The Research On The Service Marketing Strategy Of Hunan CITS Co.,Ltd

With the growth of the residents’ income, the development of the tourism industry has been promoted. The scale of the travel agencies are expanding year by year, but their net profit is decreasing. The main reasons include:low competitive threshold let too many new entrants to compete for the market. The tourism products are lack of innovation and differentiation, so the travel agencies win their customers through price competition. Also, lack of service standards lead to the impact of the travel agency’s position in the minds of consumers. Human disturbance factors and natural environmental factors affect the service satisfaction of the consumers. All of the above indicates that travel services are different from other service industries.From the point of view of Hunan China International Travel Service Company’s marketing status, this article analyzed Hunan Province CITS’s current marketing situation through service marketing theory. It found out that Hunan Province CITS have a lot of problems in quality of service, information technology, product development, personnel quality and other fields. It used SWOT and VRIO model to analyse the internal and external environment of Hunan CITS’s service marketing, identified the gap between the company and competitors, found the company’s core competitiveness, and concluded that the company was suitable for the growth strategy in current marketing environment. Then, deeply researched the company’s current market and found the company’s target market, through the service consumer behavior analysis and market segmentation analysis. It found out the company’s market positioning, and concluded that the company needed to aim at the high-end market and controlled their costs.On the basis of the above analysis, proposed the improved optimization program of the Hunan Province CITS’s existing marketing strategy, in terms of product, price, promotion, place, physical evidence, internal marketing, service processes. The product strategy chapter analysed the product life cycle and found out the product combination which the company need most. It also discussed how to improve the company’s products personalized through the analysis and design of additional services. The promotion strategy chapter demonstrated importance of service communication to the service promotions. The physical evidence strategy chapter made a detailed analysis of the various elements of design in the service environment. It also explained how to manage the internal marketing by the analysis of the satisfaction of customers and employees. Used the service blueprint method to analyses the key points of the design of the service process, and proposed ways to improve service processes. Finally, it analyzed the marketing strategy implementation and protection of the company’s services. It proposed to achieve the effective implementation of the marketing strategy of the company’s services, through strengthen customer relationship management and corporate culture. It also advised the optimization method of network service platform.