Optimization Design Of Marketing Strategy Of Nanyang China International Travel Agency

Along with the increase in the holidays and the implementation of paid vacation, and the improvement of living standard and health consciousness, tourism has rapidly developed in recent years, and so do travel agencies. When viewed from the nation, small and medium-sized travel agencies are still the mainstay. As the agents in the downstream industry of tourism, facing the fierce market competition, the travel agencies should continuously adjust and optimize their own marketing strategies to follow the change of market demand. Nanyang China International Travel Agency(NYCITS), a leader of the travel agency industry in Nanyang city, Henan province, also has great pressure, as a member of the small and medium-sized enterprises of tourism industry. One important issue that the managers of the travel agency have to face is how to make a thorough research on local tourist market, examine and determine its target market, and optimize their current marketing strategy, to ensure that the enterprise can stand undefeated with the increasingly fierce market competition in the next steps.Through an analysis of external macro environment and internal micro environment, this paper, considering the current situation of NYCITS, with 7p service marketing theory as the guidance to determine its market positioning, puts forward its suggestion for related marketing strategy optimization,with respectively expounding from such aspects as product innovation, price competition, promotion methods, distribution channels, physical evidence, personnel quality improvement and process quality management, etc. in detail., and then explicitly points out that the market positioning of travel agency target is not accurate.The followings are the main reasons for the existing problems of its marketing strategy: the innovation consciousness of marketing concept is weak; the organization structure of travel agency is not perfect; the knowledge structure of the staff is imperfect; the degree of information is low.Then in this article, the author has a deep research on the concrete scheme of the travel marketing strategy optimization. The followings are the main content: to choose the brand products with careful consideration and to develop its own research technology; to keep closely contact with the outbound travel service and to attract individual tourist with new ideas; to establish a multi-level price system with a flexible pricing strategy; to promote diversification by utilizing Internetwork; to make great efforts to publicize its own brand with the tangible demonstration; to enhance the core competitiveness of the travel agency with the improvement of employees’ professional ability; to make full use of the service process to strengthen the marketing work through focusing on the detail management.Finally, The author respectively optimizes the organization structure of travel agency, establishes the multi-level cooperation mechanism, and improves the staff management mechanism, to build up the employee training and quality monitoring system to implement the new marketing strategy. The innovation point of this thesis is that the author has analyzed external macro environment and internal micro environment, combining with the actual of the travel agency, based on the careful analysis of NYCITS. With the use of 7 p service marketing theory as the instruction, the author describes from the product, channel, price, promotion, tangible demonstration, the staff and service process from seven aspects and the status of the marketing strategy. And then he explicitly pointed out that the marketing strategy, the main reasons for the problems existed in setting clear and operable marketing strategy plan, with making recommendations in the following step for the enterprise’s marketing work.