Research Of The Marketing Strategy In S Travel Services Co.

With the economic development of China, the domestic and international travel demand is also increasing. As present huge corporations as CTRIP, ELONG etc. are specialized in travel service, but these companies are far from satisfactory to the requirements of travelers. Some small and medium-sized agencies have emerged accordingly, but for various reasons, they often vanish as soon as they appeared. It is significant how small and medium-sized company could make its own characteristics, and survive the competition of market, in order to play the role of effective complement to travel market.This paper has applied the theory of marketing and service industries, analyzed the marketing strategies of S Company. First of all, this paper analyzed the marketing environment of S Company:implementing marketing macro-environment analysis of S Co. from such four aspects as political and legal, macro-economic, social, cultural and natural environment; according to Michael Porter’s theory of industrial structure, on the basis of Porter’s Five-force Industry Competition Model, the article analyzed current competition situation; and analyzed the market demand of S Co. in total development of tourism industry and customer requirements; on the basis of analysis on internal environment, the paper discusses company’s strengths and weaknesses, opportunities and threats using SWOT analysis tool. Secondly, based on summaries of featured requirements of travelers, the paper implemented market segments of customers, and confirmed the target market and market positioning. Then, in connection with the specific operating conditions of S Co., utilizing service marketing knowledge, the paper put forward the company’s marketing strategy from Marketing Theory of7Ps in the aspects of product, price, place, promotion, people, physical evidence, process. Finally, this paper proposed safeguard solutions from aspects of organizational structures, reward systems, corporate culture, staff training, crisis management, etc.The marketing strategies investigated by this paper will be applied to future marketing operational practice of S Co., and it is expected, the optimization of marketing management task in the company will be promoted and the differentiate advantage of S Co. will be enhanced, for reference of other S&M business and travel companies.