Research On The Application Of Customizing Marketing Of The Travel Agents

The age of knowledge economy approaches customers with the trend of individualization. The demands of customers including tourists are characterized by their personal needs and wants. Meanwhile the increasingly intense competitions ask for more efforts which are stressed upon catering to the benefits of each customer. The market segment comes to its ultimate—the"segment of one". This demand-oriented market segmentation has bring the great changes of Marketing concepts and led to the occurrence and the development of"customizing marketing"philosophy. The development of information technology and customization helps to enable the effective implementation of the concept.Based on the demand-oriented marketing philosophy, this paper studies and analyzes the"customizing marketing"theory and has undergone vigorous development. The paper aims to make an introduction of this theory and try to apply it to tourism marketing practices. This paper makes an exhaustive use of marketing theories, marketing research methods in addition to related tourism theories trying to help the travel agents finding out the new patterns of"customizing marketing".This thesis tries to make some contributions to the maturation of this new concept of"customizing marketing"through research on its development process and try to introduce this concept into the travel agents. It also tries to make it the solution to the fast changing and increasingly individualized tourist needs by probing into the applicability of"customizing marketing"and its impacts on the tourism marketing strategies, policies and practices. The purpose is to provide something references for the tourism industry to increase the competition power and seek for the effective marketing measures.