Research On Marketing Strategy Of Small And Medium Sized Travel Agencies In The Context Of OTA

Tourism is a new and developing industry which is developing rapidly all over the world.With the progress of human society and the rapid development of economy,tourism has become a new bright spot and a new engine of world economic growth.Tourism is playing an increasingly important role in the economic development.It has played a more and more important role in solving the problem of labor force,promoting the development of Urban Surveying and cultural heritage.Tourism has become an important engine to promote China's economic development.With the popularity of the Internet and the development of online travel,online travel agencies(OTA)with a huge advantage of the traditional travel agency to survive the space.In the face of changes in consumer behavior,business model online changes,the traditional travel agency marketing strategy had to face the transformation and upgrading.In the new environment,how to carry out marketing has become a new issue for the travel agencies.This paper focuses on how to carry out marketing traditional travel agencies to carry out deep research in the impact of the OTA background,not only to the traditional travel agencies to carry out and has practical significance for the new marketing strategy,but also have great significance for the healthy development of China's tourism industry.I work in the tourism industry for many years,the work needs to love and care about the development of the tourism industry.The purpose of this research is through comprehensive analysis on the basis of the traditional travel agency management problems,put forward specific and feasible countermeasures and suggestions for small and medium sized travel agencies in the impact of the OTA under the background of how to carry out marketing,and promote the healthy development of small and medium-sized travel agency.This paper uses the method of combination of theoretical analysis and empirical research,through the study of traditional marketing theory,the research of network marketing theory,at the same time a large number of questionnaire and visiting a large number of travel agencies to obtain first-hand information,and the existing problems of the current situation of small and medium-sized travel agency marketing conducted in-depth research.Through to the small and medium-sized travel agency for the analysis of the problems,put forward corresponding measures and implementation plan: to change the marketing strategy of small and medium-sized travel agencies need to make products from the needs of tourists on the angle of innovation;carry out a comprehensive network marketing channels,through the construction of enterprise website promotion,with the help of the OTA platform to sell tourism products,and actively carry out marketing and the expansion of WeChat other new network channels;actively carry out the marketing strategy;implement different pricing strategies.Small and medium-sized travel agency marketing strategy for the transformation and innovation to explore,for more small and medium travel agencies in the context of the impact of OTA to provide a viable marketing plan.