1. Comparison of Marketing Management between Chinese and Foreign Travel Agencies

Due to the different markets, national conditions and development processes of Chinese and foreign travel agencies, there are certain differences in marketing management.

(1) Comparison of Marketing Concepts of Travel Agencies

In terms of marketing concept, there are obvious differences between Chinese and foreign travel agencies due to historical reasons. The marketing concept of western travel agencies is deeply influenced by its mature market economy, and has experienced the whole development and evolution process of marketing, from traditional marketing concept to modern marketing concept. In the market competition, the concept of marketing strategy and global marketing has been firmly established, and the progress of the concept has strongly supported its competitiveness in the market. Affected by the late start of tourism, especially the planned economy, China's travel agencies are still in the primary stage of marketing. Although China draws on many western marketing theories and experiences, due to the imperfect market development and other factors, most of their marketing concepts are in the process of changing from traditional marketing concepts to new marketing concepts, and some travel agencies don't even have traditional marketing concepts. Comparatively speaking, establishing and updating the marketing concept should be one of the efforts of China Travel Agency.

(2) Comparison of marketing strategies of travel agencies.

① Different product strategies. In terms of product strategy, China's travel agencies undertake the function of product production, first selling abroad and then selling at home, with a single product category; Generally speaking, western travel agencies do not undertake the function of product production, and sell products at home before going abroad. There are many kinds of products, including ready-made tourism products, products designed temporarily according to tourists' requirements and even personalized services.

② Different channel strategies. In the west, travel agents mainly support nearly 90% of sales, and travel retailers are chained, specialized and technical. Travel agencies in China are both organizers and receptionists (figuratively called tour groups and receptionists), and they mainly enter the international market through indirect channels.

③ Different price strategies. Chinese and foreign travel agencies are basically the same in dealing with costs, competitive demand, exchange rate and inflation, but there are great differences in pricing technology. China travel agencies basically adopt cost-plus pricing process, while western travel agencies make flexible pricing according to changes in market supply and demand. Under the influence of the government on prices, there are also great differences between China and western countries.

④ Different promotion strategies. The promotion strategy of western travel agencies is customer-centered, targeted marketing and encouraging all-staff marketing; However, the promotion strategy of China Travel Agency is more international than domestic, and tends to emphasize middlemen and ignore tourists. The means of communication depends on advertising, and competition depends on price reduction. The promotion form is single and the promotion level is low.

From the above comparison, we can see that although there are similarities and differences between Chinese and foreign travel agencies in marketing, it also shows that there are great shortcomings in the marketing of travel agencies in China. Facing the future market competition, we must effectively improve our marketing ability.

2. Comparison of tourism marketing development between China and foreign countries

Compared with western tourism, the development level of western tourism in China is higher than that in China. Accordingly, China's marketing level lags behind the west, and there is an obvious gap. In the rapid development of western tourism, it has gone through the same process as the material product industry. From the early stage of capitalist development to the present, it has completely experienced the evolution of marketing concepts such as production concept, product concept, promotion concept, marketing concept and social marketing concept, and the application of marketing in its tourism industry has also developed to a higher level.

China's tourism started late, and its all-round development began in 1980s. In the mid-1980s, the first development climax appeared. Due to the sharp increase in the number of international tourists, the tourism industry is facing unprecedented fierce competition. In this context, the travel agency's own active sales behavior began to appear, and marketing was formally introduced into the tourism industry. Especially in the late 1990s, there was an oversupply situation in the tourism market. Travel agencies' awareness of operating the market has changed from awakening to maturity, and the viewpoints and methods of comprehensive marketing have begun to be recognized by travel agencies. Traditional sales have changed to more mature marketing, and the marketing behavior of travel agencies has changed from simple sales behavior to marketing. Travel agencies began to investigate, study and forecast the market demand, design white-striped products, adjust the product structure, determine the realistic Japanese standard market and promotion strategy, predict the future potential market, carry out early market cultivation, ensure tourists' reflection and treatment of the quality of tourism products, and do a good job in after-sales service.

3. Comparison of marketing strategies

Western tourism marketing management is influenced by perfect marketing theory and market environment, and the development of marketing strategy has been quite perfect. In terms of product strategy, the production function is clear, the product subject is clear, the development model is developed from domestic to foreign, the product types are diverse, and the serialization and personalization of products are outstanding; In terms of channel strategy, the western region has formed a complete "four-level system", with channels supporting each other and networks communicating with each other; In terms of price strategy, the pricing foundation is solid (depending on market supply and demand), travel agencies have strong autonomy, relatively few interference factors, less dependence on policies, diversified product price forms, large customer choice space and strong price competitiveness; In the promotion strategy, the promotion strategy is designed around customers, which is highly targeted for market promotion. Coupled with the huge financial support and the promotion of all-staff marketing, promotion has become the driving force for the success of travel agencies.

