Research On Marketing Strategy Of IU Travel Global Destination Wedding Project

Compared with the traditional wedding photography,an increasing number of young people pursue individuality,and hope to leave the most romantic figure in the place of dreams.Dalian IU Tourism Consulting Services Co.,Ltd.(IU Travel)'s Tourism & Global Destination Wedding Project was born in this market opportunity,whose product breaks the usual service model--to provide customized and personalized services.However,due to the low awareness and utilization rate of the product in the early stage of the market,the business results were not satisfactory.This paper attempts to improve the situation faced by the product through an effective marketing strategy to enhance the competitiveness of the company in the market.This paper takes the Tourism & Global Destination Wedding Project operated by IU Travel Company as the research object.Firstly,it analyzes the current operational status of the project,examining the problems existing in the marketing process and the cause of the problems.After that,SWOT analysis on internal and external environments of tourism & global destination wedding market is conducted,in order to clarify the strengths,weaknesses,opportunities and threats of the project.Furthermore,the paper discusses the market positioning of Tourism & Global Destination Wedding Project,to find and verify the target customers of the project.The 7P Marketing Theory of the service industry is applied to comprehensively analyze the marketing strategies of the Tourism & Global Destination Wedding Project,from the aspects of product marketing,price marketing,channel marketing,promotion marketing,personnel marketing,etc.,and to formulate marketing strategies suitable for IU Travel Company.Finally,the paper provides safeguards for the implementation of the marketing mix from the aspects such as marketing team building and brand enhancement.The research results in this paper can not only provide guidance for the marketing management of IU Travel Company,but also be used as reference for the market development of other travel companies.