Based On The Consumer, Research Of Differentiated Brand Positioning To Travel Magazine

With the continuous improvement of the national economy, and the continuous development of tourism in the tourism industry booming, driven by tourism related industries have also been considerable development, and travel magazines is one aspect. Travel magazine in China after years of development, now has 100 kinds of travel magazines available, but for a travel magazine of its growth rate is not proportional to, especially for consumers to buy travel magazine of factors in the study, it is less s and less.In this context, the study by making the questionnaire, and then in Guangzhou, a large bookstore, newsstand, etc. randomly selected sample of consumers, directly affecting the consumers to buy travel magazines factors.This paper proposes influence consumer travel magazine on several factors, through data collection, using the SPSS 13.0 statistical analysis tools of different factors on the willingness of consumers to purchase travel magazines were analyzed using descriptive analysis and crosstabs analysis proved that assumptions are justified. The results presented in accordance with appropriate marketing recommendations for the travel magazine industry in the marketing management decision-making in the future provide a useful reference.In this paper, a series of research and analysis and concluded the following: consumer characteristics, magazine prices, magazine pictures, magazine, magazines, services, magazine brands, promotional gifts and other factors on consumer willingness to buy travel journal impact which affect the price of the basic factors of purchase intention, consumers, standard of living and magazines are their own price response, but also by the willingness of consumers to buy content, pictures, many of the service. Meanwhile, the travel magazine for the gift promotion, although its ability to influence consumer purchase intentions, but the value and benefits of their gifts, and the number of purchase intention can not have a significant impact.Accordingly, the development of the travel magazines, consumers need to be developed to meet the travel magazines, for different age, educational level, economic level, the contents of a travel magazine design information, pictures and services. While focusing on service and brand building, to carry out a variety of marketing, member services to make a good consumer satisfaction, brand impact and thus to be increased significantly with the high purchase intention.