Research On Marketing Strategy Optimization Of NW Travel Agency

Along with the development of the tourism industry,the travel agency industry,which is one of the three pillars of the tourism industry,is also taking advantage of the situation.However,the entry and strong development of OTA(Online Travel Agency online travel platform),the increasing price war between peers and the serious homogenization of products have brought great challenges to the traditional marketing model of travel agencies.In the context of increasingly fierce industry competition and deep integration of culture and tourism,how can travel agencies tap into the needs of consumers and grasp the tourism market,while using external and internal resources to optimize their marketing strategies to expand their brand influence.The only way to maintain a stable position in the tourism industry is the key to the success of the travel agency business.This article takes NW travel agency as the research object.Firstly,based on the "7Ps" theory,it analyzes the current situation of NW travel agency marketing strategy,analyzes and points out the problems of NW travel agency's current marketing strategy,including lack of flexibility and experience of tourism products,product price formulation.Single strategy,lack of flexibility,low effectiveness of marketing channels,imperfect promotion strategies,inefficient,unreasonable staffing,low work enthusiasm,weak overall service process,and lack of creativity and attractiveness in physical display.Then,from the four aspects of fierce market competition and inaccurate market positioning,incompatibility of middlemen and insufficient talent pool,weak brand construction and weak channel management,and ambiguous departmental functions and informatization construction,the NW travel agency marketing strategy exists.The cause of the problem.Then,combined with the actual situation of NW travel agency,the marketing strategy optimization suggestions are given,in which the design and development of personalized products are strengthened in terms of tourism products;in terms of pricing strategy,flexible according to customer source,product content and service level Price strategy;in the marketing channel,improve the management ability of the marketing channel;in the promotion strategy,enrich the promotion means;in the personnel and department configuration,improve the enthusiasm and business ability of the staff;in the service process,the business workflow,Improve the level and quality of operations,tour guides and security.Finally,from the four aspects of technology,system,service and capital,the guarantee measures for implementing the optimized marketing strategy are given.The marketing strategy optimization strategy proposed in this paper can provide reference for other travel agencies in the same industry to develop marketing strategies while ensuring the continuous development of NW travel agencies.It provides useful guidance for tourism sales companies to better provide products that are suitable for the needs of tourism consumers.