A Study On The Marketing Strategy Of Vietnam’s Tourism Product For Chinese Tourists

With the development of world tourism, the number of international visitorstraveling to Vietnam has increased rapidly. Among all countries tourists, the Chineseone are an important potential source for Vietnam tourism. In2005, Chinese touristsrepresented20.6%of the total share of international tourists to Vietnam; in2011itwas25.1%. In order to attract more Chinese tourists, the establishment of tourismproduct marketing strategy is very important. The research of this paper is themarketing of such strategies to the Chinese tourists.This study first gave the overview of the development of the tourism market inVietnam, then established theoretical basis by organizing and reviewing previoustourism research. The study is based on the7Ps service marketing mix theory carriedout an exploratory research on Vietnamese tourism product Marketing strategy forChinese tourists. Through the analysis of the process of the development of Vietnamtourism and the inbound tourism market structure, this research confirm the importantposition of Chinese tourists in inbound market to Vietnam. Also by analyzing thestatus of supplying Vietnamese tourism product to Chinese tourists, this thesispresented the advantages and disadvantages in attracting Chinese tourists, pointed theexisting problems such as the shortage of human resources, irrelevance of touristfacilities, the monotony of travel products and tourism market disorder. Through theanalysis of the basic characteristics of Chinese tourists to visit Vietnam (basiccharacteristics and the characteristics of consumer behavior), Chinese tourists aredivided into three market segments which include: border travel market segment,mainland travel market segment and business travel market segment. In whichMainland travel market segments represents the greatest potential. The basiccharacteristic is mainly the use of the passport for entering into Vietnam，the level ofconsumption in the moderate degree, travel time is long, purpose of travel is puretourism. Tourism should take the characteristics of product strategy, the medium-pricestrategy, the indirect channel strategy, advertising and promotional strategies. Otherstrategies of the three segments are the people, process management and the physicalevidence of the marketing mix strategies.