Research On The Marketing Strategy Of Y Company International Study Tour Products

With the advancement of global integration,international cooperation in agriculture has increasingly become the focus and direction for all countries in the world.As the only enterprise engaged in international cooperation in agriculture established by the government of X District,Company Y,which in order to give full play to the advantages of international cooperation in agriculture of X District and help domestic agriculture-related enterprises "go global" to fully develop the international market,combined with its own advantages to design and launch the product of international study tour.However,due to the new company,new product,new manpower and lack of marketing experience,the product failed to achieve its expected commercial and social value.This paper takes the international study tour product of Y company as the research object,and analyzes the current situation,problems and causes faced by the company and the product based on marketing related theories and the macro environment and micro environment of the international study tour product.Combined with the customer satisfaction evaluation of the product,using the marketing 7P analysis model,found that the marketing of the company’s international study tour products has many practical problems,such as the theme,content and form of the international study tour cannot fully meet the needs and preferences of customers,the failure to use the price marketing strategy scientifically,the lack of sound product channels,the lack of effective interaction with customers in the promotion,the lack of clarity in the tangible display and positioning of the products,and the lack of standardized service management.In addition,the company has not yet established a scientific talent pool and training mechanism,which has led to the frequent failure of the products in the market and restricted the healthy and long-term development of the company.Thus,this paper proposes marketing optimization strategies such as focusing on product features,enriching types,improving service quality,using differentiated price strategies,laying out product places,carrying out various forms of interactive promotions,adopting three-dimensional and concrete product displays,strictly regulating product process management,and strengthening the company’s talent pool and training.The innovation of this paper lies in the specificity of the research object and content.This paper focuses on how agricultural state-owned enterprises can give full play to their own advantages,tap the market potential of the products,and form unique market competitiveness.The research content belongs to the innovative products of the integration of agricultural culture and tourism,and the reference of related theoretical research is less.With the liberalization of outbound travel policy,international exchange and capacity cooperation will become increasingly deep,and the demand for international tour products will become increasingly strong,and the consumption preference of customers will become more and more diversified and specific.As an enterprise,as long as it finds its own market positioning,combines the market resources and environment and the intrinsic needs of customers,innovates product services,continuously improves quality and service quality,and scientifically and precisely markets,the enterprise and products will definitely be able to occupy a place in the fierce market competition,and then achieve healthy and long-term development.