Research On Marketing Strategy Optimization Of Chongqing HF International Travel Agency

With the rapid development of China’s social and economic strength,people’s consumption levels and concepts have changed,which has led to the rapid development of the tourism industry.Therefore,tourism has become one of China’s new economic growth points.At the same time,the market competition in the tourism industry is becoming more and more fierce.In the case of the sudden outbreak of the COVID-19 epidemic in 2020,the tourism industry has suffered an unprecedented strong blow,and the operation of travel agencies is facing a more severe environment.The traditional marketing strategy is no longer suitable for the development of the modern tourism market.How to adapt to the changes of the times,comply with the development trend of Internet technology and information technology,and achieve the goal of expanding the market share and optimizing the marketing strategy is an important issue that travel agency enterprises need to face in the current and future development.On the premise of drawing on the views and theories of domestic and foreign scholars on the marketing strategy of travel agencies,this paper takes Chongqing HF International Travel Agency as the research object of this paper.First of all,it briefly introduces the general situation of Chongqing HF International Travel Agency,and analyzes the marketing status of Chongqing HF International Travel Agency from the marketing 7P theory.Secondly,through questionnaires and field visits,we found the problems in marketing of Chongqing HF International Travel Agency,such as high homogeneity of tourism products,lack of price elasticity,low effectiveness of marketing channels,and lack of creativity in promotional means.Then it analyzes the external environment of Chongqing HF International Travel Agency from two aspects of macro environment and micro environment.The STP analysis method is used to clarify the target market and market positioning of Chongqing HF International Travel Agency.Based on the specific situation of Chongqing HF International Travel Agency,the 7P marketing method is used to propose measures to further improve the marketing strategy of Chongqing HF International Travel Agency.Finally,from the creation of corporate culture,to create the value of corporate spiritual civilization;Strengthen the construction of network technology platform and deeply cultivate consumer data;In terms of establishing and improving the staff guarantee mechanism and strengthening the construction of marketing team,the guarantee measures for implementing the marketing strategy are put forward.