微细分与旅游市场创新

Abstract:The author points out that many of the current innovations do not fundamentally solve the problem of what the customers really need after analyzing several main innovation forms in tourism market. In the era of experience economy，we need to develop products according to the customers’ specific preferences，needs and desires of tourism consumption，and carry out micro innovation. The author then points out the four conditions for carrying out micro innovation：the market size is large；the market demands can be identified and communicated；the minimum economy of scale is easy to achieve；the product decomposition and combination are relatively easy. Finally，the author indicates that China’s tourism industry has entered a new development stage at present. In this new stage，consumers’ travel experience is constantly enriched，and consumer demands for quality and diversity are getting higher and higher. As a new idea of product innovation，micro segmentation may become a new direction of the development and evolution of China’s tourism market in the future.

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