Marketing Srategy Research Of FD Travel Agency

With the continuous improvement of people's living standards,tourism has become the universal consumption of most people.China's tourism industry is developing rapidly,it has become one of the important service industries stimulating economic growth and can expand employment channels.Chinese tourism industry has many small and medium-sized travel agencies,the number of practitioners is the largest.However,they are the general lack of clear business ideas and strategic marketing plan.It wasn't limited their development.Therefore,the research on the management and marketing strategy of the small and medium-sized travel agencies is very important.FD travel agency as a representative example of A large number of small and medium-sized travel agency,we comprehensive use of all kinds of strategic analysis tools and combined with the needs of tourism industry of travel agency marketing to analyze in depth the status of FD travel agency marketing.At the same time,we use the PEST analysis method to analyze the FD travel agency market competition environment and analyze the industry environment of using Porter's five forces analysis model.We can understand the conclusion that the advantage,weakness,opportunity,threat of the FD travel agency' marketing through the SWOT analysis.At the end,we got the result of the FD travel agency' customer marketing strategy.We consider that FD travel agency suitable formulate flexible marketing strategy according to the research analysis and it can use the existing advantages and brand advantages to develop tourism products marketing.At the same time,the FD travel agency carry out the market segmentation strategy,product/service strategy.strategy,price strategy,channel strategy,promotion strategy.According to the FD travel agency marketing strategy of the specific analysis,this paper improved and perfect the travel agency marketing strategy research in different environment.At the same time,FD travel agency,the typical representative of travel,small and medium enterprises in our country as the research object,it is also an innovation in the travel agency marketing research about the research object.