基于SSM的山东省海外旅游市场结构分析  

A Study on the Oversea Tourist Market Structure of Shandong Province Based on SSM

作　　者：宋立杰[1] 

机构地区：[1]聊城大学历史文化学院旅游系,山东聊城252059

出　　处：《枣庄学院学报》2010年第2期134-141,共8页Journal of Zaozhuang University

摘　　要：本文以山东省和中国旅游统.计年鉴的数据为基础,利用偏离-份额分析法(SSM),对山东省2002-2007年海外旅游市场结构进行动态分析研究.结果表明,2002-2007年山东海外旅游市场总体结构未发生实质性变化,结构性问题较为突出,对韩国与日本两大客源市场依赖性较大,但旅游市场结构变动也存在利好因素;山东省海外旅游市场总体增长速度高于全国平均速度,具有市场竞争力优势,但是不具有市场结构优势;山东省具有市场比较优势的海外旅游市场包括韩国、日本、德国、美国、英国、法国和意大利等7个国家,俄罗斯、新加坡、马来西亚、菲律宾、加拿大、澳大利亚、泰国、印度尼西亚等8个国家不具有比较优势;以市场偏离指数和市场变化指数为标尺,将海外旅游市场划分为三种类型:兴旺市场、朝阳市场、和停滞市场,并且提出相应的营销策略.Based on the data in the tourism statistic annuals of Shandong Province and China,it makes a dynamic study with Shift-share Method on the oversea tourist market structure of Shandong Province between 2002 and 2007.The conclusions are as follows：（1） The problem of oversea tourist market structure is rather serious for it relies greatly on the two source markets of South Korea and Japan while there are some favorable factors in the structure evolvement.（2） It has market competition advantage for the general increasing speed of Shandong＇s oversea market is faster than the average speed of China＇s,but it don＇t have market structure advantage.（3） The oversea markets with market comparative advantages in Shandong Province include South Korea,Japan,America,U.K.,France and Italy and those without market comparative advantages include Russia,Singapore,Malaysia,Philippine,Canada,Australia,Thailand and Indonesia.（4） With Market Shift Index and Market Change Index,three types of market are categorized： prosperous market,rising market and stagnant market and corresponding marketing strategies are proposed.

关 键 词：山东省 海外旅游市场 市场结构 偏离—份额分析法 

分 类 号：F590[经济管理—旅游管理]