MARKETING OUTLINE IDEA OF PRESENTATION<br />
14/ 营 销 建 议 14<br />
演 讲 大 纲<br />
5-step approach to market<strong>in</strong>g 市 场 营 销 “ 五 步 走 ” 方 法<br />
Dest<strong>in</strong>ation market<strong>in</strong>g plann<strong>in</strong>g system 旅 游 目 的 地 营<br />
销 规 划 系 统<br />
PRICE model of dest<strong>in</strong>ation market<strong>in</strong>g<br />
销 PRICE 体 系<br />
Yix<strong>in</strong>g,<br />
It’s your cup of tea!<br />
Dest<strong>in</strong>ation market<strong>in</strong>g plann<strong>in</strong>g process<br />
销 规 划 过 程<br />
旅 游 目 的 地 营<br />
旅 游 目 的 地 营<br />
Case study: <strong>Jiangsu</strong> <strong>Strategic</strong> <strong>Market<strong>in</strong>g</strong> <strong>Plan</strong> 案 例 :<br />
江 苏 省 旅 游 营 销 战 略 规 划<br />
Dest<strong>in</strong>ation position<strong>in</strong>g, image and brand<strong>in</strong>g (PIB)<br />
旅 游 目 的 地 定 位 、 形 象 和 品 牌 推 广<br />
Case studies: <strong>Jiangsu</strong>, N<strong>in</strong>gbo and Shaox<strong>in</strong>g 案 例 :<br />
江 苏 、 宁 波 和 绍 兴<br />
Summary of presentation 演 讲 总 结<br />
To taste <strong>Jiangsu</strong> is to know Ch<strong>in</strong>a<br />
旅 游 目 的 地 合 作 伙 伴 关 系 营 销 建 议<br />
Partnerships Ideas<br />
To taste <strong>Jiangsu</strong> is to know Ch<strong>in</strong>a<br />
PARTNERSHIP IDEA 1/ 合 作 营 销 建 议 1<br />
PARTNERSHIP IDEA 2/ 合 作 营 销 建 议 2<br />
Xi You Ji Partnership<br />
Huai’an and Lianyungang<br />
Take the Grand Tour of <strong>Jiangsu</strong>!!<br />
<strong>Jiangsu</strong> Grand Canal<br />
<strong>Tourism</strong> <strong>Market<strong>in</strong>g</strong><br />
Changzhou<br />
Wuxi<br />
Suqian<br />
Suzhou<br />
Huai’an<br />
Yangzhou<br />
To taste <strong>Jiangsu</strong> is to know Ch<strong>in</strong>a<br />
To taste <strong>Jiangsu</strong> is to know<br />
Ch<strong>in</strong>a<br />
PARTNERSHIP IDEA 3/ 合 作 营 销 建 议 3<br />
Great Breaks Great Lakes:<br />
Visit the Great lakes of <strong>Jiangsu</strong><br />
The <strong>Jiangsu</strong> Great Lakes<br />
<strong>Market<strong>in</strong>g</strong> Consortium<br />
Tianmu<br />
PARTNERSHIP IDEA 4/ 合 作 营 销 建 议 4<br />
A jo<strong>in</strong>t market<strong>in</strong>g program<br />
and<br />
regional dest<strong>in</strong>ation<br />
brand<strong>in</strong>g<br />
with Yangzhou, Suzhou and<br />
Hangzhou<br />
Tai<br />
Luoma<br />
Hongze<br />
Gaoyou<br />
To taste <strong>Jiangsu</strong> is to know Ch<strong>in</strong>a<br />
The Marco Polo Trail<br />
To taste <strong>Jiangsu</strong> is to know Ch<strong>in</strong>a<br />
Prof. Alastair M, Morrison,<br />
November 2008 10
A <strong>Strategic</strong> <strong>Market<strong>in</strong>g</strong> <strong>Plan</strong> <strong>for</strong> <strong>Tourism</strong><br />
<strong>in</strong> <strong>Jiangsu</strong> Prov<strong>in</strong>ce, Nanj<strong>in</strong>g<br />
© 2010 Belle <strong>Tourism</strong> International<br />
Consult<strong>in</strong>g (Shanghai), Ltd.<br />
PARTNERSHIP IDEA 5/ 合 作 营 销 建 议 5<br />
To taste <strong>Jiangsu</strong> is to know Ch<strong>in</strong>a<br />
Yangzhou & Hangzhou Cooperation<br />
The West Lakes of Ch<strong>in</strong>a<br />
Possible cooperation between the two cities?<br />
Notice how similar the two city names are?<br />
WHY – the power of two<br />
旅 游 目 的 地 网 络 营 销 建 议<br />
Internet <strong>Market<strong>in</strong>g</strong> Ideas –<br />
http://www.tastejiangsu.com<br />
To taste <strong>Jiangsu</strong> is to know Ch<strong>in</strong>a<br />
Market Segmentation and Target<strong>in</strong>g<br />
Position<strong>in</strong>g and Brand<strong>in</strong>g<br />
Put standard position<strong>in</strong>g<br />
statement, logos, and<br />
brand mark on every<br />
page and with each<br />
<strong>in</strong>teractive feature<br />
