Research Of Xi'an C Travel Agency Marketing Strategy

Since later 1970s, with the policy of Reform and Opening-up, tourism industry developed quickly leading by the inbound tour. Accompanied by the development of tour, the travel industry increased rapidly. During this course competition among the enterprise becomes heated. Proper competition is reasonable to the industry, but the travel agencies in our country depend so much on price that the enterprise proper profit is injured as well as the consumers'. In such a background every travel agency faces up with the problem that how to extricate from the predicament.In this essay, the C. Travel Agency also faced with the problem mentioned above. Through the quantitative analysis and qualitative analysis, the market status of the C. Travel Agency is identified. The target is provided that the C. Travel Agency should based on sight-seeing tour group, then turn to the specialty market. In such way the C. Travel Agency should changed their target market from low and medium level to medium and high level. According this clue, the market strategy is put forward based on the 4Ps theory. By the new 4Ps, the C. Travel Agency can found up a variety operation so that it can get the competitive advantage and break away from the predicament. So the consumers' needs will be satisfied and the enterprise profit is available as well. The C. Travel Agency should find itself in a sustainable development.With the theoretical background in the Marketing and the Enterprise Competitive Strategy, the essay draws a conclusion of C Travel Agency's marketing policy after the analysis of C Travel Agency's marketing status. This essay is based on the practice of travel industry in our country, combining the theory with practice. We hope it should provide some suggestion to the enterprises of travel agency industry who are in conformity.