Services Marketing Strategy Of Shenzhen Merchants International Travel Agency

With the rapid development of economy, going out for traveling has become a necessary part of people’s daily life since the Reform and Opening-up of China. As a main route for travelers’going out, the travel agency has played an important role in recent years. More and more investors pay attention to this sunrise industry. While facing more and more fierce market competition, the travel agency must offer better service for its customers, offer more transferable value than its competitors in order to reinforce its competitiveness. Therefore, service marketing plays a very important part in travel industry, which is also an important way of improving service standard of the travel agency.Based on collecting and looking up plenty of material, this paper uses the theory and research methods of management science, marketing management, service marketing and so on. Starting from the reality of Shenzhen Merchants International Travel Agency, it analyses the inside-and-outside environment, the service marketing reality and the exiting problems. By using SWOT model, it analyses Shenzhen Merchants International Travel Agency’s opportunities, threat, advantages and disadvantages on service marketing strategy. Combined with the actual fact, it brings up a strategy of integrating marketing resources, pushes on service marketing and provides the best service for customers.According to the study on Shenzhen Merchants International Travel Agency’s service marketing strategy, it brings up optimize product mix and increase new product development in tourism, improve competitiveness by unified management and set reasonable price, establish a full range of sales channels, strengthen channel management. It also comes up with an idea of constructing professional talent team, builds up a data base of customers to manage the relationship with customers and standardizes service process to have standard service. Finally, it brings the protection measures of service marketing. It hopes to provide useful help for its development and management, provide reference resources on service marketing strategy for travel agencies and provide useful reference for the development of travel agencies.