基于市场竞争态的上海国际旅游客源市场分析

通过运用市场竞争态指标对上海国际旅游客源市场1997-2004年统计数据进行分析,可以发现,21世纪以来上海国际旅游客源市场呈现出明星市场空白、金牛市场壮大、幼童市场回落、瘦狗市场积聚的变化趋势与特征,说明上海国际旅游客市场发展的后续动力不足;本文认为:加强日本、韩国、德国、美国四个金牛市场的宣传和促销,对英国、印度、瑞士三国进行市场细分,保持主要客源市场和潜力客源市场的持续增长,是今后上海国际旅游市场拓展的关键.

An Analysis of Shanghai's International Tourist Markets: Based on Market Competition Sate

This paper applied the index of competition state to analyze the statistic data of Shanghai's international tourist markets between 1997 and 2004.The result indicates that from the beginning of this century,the international tourist market of Shanghai is characterized by: the absence of star market,the enlargement of cash-cow market,the shrinking of children market,and the accumulation of thin-dog market.These features illuminate that the development of Shanghai's international tourist markets lacks sufficient impetus.The authors believe that the key to the expansion of this market segment of Shanghai is to enhance tourism promotion in Japan,Germany,America and Korea,segmentalize tourist markets in Britain,India and Switzerland,maintain the sustainable development of its major and potential tourist markets