Research On Service Marketing Strategy Of P High-end Customized Travel Agency

In recent years,with the continuous change of China's high-net worth population growing and tourism consumption demand and the high level of tourism consumption habits,more and more people have been unable to meet the traditional mass tourism consumption patterns,but the pursuit of more high-quality,personalized,diversified,meticulous,high confidentiality service,high-end private custom travel mode has been born.Driven by huge market prospects and abundant profits,China's high-end customized travel agencies sprung up and industry competition is more and more intense.The high-end custom tourism agencies face high-net worth clients increasing demand for tourism service.In order to wincustomers,enhance market competitiveness,improve the business environment and the establishment of corporate brand,to provide more personalized service to customers,bring more value-added services to customers.Therefore,service marketing plays more and more important role in the modern high-end custom tourism agency.In this thesis,through the research of the related theories of service marketing and high-end custom tourism,combined with the current status of high-end custom development of the tourism industry in China,elaborated PEST analysis on the use of custom tourism on behalf of P high-end company's external environment,using Potter's five forces model to analyze the competitive environment of the industry,combined with the P company of service satisfaction questionnaire,the theoretical knowledge of P's service marketing present situation and the existing problems with the service marketing combination,put forward P company service marketing strategy from the service product,service price,service management and service process management,service exhibition etc..In particular,including the development of high quality tourism resources and products,the implementation of service product differentiation;customer oriented,customer satisfaction for tourism products,excellent service brand image;tourism products by reducing procurement costs,increase the added value of tourism products,improve product price competitiveness;improve the service process and service standards,strict supervision and the evaluation service quality,improve the supplier system;to fully implement the concept of service marketing,recruitment,training high-quality staff,build the internal marketing environment,internal marketing driven by external marketing;strengthen customer relationship management,enhance customer viscosity;combine with the new technology of marketing for customers providing beautiful travel plans,increase customer first impression of service products the present standard of physical tourism,increase customer experience and satisfaction.It is hoped that through the analysis and discussion of this article,we can not only provide reference and help for P company's service marketing level,but also provide references for other similar high-end customized travel agencies,so as to provide useful references for the development of high-end customized travel agencies in China.