A Strategic Marketing Plan for Tourism in Jiangsu Province, Nanjing ...

A Strategic Marketing Plan for Tourism 

in Jiangsu Province, Nanjing 

© 2010 Belle Tourism International 

Consulting (Shanghai), Ltd. 

江苏省面向欧美市场的旅游市场营销 

战略及行动计划 :2008-2012 

A STRATEGIC MARKETING PLAN 

FOR TOURISM IN JIANGSU 

PROVINCE 

Europe and North America: 2008-2012 

OUTLINE OF PRESENTATION/ 演讲大纲 

Part One: Introduction 

第一部分 : 概论 

Introduction of the Strategic Marketing Plan for Jiangsu 

Introduction of European and North American Markets 

Awareness in Target Markets 

江苏省战略营销规划简介 

欧洲与北美的市场发展现状 

目标市场及现有江苏旅游资源的市场认知度分析 

主讲人 :Alastair M. Morrison 教授 

To taste Jiangsu is to know China 

OUTLINE OF PRESENTATION/ 演讲大纲 

Part Two: Jiangsu Marketing Goals and Ideas 

第二部分 : 针对江苏省旅游目的地营销的相关建议 

Marketing Goals for 2008-2012 

Promotion and Branding Ideas 

Partnerships Ideas 

Internet Marketing Ideas 

2008-2012 年市场营销目标 

旅游目的地推广与品牌营销建议 

旅游目的地合作伙伴关系营销建议 

旅游目的地网络营销建议 

《江苏省欧美市场旅游营销战略与行 

动计划 (2008-2012)》 

项目简介 

Introduction of the Strategic Marketing 

Plan for Jiangsu 




OUR TOURISM 

MAGNETS 

JIANGSU’S USPs 

江苏省的独特销售主张 

Taizhou 

Jiangsu’s 

13 Major Tourism 

Destination Cities/ 

江苏的 13 个旅游目的 

地城市 

o Shanghai 

o Suzhou 

o Wuxi 

o Changzhou 

o Nanjing 

o Zhenjiang 

o Yangzhou 

o Huai’an 

o Suqian 

o Xuzhou 

o Lianyungang 

o Yancheng 

o Taizhou 

o Nantong 


A STRATEGIC MARKETING PLAN 

FOR TOURISM IN JIANGSU 

PROVINCE 


MARKETING PLAN 

OUTCOMES 

项目框架 



市场营销规划 

TECHNICAL REPORT 

技术报告 

FOREIGN DMO CASE STUDIES 

旅游目的地组织案例分析报告 

COUNTRY PROFILES 

目标市场国家档案 

MARKET SURVEYS IN NORTH AMERICA 

AND EUROPE 

欧洲与北美的深度市场调研 

Prof. Alastair M, Morrison, 

November 2008 1





What are Jiangsu’s USPs?/ 江苏的独特销售主张 

CULTURE-HERITAGE RESOURCETHEMES 

文化 - 遗产资源 

1. Bridges of Jiangsu 

2. Chinese Classical Gardens 

3. Chinese Medicine, Tea, Health and Longevity 

4. City Walls 

5. Cuisine and Food 

6. Famous People or Icons 

7. Grand Canal 

8. Great Folk Stories of China 

9. Han Dynasty Culture 

10. Handicrafts and Unique Shopping Products 

11. Historic Streets 

12. Ming Dynasty Culture 

13. Museums 

14. Performing Arts and Music 

15. Religious Buildings and Sites 

16. Revolutionary and Red Tourism 

17. Silk Manufacturing and Silk Products 

18. Water Towns 

NATURAL RESOURCE THEMES 

自然资源 

19. Birds and Animals 

20. Golf 

21. Hot Springs 

22. Lakes and Lake Resorts 

23. Mountains and Hills 

24. Natural Wetlands 

25. Sea Coast and Seaside Resorts 

26. Yangtze River 

1 

2 

3 

4 

5 

6 



• MARKETING PLAN RATIONALE/ 市场营销规划原理 

• MARKETING STRATEGIES/ 市场营销战略 

• MARKETING GOALS/ 市场营销目标 

• SUMMARY/ 总结 

• MARKETING OBJECTIVES AND ACTION PLANS: 2008-2010 FOR 

EUROPE AND NORTH AMERICA/ 针对欧洲及北美市场的市场营销目标及行 

动计划 :2008-2010 

• MEASUREMENT OF STRATEGIC MARKETING PLAN 

