Study On Marketing Strategy Of Xintiandi Travel Company

With the development of tourism, tourists to travel more and more experienced, demand is also presents the trend of diversification, relative to the change of the travelers, travel agents seem to be some lag in response to these changes. Combined with China joined WTO, the influx of foreign travel, travel agency market are more competitive. Travel agencies face the challenges of the change of marketing environment, how to effectively carry out marketing activities, tourism market, enhance the competitiveness of enterprises, become a problem before the travel agency is imminent. Therefore, in this paper, based on the demand of tourists decision-making research, provide some relatively scientific and practical for the travel agency’s marketing strategy, help the travel agency to improve the scientific nature and effectiveness of the marketing activities.In this paper, domestic and international research on tourism marketing as the theoretical basis, in Hunan Province, Xiangtan new world travel agency as an exampl e, the quantitative and qualitative analysis, through the course of development of the agency’s current marketing strategy and external environment, combined with the current characteristics of tourism consumption and the change trend, the positioning of the agency in travel market and tourism market, for the new world travel agency to develop the existing tourism routine business as the foundation, to promoting tourist attractions planning activities as a platform, and constantly improve the quality of tourism services, the standardized management, excellent service, excellent brand, a hundred years old in the low-end tourism market services for the company development goals.In this paper, a new travel agency as an example, starting from the actual situation of the enterprise management, the new marketing mix strategy, make a new travel agency implementation of differentiation with other travel business, by looking for new development platform, scenic area planning promotional activities, and fully meet the diverse needs of the tourists, realizes the enterprise new value and service brand optimization, for a new travel to find a sustained, stable and healthy development of the road. At the same time, due to the reality of enterprises are studied in this paper, based on the existing marketing theory, especially the theory of service marketing as the foundation, from the point of view of the service marketing strategy of 7P for eachproblem, service of travel agency marketing, gives the corresponding countermeasures, has certain representativeness and practical operability, can provide a certain the reference for the adjustment in the transition period of travel agency.