The Application Research On Customizing Marketing Of The Travel Agents In China

Tourism industry, which is the representative of service industry, is going to develop from mass standardized production into diversified and individualized age with the development of global economy and culture. At the same time, the tourism market has already been super segmentalized, while travel agents in China still use single marketing strategy which make high sameness of traveling products and widespread low-price competition. Obviously, the traditional mass marketing is no longer adapt to new environment and make less profit, we should reform our marketing concept.Based on the combination of theoretical research and empirical analysis, this paper analyzes Chinese travel agents’ marketing competitive environment and demand status in China, combined with Tianjin CYTS as a specific example. Macro-micro perspectively revealing that if agents wants to keep competitive advantage, they should establish new marketing concept, and carry out the customizing marketing strategy which is based on customer demands and network technology. First of all, this paper interprets the background, significances and methods of this research. Then it summarizes the customizing marketing theory and literatures at home and abroad, while illustrating the4P,4C,4V, customizing marketing theory and research development. This paper analyzes travel agents marketing environment and status in China by using SWOT and Poter’s five-forces model, generalizing the advantages and exist problems within travel agents. On this basis, it expounds the portfolio strategy of travel agents’customizing marketing. The portfolio strategy formulates a specific product, price, promotion and place strategies by tourism market segmentation and orientation. According to this portfolio strategy, it empirically analyzes Tianjin CYTS’s customizing marketing, which takes a tour group of Huaxia Bank as example and analyze the implementation plan, process and results. It verifies the theoretical analysis above-mentioned. Finally, the conclusion of the paper evaluates the portfolio strategy and forecasts the future of customizing marketing in travel agents in China.The innovation of this paper consists of building a procedure model of customizing marketing and bringing up the portfolio strategy of travel agents’customizing marketing, which are based on tourism individualized demands and network technology combining4P,4C and4V theories. The model is built to solve the problem appearing when travel agents in China customize the products for customers, so it has significances of both theoretical creation and practical operation.