Research On The Marketing Strategy Of YT Travel Agency In Heilongjiang Province

In the past ten years,with the rapid development of the economy and society,also the improvement of people's material living standards,tourism has become one of the most popular consumption activities of most people in China.In 2018,the added value of the national tourism industry was approximately 0.81 trillion RMB,a year-on-year increase of nearly 9%,far exceeding the growth of GDP during the same period,and its comprehensive contribution to GDP exceeded 10%.According to the comprehensive statistics of the National Tourism Administration Data Center,during the Spring Festival of 2018,China received a total of 386 million tourists,a year-on-year increase of 12.1%,and total tourism revenue of 475 billion RMB,a year-on-year increase of 12.6%.This shows that China's tourism industry has entered an explosive growth phase.With the rapid development of the tourism market,the needs of consumers are also characterized by diversification.More and more consumers are becoming more urgent about the individualized demand for products and services.Meanwhile,with the promulgation of the “Travel Agency Regulations” and the “Travel Law”,the threshold for setting up travel agencies has been lowered,and the scale of the travel agency industry has expanded rapidly.There have also been problems such as serious homogenization of tourism products and low level of product innovation.How to survive in such fierce competition has become a problem that every travel agency must deal with.Based on the theory and research of domestic and foreign scholars on tourism marketing,this paper takes Heilongjiang YT travel agency as an example.Through the research and analysis of the marketing environment and current situation of the travel agency,it has a lot of problems in service quality,promotion,personnel quality,product innovation,etc.On the basis of this analysis,use the 7Ps marketing strategy combination as the theoretical basis,from the tourism products,product prices,marketing channels,promotions,service processes,physical display and personnel to proposes a corresponding marketing plan for YT travel agency.Finally,in order to promote the implementation of the marketing strategy of Heilongjiang YT Travel Agency,corresponding safeguard measures were proposed from the aspects of organization,system,service,personnel and capital.This paper takes Heilongjiang YT Travel Agency as the research subject,and hopes to have the reference function to solve the problems the travel agency.Meanwhile,it also hopes to provide a feasible reference for other travel agencies in marketing strategies.