Research On The Tourism Targeted Market And Marketing Strategy Improvement Of Kowloon Travel Service Co., LTD.

Report to the Eighteenth National Congress of the Communist Party of China points out the strategy of building up the Beauty China, stating that China will strive to establish a new development of modern industry system and boost the development of service, especially the booming of modern service. At the same time, with the update regulations and the introduction of the new policy, such as The State Council about Accelerate the Development of Tourism, and The Tourism Law of the People’s Republic of China, tourism in China will enter a new stage of development. Acting as an important role in tourism market, tourism enterprises will experience the golden opportunity of development and are confronted with fierce competition as well. Facing the intense marketing competition, the tourism enterprises need to solve the following problems:how to exploit the targeted product to meet the diversity needs of tourists; how to improve their market competiveness to get rid of the influence of ticket price.As a core area of tourism development in Anhui Province, Huangshan City is faced more prominent development opportunity. In Huangshan City, Kowloon Waterfall scenic area is not only a key tourist attractions, but also the national 4 a grade scenic spot. However, in the process of exploitation and management of Kowloon Waterfall scenic area, Kowloon travel service co., LTD. is confronted with several problems, such as simple types of tourism products, narrow sale channel, low levels of tourism consumption and so on, which hinder the long-term development of Kowloon Waterfall scenic area. Therefore, in this paper, under the guidance of the concept of social marketing tourism, the author uses the theoretical knowledge of marketing and tourism management to subdivide the tourism market of Kowloon Waterfall scenic area, and indentifies the direction and position of the targeted market. At last, the author applies traditional 4P model (including tourism product, price, place, promotion aspects) to propose a combined marketing strategies and several guaranteed measures.