Research Of Construction And Management In Marketing Channel For Tour Agents

The development of Traveling in China brings the increasing market and the more competitors to tour agents. Channel marketing is the important part of tour agents' marketing. It is hard to make the different advantage in product, in price or in promotion of tour agents. The research of channel marketing of tour agents will improve the marketing and make the core competition.This paper consists of 5 parts.The part 1 tells the status of the traveling in China and in the world, including the history of the traveling agent in China, including the great role of the traveling agent in the traveling line, including the status of the Chinese traveling agent. This part provides the background information to the whole paperThe part 2 briefly analyzes the marketing channel in the traveling agent including the channel members and the level structure of channelsThe part 3 does research of the examples of the China International Traveling Company and the Sichuan Youyi Traveling company, and points out the problems exit.The part4 makes some conclusion of marketing channel's constructing and managing, emphasizes that company image and resource are the most important in Marketing Channel. The part 5 provides some detail suggestions to channel design, member choosing,channel management and channel judgment. At the meantime, the Internet channelis analyzed.The main views of the paper:1. The product tour agents provided is the same. Pay more attention to the channel marketing and get advantages.2. The tour agent is tour operator, tour wholesaler and tour retailer at the same time. It is harm to channel management. The traveling administration department should encourage tour retailer.3. 4 rulers in setting up and managing the channel: company image, sole resources, flattened channel and customer relationship marketing.4. The Internet brings the great impact on the traditional channels. To set up the Internet channel is the opportunity and challenge to the traveling agent.The paper focuses on channel marketing of tour agents. It puts the knowledge of service marketing, relationship marketing and internet into practice. Based on survey and analysis, we research the marketing channel, propose 4 rules and many advices, and point out that the Internet marketing channel has a bright future.