Research On Outbound Customer-ordered Tour Marketing Strategy

With the rapid development of China's outbound tourism,some tourists has not satisfied from took traditional package tour,they want to not only visit the famous tourist destinations,but also understand the local historical culture and folk customs.Free independent travel has become a fashion of the modern tourism and a trend of the future.Customization of outbound travel is developed widely in some domestic travel agencies in order to meet the newest demand of travelers,but most of the travel agencies have limit their services on booking ticket and hotel.How to carry out the private customization of outbound tourism within internet background?How to promote the customized services in outbound tourism market?There are few related systematic studies so that the industry lacks theoretical guidance.In this paper,a study of the marketing strategy in outbound tourism customization is undertaken in order to solve the problems above.Therefore,this paper is theoretically and practically significant for the development of private custom service for outbound tourism.This paper applies the relevant theories of tourism marketing,on the basis of relevant theory study and market research,therefore researches the supply situation of the electronic commerce platforms and the demand situation of tourists.On this basis,through to the target market segmentation and selection,target market positioning,finally proposed the rich and the perfect outbound tourism private customized product line,with half free education customers to develop products such as private custom tourism market strategy;As well as reduce the custom cost,"flight and hotel",implement pricing strategies such as a full package price;Change in the value chain pattern of traditional channels,with good WeChat friends circle distribution channels,actively develop channel strategy such as group freedom;And from three aspects as personal selling,advertising,public relations,put forward the promotion strategy;From a scientific custom tour,provide considerate service,reduce the user custom trouble,rapid response,let the customer journey worry-free service strategy is proposed.I hope this study is not only helpful but also play a certain reference function for the development of the customization tourism.