China Merchants Interational Travel Company Services Marketing Management

With the development of China's economy, the larger scale of tourism industry has reached, the more intensive competition of tourism market is. The consumer's need of tourism is rising and appears to be splitting up. Many tourism enterprises, especially the small-sized and middle-sized traveling agencies, have a lot of problems in managing development. For these enterprises, one of its problems is how to struggle for existence and development. It's important for the tourism enterprises to study how to work out and carry out the marketing strategy. And it's most important for it how to work out the effective marketing strategy. Because this enterprises will be succeeded depend to a large extent on whether the marketing strategy is right or not.In this paper, relevant research, including case and case studies of two parts.Case of the China Merchants International Travel section describes the company's hospitality customers Zhang Qiang, the tourism experience; the company introduced the basic situation of the company's profile and tourism products; China Merchants International Travel Company's marketing, management status, presented the company organizational structure, marketing network, market conditions and business department, sales force management.Case analysis includes four parts. First of all, from the macro-environment and micro-environmental analysis of the two aspects of analysis of the company's marketing problems; Second, from the lack of innovation in outbound tourism products, marketing channels, issues, sales force management, operation, the service process, personnel capabilities and services of tangible shows analysis of several aspects of marketing systems; third, from the China Merchants International Travel Company product strategy, pricing strategy, distribution channel strategies, marketing strategies, personnel strategies, service process strategy, and strengthen the service standards of physical presentation and put forward seven service process China Merchants International Travel Company to improve the services marketing responses; Finally, given the supporting marketing strategies to achieve protection.