A Study On Marketing Mix Strategies Of ZF Travel Service In Touirsm Law Context

With the implementation of China’s opening-up Policy and reformation for morethan20years, The rapid rise of the tourism industry has become an important pillarindustry of the national economy. In the course of the rise of China ’s tourism industry,the development of tourism enterprises strongly supported by national policies, legalsystem increasingly improved tourism, tourism enterprise development environment isgetting better, tourism enterprises grew. Tourism enterprises in the number and sizehave made considerable progress, many tour operators in the21st century, tourismenterprises operating income and the total number of tourist reception with a new high,the tourism industry has created enormous economic benefits to meet our peopletourism and leisure needs, to become the third important industry sectors. However,with the tourism market into competition " heating up " stage, tourism enterprises oftenhappen " guide cheating "," forced shopping " and other acts, harm tourism legitimateinterests of consumers. October1,2013, after the implementation of China’s first "Tourism Law", the tourism market in many small travel company used "zero ornegative fare " low group marketing tool," failure", in order to get in the brutalcompetition in the market place, small and medium sized companies need toreconstruct their travel tourism marketing strategy, to provide consumers with qualitytourism services..In this paper, ZF travel company as a thesis subject, through the collection andaccess to literature, on the basis of results of previous studies on the absorption, thepreferred travel company for ZF external marketing environment analysis, presented inSichuan Province is rich in tourism resources, economy, macroeconomic factors andsocial development, etc.; secondly, through the ZF travel company’s internal marketingenvironment analysis, SWOT analysis combined with the company’s specific situation,choose the company’s target markets; Finally, according to the4Ps marketing mix,combined with the foregoing analysis, the ZF tourism the company’s existing marketingmix strategy to sort out, and made specific recommendations for improvement. As theauthor weak academic skills, marketing, tourism industry limited practical experience inthe process of writing this article, the company failed to tourism marketing ZF-depth analysis of issues related to lack of this paper will continue to work to improve them inthe future. I expect in the paper for the proposed travel company ZF marketing mixstrategy recommendations for improvement can travel company marketing practices ofsmall benefit.