Research On Optimization Of Marketing Strategy Of Shaanxi A International Travel Agency Under The Background Of Normalized Epidemic Prevention And Control

The development of social economy has improved people’s living standards materially,but the fast-paced lifestyle also makes people under more and more pressure,so tourism has become an important way of entertainment for public leisure and relaxation.With tourism being one of the three pillar industries,the travel agency industry has developed rapidly in recent years.However,the strong rise of OTA travel platform,the price war between the industry and serious product homogeneity make the marketing development of traditional travel agencies face unprecedented challenges.A sudden outbreak of the epidemic at the beginning of 2020 has had an unprecedented impact on the development of tourism and"worsened" the traditional travel agencies that had already suffered great disasters.Now the epidemic prevention and control has entered the normality stage,but the business of travel agencies still can not return to the pre-epidemic level.Under the background of normalization of epidemic prevention and control,how traditional travel agencies should follow the market development trend,dig into the new needs of tourism consumers,continuously optimize their marketing strategies based on their own reality and grasp more market shares is the key to obtaining competitive advantages in the new round of reshuffling in the tourism market.This paper takes Shanxi A International Travel Agency as the study object.Firstly,based on the "7Ps" service marketing combination,theory,this paper dwells on the marketing status of Shanxi A International Travel Agency under the background of normalization of epidemic prevention and control,and points out the problems existing in the current marketing development of Shanxi A International Travel Agency,including the great extent of product homogeneity,insufficient formal development,lack of price elasticity,pricing being not.scientific enough,marketing channels being traditional and inflexible,low effectiveness of network marketing,extensive promotion means,lack of innovation,serious employee turnovers,lack of high-quality talents,low tangible display standards,great difficulties in controlling the process,non-standard service process,and limited overall control abilities.Secondly,it analyzes the causes of the current marketing situation and problems of Shanxi A International Travel Agency in details both internally and externally.Finally,based on the actual situation of Shanxi A International Travel Agency,this paper puts forward some suggestions on the optimization of marketing strategies,including shaping a personalized and diversified product system in terms of product strategies;implementation of differentiated pricing strategies in terms of pricing strategies;optimization of marketing channels in terms of channel strategies;diversified promotion means in terms of promotion strategies;paying close attention to employees and training capable talents in terms of personnel strategies;improving the quality of tangible display in terms of tangible display strategies;optimization of the overall service process in terms of process strategies.The marketing optimization strategy proposed in this paper can not only help Shanxi A International Travel Agency get through the marketing dilemma,but also provide references for the improvement of marketing strategies of other travel agencies in China,and provide useful guidance for tourism enterprises to provide products that can meet the needs of tourism consumers.