Research On Marketing Strategy Of K Company Travel Business

K Company is a leader of the independent third-party paying in china. In 2010,its travel business service division adopts the way of operating division system separately and becomes such a first division. Under the marketing environment, travel business operation division urgently needs to opt business expansion strategy that is able to satisfy the headquarters' requirement and meet their own reality, in order to propel itself to develop promptly and work well to be strong.This article firstly makes a review on some documents about the theory of business operation and relevant strategy. Following articulating the related theory systematically, we can summaries the chance and threat faced by business operation division from the outside. With regarding to Internal environmental analysis, the article analyses the internal profile of business operation division and makes a conclusion of strengths and weaknesses existing in itself according to K Company's industry status. On this basis, the article identifies the business development strategy of K Company,through SWOT Analysis. As to the strategic positioning and strategic objectives, it identifies the strategic positioning,the functional orientation and the customer orientation of the K Company's travel business division and proposes the business development goals.With regarding to the business development strategy, some strategies are proposed such as product innovation, cross-marketing, regional management, sales consulting and large special customer service. It recommends the strategies of providing one-stop integrated financial services to enterprise customers,achieves targeting customer strategy and avoids low-end competition strategy. Furthermore it also presents innovative human resource policies and building talent-team strategy. As to specific product development strategies, it raised the development idea basing on RMB gateway, no-card credit card, POS machines and the traditional business card, airlines B2G, agents B2G, agents BSP development of value-added services for the incremental ideas, in response to customers'requirement.As the Strategic positioning and strategic initiatives are targeted, the development of a detailed strategic implementation plan made to enable K Company business development strategy to be implemented and enforced...