thybb的部落格

In Huizhou, the last decade with the rapid economic development, people's living standards continue to improve tourism is rapidly growing up. But as providing intermediary services in tourism tour company failed to keep up with the pace of development, not only failed to derive huge profits, but also in organization to travel abroad this one on the market is not doing very good. In response to this situation, we in Huizhou City ×× tourism companies, for example, planning a marketing program.

First, market analysis

1, the marketing environment analysis

With the rapid economic development of Huizhou City, the continuous improvement of people's living standards, more and more common modern means of transport, coupled with the development of tourism resources have talent Huizhou, tourism can be described as unique. Moreover, the government proposed to create the "China Excellent Tourism City" policy is for tourism development provides a good macro environment.

2. Market Potential Forces

In addition to the above conditions, due to the development of Huizhou City is just up the city, improve people's living standards up and all of a sudden, the development of tourism so that tourism With the concept, people are no longer satisfied with the current way of life and would like to Huizhou out, go out into the world to see, walk.

3, analysis of competitors status

In Huizhou, travel between the three dozen people, and the services provided by each other are similar, not very different. Thus creating a highly competitive market, each company's market share can be very school

4, Service Analysis

In Huizhou, travel agency services provided is not very complete, but also in advertising this one is far behind other cities travel.

5, the company's market performance

Visibility can be, but the reputation is not high, the product price is too high, not enough variety, selectivity 放 空間 for small, basic survival of the company in its state-owned enterprises, government its strong support.

Second, the company diagnosis

The company was founded in October 1986, he has been running for more than a decade as much, but still reputation on a very low level, has not been able to expand the size of the company, in the end what factors affect the company's development? The survey found that:

1, extensive management freely, especially in the marketing system, failed to establish a scientific, professional and efficient marketing team.

2, marketing personnel shortages due to insufficient marketing personnel, resulting in only know that service, but I do not know how to open the market; only know that to save money, forgetting to increase advertising investment.

3, no market research, market research any company if not, just let the blind play before the war, the battle is not pre conceivable.

4, poor marketing, due to the shortage of sales personnel, resulting in the level of marketing services is very low, there is no market research, no strategic plan, no long-term planning, marketing planning is not systematic, targeting fuzzy, is not enough, the way backward, blindly open up the market, no and other primary and secondary focus.

5, the service package approach too backward, packing enough variety, not new, it is difficult to attract tourists.

Third, strategic planning

1, Strategic Thinking: draw a line with other travel companies, not on price, taking packed way to attract visitors, provide more value to the visitors. While with other tourism companies to develop strategic cooperation, so that resources to achieve the most optimal configuration.

2, strategic steps: establish a brand, do local boss; strengthen the brand, do Guangdong boss; brand extension, place among the national forefront of the travel company.

3, the strategic plan: to benefit the city as a key market, extending to the surrounding county, and then expanded to Guangdong, after hold our ground, to the country.

4, consumer groups: the organs, enterprises mainly to families, students, personal breakthrough.