Nanjing Lukou International Travel Marketing Strategy

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 these enterprises will be succeeded depend to a large extent on whether the marketing strategy is right or not.Through the study of the related theory of marketing strategy, combining the concrete practice of the Nanjing Airport International Travel Service, this paper tries to explore the existence and development of the tourism enterprises, especially the small-sized and middle-sized travel service.Based on the theoretical study of marketing strategy, this paper analyses the internal and external environment of the enterprises, and advises that enterprises should understand the chances and threatens in the marketing competition; take the advantages of themselves; choose the target market; define the market position; work out the specific marketing strategy. And this paper also studies how to carry out and control the marketing strategy, including the product tactics, price tactics, place tactics, promotion tactics, people tactics, Physical Evidence tactics, process tactics, CS tactics and marketing audition.