中国媒介消费模式研究

STUDY ON CHINESE MEDIA CONSUMPTION PATTERNSAND THEIR INFLUENCE ONTHEPURCHASING BEHAVIOUROF TRAVEL PRODUCTS by Kairos Future Brussels,October2017ETC MarketIntelligence Report Copyright ©2017European Travel Commission STUDY ON CHINESE MEDIA CONSUMPTION PATTERNS AND THEIR INFLUENCE ON PURCHASING BEHAVIOUROF TRAVEL PRODUCTS All rights reserved. The contents of this report may be quoted, provided the source is given accurately and clearly.Distribution or reproduction in full is permitted for own or internal use only. While we encourage distribution viapublicly accessible websites, this should be done via a link to ETC's corporate website,www.etc-corporate.org,referring visitors to the Market Research section. The designations employed and the presentation of material in this publication do not imply the expression ofany opinions whatsoever on the part of the Executive Unit of the European Travel Commission. Data sources:This report includes data from the National Statistics Bureau of China, China Internet NetworkInformation Center, Alexa, and a number of Chineseand international news sources, including Sina News,NetEase News, Technode, and iResearch. ISBN No: 978-92-95107-07-6 Tableof content Chapter 1......................................................................................................................................17 1.2.1 Printed media struggling to reinvent itself..............................................................................................................201.2.2 TV and radio in search of new formats and audiences........................................................................................221.2.3 Mobile channels and formats dominate the new media landscape................................................................231.2.4 WeChat a ‘Swiss armyknife’ of Chinese digital media.........................................................................................241.2.5 Video gaining a larger share of online content.......................................................................................................251.2.6 Crowdsourced content powers platforms for news..............................................................................................25 1.3.1 Traditional travel media remain relevant and inspire travel ideas...................................................................261.3.2 Social media has expanded its role in the inspiration and research stages of travel.................................261.3.3 Tourism businesses increasingly skilled at engaging audiences through social media..............................271.3.4 Influencers in the online travel media arena have found a successful formula...........................................271.3.5 Chinese OTAs are more integrated than their western counterparts.............................................................281.3.6 Growing demand for channels offering customisation of travel experiences..............................................311.3.7 OTAs and start-ups experiment with datamining and machine learning techniques...............................311.3.8 Virtual reality used for immersive travel storytelling...........................................................................................311.3.9 Planning in the new media landscape.......................................................................................................................321.3.10 Digital channels influence Chinese travellers’ shopping abroad....................................................................331.3.11 Traditional channels remainimportant for booking...........................................................................................331.3.12 The online footprint of Chinese travellers influences others..........................................................................341.3.13 Chinese travellers more likely than western travellers to write reviews.....................................................35 1.4 The future role of online and offline media for Chinese travellers.......................................................35 Online and offlinemedia usage in the planning stage of a trip–based on a survey of Chineseoutbound travellers.......................................................................................................................37 2.1.1 Plugging into the evolving online travel ecosystem..............................................................................................372.1.2 Where to inspire...............................................................................................................................................................372.1.3 Where to inform...............................................................................................................................................................382.1.4Where to sell...............................................................................