Research On The Marketing Strategy Of LKH Travel Agency In Liaoning

Although socio-economic development has raised people's material and living standards,fast-paced lifestyles have also brought pressure on people.Tourism not only broaden their horizons but also adjust their mentality.Therefore,they are increasingly favored by people.Especially in recent years,the rapid development of China's tourism market,consumer demand presents a wide range of features,more and more consumers to pursue personalized products and personalized service.At the same time,the travel agency industry has rapidly expanded in scale.Some travel agencies have serious product homogeneity.In order to seize the market and compete for customers,the price war has not only led to a drastic drop in profitability but also hindered the industry in product and service innovation.This article takes LKH International Travel Agency as the research object,first analyzes its marketing macro environment,industry environment and micro environment,and considers that it has both good opportunity and severe challenge in its development.Indicate the development of LKH International Travel Service has a good market economy environment,a relaxed political and legal environment,a strong social and cultural environment,with a more favorable market external environment.At the same time,with the rapid development of science and technology,the introduction of internet marketing has also led LKH to face new challenges and threats in product marketing,promotion and innovation.Then from the LKH international travel marketing status quo,the use of marketing strategy combination theory of the current LKH international travel agencies in tourism products,prices,marketing,marketing and other issues.LKH International Travel Service is a group travel agency for Chinese citizens under the franchise of the National Tourism Administration.As the premier integrated tour operator in the province,LKH International Travel Service provides customers with a one-stop service for wholesale,retail and hospitality services Tourism,domestic tourism,convention and exhibition business,travel management,air ticketing and other full range of travel services,with more than 100 stores.As a member of many travel agencies,its existing marketing strategy is mainly lack of flexibility in price customization,too fixed marketing channel mode,lack of innovation in sales promotion mode and the need of more service level.Due to its imperfect development,LKH International Travel Service In the product design and other aspects there are outstanding problems,resulting in its existing product content and innovative ways to adapt to different consumer spending needs of tourists.In view of the marketing status and strategy of LKH International Travel Service,this article is based on the marketing strategy combination theory.On the premise of considering various influencing factors such as tourism products and services,pricing strategy,marketing channels,promotion methods and service process,Put forward further improvement plan and implementation measure.In terms of product strategy,we need to improve the product strategy in the light of the actual needs of the market.After fully investigating the status in the tourism market,this paper argues that the product price strategy should have diversified characteristics to meet the different needs of the market.As far as the marketing channels are concerned,the importance of further expanding the existing marketing channels is put forward.As far as the promotion strategy is concerned,after comparatively analyzing the advantages and disadvantages of the existing promotion methods in the market,it is considered that the promotion methods must also meet the actual needs of the market and meet the evolving needs of the market through innovative and diversified promotion methods.Finally,as far as the customer experience is concerned,this paper puts forward the safeguards for the implementation of the new strategy in terms of improving service quality,strengthening personnel training,perfecting reward system and establishing corporate culture.