Beijing Phoenix Holiday International Travel Agency Northwest Region Outbound Products Marketing Strategy Research

With the continuous improvement of comprehensive national strength,the rapid development of the economy,and the improvement of people's living standards,the main contradictions in our society have become the contradictions between people's longing for a better life and imbalanced and insufficient development.Tourism has become a major way of consumption for the people to pursue a better life.Among them,outbound tourism,as a typical service trade import industry,has maintained rapid and stable growth over the past decade.Today,China has become the world's largest source of outbound tourists and has the largest consumption of tourism.In2018,China's outbound tourism entered the "consumption upgrade" stage,which was prominently reflected in the increased willingness of tourists to purchase high-quality tourism products.The form of tourism has changed from past sightseeing and group tours to a combination of in-depth experience of the local living environment and service enjoyment.Therefore,if traditional tourism companies want to stand out in the fast-moving and highly competitive market,they must seize the current market development trends,fulfill customer needs,and combine with their own conditions to develop a reasonable outbound tourism product marketing Strategy.Beijing Phoenix Holiday International Travel Agency(hereinafter referred to as Phoenix Travel Agency)is one of the earliest tourism wholesalers in China that provide comprehensive outbound tourism resources.Over the years,it has been striving for developing upstream resources,expanding downstream channels,and continuously integrating high-quality outbound tourism products.Northwest China is one of the company's core markets,mainly to provide various outbound tourism products for tourists in Northwest China.This article aims at dealing with company's problems such as unclear positioning,serious product homogeneity,and laggingchannels.It uses different marketing theories and marketing strategies such as 4P,4C,and 4R and other related tools to clarify a clear goal and position for the northwestern region of Phoenix Travel Agency.It develops four marketing strategies as "product-customer-reaction","price-cost-return","channel-facility-relevance","promotion-communication-relationship" from the product,customer,and relationship level.At last,it makes corresponding guarantee measures to ensure the smooth implementation and realization of various tourism marketing strategies.This article analyzes the optimization of marketing strategies for outbound travel products in the northwestern region of Phoenix Travel Agency.It aims to solve many problems in the marketing strategy of outbound products in the northwestern region,improve the business level of the enterprise,and strengthen its competitive advantage.It also works as a reference for other similar agencies to develop their product marketing strategies.