Tactics Analysis On Lanzhou Sifang Travel Agency’s Marketing

At present, especially in the northwest region of China, travel agencies as a whole industry, there are many small travel agencies in this area, and its total employments is huge. For the whole society and a person himself, small travel agencies’ existence and development has a meaningful significance, but many of them (including LZSF), unfortunately, do not have a clear concept about management and marketing strategy.This paper first begin with the attention of the travel agency marketing philosophy and marketing idea, and then under this framework, I will discuss about the service culture and service market’s characteristics, tourism market segment, target market selection and market positioning, and finally about consumers and consumers’ purchasing behavior theory.Without the analysis on environment of travel agencies’marketing, we cannot formulate the marketing strategy of small travel agencies. Under this concern, I have offered a detailed analysis of LZSF travel agency’s marketing environment and marketing situation, which including its macro, micro and internal environment. Especially for its microscopic environment, which almost involves all kinds of relationships LZSF travel agency may be encountered, for example, suppliers, vendors, direct clients, tourism wholesalers and some agents, etc.Through the analysis of the environment, I find some questions and their causes about LZSF travel agency. So, this paper adopts some necessary marketing strategies which LZSF travel agency really care about, mainly discussed following five aspects which including:personnel, advertising, pricing, product development and marketing on the internet.In this paper, the discussion on control of the marketing strategy implementation, still adopts the marketing philosophy and marketing concept as the control’s the foundation. Also in this paper I manage to avoid empty marketing objectives and simply punishment based on control-goal orientation. Just as the product quality management theory often expresses,"the quality of production comes out of the processes which do concern about, not out of control". Through establishing rational marketing objectives, helpful and instigate regularly assessment system, and timely adjustment, to achieve the aim of control upon marketing strategy and marketing plan.