Research On The Marketing Strategy Optimization Of KH Travel Agency In Henan

With the rapid development of tourism industry, the scale of the travel agency industry is also expanding rapidly. The number of travel agencies increase quickly in recent years, The fierce competition among travel agencies is increasingly, the market situation is changing, KH travel agency as a part of the many travel agencies, its existing marketing strategy has already can not adapt to the current market situation. With the development of economy, more and more consumer pursue personalized products and personalized service, Faced with the personalized requirements of consumers in themarket now, how to further understand the demands of theconsumers, and optimize the existing marketing strategy, the maximum to attract consumers, enlarge themarket power of travel agencies, which has become an urgent to solve the problem for a travel agency.In the present travel agency industry,there are some problems for most of the travel agencies in terms of marketing strategy. Especially in the case of products, the present travel agency products more and more tend to homogeneity, tourism products offered by the travel agency is nearly the same, fixed holidays tourist attractions,fixed, less attractive for tourism consumers, it is difficult to stimulate consumption desire.Also appeared in the process of marketing blind phenomenon of price competition,various travel between big price war not only lead to profits dropped substantially, but also the lack of innovation tour products. In the current market, travel agencies should have the priority to develop distinctive products, to adapt to the different tourism consumption demand of consumers. Travel market competition in the core is the product of competition, the diversification of products to meet the needs of different consumer groups in the market now, so as to attract more tourism consumers, continuously strengthen the travel market competitive advantage, expand the market share of travel agency.Based on KH travel agency as the research object, first,this paper to do analysis about the KH travel agency macro marketing environment, industry environment and micro marketing environment,in order to have a deep understanding of the internal and external marketing environment of KH travel agency. Then starting from the present situation of the marketing strategy of KH travel agency, based on7 ps marketing strategy theory, from six aspects analyzes the present situation of current KH travel service marketing strategy. Found KH in tour product, product price, marketing channel, promotion, and the power of the government, public relations has a lot of problems, and has carried on the thorough analysis to the reasons of these problems.Based on the above analysis, considering 7 ps marketing strategy combination theory as the instruction, from the tourist products, product price, marketing channel, promotion, the power of the government and the public relations aspects of the optimization of the marketing strategy proposed to improve the existing scheme. In the aspect of product strategy, withing the market diversification of product strategy to meet the personalized needs. Through the understanding of the price competition in the market now environment, put forward the pricing strategies of variability, compared with the original price strategy is more elastic. In terms of marketing channels, demonstrates the necessity of multi-channel marketing. In the promotion strategy, a detailed analysis of the advantages and disadvantages of various promotional methods, pointing out that in the current market competition to promote innovative ways to develop a variety of promotional methods.In the government power and public relations strategy, stressed the need to draw on the power of the government and the public to develop travel agencies.Finally, from the four aspects of organization, system, technology and service, the author puts forward the implementation guarantee of KH travel agency marketing strategy.