Research On The Theory And Method Of Database Marketing For The Travel Agency

In the structure of modern market economy, the developing strategy of an enterprise is based on the interaction among consuming conception, environmental limitation and goals of the enterprise. Consuming conception has an immediate impact on the direction of the enterprise's marketing. It also lays a foundation of public demand for environmental limitation and influences the enterprise to choose its marketing strategy. Thus it is the change of tourists' consuming conception that determines how contemporary marketing conception of travel agencies shifts, and how marketing strategy and developing strategy of the enterprises change.Now that the focus of global tourism market is shifting to personalized demand, marketing strategy of travel agencies is accordingly changing to the marketing stage when the market is divided more elaborately. As technological level of extant hardware and software for communication processing was being raised sharply, database marketing appeared and was regarded as the premier choice for travel agencies. It combines advanced marketing theory with database technology and advanced analytic technology.The article summarizes the experiences of enterprises from abroad, thereby putting forward how to implement database marketing among domestic travel agencies in light of their status quo. Based on tourists' behavior instead of demographic data, database marketing enables marketing staffs to divine how people act scientifically. It also supports marketing manager to make the right decisions and makes marketing campaigns measurable.The soul of database marketing is marketing rather than database. Database is only useful means by which marketing ends could be gained. It is stated in the article_______________________________________________________________________Abstracthow travel agencies build customer loyalty, mine prospect and influence on customer transference. The article also shows ways to divine and measure marketing program. It elaborates the process of RFM analysis. There is no precedent of database marketing in domestic travel agencies yet. Thus it summarizes a few questions which worth further exploration and discuss.To explain how database marketing works, the article shows the dual marketing and technological essence by providing an example of creating a database and analyzing data using Power Designer, Access and Java language.Name- Ma Huiping (Tourism Department) Directed by-Xia linhua (Professor)...