Translated Abstract
Tourism is considered as a rising sun industry of the 21th century. To build well-to-do society in all aspects has provided Chinese tourism with strategic opportunities for its continuous development. So it becomes the emphasis of the development of Hangzhou’s tourism as how to grasp these opportunities and adopt effective means to embody synthetically economical, ecologic and social benefits. Hangzhou lies in eastern coastal areas where has the greatest vigor of development and Yangtse River Delta areas where has the most potential of increase. Its tourism, based on the original foreign affairs reception, has expand to be a distinctive economic industry with a collection of touring and sightseeing, leisure and vacation, business and exhibition, shopping and entertaining, festivals and activities, which shows more obvious geographic and market superiorities than that of other industries. With the increase of the target customer cities and incessant strengthening of influence and attraction of Hangzhou tourism brand, there is an inevitable requirement of intensifying the whole marketing level in order to make a healthy, stable and sustain development and reduce and avoid business risks which are unforeseeable and incidental for Hangzhou’s tourism.The facts that the restricts of supply have been gradually removed and the developing form has shifted to the increasing of quality instead of quantity result in the new major contradictions of the new-stage tourism, that is how to guide and satisfy tourists’ requirements effectively. Under the precondition of the nationwide fast development, if Hangzhou wants to acquire advantages in the severe target customer cities competition in domestic tourism, it is insufficient for the industries related to tourism to just have excellent products and service. Only there is also right marketing mode to be adjusted timely, can target clients become customers and getting the upper hand of competition be realized. Therefore, one of the greatest challenges Hangzhou’s domestic tourism has to face is that how to construct marketing system and make tourist choose Hangzhou as his or her tour purpose.Guided by the marketing combination tactic theory, the whole product theory and the periodic theory of product life, in view of the amount and appraisement of Hangzhou domestic touring resources, combining the development trend and characteristics of Chinese domestic tourism, this paper makes a SWOT analyse on the competition advantages and disadvantages, market opportunities and risks of HZDT, confirming such places to be the target customer marketing emphasis as Zhejiang, Shanghai, Jiangsu ect. where are close to Hangzhou and Beijing, Shanghai, Guandong, Shandong ect where are developed in economy. On the other hand, according to the forecast of development index (tourist amounts and tourism income) and behaviors of tourists visiting Hangzhou, this paper discusses fully and accurately other topics related, such as the market position fixing and image planning of HZDT, the developing and pricing of domestic tour products, the marketing channel building, the sales promotion tactics, and then summarizes and confirms countermeasures and guarantee measures to bring marketing scheme of HZDT into force. It plays a directive role in making Hangzhou as tour disturbing center with high reputation and important destination.
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