Research On Marketing Strategy Of X Travel Agency Recuperation Products

With the development of China’s economy and the improvement of people’s living standards,the staff’s health care has become an important part of the welfare of a large number of enterprises and institutions.In recent years,due to the encouragement and support of policies,the market scale has gradually expanded.At the same time,conventional tourism is difficult to carry out normally due to the impact of the COVID-19.The development of staff recuperation and the shrinkage of conventional tourism have prompted more and more travel agencies to enter the recuperation business field,leading to white-hot competition.Therefore,how to formulate targeted and innovative marketing strategies is the key to highlight product advantages,meet market personalized needs and achieve enterprise development.Based on the above background,this thesis takes X Travel Agency,which is engaged in the staff’s recuperation business,as the research object,and focuses on accurately analyzing the existing problems of X Travel Agency’s recuperation products and formulating innovative marketing strategies.In the process of research,this thesis uses 4V marketing theory,literature research,interview,questionnaire,quantitative analysis and other research methods.The research found that due to inaccurate product positioning,lagging service marketing concept,lack of targeted Internet platform construction,and lack of professional talents,the following problems have occurred in X Travel Agency’s recuperation products:(1)The product is seriously homogenized and lacks core competitiveness;(2)The product function is single and lacks flexibility;(3)The added value of products is not high,and the commercial barriers are weak;(4)Enterprise employees have a weak sense of empathy and lack of emotional connection with customers.Then,under the guidance of 4V marketing theory,this thesis puts forward targeted marketing strategy optimization schemes for the above problems:(1)create product differentiation from four aspects: travel mode,product content,product service,and image label;(2)Enhance the flexibility of product functions from two aspects: extended functions and additional functions;(3)Improve the added value of products from three aspects of technology,service and brand image;(4)Improve product emotional resonance from product implementation process and marketing channels.At the same time,this thesis also studies the implementation guarantee of marketing strategy,emphasizing the necessity of enterprise management system,digital platform,professional talents and fund reserve in the treatment and recuperation products.This thesis applies 4V theory to the research on the marketing strategy of the recuperation products,which is innovative.It is expected to improve the core competitiveness of X Travel Agency’s recuperation products,gain market competitive advantage and help the development of enterprises.At the same time,this study can play a reference role for other travel agencies and recuperation units in exploring the diversification of recuperation products,contribute to the transformation and development of this field,and play a certain positive role in further improving the recuperation products.