Research On T-company’s International Ticket Marketing Optimization Strategy

With the rapid development of China’s economy,people’s living standards are constantly improving,and the number of outbound tourists is increasing.Because of its features of convenience,speed and comfort,international air transport has become the preferred transportation for people to travel abroad.In the international air ticket market,there is not only competition among airlines,but also competition between airlines and online travel agencies and traditional agents.Due to the government ’ s policy of"straightening and lowering generations”and the development of airline companys’e-commerce,the gap between airlines and online travel agencies has gradually diminished.T company has long been in the first echelon of the online travel market.In today,s market environment,to maintain and expand the market share of international air tickets,it is necessary to optimize and innovate existing marketing strategies.This article takes T company international ticket marketing as an example,based on 4Ps,4Cs,4Rs theory,market segmentation theory and network marketing theory,through the marketing status of T company international air ticket,analyze its problems and causes in product,pricing,channel,promotion,etc.The study found that product homogenization,single price competition method,weak channel management,lack of upstream and downstream resources integration,single promotion means and outdated propaganda are the main problems that restrict the effectiveness of T company’s international ticket marketing.Too much pursuit of traffic,neglect of services,improper product design process,unreasonable organizational structure,improper use of information technology,and imperfect marketing processes are the main causes of these problems.On this basis,this paper proposes T company’s international air ticket marketing optimization strategy,including:channel optimization strategy(enhance APP promotion,expand new channels,strengthen channel management and control),product service optimization strategy(strengthen product and service innovation,increase auxiliary business sales,improve service quality),Pricing optimization strategy(dynamic pricing,cabin management)and promotion optimization strategies(widening promotional channels,innovative promotion methods,building user recommendation systems).The optimization strategy proposed in this paper is not only conducive to enhancing the international ticket marketing effect of T Company,but also improving its market competitiveness.At the same time,it provides a reference for the optimization of marketing strategies of similar enterprises.