Marketing Strategy Research Of The Tourism Product In Southeast Asia Of Sichuan China Youth Travel Service Co.,Ltd.

The Southeast Asian tourism products provided by Sichuan China Youth Travel Service Co.,Ltd.have always occupied a large share in the tourism market of Sichuan Province,which used to be far ahead of others.However,with the development of social economy and the increase of people’s income,the tourism demand of traveling in Southeast Asia has also been changing.The recent marketing operation modes with respect to Southeast Asia tourism products are shown to be difficult to meet the needs of customers due to the continuously upgrading of the tourism demand and expanding of the tourist market,hence providing the opportunities of access to the market for new travel agencies such as the online travel agent.In addition to that,the travel agencies have been seeking transformation roadmaps in order to keep their market share under the fierce competition.Facing the difficulties of the decrease of the amount of customers,the decline of market share and the fierce competition,SCYTS is suffering a huge threat in exploiting the Southeast Asian tourism product market,which also brings great challenges to the further development of company.Based on the PSET strategy theory,the external environment in which the Southeast Asian tourism product market of SCYTS are facing has been analyzed,together with the current status and the existing problems in marketing strategy,this dissertation is aimed at providing marketing strategy on the aspects of product strategy,product price,marketing channel,promotion,service process,visible display and personnel management.Firstly,we have pointed out the target market and position according to the subdivision of the Southeast Asian tourism products of SCYTS based on STP marketing theory.Secondly,we have designed corresponding tourism products that meet the needs of the Southeast Asian tourism market,which have been optimized on the aspects of service standards and types together with the adoption of differentiated pricing strategies.Thirdly,in order to capture the psychology and draw accurate marketing of customers as much as possible,analyses have shown that it is necessary to expand the marketing channels both online and offline,optimize and upgrade the promotion policies which are able to meet the preconcerted demands of customers.The strengthening of the management of customers’ relation and enhancement of customer "stickiness" can be achieved by improving the staffs’ service level through professional skill training and setting up customer databases using big data analysis of heterogeneity.Finally,the customers’ experience feelings and satisfactions can be improved by the continuous optimization of service processes and combination with new technologies such as virtual reality which makes the tourism products being a form of visualization.The above findings have not only given out the marketing strategy on the Southeast Asia tourism products of SCYTS,but also offered reference choices for the marketing of other travel agencies in Sichuan simultaneously.These results have provided beneficial suggestions on the transformation and development of traditional travel agencies in China.