A Study On Marketing Strategy Of A Travel Agency's Outbound Travel Business Services

With China's increasing national strength,increasing national income,coupled witb the opening of overseas tourist destinations and the simplification of visa procedures,more and more tourists are choosing to travel abroad,In 2019,the number of outbound tourists reached 186 millioin After of development,A travel agency has grown into the largest mast comprehensive and strongest comprehensive travel agency in Xi'an.Outbound tourism has always been an important pillar of the company's devclopment.Faced with such a fast-growing outbound tourism market,marketing strategies should be clearly defined,market positioning should be strengthened,the core competitiveness of the entterprise should be enhanced,and resources and customer sources should be mastered.This article takes A Travel Agency's outbound travel business as the research object,investigates the current operation and service marketing status of A Travel Agency's outbound travel busness,analyzes its main problems in service marketing strategy,and analyzes the current marlketing environment of the business from both internal and external aspects An in-depth analysis was conducted,and the future service marketing strategy of A travel agency's outbound travel business was clarified with the help of the SWOT method.Focusing on the current status of A travel agency's outbound trvel business,through market segmentation and carget customer determination,the market positioning of A travel agency's outbound travel business has been clarified,and A travel agency has been formulated in terms of products,channels,prices,promotions,personnel,processes,and tangible display.New service marketing strategy for outbound travel business.And in order to ensure the smooth implementation of marketing strategies,a scries of safeguard measures are proposed from thrcc aspects:system construction,employee training and improving the organizational structure.The research results of this thesis have certain application value to improve the level of A travel agency's outbound travel business service marketing and promote the compctitiveness of A travcl agency's outbound travel business,and have certain reference significance for the formulation of service marketing strategies of other similar companies.