The Service Marketing Strategy Research About Anxiang Travel Agency Based On The Theory Of Customer Perceived Value

In recent years, with the rapid development of China's economy and the disposable income of residents, tourism has become an integral part of people's leisure entertainment. Travel agency is one of the three pillar industries of tourism, Faced with an unprecedented development opportunity. At the same time, "travel regulations" and "tourism law" has been promulgated, reduce the travel agency established threshold, and regulate the travel operation mode. With the establishment time becomes short. a large number of travel agencies aggravated the competition.Travel agencies have to change marketing model, such as zero negative membership fee and previous selling strategy. At the same time, the development of information technology has resulted in the online tourism company eroding the interests of traditional travel agencies. Traditional travel agent faces unprecedented challenges.Most of the travel agencies are facing the loss of customers, so they have to think how to change the marketing strategy. In today's society, how to improve travel agency customer loyalty has become a hot topic of discussion.This study takes the Gansu Anxiang travel agency as an example and takes the customer perceived value theory as the basis, analyzes the Anxiang travel agency in the current marketing environment how to improve marketing strategy and enhance the competitiveness of enterprises. The first chapter describes the background and significance of the study, the research methods of this paper and the framework of the paper. The second chapter analyzes the connotation, dimensions, characteristics of customer perceived value and the impact of customer perceived value on travel agency marketing, and describes the connotation and dimension of customer satisfaction and customer loyalty. The third chapter analyzes the general situation,Anxiang travel agency marketing situation and environment. The fourth chapter is the establishment of Anxiang travel agency model of customer perceived value, customer perceived value can be divided into five dimensions, four hypotheses are brought forward. According to the data collected from the survey, using SPSS software for descriptive statistics analysis, reliability and validity analysis, correlation analysis and regression analysis, the hypotheses are validated. The fifth chapter puts forward the Anxiang travel agency should take the marketing strategy according to the theory ofcustomer perceived value. The sixth chapter describes the main conclusions,deficiencies and the research prospects of this study.The innovations and difficulties of this study is the combination of customer perceived value theory and travel agencies, the proposed customer perceived value of the five dimensions based on the results of previous studies, Build the customer perceived value model, demonstrates the customer perceived value have positive effects on customer loyalty, and put forward the five dimensional marketing strategy of customer perceived value. Realize the further development and innovation of the traditional marketing theory.