PERFORMANCE/ 战略营销规划的成果监测 





TECHNICAL REPORT 

技术报告 

7 

• CONTROL AND EVALUATION BLUEPRINT/ 控制与评估蓝 

图 

1 

• RECOMMENDED PRODUCT THEMES AND UNIQUE SELLING 

PROPOSITIONS (USPs)/ 推荐的产品主题及独特的销售主张 

8 

9 

10 

• EFFECTIVENESS MEASURES/ 市场营销有效性测评 

• MARKET AND MARKETING RESEARCH PROGRAM/ 市场 

及市场营销研究项目方案 

• MARKETING ORGANIZATION AND MANAGEMENT 

PLAN/ 旅游目的地组织及管理方案 

2 

3 

• COMPARATIVE PAST VISITOR MARKET ANALYSIS/ 以 

往旅游者市场的对比分析 

• PAST MARKETING STRATEGY AND PROGRAM 

ANALYSIS/ 以往市场营销战略及项目分析 

11 

• FOLLOW-UP SYSTEM AND TRACKING TIMETABLE/ 后续 

跟踪系统及时间表 

4 

• MARKET OPPORTUNITY ASSESSMENTS/ 市场机遇评估 

12 

• TRAINING PROGRAMS/ 培训项目方案 

5 

• TOURISM WEBSITE EVALUATIONS AND 

DEVELOPMENT/ 旅游官方网站的评估及开发 



DMO CASE STUDIES 


DMO CASE STUDIES 


Brazil 

Tourism 

Board 

巴西旅游 

局 

Canadian 


Commission 

加拿大旅游局 

Hong 

Kong 


Board 

香港旅游 

发展局 

Singapore 


Board 

新加坡旅游 

局 

South 

African 


南非旅游 

局 


Australia 

澳大利亚 

旅游局 


Ireland 

爱尔兰旅 

游局 


New 

Zealand 

新西兰旅游 

局 

TIA U.S.A. 

美国旅游 

行业协会 

Visit 

Britain 

英国旅游 

局 




November 2008 2





NORTH 

AMERICA 

北美 

COUNTRY PROFILES 

目标市场国家档案 

EUROPE 

欧洲 

欧洲与北美的市场发展现状 

Introduction of European and North 

American Markets 



Visitor and Travel Trade Surveys 1: 

• U.S. Consumer Survey (sample = 1245) 

• North American International Visitor 

Survey (sample = 529) 

• North American Tour Wholesaler Survey 

(sample = 17) 

• North American Tour Wholesaler Program 

Analysis (sample = 30 companies with 

256 programs in China) 

MARKET SURVEYS 

市场调研 

Who are Jiangsu’s Potential Visitors? 

江苏的潜在旅游者 

Travel Arrangements/ 旅游安排 

Independent Travelers 

散客旅游者 

66.5% of Europeans 

58% of North Americans 

Sources of Travel Information/ 信息来源 

Internet / 网络 

Guidebooks/ 旅游指南 

Visitor and Travel Trade Surveys 2: 

• European International Visitor Survey 

(sample = 851) 

• European Operator Survey 

• (sample = 20) 

• European Tour Operator Program 

Analysis (sample = 29 companies with 

284 programs in China) 

Group Tours 

团队旅游者 

Overestimated and 

over-emphasized 

Friends and Relatives/ 亲朋好友 

Travel Trade Intermediaries/ 

旅游中介机构 



What are the Priority Markets for 2008-2012 

2008-2012 年的优先目标市场 

Priority Geographic Markets/ 地理优先市场 

目标市场及现有江苏旅游资源的市场 

认知度分析 

U.S.A Germany France Canada Italy 

U.K. 

Priority Market Segments/ 优先细分市场 

• Independent traveler market/ 散客旅游者 

• Group tour market/ 团队旅游者 

• Special-interest travel (SIT) markets/ 特殊兴趣旅游者 

Awareness in Target Markets 




November 2008 3



www.tastejiangsu.com 





 

Awareness Levels: 

• Awareness levels of Jiangsu are relatively 

low 

• Only a few individual sites and attractions 

in Jiangsu have high awareness 

• Awareness of many individual places and 

attractions in Jiangsu is very low 

U.S. 

