Research On Custom Marketing Innovation Of On The Road Travel Club

Tourism industry as one of the most competitive industries in the 21 st century,the development of tourism has entered a mature stage,the tourism market division is more clear and subdivided,its production and services from large-scale production gradually to the individual,complex The demand for change,the tourism market has shown a more diversified development of the form.At present,many of China's tourism enterprises have launched custom marketing,in the highly competitive market there are still products and services over the same,a single means of marketing,low-cost competition,high business costs,consumer demand is difficult to meet,and Tourism business development is also difficult.Tourism enterprises need to combine their own actual development and market environment in the custom innovation is the inevitable choice of enterprises to obtain competitive advantage.In this paper,through the use of literature analysis,comparative analysis,research and other research methods to customize the marketing theory and 4P marketing theory for the study,on the road travel club custom marketing development status,problems And the reasons for the analysis.Based on the previous analysis of the club custom marketing,the application of STP strategy analysis and SWOT matrix analysis to the club strategic positioning,according to the actual development of the club and the market development environment 4P customized marketing strategy.On the basis of the previous analysis,it is suggested that the development of the club should strengthen the management of the basic ability,products and so on,and put forward the development of customized marketing innovation.In this paper,through the theory of tourism custom marketing research,and from the travel club on the road to carry out the actual analysis of the relevant custom marketing,tourism enterprises to customize the marketing theory to supplement,and practice has a guiding role.