In a word, although China's tourism marketing started late, it has developed rapidly in recent years on the basis of successfully drawing lessons from western progressive marketing theory and experience, and has performed well in both domestic and international markets, but there is still a big gap with the west in terms of the overall development level of marketing. In terms of products, the production and marketing functions are unclear, product development is slow, innovation is insufficient, and product types are single. Sightseeing still occupies more than half of the product market. In terms of product price, the decision-making method is still based on the cost-plus process. Due to many factors, the coordination between price adjustment and market demand is not high. In the channel strategy, too much reliance on intermediaries, direct sales channels have not been well utilized and developed. In promotion, the tendency of single form, over-reliance on advertising promotion means and price reduction competition needs to be further overcome.

Through the comparative analysis of Chinese and foreign tourism marketing, although there are still some shortcomings in China's tourism marketing compared with the West, all aspects have begun to develop rapidly. Supported by abundant tourism resources, increasingly relaxed development policies and sufficient human resources, the development of tourism marketing and even the whole tourism industry in China is just around the corner.

(B) the international tourism market quiet combination strategy

1. Product strategy of international tourism market

(1) Seeking Differences from Similarities

The objects of tourism products can be divided into domestic tourists and international tourists. Because of the differences in cultural traditions and living environment between these two different types of tourists, they have great differences in aesthetic tastes, values, ways of thinking and codes of conduct. These relatively stable social concepts permeate their psychological quality, dominate their thoughts and actions, and make them have obvious differences in the value judgment and consumption preference of tourism products.

The reason why tourists spend a lot of money to visit foreign countries is to appreciate the exotic atmosphere, experience the exotic customs, appreciate the scenery in different places, and meet their own psychological and store needs. Therefore, when formulating the product strategy of the international tourism market, the word "different" should be highlighted. From form to content, the stronger the national characteristics, the more significant the cultural differences, and the greater the attraction of tourism products to foreign tourists.

(2) Product mix

Doing a good job in tourism product mix is an important product strategy in the international tourism market. To develop international tourism products, it is very important to adhere to the market orientation and redesign, plan and combine tourism products without changing, so as to meet the needs of tourists more effectively. There are two ways: one is to use the existing basic scenic spots in China, or to combine some of them with the same aesthetic style or similar nature to form a special tourism product. For example, in recent years, China has launched the Singapore, Malaysia and Thailand tourist routes in this way. Another method is to combine some contrasting tourist attractions or projects to form another attractive tourist product.

(3) adjust measures to local conditions

The prison has a vast territory, and under the control of regional differences in the local environment, it has formed a rich and colorful natural landscape; China is also an ancient cultural country with a long history of 5,000 years and rich cultural heritage. The Terracotta Warriors and Horses of the First Qin Dynasty and the ancient Great Wall are irreplaceable advantages of tourism resources in the world. We should make use of these advantages to develop international tourism according to local conditions.

(4) colorful

In recent years, China's tourism product structure is still dominated by sightseeing and business tourism, accounting for more than 2/3 of the total tourism products, and other tourism products are insufficient 1/3. The single form of tourism products greatly restricts the market attraction of China tourism products. Moreover, sightseeing, vacation and business travel only stay in the surface development of resources, which affects the value-added ability of tourism products. Therefore, it is urgent to deeply develop sightseeing and business tourism and constantly develop new tourism products.

At present, China spends about $4.2 billion annually on international business travel, accounting for 65,438+07% of the Asian business travel market. If domestic business travel expenses are included, the total market expenditure is about 200 billion yuan. China's upcoming 2008 Olympic Games and 20 10 World Expo will create huge development space for China's business tourism market. The sense of smell of capital is undoubtedly the most sensitive. American Express, Rosenbruce and other major professional business travel service companies in the world set foot in China business travel market through various forms. At present, the most urgent problem in the field of business tourism in China is to cultivate professional business tourism companies.

In addition, efforts should be made to develop new tourism products, and new tourism products such as culture, leisure, education, transportation, exploration, ecology, festivals, health preservation and themes should be continuously introduced to increase the market appeal of China tourism products. 2. The pricing strategy of the international tourism market

(l) state price strategy

In the pricing decision of international tourism marketing, the travel agency must first decide whether the product price is consistent with other parts of the world, or set different prices according to different situations in different countries. Unified pricing of travel agencies is conducive to establishing a unified image of products in the world, formulating a unified market positioning strategy and controlling the whole marketing activities. However, due to the differences in price competition, exchange rate and taxation, it is more suitable for different countries to implement differential pricing. Which pricing strategy the travel agency adopts depends on the following conditions: ① Daily standard of travel agency. If the marketing objectives of travel agencies in different countries are the same, unified pricing should be adopted; However, if the marketing objectives of travel agencies in different countries are different, differential pricing should be adopted.

② Competitive conditions. If the competitive position of tourism products in the markets of different countries is the same, a unified pricing strategy can be adopted; On the contrary, differential pricing strategy can be adopted.

③ Life cycle of tourism products. If tourism products are in the same life cycle stage in all countries, travel agencies should adopt a unified pricing strategy; Instead, we should adopt a differential pricing strategy.

