Research On Marketing Strategy Of JH Tourism Company From 4PS Perspective

With the development of the times,China's economic development has been growing steadily,and the income level and quality of life of residents have also been increasing.While pursuing the improvement of material living standards,people also have higher requirements for the richness of lifestyle.People are more eager to ease the pressure of life through travel.Since the late 1980 s,China's tourism industry has flourished.As a comprehensive service industry,the tourism industry not only drives the development of China's economy,but also provides people with a richer lifestyle.However,most of the domestic tourism companies provide products that are homogenized.The competition between the company and the market for customers has led to a decline in profits within the industry,and product innovation has also been limited.This paper takes JH Tourism Company as the research object,and conducts SWOT analysis on JH Tourism Company,which believes that it faces both opportunities and challenges.This paper also analyzes the company's marketing status from four aspects: product,price,marketing channel and marketing strategy,and then analyzes the company's existing marketing problems.The problems are that product homogeneity,brand influence,product price issues,product distribution channels,promotion tools,marketing team building and management issues.In view of the marketing status and marketing problems of JH Travel Company,this paper puts forward a relatively perfect marketing strategy and implementation measures for the company based on the related theory of marketing.In terms of product strategy,it is necessary to propose a perfect product strategy based on the actual situation of the existing market;in terms of price strategy,consumers should be more satisfied with the product price according to the diversification of products;Interms of the channel strategy,it should be recognized the importance of further expansion;in terms of promotion strategies,we must constantly innovate and promote the means to better meet the diversification of consumer needs;on the personnel management strategy,we must pay attention to the scientific nature of training and management to establish a fair incentive system;It is necessary to improve the quality of service requirements and form a good corporate culture in the company.The promotion of marketing strategy is conducive to JH's marketing performance.