Chengdu Comfort International Travel Service Marketing Strategy

Since 1980's, China's tourism industry has expanded very fast. Many people involve in tourism business one after another, invest in sight seeing spots, fun establishments, travel agencies, restaurants, hotels and means of transportation etc. Especially in the last two years, with the deepening of economic system reform, every local government began to search the new growth of economy. Tourism industry was paid much more attention. It is regard as mainstream industry in the future, and will become more and more attractive.Tourism resources of Sichuan province is very rich. The government decides to make the tourism industry a mainstream of economy. The development of tourism industry should not just depend on the investment of the government. The investment from society should be encouraged. The basic foundation of developing tourism industry is a number of active tour enterprises. From this point of view, the marketing strategy is the key to the survival of tour enterprises. The Kanghui International Travel Agency is one of the examples. By analyzing market environment,competition and market requirement, this paper shows that if travel agencies want to get the superiority from the market competition, they have to build up the modern marketing concepts, adopt rational methods,to plan marketing strategy based on the market. The paper includes five chapters:Chapter One is the general introduction of the development, the organization and the stuff of Kanghui International Travel Agency. Chapter Two introduces the concepts and the characteristics of tourism product, from the perspectives of both supplier and customer. It also analyzes the characteristics of the tourism products, their life cycle and factors attracting life cycle of tour products, and how to extend life cycle of these products.Chapter Three focuses on the market and competition analysis.Chapter Four carries out the SWOT analysis of market environment of Kanghui International Travel Agency, makes clear the strengths and weaknesses, the opportunities and threats. It figures out the business strategy, and readjusts the marketing strategy, so as to achieve its goals and objectives. Chapter Five analyzes marketing mix of this Agency during its different strategy implementation, shows why this Agency develops from a small company into the third largest international travel agency in Sichuan province in only several years.