Research On The Marketing Strategy Of Blue Port Travelagency

Tourism is the largest economic industry and one of the most dynamic sunrise industries in the world today.In recent years,China's tourism industry has developed rapidly and has broad development prospects,and has gradually become an important engine for stimulating China's economic growth.As an important economy supporting the development of tourism,the travel agency industry has mushroomed up rapidly.While developing rapidly,it will also usher in a new round of opportunities and challenges.In this context,travel agencies want to highlight the encirclement,better and healthier development,a set of marketing strategies that are suitable for themselves is particularly important.Marketing runs through the whole process of business operation,which is not only the basis of all business activities,but also the fundamental guarantee for the company to obtain profit.Through the analysis of the marketing status of Blue-port Travel Agency and the internal and external environment of marketing,this paper finds out the problems existing in the current marketing,and puts forward corresponding improvement suggestions in combination with the actual situation,in order to provide useful reference for the development of Blue-port Travel Agency.Firstly,this paper summarizes the research background and research significance of marketing strategy,and expounds the domestic and international research status of marketing strategy from the perspective of different scholars,and introduces the content and methods of this paper.Secondly,it introduces the basic situation of Qinhuangdao Blue-port International Travel Service Co.,Ltd.,analyzes the marketing status of Blue-port Travel Agency,finds out the problems in marketing,and lays a foundation for the formulation of marketing strategies.Thirdly,it analyzes the internal environment and external environment of the blue-port travel agency marketing.According to the SWOT model,it analyzes the advantages,disadvantages,opportunities and threats of the Blue-port travel agency marketing in detail,and analyzes the advantages and disadvantages of the SWOT modelby using the analytic hierarchy process,opportunities,threats to the weights and scores of various indicators,and accordingly selected the marketing strategy suitable for the Blue-port travel agency.Finally,through STP analysis,market segmentation,target market selection and market positioning were carried out.The marketing 4P theory was used to propose appropriate marketing strategies for Blue-port travel agencies from products,prices,channels and promotions,and to new marketing strategies.Analysis of the security situation during the implementation process to ensure the smooth implementation of the new marketing strategy.