The Study Of Beijing East Century International Tourism Co. Ltd's Marketing

Since later 1980s, with the policy of reform and Opening-up, tourism industry developed quickly leading by the outbound tour. Accompanied by the development of tour, the tourism 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 the problem that how to extricate from the predicament.In this essay, the East Century International Tourism (Beijing) CO. Ltd also faces the problem mentioned above. Through the quantitative analysis and qualitative analysis, the market status of the East Century International Tourism (Beijing) CO. Ltd is identified. The target is that the East Century International Tourism (Beijing) CO. Ltd should be based on sight-seeing tour group, then turn to the specialty market. In this way it should change its target market from low and medium level to medium and high level. According to this clue, the market strategy is put forward based on the 4Ps theory. By the new 4Ps, the corporation can found up a variety of operations so that it can get competitive advantages and break away from the predicament. So the consumers' needs can be satisfied and the enterprise profit can increase as well. The corporation should find itself in a sustainable development.With the theoretical background of marketing and the enterprise competitive strategy, the essay draws a conclusion that the East century international tourism (Beijing) CO. Ltd's marketing policy after the analysis of the East century international tourism (Beijing) CO. Ltd's marketing status.This essay is based on the practice of travel industry in our country, combining theory with practice. We hope it should provide some suggestion to the enterprises of travel agency industry who are in conformity.