Research On The Marketing Strategy Of High-end Tourism Products Of Beijing KS International Travel Agency

With the continuous improvement of the economic level,tourism has become a popular way of consumption.Compared with the past standardized tour with group tours,people prefer to experience the unique customs of a country or a unique way.Faced with the increasingly mature tourism consumption environment and the increasing demand of individual needs,more and more travel agencies begin to attach importance to the potential market of high-end tourism.This paper selects the Beijing KS international travel agency is a company has more than twenty years of traditional tourism enterprises,under the impact of the Internet wave,Beijing KS international travel agencies face due to the existing marketing strategy lags behind the current market turnover leads to slow growth,a serious problem of customer churn.The face of the market,consumer demand for personalized,high-quality tourism products,how to further understand the needs of consumers,the maximum market share has become an important problem need to be solved by the travel agency.The theory of knowledge by using strategic management theory,marketing management theory,management economics,consumer behavior,through literature research,quantitative analysis,qualitative analysis of various research method,case study method firstly discusses the definition and connotation of high-end tourism,analyzes the current situation of the development of high-end tourism market in china.Then take the Beijing KS international travel agency as the research object,and analyze the external and internal marketing environment respectively.Based on this analysis,STP strategic tools are used to provide optimization suggestions for high-end travel products marketing strategies of KS international travel service from seven aspects,such as travel agency products and price.At last,I put forward the supporting measures in the process of marketing strategy.