The Marketing Strategy Research Of Hefei Changjiang Travel Agency

rapidly. It has already turned into a large-scale industry. With the rapid development of china's tourism industry, our travel agent is in tremendous changes. Particularly in the past 10-odd years, the trade scale constantly expanding, workers increasing, the system innovating and the operating environment continue to improve .The travel service industry has now become one of the important service industry to drive economic growth and increase employment opportunities. Facing the increasingly heated market competition, the travel agencies, especially the small and medium- sized travel agencies which occupy the majority of china's, how to promote their marketing and management capability to ensure their subsistence and development in the competition is a question that every travel agency must think about.This article is to Hefei Changjiang Travel Agency. After collecting lots of information, the author makes a more detailed discussion on marketing and management theory. Then the article analyses our tourism industry and the travel agent at macro level. On that basis, we analyse the marketing environment of Hefei Changjiang Travel Agency, including its basic conditions, competitive environment, strength, weakness, opportunity and threaten (SWOT). From product, the distribution channel, brand and so on, we expand to find out the problems in marketing and management of the Changjiang Travel Agency. According to the problems, we clear the target market, and advance some relevant policy based on the demand of target market, such as the product strategy, the price strategy, the channel strategy, the promotion strategy, and the brand strategy. These strategies and recommendations are useful for the Changjiang Travel Agency to solve the problems and improve the efficiency of the product and brand recognition. Finally, because of the limited conditions this article haven't do research in all questions, we propose the questions that need to further research and hope for the future research.We hope that this study to Hefei Changjiang Travel Agency is valuable for the small and medium- sized travel agencies in marketing activities.