Research On Integrated Marketing Of A Company’s Research And Study Travel Project

With the introduction of the "double reduction" policy in 2021,enabling study travel has great practical and long-term strategic significance for promoting the country’s economic and social recovery and development in the post-epidemic era.The research travel industry is growing rapidly and developing rapidly towards regionalization,branding and standardization.Grasping the era background of intellectualization and digitalization,seizing the opportunity of the integration of the two,research travel is facing changes and breakthroughs in the aspects of concept and business model,organization and personnel development,service and evaluation mechanism,etc.Therefore,enterprises need to adopt scientific integrated marketing strategy,in order to occupy a certain market share in the increasingly competitive research travel market.Taking Company A as the research object,this paper uses PEST model and consultant-style marketing to analyze the development prospects and difficulties of the research travel project of Company A.In view of the many problems restricting the expansion of the market scale of Company A,this paper adopts the sales funnel sales operation analysis tool as the theoretical support and realization path.According to the three stages in the consumption process of consumers,We have designed a series of integrated marketing programs to obtain customers before sale,follow up during sale and maintain after sale.According to the current situation of stock resources and a large number of data analysis,this paper first Outlines a clear user portrait.Secondly,this paper integrates and optimizes the existing marketing channels of Company A.Finally,this paper takes the consumer as the core,adopts the consultant marketing model and organically combines the needs of enterprises,consumers and users to form a series of closed-loop marketing management.Aiming at the development dilemma of Company A,the research on integrated marketing strategy of research travel proposed in this paper can optimize the marketing routes related to research travel in China,and provide theoretical basis for the decision-making of research education institutions,investors and relevant participants of the upstream and downstream of the research travel industry chain.