Consumer 

Survey 

21% 

MARKET SURVEYS 

市场调研 

North 

American 

International 

Visitors 

43.3% 

European 

International 

Visitors 

41.5% 

All 

International 

Visitors 

43% 

Awareness Level of Cities and Attractions 

中国旅游目的地认知度状况 

Cities or Percent 

Cities or Attractions Percent 

Percent 

Cities or Attractions 

Attractions age 

age 

age 

Beijing 96.6% Hangzhou 59.5% Xiamen 31.1% 

Great Wall, near 

Overseas Chinese Town, 

91.1% Sichuan Province 56.5% 30.2% 

Beijing 

Shenzhen 

Forbidden City, 

Suzhou Classical 

89.3% 


Chinese Gardens 

53.4% Hangzhou Bay Bridge 29.4% 

Summer Palace, 

86.0% Guangzhou 


50.7% Mount Tai (Taishan) 26.1% 

Terra Cotta 

Warriors, Xi'an 

84.2% Guilin - Li River 46.8% Tai’an 22.6% 

Temple of 

Heaven, Beijing 

82.8% West Lake(Xi Hu) 45.4% Ningbo 22.4% 

Tibet 

Huangshan (Yellow 

73.2% 

Mountain) 

40.5% Shaoxing yellow rice wine 20.7% 

Yangtze River 62.6% Leshan Giant Buddha 38.6% Putuoshan (Mount Putuo) 19.4% 

Three Gorges 

Qingdao International 

60.8% 37.1% Shaoxing 

Beer Festival 

19.3% 

Silk Road 59.6% Grand Canal 32.1% Zhuhai 19.1% 



Market Awareness of Jiangsu 

江苏的市场认知度 

U.S. Consumer 

Survey (n = 1,243) 

Rank Places, Sites and Attractions Yes % 

1 Yangtze River 61.8% 

2 Han Dynasty terracotta figures in Xuzhou 44.0%* 

3 Grand Canal 40.5% 

4 Confucius Temple area, Nanjing 31.9% 

5 Marco Polo sites 30.2% 

6 Suzhou silk embroidery 25.6% 

7 Classical Chinese gardens in Suzhou 23.7% 

8 Presidential Palace, Nanjing 23.9% 

9 Nanjing 23.5% 

10 Huaiyang food/cuisine 17.2% 



North American Visitors’ 

Survey (n = 529) 









8 Sun Yat-sen Mausoleum, 20.8% 

9 Han Dynasty terracotta figures in Xuzhou 20.0% 

10 Purple Mountain, Nanjing 19.1% 





European Visitors’ Survey 

(n = 851) 









8 Sun Yat-sen Mausoleum, 18.7% 

9 Purple Mountain, Nanjing 18.7% 

10 Presidential Palace, Nanjing 15.9% 

15 Yangzhou fried rice 6.5% 

江苏省旅游市场营销目标及任务 

(2008-2012) 

Marketing Goals for 2008-2012 




November 2008 4








Marketing Goals for 2008-2012 North America and Europe 

针对北美和欧洲市场的营销目标 :2008-2012 

Taste Jiangsu 

POSITIONING 

TARGETING 

PLANNING 

RESEARCH 

PRODUCT 

DEVELOPMENT 

PROMOTION 

DATABASE 

INTERNET 

Long-term results to be achieved at 

end of the Strategic Marketing Plan 

CAPABILITY 

TRAINING 

EFFICIENCY 

EFFECTIVENESS 

GOAL 1 

To consistently implement the 

new positioning, Taste Jiangsu: 

To Taste Jiangsu Is to Know 

China, over a period of three to 

four years. 

P O S I T I O N I N G 


SZ 

Taste 

Consumer Invitations 

Sample 

Explore 

Discover 

Experience 

Try 

Jiangsu 

Product 

Characterizations 

Refined taste 

Rich culture and history 

Sophisticated taste 

Unique taste or flavor 

Huaiyang cuisine 

TASTE 

JIANGSU 

Consumer 

Personalizations 

It’s your taste 

Your taste of China 

Become a China expert. 


Know 

City Destination 

Associations 

Taste Jiangsu in Suzhou 

Taste Jiangsu in Nanjing 

Others 

China 


GOAL 2 

To continually increase the 

volume of visitors to Jiangsu 

from the U.S.A., U.K., Germany, 

France, Canada, and Italy each 

year from 2008 to 2012. 

GOAL 3 

To design and implement a 

strategy for attracting selected 

special-interest travel (SIT) 

markets to Jiangsu. 

T A R G E T 

M A R K E T S 

T A R G E T 

M A R K E T S 

WX 

CZ 


November 2008 5











TASTE JIANGSU 

GOAL 4 

GOAL 5 

To develop a systematic 

template and annual 

programmatic procedure for 

developing marketing 

strategies and plans for major 

market sources. 

To design and conduct a 

marketing research program 

plan on an annual basis from 

2008 to 2012 inclusive. 

