Cooperation with Market Intermediaries in the Chinese Market
Qian, Danjun (2014)
Qian, Danjun
Tampereen ammattikorkeakoulu
2014
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2014121620135
https://urn.fi/URN:NBN:fi:amk-2014121620135
Tiivistelmä
This bachelor’s thesis was commissioned by a Finnish hospitality company. The purpose of this study was to improve the cooperation between the company and its marketing intermediaries in the Chinese outbound travel market. The products of the company are promoted, distributed and sold in the Chinese outbound market mostly through tour operators and travel agencies. Therefore, finding out how to build a better relationship with them is essential for the company. The method used in this study was to conduct a marketing research to analyze tour operators’ and travel agencies’ evaluations of the cooperation with the company and their suggestions for future improvement. This study started with the analysis of the company’s marketing environment which includes Chinese outbound travel market, Chinese outbound tourists’ travel behavior, the marketing strategies of the company’s competitors as well as travel agencies and tour operators in China.
The study of Chinese outbound tourism showed that China has become the new number one tourism source market in the world due to growing disposable income, rapid urbanization, appreciating Chinese currency yuan, to mention a few examples. Leisure is the main purpose for Chinese outbound travelers and shopping accounts for the biggest part of their expenditure on outbound trips. However, the Chinese outbound tourists’ travel demand is still young. Group tours are leading the market due to visa application service, language assistance and cheaper budget offered by travel agencies in China. Fully Independent Travelers (FITs) have increased dramatically in recent years. The vast development of online travel market and social media is changing the ways of marketing activities in China. Due to confidential concerns, the marketing research findings are presented in the appendices of this thesis.
Findings in this study suggested that the company would need to adjust its marketing strategy for the Chinese outbound travel market by taking into account all the changing market trends and customer needs. In the future, the company should create its own Chinese target customer profile and develop its marketing tools to build its brand image especially in the online travel market in China and provide more Chinese services to its marketing intermediaries and the Chinese outbound tourists.
The study of Chinese outbound tourism showed that China has become the new number one tourism source market in the world due to growing disposable income, rapid urbanization, appreciating Chinese currency yuan, to mention a few examples. Leisure is the main purpose for Chinese outbound travelers and shopping accounts for the biggest part of their expenditure on outbound trips. However, the Chinese outbound tourists’ travel demand is still young. Group tours are leading the market due to visa application service, language assistance and cheaper budget offered by travel agencies in China. Fully Independent Travelers (FITs) have increased dramatically in recent years. The vast development of online travel market and social media is changing the ways of marketing activities in China. Due to confidential concerns, the marketing research findings are presented in the appendices of this thesis.
Findings in this study suggested that the company would need to adjust its marketing strategy for the Chinese outbound travel market by taking into account all the changing market trends and customer needs. In the future, the company should create its own Chinese target customer profile and develop its marketing tools to build its brand image especially in the online travel market in China and provide more Chinese services to its marketing intermediaries and the Chinese outbound tourists.