To enlarge the travel markets from Shanghai to Turku (Shanghai CITS, Ltd.)
Wang, Chunyang (2010)
Wang, Chunyang
Turun ammattikorkeakoulu
2010
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2010090612882
https://urn.fi/URN:NBN:fi:amk-2010090612882
Tiivistelmä
This paper is made in order to make thorough analysis in current Chinese travel markets and travel agencies, as well as the analysis on Turku’s travel markets, with which it can know the feasibility in enlarge the travel markets for CITS into Turku.
In details, as the background information, the brief overview of history of China’s domestic travel agencies and a brief description of Shanghai CITS in terms of its business and management status are posed with the aim of getting enough supporting information. Further researches on background have been placed in the appendix, including the information of Chinese Oversea Travel Market, the information of Shanghai Travel Markets, More Information about CITS, and information of Turku Travel markets. As the preparation of marketing research on the above objective, theoretical structure about marketing and tourism are reviewed in terms of marketing mix theory, sustaining developments in tourism industry, brand marketing, and SWOT analysis.
The research was mainly contained both secondary information and primary information, the secondary information is acquired mainly from domestic books and journals in writing for the introduction and analysis of Chinese and Turku’s travel markets, relative data will be collected within the range of the topic in supports the findings of primary information as well as the further analysis. Primary information is acquired from a semi-structured interview with on of the marketing manager in CITS, current working in Shanghai. And 9 questions will be posed in order to gather enough information for the CITS’ idea and desire in establishing abroad market.
After the research multiple analyses including the SWOT analysis on the Shanghai and Turku’s travel markets, especially for the abroad touring market in Shanghai. Besides, the brand strategy in CITS is been researched, together with its marketing resource in planning, and the competition with other travel agencies.
Conclusion and final findings will be focused in four aspects summarized from the above analysis, including the strengthening of macro-control in tourism market for Chinese Authorities, the establishment of sustainable tourism development concept, and the accelerate product development of tourism, the three aspects of analysis, in line with the suggestion for building strategic alliance with abroad hospitality companies and government and NGOs, will make the travel agencies have better performance in foreign traveling market, and as for CITS, the expansion in Turku will be much smoother than it supposed to be.
In details, as the background information, the brief overview of history of China’s domestic travel agencies and a brief description of Shanghai CITS in terms of its business and management status are posed with the aim of getting enough supporting information. Further researches on background have been placed in the appendix, including the information of Chinese Oversea Travel Market, the information of Shanghai Travel Markets, More Information about CITS, and information of Turku Travel markets. As the preparation of marketing research on the above objective, theoretical structure about marketing and tourism are reviewed in terms of marketing mix theory, sustaining developments in tourism industry, brand marketing, and SWOT analysis.
The research was mainly contained both secondary information and primary information, the secondary information is acquired mainly from domestic books and journals in writing for the introduction and analysis of Chinese and Turku’s travel markets, relative data will be collected within the range of the topic in supports the findings of primary information as well as the further analysis. Primary information is acquired from a semi-structured interview with on of the marketing manager in CITS, current working in Shanghai. And 9 questions will be posed in order to gather enough information for the CITS’ idea and desire in establishing abroad market.
After the research multiple analyses including the SWOT analysis on the Shanghai and Turku’s travel markets, especially for the abroad touring market in Shanghai. Besides, the brand strategy in CITS is been researched, together with its marketing resource in planning, and the competition with other travel agencies.
Conclusion and final findings will be focused in four aspects summarized from the above analysis, including the strengthening of macro-control in tourism market for Chinese Authorities, the establishment of sustainable tourism development concept, and the accelerate product development of tourism, the three aspects of analysis, in line with the suggestion for building strategic alliance with abroad hospitality companies and government and NGOs, will make the travel agencies have better performance in foreign traveling market, and as for CITS, the expansion in Turku will be much smoother than it supposed to be.