On Relationship Marketing Strategies Of Chinese Travel Agencies

Chinese travel agencies are developing very well from the macro-economic perspective. Meanwhile they are making fewer and fewer profits from the microeconomic perspective. Price reductions have been continuous and tourist complaints are commonplace. This is a research issue worth to pursue.On the base of the research issue, this thesis first introduced theories about marketing and relationship marketing, and then analyzed the features of the industry. Based on the marketing situations of the travel agencies, the author drew the conclusion that relationship marketing should be adopted. Later, the author systematically analyzed the relationship characteristics between travel agencies and customers, internal markets, competitors, distributors and social influential forces. Finally, the author explored the possible measures to implement all round relationship marketing strategies surrounding the core of building customer loyalty, in order to cope with the dynamic relationship environment and to insure long term healthy development of the enterprises.