A Case Study on the Marketing Strategy of the Travel Agencyx

• Main Authors: yeh yao hui, 葉燿輝
• Other Authors: huang mo ch'uan
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/88312982890765945730

碩士 === 亞洲大學 === 經營管理學系碩士班 === 95 === The travel industry equally has 2.16% to 3.80% growth rates from 2001 to 2006. This article took Pingdong County A travel agency as object of study. After analytic investigation of the on scene in formal interview and collection materials adopted the Marketing Strategy and the Theory of Product Life Cycle as the basis of design and the adjustment marketing strategy. The analysis method used Porter 5 force analysis, Sensitive analysis, CVP Analysis, and Markov chain pattern. The research discovered that the overseas traveling product is the market center of gravity in this case. The case product life cycle system is at the growth period stage, however the growth speed at the present stage has become trado. The research suggested: The selection of Target Market: To choose the consumers who emphasize traveling product quality. Product decision-making: we should not only to maintain the high quality routes, attach great importance to the specialty and ministrations of the tour leaders and guides, also we have to develop positively the domestic market. But do not follow the competitors’ products blindly. Price decision-making: To adopt the pricing policy with high quality and high price and continue using the market old way of Price Adjustment. Passageway decision-making: To Considered establishes the subsidiary company. Promotion decision-making: To establish the business agency and use the cable TV to be the local advertising media