Research On Brand Marketing Strategy Of J Travel Agency

Since the reform and opening up,China’s economy has ushered in a sustained high-speed development.The per capita GDP has increased year by year,and people’s basic consumption needs have been fully met,gradually generating higher level consumption needs.As a typical consumption demand of enjoyment,tourism has increasingly become a rigid demand for people to pursue a better life.People’s yearning to travel to areas beyond their residences has promoted the prosperity and development of tourism.For a long time,tourism has been an important pillar industry of China’s economic development,which has played an important role in promoting China’s economic growth,creating employment opportunities,and driving the stable development of tourism related industries such as accommodation,transportation,catering.However,due to the low entry threshold of the tourism industry,the strong reproducibility of tourism products,and the low fixed cost of travel agency operations,the number of travel agencies in China has increased rapidly in recent years,and the number of existing travel agencies exceeds 40000.The competition in tourism is becoming more and more fierce.In order to get out of the quagmire of price competition in the tourism industry for a long time,some travel agencies with certain market influence began to seek partners in the industry and try to carry out large-scale and brand based operations.Jinjiang Group has four famous travel agencies with great influence.Since 2015,the Group has reorganized its tourism business sector,re integrated its business advantages and resources,and established a new J travel agency,with a view to realizing the large-scale and brand development of the tourism business sector and laying a foundation for moving towards world-class travel agencies.In this paper,PEST theory is used to analyze the macro business environment of J travel agency,Porter’s five forces model is used to analyze the competitive environment within J travel agency industry,and SIVA theory,literature research,questionnaire analysis and other research methods are used to analyze the current situation of J travel agency brand marketing from multiple dimensions.Through research,it is found that J Travel Agency still has some problems in brand marketing,such as unclear brand positioning,unclear brand image,inadequate brand communication,and inadequate brand maintenance.Through the analysis of the four dimensions of J travel agency brand marketing,this paper puts forward J travel agency brand marketing optimization strategies.The exploration of J Travel Agency’s brand marketing optimization strategy has certain practical significance for the high-quality development of tourism industry.This paper focuses on the impact of travel agency brand marketing on the sustainable development of travel agencies,analyzes the opportunities and challenges brought by the new market development background in special periods,and captures that under the environment of oversupply of tourism products and mixed tourism product information,tourism consumers pay more attention to the brand of tourism enterprises,and the influence of tourism enterprise brands is amplified.Therefore,the feasibility and urgency of travel agency brand marketing are proposed,Propose the brand marketing optimization measures of J Travel Agency.