Research On Improving Private Domain Marketing Strategies Of GL Travel Agency

With the rise of Chinese per capita income,the rise of new middle class and the rapid development of mobile Internet,consumers’ awareness of freedom,the Internet is changing the way of visitors to arrive.At the same time,the outbreak of short video and live streaming has made travel agencies realize that they must develop online marketing methods in order to find a breakthrough in adversity.However,nowadays,there are a lot of capital subsidies,the preferential policies of the platform are no longer available,and the cost of obtaining traffic from various public platforms is becoming higher and higher.In this context,based on the characteristics of low cost,direct access and repeated use of private traffic,the combination of online and offline private marketing has become the first choice for travel agencies.At present,the research on the private marketing of travel agencies at home and abroad is not deep enough.How to combine the development of The Times and the personalized needs of customers,to develop a reasonable marketing strategy,is the key to the success of the transformation of traditional travel agencies.This paper takes the private domain marketing strategy of GL travel agency as the research object,combines the reading of relevant literature at home and abroad and a lot of knowledge about private domain marketing,analyzes the current situation of various sectors of private domain marketing of GL travel agency,and designs the questionnaire according to the influence factors of private domain marketing on tourists’ activeness,purchase intention and sharing intention.Combined with the author’s years of working experience in the company,the author summarized the problems existing in GL Travel agency’s private marketing in five aspects: insufficient user acquisition ability,uncompetitive activation system,unimproved user retention ability,low conversion rate of user realization and low willingness to share,and analyzed the causes of the problems.Using AARRR marketing model around customer life cycle and customer management theory,It puts forward GL Travel agency’s private marketing strategies in five aspects: "adopting various ways to reach target users","adopting various promotion strategies to activate users","enhancing users’ sense of belonging to improve retention rate","promoting target users to convert into sales revenue","improving sharing mechanism to improve communication power".Private marketing as a concept of the rise in recent years,traditional travel agencies in the relevant operation of the work,most do not have a system of planning,clear thinking.This paper uses AARRR model to provide a new idea for GL travel agency to better carry out private marketing,and puts forward a feasible marketing plan,hoping to effectively solve the real dilemma in the process of enterprise development,and at the same time to bring relevant inspiration for other tourism industry.