基于旅游市场竞争态的吉林省入境旅游市场研究

doi:10.13249/j.cnki.sgs.2020.06.013

摘要/Abstract

摘要：

运用波士顿矩阵，引入旅游市场竞争态模型，对吉林省2009?2018年入境旅游统计数据进行分析总结。结果表明：瘦狗类市场和幼童类市场交替并维持，金牛类市场萎缩、明星类市场空白。得出结论：重视韩国、俄罗斯、中国香港和日本四大入境旅游客源市场，突出韩国主导客源市场地位；开发新需求，使韩国跳入明星类市场，防止中国香港退入瘦狗类市场；使日本复苏回到幼童类市场；重点培育澳大利亚、英国和次要培育法国市场为明星类市场；适时发展加拿大、德国、新加坡和美国市场；适当放弃中国澳门、菲律宾和泰国市场；放弃中国台湾和马来西亚客源市场。

关键词: 旅游竞争态, 入境旅游, 吉林省, 客源市场

Abstract:

This article uses the Boston matrix to introduce the competitive model of the tourism market, and analyzes the inbound tourism statistics of Jilin Province from 2009 to 2018. The results show that: The thin dog market and the young child market alternate and maintain, the bull market is shrinking, and the star market is blank. The conclusions can be drawn: 1) pay attention to the 4 major inbound tourist markets of South Korea, Russia, Hong Kong of China and Japan, and highlight the status of Korea’s leading source market; 2) develop new demand to enable South Korea to jump into the star market and prevent Hong Kong of China from retreating into the thin dog market; 3) revitalize Japan back to the young child market; 4) nurture Australia and the UK as the main market, and cultivate the French market as a star market; 5) develop markets in Canada, Germany, Singapore and the United States in a timely manner; 6) appropriately abandon the markets of Macao of China, the Philippines and Thailand; and 7) abandon the Taiwanese of China and Malaysia source markets.

Key words: tourism market competitive state, inbound tourism, Jilin Province, source market

中图分类号:

F590.8

孙国霞. 基于旅游市场竞争态的吉林省入境旅游市场研究[J]. 地理科学, 2020, 40(6): 973-979.

Sun Guoxia. Inbound Tourism Market in Jilin Province Based on the Tourism Market Competitive State[J]. SCIENTIA GEOGRAPHICA SINICA, 2020, 40(6): 973-979.

图/表 4

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类型	市场竞争态 Ω_i（α_i，β_i）	特征	对策
金牛市场	α>m，β<n	市场占有率高和增长率低，产品销售量大，利润较高，市场处于饱和或成熟期	采取稳定性战略，可以回收资金支持其他市场，特别是明星市场，也可以适时开发新的需求，延迟或避免衰退
明星市场	α>m，β>n	市场占有率高和增长率高，市场处于高速扩张期，具有很强的发展潜力	采取扩展战略，不断加大投资力度，进行扩大规模；并抓住市场机会提高其占有率，增强其竞争地位
幼童市场	α<m，β>n	市场占有率低和增长率高，该市场处于成长期，具有一定的发展潜力，但拓展上存在问题	采取选择性战略，要分析市场发展潜力并确定拓展策略，对可能发展成为明星的市场要积极引导并重点培育
瘦狗市场	α<m，β<n	市场占有率低和增长率低，该市场处在衰退期或萎缩期，竞争激烈，获利能力差	采取撤退性战略，避免盲目投资以规避风险；同时也可以改变竞争策略，采取差异化产品战略，挖掘新的市场需求或转移市场

客源市场	2010−2013年（%）		2014−2017年（%）
客源市场	市场占有率	市场增长率	市场占有率	市场增长率
中国香港	7.36	7.13	6.40	6.17
中国澳门	0.97	39.49	1.04	2.98
中国台湾	5.73	26.56	5.86	3.53
日本	6.57	−5.99	3.75	6.55
韩国	40.21	19.79	50.48	8.45
马来西亚	0.94	12.89	0.37	3.26
菲律宾	0.26	105.60	0.31	0.27
新加坡	1.15	32.96	2.75	17.17
泰国	0.57	54.69	0.27	−16.00
美国	1.32	56.07	1.29	10.45
加拿大	0.37	84.02	0.75	20.88
英国	0.30	58.88	0.84	24.82
法国	0.60	14.54	0.85	16.83
德国	2.97	37.12	4.55	15.53
俄罗斯	30.24	13.47	19.72	−1.43
澳大利亚	0.45	40.21	3.07	21.90

市场类型	市场竞争态
市场类型	2010−2013年	2014−2017年
瘦狗类	新加坡、中国台湾、法国、马来西亚	日本、马来西亚、中国澳门、中国台湾、菲律宾、泰国
幼童类	菲律宾、加拿大、英国、美国、泰国、澳大利亚、中国澳门、德国	英国、澳大利亚、加拿大、新加坡、法国、德国、美国
明星类	无	无
金牛类	韩国、俄罗斯、中国香港、日本	韩国、中国香港、俄罗斯