What are the aspects that travel agencies take differentiated measures to develop products?

Cost reduction and differentiation strategy are the main means of enterprise competition. The premise of implementing the cost reduction strategy is to implement economies of scale. Because travel agency products are combined service products, the key to achieving economies of scale lies in whether all necessary products can reduce production costs through large-scale production, which is obviously not an easy choice for most travel agencies.

The competitive strategy of travel agencies should focus on differentiation strategy, carry out in-depth product development and meet the needs of tourists at different levels. Travel agencies can adopt the following product differentiation strategies according to their own conditions.

Strategy 1: product theme differentiation

Product subject differentiation is the most commonly used differentiation strategy for enterprises, and it is often the most effective strategy. According to the marketing point of view, the overall concept of products includes three levels: core products, tangible products and additional products.

Generally speaking, the core parts of similar competitive products are basically the same, and it is this consistency that makes these products form a certain degree of substitution with each other. However, their tangible products and additional products provide enterprises with a huge space for product differentiation. The core product of travel agency is happiness. Whether it is a traditional sightseeing product or an increasingly prosperous leisure tourism product, the core product that customers buy is pleasure. Sightseeing tourism products and leisure tourism products are only different in product series, and there is no difference in product core value. However, tangible products and additional products of travel agencies can be distinguished. Travel agencies can give products different brands, design different contents and features, provide different services, and let customers have different feelings about products. For example, products such as "amorous feelings of Guangxi" and "drunken Guizhou" launched by CTS in Hong Kong have formed a good response in the hearts of consumers.

Strategy 2: Brand differentiation

Brand differentiation can also be regarded as a part of product subject differentiation, but in recent years, enterprises generally pay more attention to brand strategy, so I will talk about it as an independent differentiation strategy here.

Brand differentiation not only means that travel agencies design a different brand name for their products, but also the brand name must be able to make customers have an effective association with the products of enterprises. Therefore, travel agencies must publicize product brands through various promotional activities, enrich the connotation of product brands, improve the positioning of product brands, establish a good image of product brands, and constantly improve the visibility and reputation of product brands. For example, under the premise of "New Scenery" as the brand, the New Scenery of Shenzhen International Travel Service has determined different sub-brands for each theme product, such as "Sunset Red Zhongshan Queqiao Club" for single elderly people, "Shenzhen Love Travel, Yangshuo Dating" for single young people, and "Red Evergreen Two Ways" for female consumers. Each product brand makes consumers clearly understand the core value and market positioning of the product, so it is also extensive.

Strategy 3: Price Difference

Price differentiation is a common and easy-to-operate differentiation method. Price differentiation means that travel agencies set different prices for their products to remind customers that there are product differences in this enterprise. For example, in view of the long-standing vicious price war of "zero negative tour fee" in China's travel agencies, tour groups have become "purchasing groups" and "tour guides" have become "shopping guides". The "aristocratic tour" launched in Shanghai in the Spring and Autumn Period advocates the business philosophy of "no shopping during the tour, shopping according to the customers' wishes", returning the mandatory shopping time to the guests during the tour, ensuring sufficient tour time and protecting the interests of tourists. The price of the "aristocratic tour" is obviously higher than that of the regular tour group, and this price difference clearly conveys the information of product differences to customers, catering to high-end consumers, thus quickly occupying the high-end market.

Strategy 4: Promotion differentiation

Promotion differentiation means that travel agencies use unique promotion means, including advertising, promotion, personnel promotion and public relations, to establish customers' awareness of product differentiation.

The promotion methods of some domestic travel agencies are relatively simple, and the differentiation is not obvious. Travel agencies should make rational use of advertising, personnel promotion, business promotion and public-private relations to realize the effective combination of various promotion methods. When using various promotion methods, we should implement differentiated promotion methods according to the characteristics of travel agency products and their competitive position in the market. For example, in travel agency advertisements, it is necessary to deepen the impression of customers by repeatedly emphasizing the name and brand name of travel agencies, with the main purpose of improving the visibility of travel agencies and brands. However, the advertisement of China Travel Agency focuses on the menu reminding route and its price, which leads to the limited effectiveness of the advertisement. At present, personnel sales promotion is the most widely used way for domestic travel agencies. In order to obtain a tourism team, there are at least three or five people and more than a dozen salesmen to attract customers to some enterprises and institutions. The game between these salesmen directly leads to price wars. In fact, personnel promotion should focus on promoting the reputation of our agents and the quality of specific routes, rather than vicious competition in price. The relationship between business promotion and the public is relatively seldom used by domestic travel agencies. As a travel agency with certain strength, these two promotion methods are very important, and they are also important ways to enhance their position in the industry.

Strategy 5: service differentiation

As an additional part of products, people generally attach great importance to service, which can provide added value for products.

The service quality of tourism products largely determines customers' consumption feelings and value recognition. In the process of tourism service, it is a common problem that many people are difficult to adjust. To solve this problem, we must implement differentiated service strategy. To implement service differentiation, on the one hand, we need to carry out detailed customer segmentation and provide differentiated services according to different customer groups. On the other hand, the service requirements of different product grades must also be clearly distinguished.