Research On The Marketing Strategy Optimization Of Global Study Tour Project In X Education And Technology Group

With the continuous development of globalization,international cultural exchanges have become more frequent.Under the background of increasing international talent training,global study tour has developed into a mature cross-cultural experiential education model.In the past ten years,the global study tour industry has rapidly emerged in China,filling the gap between the study abroad market and the overseas travel market.It has been popular among students and parents,and has attracted many organizations to compete for market share.Appealed by its success,both language training institutions and travel agencies have been lured into this market.With the introduction of relevant national policies,it has also brought new challenges and opportunities for the development of the global study tour industry.As one of the pioneers of China's global study tour market,the global study project of X Education and Technology Group has become difficult to maintain a unique situation in the face of increasing market competition.Under the constantly changing market situation,the marketing strategy of the global study project in X Education and Technology Group has already begun to show its drawbacks.The adjustment of market positioning and the optimization of marketing strategies are topics that need to be discussed in this thesis.Based on STP market target positioning theory,4P and 4C marketing combination theory,this paper systematically analyzes the problems of the marketing strategy of X global study tour project,and focuses on using PEST external macro environment model to analyze the external environment and industry status of international travel industry.Finally,by the use of digital marketing theory to further improve the project marketing means,the marketing strategy optimization solution for the Global Study Tour Program of X Education and Technology Group is put forward in this paper.The content of the plan is as follows: Firstly,focus on product strategy.Enrich the types and content of study tour products,establish a standardized service system,at the same time,set the customer satisfaction indicators and the product star-rating standards.Secondly,adopt product portfolio pricing and differentiated pricing strategies to make the price of study tour products more competitive.Once again,expand network marketing and improve cooperative marketing channels.Finally,the online and offline promotions will further promote the study tour.