M A R K E T I N G 

P L A N N I N G 


R E S E A R C H 

ZJ 

NJ 

TASTE JIANGSU 

GOAL 6 

To develop a series of product 

development, packaging, 

programming, and partnership 

initiatives that correspond with 

the recommended product 

themes and unique selling 

propositions (USPs). 

GOAL 7 

To develop and implement an 

annual promotion and 

communications plan for 

each major geographic 

market in Europe and North 

America. 

P R O D U C T 

D E V E L O P M E N T 

P R O M O T I O N & C O M M U N I C A T I O N S 

YZ 

HA 

GOAL 8 

To prepare systematic and 

relational databases covering 

the local tourism industry; 

foreign travel trade 

intermediaries; past and 

potential visitors; media 

representatives; and an image 

library. 

GOAL 9 

To implement an aggressive 

Internet marketing strategy and 

plan that addresses the 

individual traveler market, 

travel trade, MICE markets, 

media and press, and other 

JPTB publics. 

D A T A B A S E 


SQ 

I N T E R N E T 


xz 


November 2008 6









GOAL 10 

To expand the Marketing & 

Promotion Division of JPTB in 

accordance with the new roles 

and specific demands of the 

Strategic Marketing Plan for 

Europe and North America. 

GOAL 11 

To implement a systematic, 

annual training program of 

marketing planning and 

implementation. 

T R A I N I N G 

I N C R E A S E D 

C A P A B I L I T Y 

LYG 

YC 

GOAL 12 

To develop a set of measures to 

quantify the efficiency of 

JPTB’s marketing, promotion, 

and communications programs, 

e.g., measuring the number of 

unique visitors to the Englishlanguage 

version of the JPTB 

website. 

GOAL 13 

To measure the effectiveness 

and impacts and return on 

investment of major marketing 

and promotional programs. 

E F F E C T I V E N E S S 

E F F I C I E N C Y 

TZ 

NT 

旅游目的地品牌营销建议 

Promotion and Branding Ideas 


Dear I. L. History, 

Do you know China’s two Xs 

where you can find the 

Terracotta Warriors? 

Do you know where to find 

the Chu mausoleum of the 

Western Han Dynasty? 

Do you know where four of 

China’s provinces meet – X 

marks the spot? 

I. L. History 

1 Very Old Road 

Lewiston, NY 

New York City 

July 26, 2007 

USA 


November 2008 7






MARKETING IDEA 3/ 营销建议 3 

Singapore, 

November 3, 2008 

Your first lesson about China…… 

CHAPTER ONE 


How to Live Healthier and Longer 101 ??? 

• Course location: Jiangsu province, 


• Course teachers: Octogenarians, 90- 

year olds, and 100-year olds 

• Course reading: Just come and listen, 

please! 

• Prerequisites: One tourist visa and 

airline ticket to Shanghai 

• Grading scale: A = 110+; B = 100-109; 

C = 90-99; D = 80-89; F = under 80 

江苏省旅游局 

Tourism Jiangsu 



Dancing with Cranes 



YC 

PRC 

1-800 

Birds? 

Answer 

their call, 

this fall 

Yancheng, Jiangsu 

on China’s Emerald Coast 

No Richard Nixon 

No Deep Throat 

No Gordon Liddy 

No John Dean 

No John Mitchell 

But….plenty of leaks 

Where? 

Suzhou, where China’s 

real and only Water 

Gate is located. 


Suzhou: China’s Watergate? 



Suzhou: A Chinese Classic 

Sweet & Sour 

Zhenjiang: The Perfect Blend 

S 

U 

Z 

H 

O 

U 

A classical retreat 

A classical canal city 

A classical garden city 

A classical culinary city 

A classical art city 

A classical opera city 

Cuisine 

Vinegar 




November 2008 8







All Eyes are on Changzhou 

GREEN 

TWO BLUE 

OLD 

COLD 

BOLD 

TAKE 

YOUR 

EYES 

EYES 

EYES 

EYES 

EYES 

EYES TO CHANGZHOU 

To taste Jiangsu is to know 


To taste Jiangsu is To know China 

The Florence of China: A City 

of Visual and Culinary Arts 

A famous, prosperous city in China’s recent 

history 

A place known famous artists (8 Eccentrics 

and skilled craftspeople) 

A city with a great modern-day, economic 

growth history 

A destination where the past is brought to 

life (e.g. Han tomb) 



