| dc.description.abstract | In 2012, following the worldwide and regional economic crisis, the performance of global tourism industry is getting worse as well. In the same time, China look like a new star which offer a great number of visitors who buy huge amount of shopping needs. All the global customer economy and shopping stores serve to this big customer just like god. According to this truth, The thesis with professional case study skill and pay full attention on China need and its tourism industry, also focus on its Macro-Environment which may guide a perfect marketing plan for the Case A company.
The report was studied by strict structure analysis process, include theories of Five Forces, SWOT, PEST and Level-Divide of Product. To try to find out three major successful achievements, One is the development trace of China form 30 years before to now and future, Second is. the fact of China’s tourism industry and the trend of its way. Finally, to make a outstanding recommend for Case A Travel Agent to guide its development model and set up a excellent marketing strategies for its focus target market. This study adopted qualitative research methods to first survey the literature, and then undertook a Key Information Survey.
Accoding the past servive period of the travel market demand, include of domestic and overseas trip, this research get some key informations of budget idea, holiday choice and promption focus, those will offer more benefits for improvement of future promotions, strategies and business models.
To sum up the results of the literature review and case study, the conclusions as following: One is marketing by STP,to rebuild products by competitive advantage and marketing prompt with budget and target.Second is Win-Win channel strategy, to recheck resource and built and create win-win model to each partner. Third is budget and efficient promotion, to connect customers with Taiwan’s value experience and technology, Finally is PM Value with KPI Strategy, to link value KPI and cost down to Project Manager
Regarding the future developments of Case A company in China, the study makes the some kindly suggestions as below: One is regional market choice, to compare and choice where is good for company development. Second is production by focus, to find and create every possible of STP lastingly, Third is brand’s improvement, to keep and maintain own brand with patience and passion. Finally is value up customer service:, to offer warmly and friendly with heart, share success to team workers and each partner.
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