Feasibility Study Of Individualized Tourism Project In AT Travel Company

Tourism industry as one of the most representative sunrise industry in China's service industry,its development stage has been from large-scale standardization into the era of diversification and individual needs,tourism market benefits show ultra-fine differentiation trend,and China's travel agency products and Service similarity is too high,to promote a single means of operation,the general price war,its large-scale marketing has been unable to adapt to this new consumer changes,industry profits continue to decline,the traditional marketing concept is imperative.How can we change the status? This paper will put forward a different from the traditional tourism marketing model-personalized tourism for introduction and analysis.This kind of personalized custom tourism model is for different consumers,according to their own purpose,their own conditions and many other factors,considering in the customization module based on the development of the route and itinerary.In this paper,AT Travel Agency Co.,Ltd.to carry out the project as an example,the first interpretation of the research background and significance of the introduction of analytical methods and tools.And then introduced the project background,why choose this model to carry out the analysis of the target consumer groups,combined with the actual situation of the company on its status quo,problems,the use of SWOT and 7Ps marketing tools for in-depth analysis,from products,pricing,channels,Service process and tangible display of seven aspects of the development of customized marketing strategy;how to combine with the online travel business,as well as in the marketing process problems and improvement measures,and to further deepen the understanding of examples,the final financial feasibility analysis and risk control analysis.Wish to help such as AT company tourism enterprises to improve market competitiveness.I believe that through continuous innovation,the future of China's tourism industry will usher in more opportunities and challenges.