4 sales channels. If the structure and efficiency of sales channels in different countries are the same, a unified pricing strategy should be adopted; If not, the price of countries with good sales channel structure and efficiency will be set lower, while the price of countries with poor sales channel structure and efficiency will be set higher.

(2) exchange rate change and price strategy

① Price strategy when the exchange rate rises. The rise of RMB exchange rate means the appreciation of RMB, which is equivalent to the increase of foreign exchange price of products, thus increasing sales income; At the same time, the appreciation of RMB will reduce the cost of tourism products, and the combined effect of the two will increase the sales profit of tourism products. At this time, you can choose RMB quotation to increase your income, and you can also lower the sales price of your products to attract more tourists. ② Price strategy when the exchange rate falls. The decline of RMB exchange rate means the depreciation of RMB, which means the increase of product cost. At this time, you can choose foreign currency quotation to increase income, or you can use RMB quotation to attract more tourists.

3. International tourism market channel strategy

The traditional sales channel is a loose network composed of travel suppliers, travel wholesalers and travel retailers. Channel members operate independently and are responsible for their own profits and losses. When they contact, they mainly bargain and negotiate the terms of sale. In recent years, the sales channel system has gradually developed into a joint system, with channel members leading, organizing and controlling the whole channel system. By strengthening the cooperation among channel members, the profits of the whole channel system can be improved. Channel combination can be divided into vertical combination and horizontal combination.

(l) Vertical joint sales channels

Vertical joint sales channel is a complete and unified channel system composed of travel suppliers, travel wholesalers and travel retailers. There are two types of vertical joint sales system: one is the vertical joint sales system of corporate bar. Second, the contractual vertical joint sales system. Third, the management-oriented vertical joint sales system. (2) Horizontal joint sales channels

Horizontal joint sales channel is a short-term or long-term joint operation of two or more travel suppliers, travel wholesalers or travel retailers in the same link, or a new business unit is formed together. This kind of organization is called horizontal joint sales channel. Using this channel can improve the efficiency of advertising and market research.

4. Promotion strategy of international tourism market

(l) Advertising promotion strategy

Travel agencies generally have two choices to do international tourism advertisements: one is that the advertising department within the travel agency does advertising business; The other is to entrust an advertising agency to handle advertising business. Due to the differences in language, education, cultural level, customs and government regulations in international tourism advertisements, it is easy to achieve the expected results by entrusting local advertising agents. When choosing an advertising company, we should consider the following questions: ① the background of the advertising company. The nature of advertising agency, the present situation, history and development of advertising business, the company's personnel and customers, business purposes and business methods, etc.

② Ability and experience of advertising companies.

(3) the reputation of the advertising company. Including the cooperation between advertising companies and customers, the working attitude and mental outlook of company personnel, the impression and evaluation of customers and the public on the company, etc. (2) Promotion strategy

Promotion activities will be restricted in some countries. The laws of some countries stipulate that promotion activities can only be carried out with permission, and the laws of some countries strictly limit the discount rate of wholesale and retail transactions, and so on. Travel agencies should know these restrictions or regulations in advance when promoting sales in the international tourism market.

(3) Marketing public relations strategy

The public facing international marketing public relations has different social and cultural backgrounds, languages, customs and lifestyles in different countries and regions. Therefore, when formulating the international tourism marketing strategy, we should pay attention to the following issues:

(1) Understand the attitude of foreign public towards travel agencies and tourism products, as well as the relevant economic, political and social conditions of source countries.

② Understand and make good use of the news media frequently contacted by foreign public. Because the news media is the most commonly used and effective way of marketing public relations communication.

(3) make the information they spread conform to the language, culture, customs and habits of foreign public from content to form, so that they can accept it.

According to the needs and possibilities of this travel agency, support and sponsor local social development plans, social charities, cultural and sports activities, etc.

⑤ Respect local customs and participate in local social activities. (4) Personnel promotion strategy in the international tourism market.

The marketing environment of international tourism market personnel is much more complicated than that of domestic tourism market personnel, so the requirements for personnel are much higher. In international tourism marketing, salespeople can choose their own people, or they can choose salespeople from countries where the market is located and other countries.

① Recruitment

Recruitment is the basis of doing a good job in promotion. A salesman engaged in international tourism marketing should not only have all the conditions of domestic salesmen, but also have the ability of decisive decision-making, market research and cultural adaptation.

② Training

In the training of salesmen, the training emphasis of travel agencies on domestic salesmen and foreign salesmen should be different The training of domestic sales personnel should focus on familiarizing with the cultural background of different countries, and strengthen the training in foreign languages, manners, living habits and business customs. The training of foreign sales personnel focuses on letting them know the characteristics of this product and master the necessary sales skills.

③ Motivation

People from countries with different cultural backgrounds have different needs and motivations. Travel agencies should understand the personal needs and behavioral motives of salespeople with different cultural backgrounds, use incentives in a targeted manner, and fully mobilize the enthusiasm of salespeople.