Strategy Research On Network Marketing Of Travel Agency

Tourism is an emerging modern industry, which is rapidly developing in the world. With the development of society, tourism has become one of the most robust development momentum and the largest industries in global economy. The economic role played by tourism industry in the economic development of cities gradually increases. And tourism also plays an increasingly important role in stimulating the urban economies, promoting the social employment as well as accelerating the development of culture and environment. Nowadays tourism has been a pillar industry in China's economic development.With the popularity and development of Internet, more and more travel agencies have been aware of the importance of network marketing. It has been an issue the travel agencies have to seriously consider, to how to break the traditional marketing model, to take the initiative to change the role in order to meet the needs of the tourism market in the Internet age. At present, the network marketing of the vast majority of travel agencies in China is just confined to the simple network construction and its significance has not been realized yet. As a special service product, the tourism product has some characteristics, including simultaneity of production and consumption, long-distance consumption as well as the fact that consumers can't obtain the perception of products in advance, which make it one of the types of products that are mostly appropriate to be inquired, browsed and purchased online. Relying on Internet, launching network marketing has become an unavoidable topic of domestic travel agents. In the process of network marketing, the travel agency needs to take the macroscopic and microscopic environment in which the enterprise locates and their own specific situation into consideration. Meanwhile the travel agency should have an effective control of the various risks that may arise during the marketing.In the light of years of practical experience in network marketing, the author takes Shandong Kanghui International Travel Agency as an example, to present a comprehensive analysis of the network marketing strategies of the travel agency. This thesis consists of seven parts. The first part is the introduction which aims to offer a systematic exposition of the backgrounds of the selected topic, the purpose and significance of the study as well as the research methods. Part two presents the analysis of tourists' purchasing behavior in the era of network. Part three centers on the exploration of some basic issues, such as the concept, features and advantages of the network marketing. Part four, makes some attempts to analyze the problems that exist in network marketing, in light of the present situation of network marketing of Shandong Kanghui International Travel Agency, then aims to offer the detailed analysis of the network marketing environment in which Shandong Kanghui International Travel Agency locates and sort out seriously its macroscopic and microscopic environment. Part five tries to explore the network marketing strategy of Shandong Kanghui international travel agency. Part six expounds on the risk control of network marketing of the travel agency, and presents the simple and targeted exploitation of the consumer protection. Part seven appears as the conclusion.