Taizhou 

Where the Dragons Sail 

Should try to associate Taizhou 

even more with dragon boat 

races, dragon boat history and 

dragon boat construction 


Universal/Great Love (Bo Ai) 

Nanjing should be a symbol to the world of 

intercultural and international 

understanding 

Bo Ai (Great Love) is an excellent way to 

express this symbolism and association 

with Nanjing 

Should stage one large festival each year 

with the theme of Universal Love (or 

Global) 

This festival would promote intercultural 

and international understanding, and draw 

participants from throughout the world 




XXL 

Terracottas in All Sizes 

• XXL = Xi’an, Xuzhou, and Luoyang 

• XXL = Extra extra large in clothing 

• This promotional idea connects with a concept 

with which Westerners are very familiar when 

selecting and buying clothes 

• It also reflects the fact that the terracotta 

figures are in different sizes 

• The creative approach will be to show the 

figures side-by-side in their different sizes and 

configurations 


W U X I 




November 2008 9







MARKETING OUTLINE IDEA OF PRESENTATION 

14/ 营销建议 14 

演讲大纲 

5-step approach to marketing 市场营销 “ 五步走 ” 方法 

Destination marketing planning system 旅游目的地营 

销规划系统 

PRICE model of destination marketing 

销 PRICE 体系 

Yixing, 

It’s your cup of tea! 

Destination marketing planning process 

销规划过程 

旅游目的地营 

旅游目的地营 

Case study: Jiangsu Strategic Marketing Plan 案例 : 

江苏省旅游营销战略规划 

Destination positioning, image and branding (PIB) 

旅游目的地定位、形象和品牌推广 

Case studies: Jiangsu, Ningbo and Shaoxing 案例 : 

江苏、宁波和绍兴 

Summary of presentation 演讲总结 


旅游目的地合作伙伴关系营销建议 

Partnerships Ideas 


PARTNERSHIP IDEA 1/ 合作营销建议 1 


Xi You Ji Partnership 

Huai’an and Lianyungang 

Take the Grand Tour of Jiangsu!! 

Jiangsu Grand Canal 

Tourism Marketing 

Changzhou 

Wuxi 

Suqian 

Suzhou 

Huai’an 

Yangzhou 


To taste Jiangsu is to know 



Great Breaks Great Lakes: 

Visit the Great lakes of Jiangsu 

The Jiangsu Great Lakes 

Marketing Consortium 

Tianmu 


A joint marketing program 

and 

regional destination 

branding 

with Yangzhou, Suzhou and 

Hangzhou 

Tai 

Luoma 

Hongze 

Gaoyou 


The Marco Polo Trail 



November 2008 10







Yangzhou & Hangzhou Cooperation 

The West Lakes of China 

Possible cooperation between the two cities? 

Notice how similar the two city names are? 

WHY – the power of two 

旅游目的地网络营销建议 

Internet Marketing Ideas – 

http://www.tastejiangsu.com 


Market Segmentation and Targeting 

Positioning and Branding 

Put standard positioning 

statement, logos, and 

brand mark on every 

page and with each 

interactive feature 

Supply specific information for each market segments 

“To taste Jiangsu is to 

know China” appears 

every corner to 

remind all visitors 



Intelligent Functions 

Relationship Marketing and Database Marketing 

The Internet is a good bridge to link the visitors, the travel trade, DMO, hotels 

and other suppliers. It can build a contact database through a login system 

and hyperlinks to various industry partners. 

Industry Partner hyperlinks 

The Internet can provide added value for visitors through many intelligent 

functions to enhance the image of the sponsor. For example, the website 

can handle online inquiries and direct e-mails for visitors to request 

information. 




November 2008 11





Interactive Features 


High-res photos are one of the most effective marketing tools. Using eyecatching 

photos to show a destination, attraction or hotel will enhance their 

attractiveness. 

A Photo Tour can be regarded as a virtual tour provided by the website. 

Special packages to visitors and the travel trade can be offered through 

this function in marketing the destination. 





E-newsletters are a great way to use the Internet to promote 

destinations, hotels, travel agencies, and attractions. The 

newsletters usually include information on new packages, events 

and programs, new product development, and other activities . 

E-postcards let more people to know Jiangsu and also collect contact 

information from visitors that enriches the database. 




Guidebooks are a 

traditional marketing 

tool. Now more DMO 

websites make them an 

interactive feature that 

can be downloaded 

from the website and 

help visitors to arrange 

trips. Guidebook should 

integrate all visual 

marketing elements. 



November 2008 12

A Strategic Marketing Plan for Tourism in Jiangsu Province, Nanjing ...

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