| 摘要: | 兩岸開放中國大陸旅客來台觀光以來，大陸遊客成長幅度驚人，各行各業無不嚴陣以待，期望能夠在這個快速成長的市場中，取得商機。根據觀光局統計，2011年大陸來台旅客已達258萬名，佔全球來台旅客比率約35%，顯示台灣觀光市場有超過三分之一的遊客來自於大陸，這不僅僅影響業者在產品開發、設計上的市場定位，更主宰了部分業者的未來市場發展策略。目前政府(2013/10)開放每日1500~1800的陸客自由行人數，整年約30萬人次，與團客比例1:4(觀光局2013)，旅遊市場仍以團客為大宗。本研究以2011年10月到2012年9月陸客於旅遊購物店之消費資料，透過樞紐分析、SPSS統計軟體進行消費型態分析。研究發現：大陸團客至W公司之高峰落於3月~5月，「華東」地區為最大宗，佔38%，但平均一團消費總額僅為42,619元，不及平均數，反而來台團數最少的「西北」陸客，每團消費約為70,709元；陸客採購多以美妝保養、精品及飾品為主，其中鍺鈦項鍊及相關加工製成品成為重要消費商品之一。台灣業者品牌之伴手禮品、彩妝保養品等，亦為採購之重點商品，採購相關產品的團數多，惟單價偏低，整體貢獻度仍不及鑽錶、鍺鈦項鍊等。
Since the opening up of mainland china visitor to Taiwan, the growth rate of Chinese tourists are extraordinary, all industries are embattled for getting more money in this emerging markets. According to statistics from Tourism Bureau, Mainland visitors to Taiwan reached 2.58 million in 2011,nearly 35% of Global tourist arrivals to Taiwan, which represents the tourism market in Taiwan more than 30%,not only influence the direction in product research and design, but also dominate development strategy of some companies. Now(October 2013), the government allowing mainland individual tourists to visit Taiwan about 1,500 to 1,800 per day, approximately 300 thousands a year, account for 25% of group tourists(Taiwan Tourism Bureau,2013), the group tourists are still the staple item in tourism market. The basic idea of his research is to analyze the consumption data of mainland china tourists, from October 2011 to September 2013,using Microsoft excel、SPSS to analyze consumption pattern. According to the results in this research, the peak-travel period of China tourists to the research target-Company "W" are among March to May, and the ratio of large group and small group is 7:3, the staple market is East China, accounts for 38%, but the average consumption by group is NT$42,619, Less than average; The minimum visitors, which came from Northwest, the average consumption reached to NT$70,709 instead. China visitors mainly buy beauty care item、boutique and high-price accessories, and the germanium titanium necklace and related processed products become one of the important items. The souvenir gift、cosmetics and skin care products of Taiwan brand also are the key commodities, the number of consumer group is large, but the total amount of consumption is low, the overall contribution is still not as good as the items of diamond watch, germanium titanium necklace and jewelry treasures. |