Supply specific <strong>in</strong><strong>for</strong>mation <strong>for</strong> each market segments<br />
“To taste <strong>Jiangsu</strong> is to<br />
know Ch<strong>in</strong>a” appears<br />
every corner to<br />
rem<strong>in</strong>d all visitors<br />
To taste <strong>Jiangsu</strong> is to know Ch<strong>in</strong>a<br />
To taste <strong>Jiangsu</strong> is to know Ch<strong>in</strong>a<br />
Intelligent Functions<br />
Relationship <strong>Market<strong>in</strong>g</strong> and Database <strong>Market<strong>in</strong>g</strong><br />
The Internet is a good bridge to l<strong>in</strong>k the visitors, the travel trade, DMO, hotels<br />
and other suppliers. It can build a contact database through a log<strong>in</strong> system<br />
and hyperl<strong>in</strong>ks to various <strong>in</strong>dustry partners.<br />
Industry Partner hyperl<strong>in</strong>ks<br />
The Internet can provide added value <strong>for</strong> visitors through many <strong>in</strong>telligent<br />
functions to enhance the image of the sponsor. For example, the website<br />
can handle onl<strong>in</strong>e <strong>in</strong>quiries and direct e-mails <strong>for</strong> visitors to request<br />
<strong>in</strong><strong>for</strong>mation.<br />
To taste <strong>Jiangsu</strong> is to know Ch<strong>in</strong>a<br />
To taste <strong>Jiangsu</strong> is to know Ch<strong>in</strong>a<br />
Prof. Alastair M, Morrison,<br />
November 2008 11
A <strong>Strategic</strong> <strong>Market<strong>in</strong>g</strong> <strong>Plan</strong> <strong>for</strong> <strong>Tourism</strong><br />
<strong>in</strong> <strong>Jiangsu</strong> Prov<strong>in</strong>ce, Nanj<strong>in</strong>g<br />
© 2010 Belle <strong>Tourism</strong> International<br />
Consult<strong>in</strong>g (Shanghai), Ltd.<br />
Interactive Features<br />
Interactive Features<br />
High-res photos are one of the most effective market<strong>in</strong>g tools. Us<strong>in</strong>g eyecatch<strong>in</strong>g<br />
photos to show a dest<strong>in</strong>ation, attraction or hotel will enhance their<br />
attractiveness.<br />
A Photo Tour can be regarded as a virtual tour provided by the website.<br />
Special packages to visitors and the travel trade can be offered through<br />
this function <strong>in</strong> market<strong>in</strong>g the dest<strong>in</strong>ation.<br />
To taste <strong>Jiangsu</strong> is to know Ch<strong>in</strong>a<br />
To taste <strong>Jiangsu</strong> is to know Ch<strong>in</strong>a<br />
Interactive Features<br />
Interactive Features<br />
E-newsletters are a great way to use the Internet to promote<br />
dest<strong>in</strong>ations, hotels, travel agencies, and attractions. The<br />
newsletters usually <strong>in</strong>clude <strong>in</strong><strong>for</strong>mation on new packages, events<br />
and programs, new product development, and other activities .<br />
E-postcards let more people to know <strong>Jiangsu</strong> and also collect contact<br />
<strong>in</strong><strong>for</strong>mation from visitors that enriches the database.<br />
To taste <strong>Jiangsu</strong> is to know Ch<strong>in</strong>a<br />
To taste <strong>Jiangsu</strong> is to know Ch<strong>in</strong>a<br />
Interactive Features<br />
Guidebooks are a<br />
traditional market<strong>in</strong>g<br />
tool. Now more DMO<br />
websites make them an<br />
<strong>in</strong>teractive feature that<br />
can be downloaded<br />
from the website and<br />
help visitors to arrange<br />
trips. Guidebook should<br />
<strong>in</strong>tegrate all visual<br />
market<strong>in</strong>g elements.<br />
To taste <strong>Jiangsu</strong> is to know Ch<strong>in</strong>a<br />
Prof. Alastair M, Morrison,<br />
November 2008 12