In the post-epidemic era, if you are the marketing director of the tourism intermediary industry, how to deal with the impact of the epidemic?

What you want to ask is, in the post-epidemic era, if you are the marketing director of the tourism industry, how to deal with the impact of the epidemic? The specific response measures are as follows:

The first is to further improve the policy of returning and changing orders and the way of pre-sale.

In the external environment where China is facing greater import risk and foreign epidemic continues to spread, tourism service trade enterprises need to take cash flow as the main goal, stabilize the talent team, divest bad business and save daily operating costs. First of all, we should fully protect consumers' right to know, constantly improve the policy of returning and changing orders, announce the progress of returning and changing orders in time, and dispel the worries of tourists who booked in advance temporarily returning and changing orders in unexpected situations; Secondly, tourism service trade enterprises should take the initiative to connect with government support policies, and book some potential customers in advance through "pre-sale+discount" methods such as pre-sale products and refundable products to increase corporate cash flow; Third, strengthen the online and offline training and learning of enterprise employees, improve the comprehensive quality of all employees, enhance the comprehensive strength and level of enterprise software and hardware, optimize and adjust the workflow, and make full preparations for the recovery after the epidemic. At the same time, we can try the strategy of holding shares and increasing holdings of internal employees. Employees can get shares at a premium after paying part of the funds, or they can get the company's tourism products or services at the same price, so as to better retain the talent team. Fourth, by stripping off bad business, stabilizing the business status of enterprises, merging overlapping positions, reducing marketing expenses such as search engines and TV advertisements, and reducing the manpower and daily operating costs of enterprises by intelligent and scientific means. Generally speaking, tourism service trade enterprises can ensure cash flow to cope with financial risks, stabilize the talent team, divest bad business and save operating costs by improving the policies of returning and changing orders and pre-selling, so as to ensure the normal operation of enterprises.

The second is to further accelerate business adjustment and product update.

With the stable epidemic situation in China, domestic tourism is the first to recover, and rural tourism, leisure tourism, parent-child tourism, night leisure tourism and other tourism formats are favored. However, foreign epidemics continue to spread, and cross-border tourism has not yet entered the restart stage. Therefore, tourism service trade enterprises should participate in the domestic tourism market through business adjustment and product renewal. First of all, it is imperative for enterprises to adjust their business and update their products, and gradually implement diversified business development strategies in the thawing period and recovery period of the domestic tourism market, including product diversification and geographical diversification, build a matrix of domestic tourism products, and strengthen the promotion of domestic high-end customized tourism business; Second, try to promote the sales model of "internet plus stores", expand domestic high-quality domestic tours, upgrade the supply chain of products such as duty-free goods procurement and business tourism, work hard on quality and characteristics, and implement differentiated competition with domestic tourism enterprises in service and price; Third, try to develop local tourism business in countries with stable global market epidemic, promote the strategic planning and layout of the whole industrial chain, expand various auxiliary businesses while focusing on tourism, increase the diversity and richness of corporate business, and disperse business risks; Fourth, cooperate with the government and industry to set up cultural tourism image marketing agencies, smooth communication channels, timely disclose the latest information and situation of epidemic prevention and control at home and abroad, and gradually enhance the willingness of potential tourists to consume tourism products through publicity and public opinion guidance, laying a good foundation for restoring the confidence of potential tourism consumers. On the whole, tourism service trade enterprises should respond to the risk of long transition period of tourism consumption market through product renewal and differentiated competition, aim at domestic high-end tourism consumers, develop domestic high-quality tourism services and products, and guide the demand of tourism market to land.

Third, further enhance the enterprise's ability to resist risks.

In the long run, the recovery of tourism service trade and foreign-related tourism is inevitable. However, due to the persistent impact of the epidemic, the international tourism environment is becoming increasingly complex, and new tourism formats are gestating. Tourism service trade enterprises should focus on the opportunities contained in the great changes, establish risk awareness, supplement the main business of enterprises such as inbound and outbound tourism in the catering consumption gradually recovered after the domestic epidemic situation is stable, and make full preparations for the recovery and revitalization of inbound and outbound tourism. Specifically, first of all, the continued downturn in the foreign-related tourism market may lead to the underestimation of high-quality assets. Enterprises with strong capital strength seek merger and acquisition opportunities, constantly adjust and optimize the asset structure of enterprises, improve asset liquidity, and take the opportunity to expand business volume, laying a solid foundation for the revitalization and development of enterprises after the epidemic; Second, establish risk awareness, face up to and face up to the fragility and uncertainty of tourism, set up information and risk analysis departments within enterprises, set up crisis reserve funds for capable enterprises, strengthen cooperation with securities companies in enterprise financing, market research, financial consultants, investment mergers and acquisitions, purchase insurance related to tourism accidents, and spread operational risks through insurance mechanisms; Third, enhance the enterprise's anti-risk ability by extending the industrial chain, concentrate resources on core assets and core business, ensure the rapid expansion of emerging business scale, deepen the depth and breadth of integration with the domestic tourism market, focus on docking the "+tourism" strategy, and resolve the business risks of a single foreign-related tourism product through diversified operations; Fourth, seek cooperation with domestic and foreign counterparts, gradually form a complete international cooperation mechanism to deal with all kinds of emergencies, formulate emergency management plans, and reserve standby funds for emergency treatment. Finally, tourism service trade enterprises should actively connect with the national "Belt and Road" and "Yangtze River Economic Belt" in business strategy, explore and develop a series of tourism products and services around the needs of foreign tourists, and make preparations for boosting foreign tourism after the epidemic. On the whole, tourism service trade enterprises seek M&A opportunities, take the opportunity to expand their business volume and upgrade, prepare for the recovery and development of the inbound and outbound tourism market after the epidemic, establish risk awareness, ensure the continuous operation of enterprises through insurance mechanisms, and enhance their risk response capabilities.

Fourth, further use new formats to expand the development space of enterprises.

The epidemic situation has accelerated the integration of technology and tourism, promoted the deep integration of new technologies in the tourism service trade industry, and spawned a number of new formats of tourism service trade. The new format represented by "cloud tourism" has broken through the geographical space of enterprise development, broken the time limit of tourism and provided new experiences for tourists. Therefore, tourism service trade enterprises should aim at new opportunities, expand development space, extend product chain, and promote recovery and development after the epidemic with business innovation. Specifically, first of all, enterprises should combine their own characteristics, make an early layout from a strategic height, tap the economic and social value of "cloud tourism" in tourism service trade, and give full play to the role of "cloud tourism" in the innovation of enterprise product form and marketing model; Secondly, with the stability of the epidemic and the large-scale vaccination of vaccines, the cross-border travel experience will eventually need to move from online to offline. Enterprises should focus on accumulating a large number of "cloud tourists" through "cloud tourism", and put "cloud orders" into actual cross-border tourism consumption through activities such as on-site discount orders and "cloud tourism" punching cards, so as to realize the coordinated development of online tourism and offline tourism; Third, enterprises should focus on participating in it with an open mind, absorb and train talents with new technologies, and realize the normal development of "cloud tourism" after the epidemic with sufficient talent reserves. On the whole, tourism service trade enterprises should predict the development direction of the industry from a strategic height, make full use of new technologies to develop new formats, and realize the landing of online tourism to field tourism consumption through "cloud tourism" to provide guarantee for the sustainable development of enterprises.