Research On Marketing Strategy Of B2C Self-operated Mode Customized Tour Organization

As China's economy booms,there have been more and more trans-national exchange and cooperation,international trade and tourism which brings great opportunity to China's tourism industry.China's tourism industry is proceeding transformation of travel mode.Tailor-made Travel is increasing on the tourism market especially after the government made a series of policies to support the development of small and micro enterprises,many overseas students have returned to China to start their business and bring the concept of Tailor-made Travel in China.As the Internet marketing grows fast in China,the E-business of Tailor-made Travel booms since 2015.The brand-new B2 C mode Tailor-made Travel institutions utilize the innovation and growth policies along with the rising trend of Internet E-business platforms,and optimize their marketing strategy to realize constant operation and long-term development.This thesis takes a B2 C self-employed Tailor-made Travel company ‘S' as the study subject.the author analyzes the current market situation of Tailor-made Travel and focus on the B2 C self-employed Tailor-made Travel market according to different operation mode.By means of interview method,the author comprehensively analyzes the current development and marketing situation of S company.Analyze its marketing environment and accomplishes deep analysis via SWOT method.Then the author uses positive research,according to the market location of S company,focus on different regions to select target market and determine customer.Leverage external market opportunities to expand business advantage.And then the author sum up the aforesaid analysis,uses 7Ps theory along with the operation situation of S company,to analyze the marketing strategy of S company in seven aspects(including product,price,place,promotion,people,process and physical evidence)and makes suggestions.The author hopes to enrich the management theory study of self-employed Tailor-made Travel E-business and provide marketing suggestions for the branding of S company and its long-term development,and then inspire the thinking of marketing management in the transformation of tourism industry.