Research On Marketing Strategy Of Phoenix Travel Inc In China

With the rapid growth of the national economy,the disposable income of Chinese residents is also getting higher and higher,the number of high net worth people is increasing,and the concept of tourism consumption is gradually changing.The national tourism industry is booming,especially transnational outbound tourism,has become the pursuit of many high net worth people.As an enterprise serving outbound tourism in Europe and the United States,Phoenix Travel Inc urgently needs to change its marketing strategy and improve its marketing service level in the face of fierce market competition,so as to better occupy market share.This thesis takes Phoenix Travel Inc as the research object.Firstly,based on the interview method and using 7Ps theory,this thesis grasps the current situation of the marketing strategy of Phoenix Travel Inc,including seven aspects: product,price,channel,promotion,personnel,service and tangible display.Then,based on the questionnaire survey method,this thesis analyzes the customer satisfaction of Phoenix Travel Inc and finds that the customer satisfaction of this travel agency is low.Secondly,it summarizes the problems existing in the marketing strategy of Phoenix Travel Inc,including the single tourism service products,the lack of characteristics of outbound tourism,the weak price competitiveness,the low effectiveness of marketing channels,the weak attraction of promotional activities,the high staff mobility,the lack of effective cooperation,the lack of awareness of physical display,and the nonstandard service process.Third,this thesis uses PEST method and Porter’s five forces model to analyze the macro and micro environment of the Phoenix Travel market,and believes that the current political and legal environment supports overseas travel,economic development and the improvement of tourism cultural awareness,and promotes domestic tourists to travel abroad.However,Phoenix Travel Inc also face fierce competition,so they need to further innovate and optimize marketing strategies,Improve the marketing service level and market share of travel agencies.Based on STP theory,this thesis subdivides the market of Phoenix Travel Inc,determines the market segmentation,target market selection and market positioning of travel agency,and uses 7Ps theory to improve the marketing strategy of Phoenix Travel Inc from seven aspects.Firstly,develop more differentiated new tourism products from European and American countries,strengthen the combination of tourism products,enrich tourism routes,and strengthen tourists’ multiple experience strategies;Secondly,strengthen the expansion of offline direct sales channels and cooperation channels,and further improve and perfect online marketing channels;Thirdly,implement differentiated pricing and agreement pricing strategies;Fourth,key customers should actively carry out targeted promotions,strengthen word-of-mouth and public relations promotions,and improve the intensity and frequency of online promotions;Fifth,actively strengthen personnel training and assessment,and improve the cooperation ability of the team;Sixth,marketing services should be standardized and the whole process;Seventh,the tangible display of service scenes should be more perfect,and other tangible displays should be actively carried out at the same time.Phoenix Travel Inc should also actively improve the organizational structure,improve the reward system and punishment system,and improve the marketing ability and competitiveness of travel agencies.