Research On The Impact Mechanism Of Overseas Study Tour Marketing Performance Based On AISAS Model

Overseas Study Tour refers to an international cross-cultural experiential learning model which broadens student's eyes and acquires knowledge through study and travel overseas.With the rapid growth of China's economy,families put more and more emphasis on children's education.Thus,international tourism market of our country grows vigorously.Education tour programs in our primary,secondary and post-secondary schools are also very hot.The tourism enterprises and training institutions have also introduced different kinds of travel products.Meanwhile,it occurs lots of problems.The doorsill to organize study tour for enterprises is low,product design is similar and the marketing strategy is old,which makes the overseas study tour market jumbly,the profit of enterprises have a huge difference,and the resources are wasted,Consequently,how to adjust marketing strategy and grab market share by means of analyzing influence factors has become the key problem for enterprises.In modern social life,people are closely connected with the Internet in all aspects,such as food,clothing,residence,transportation;the living situation of consumer has changed enormously.These papers,on the basis of AISAS consumer behavior mode,analyzes the modern consumer psychology and behavior characteristics,explores the influence factors of each stage of AISAS mode,probes into the relationship and impact on each other,construct the Overseas Study Tour Marketing Effect Factor Model.In the meantime,the study combines the real case of Overseas Study Tour in Nanjing New Oriental School and draws the following theories:(1)Five factors:Channels of communication,content of communication,search path,product type and interaction have impact on the marketing effect of Overseas Study Tour;(2)Among the five factors.channels of communication has the most impact on the marketing effect of Overseas Study Tour which is 0.609,then the interaction and search path,which is 0.467 and 0.466,then the product factor is 0.228,the last is content of communication which is 0.125.Meanwhile,this paper put forward suggestions for Overseas Study Tour marketing as follows:(1)Adjust the ratio of communication channels;Choose the communication channel which affect the marketing performance mostly to spread the information;(2)According to the consumers' specialized need and meet them proactively;(3)Put advertisement on searching engines according to product's itself;(4)Adjust the ration of overseas study tour products,increase the popular related products and decrease the less popular ones;(5)Improve the marketing bilateral relations and maintain the long-term good relationship with customers.Keep the former and regular clients as much as possible.This paper is written on the basis of AISAS consumer behavior mode.From the perspective of Internet social environment,it analyzes the factors that affect the marketing performance of Overseas Study Tour;enrich the theory system of tourism marketing,and give some references on maximizing marketing performance for enterprises.