Research On Niche Marketing Strategy Of HT Travel Agency

According to the latest statistics of China National Tourism Administration, China’s tourism industry on the comprehensive contribution of the GDP more than 10%, domestic tourists reached 4 billion in 2015, we can find that tourism industry has broad development as a sunrise industry. At the same time," 13th Five-Year" incorporates tourism development planning into the ministerial coordination meeting of the State Council to discuss and promote the implementation of it, and will make the tourism industry into a strategic pillar industries of national economy and the the modern service industry with people’s satisfaction. In such a sound momentum of development, the tourism industry is also facing a variety of opportunities and challenges. On the one hand, the competition of tourism market is intense, the product homogeneity is serious, and easy to launch a price war between travel agencies. On the other hand, the tourism industry is facing the improvement, mature and stable stage of travel agency industry’s system structure. In this stage, different travel agencies will form a clear position and division in different business markets and different business parts, and form a relatively stable structure. Among them, a small number of large travel agencies will become the industry leader, working on integrated business; Part of the small travel agency will become a professional travel agency, and form a professional network pattern in this business scope.HT travel agency is a small travel agency, in order to become an irreplaceable professional travel agency under such a market development environment, how to conduct market positioning, how to conduct marketing, it is the problem will be solved in this paper. This paper will focus on the analysis of the internal and external marketing environment of HT travel agency, and make clear the strengths, weaknesses, opportunities, and challenges of the travel agency, then use STP strategy to analyze the niche market positioning of the travel agency, and put forward the marketing mix strategy of product, place, price, promotion, aiming at the target niche market. Study on HT travel agency marketing strategy, I hope not only provide guidance and reference for the development of the HT travel agency, but also have certain reference significance for the same type of travel agencies.