Optimization Design Of QFFG Travel Agency Marketing Strategy

With the steady increase in the amount of leisure time and disposable income that people enjoy today, the tourist market in China is developing rapidly. Facing the rapid expansion of scale of travel agencies, the main medium and small travel agency is still the whole travel industry. In today’s rapidly changing market environment, facing the increasingly fierce industry competition, marketing strategy has become the key to the success of travel agency management. As a microcosm of main medium and small travel agency, facing the market environment that the official reception travel teams compress and individual groups continue to expand, the Undifferentiated Marketing Strategy of QFFG travel agency has been difficult to adapt to the current personalized market demand. How to identify target customers through the tourist market segmentation, to optimize the existing target marketing strategy, to enhance the efficiency of the marketing resources, and to expand market share,has already become development strategy problem for QFFG travel agency manager.Based on the opportunities and weaknesses in external environment of QFFG travel agency and strengths and threats in internal environment, this research constructs a SWOT strategic analysis matrix. Basing on the SWOT analysis results, it put forward the optimization objectives and principles of the marketing strategy. Using the STP strategy tools for depth subdivision of the tourist market, reselecting the target market, clearing the positioning of market, this paper optimizes the design of the marketing strategy, and select Concentrated Marketing Strategy. It put forward four-stage implementation plans of optimization strategy, in market strategic maintenance phase, the travel agency will use different deep experience tourism products to solid the tour market; In market strategic expansion phase, the travel agency will use personalized service to open the individual market; In market strategic deepening stage, the travel agency will use the network marketing to cover the terminal customer group; In market strategic sublimation stage, the travel agency will use the online and offline combined technology to create the wisdom travel agency. In the execution of the marketing strategy, it will use five methods to promote the execution of marketing strategy, enhancing the satisfaction of tourists, reshaping the company brand image,cultivating the team cooperation consciousness, improving tourism service mode,improving the quality of human resources, and strictly execute strategic control.The innovation of this research is mainly reflected in the analysis of the current marketing strategy and the marketing environment, as well as selecting the target market by STP strategy tools, combined with consumption concept and travel mode of the target customers, the travel agency will be positioned as a specialization domestic travel agency that provides deep Confucian experience tourism products for high-end 25-45 young people.It selects Concentrated Marketing Strategy, put forward definite implementation plans of optimization strategy, and designs a new outlet for the transformation of the travel agency.