Research On Product Development Strategies Of Travel Agencies Based On Consumer Buying Behavior

With the rapid development of social economy and the continuous improvement of people's living standard,the scale of tourism industry has been expanding.According to the National Tourism Administration statistics show that domestic tourists from 750 million passengers in 2001 up to 4 billion passengers in 2015,an increase of 5 times;domestic tourism revenue increased from 300 billion in 2001 to 3 trillion and 400 billion in 2015,increased more than 11 times.Tourism has become the engine of China's rapid economic development,and has become an important part of the national economy.With the continuous development of tourism,the tourism industry has gradually developed into a "mass,diversified,personalized,standardized" direction.The tourists are not satisfied with the "fly" or "sheep" type of tourism,individuation and diversification,more the pursuit of quality tourism."12th Five-Year" before China tourism consumers showed "popular" "extensive" and "Daily" features,"13th Five-Year" tourism consumption with the development of social economy will present new features,mainly reflected in: pleasing landscapes still dominate the consumer choice;tourism consumption process and enjoy the depth of experience of tourism;consumer spending in advance;pragmatic business consumption;the theme of tourism consumption and wealth customization;regression of tourism consumption emotion;tourism consumption and sharing features such as.But now travel to the pursuit of "profit maximization",reduce the R & D investment,do not attach importance to the tourism product development and innovation,tourism product homogeneity,lack of features,thus causing the contradiction between tourism supply and demand.In order to promote the core competitiveness of enterprises and gain advantages in the fierce competition,tourism enterprises must develop marketable products that meet the needs of tourists.This research object Shandong JHWH travel agency is a famous international travel agency in Shandong province.Founded in 1997,it has 21 subsidiaries.The main business scope includes inbound outbound tourism,domestic tourism reception,etc.,in addition to undertake Taiwan tourism,business visits,conference and exhibition,cultural exchanges,tourism transportation,air ticketing,charter flights,train travel business.Shandong JHWH International Travel Agency turnover and profit increase,but with the external market competition intensifies,how to maintain the competitiveness of enterprises,realize the sustainable development of enterprises,the development of new products is particularly important.Based on the retrieval of domestic and foreign literature,the product development problem of Shandong JHWH travel agency analysis,from two aspects of theory and practice to explore the Shandong JHWH travel agency product development strategy,based on the analysis of Shandong JHWH travel agency's advantages and disadvantages,opportunities and threats,and analyzing the tourism consumer behavior.Put forward the improvement strategy for enterprises to develop new products.