The STP Analysis And Selection On Cybermarketing Of Golden Sun Travel Agency

Taking into account a survey of Golden Sun Travel Agency as well as an elaborate research to examine the advantages and current problems in cybermarketing of our domestic travel agencies and analyze cybermarketing environment of the particular Agency, this paper intents to make the statement that cybermarketing can be referred to as the best choice for Golden Sun Travel Agency as to enlarge its market share, enhance the competitiveness and obtain competitive advantage in the future. What is more important to the success of cybermarketing of Golden Sun is positioning which is based on analysis of segmenting and targeting market. As a result, by applying STP theory of the research, I will discuss it by illustrating three steps of target marketing:Firstly, with reference to the current status of cybermarketing, market opportunities of Golden Sun Travel Agency and various segmenting factors of people on-line, cybermarketing market is segmented in terms of principles of segementation.Secondly, by referring to the concept of generation and enlargeing the implication of segmentation of Golden Sun, the target market that is positioned on young positive people within the scope of 18-35 years of age , salary from RMB800 to RMB3000 per month, loving self-service tourism and individual tourism should be suitable for Gold Sun Travel Agency with regard to its own features.Thirdly, on the basis of the analysis on tourism resource in guilin, on the competitors of Golden Sun and on the comprehensive factors, by applying principles of positioning, the cybermarketing market positionthat is proper for Golden Sun is based on guilin self-serve travel.Nowadays, researches on cybermarketing of travel agencies are mainly explored in perspective of strategy instead of cybermarketing position. However, the reason why there is no obviously positive business result of cybermarketing as what has been expected is the lack of market segmentation and appropriate target market as well as proper market position. At the same time, one of the most important strategies-STP strategy is neglected in tourism cybermarketing. Therefore, by taking Golden Sun travel agency as an example, this paper is venturing to research into the market segmentation, target market as well as positioning of cybermarketing according to STP marketing strategy, exploring the importance which travel agency carry on the STP analysis of cybermarketing.Zhengrui (tourism management) Directed by PR.haoxinhua...