What are the market positioning methods of travel agency products?

1. Avoid the static rigidity of market segmentation.

In the initial stage of market introduction, the market segmentation of travel agencies is generally around geographical distribution, population and economic factors (such as age, gender, family income, etc.). ) market, because the needs of customers are relatively simple and direct. Its characteristics are manifested in the visualization of target market segments. In other words, by subdividing the breadth of the market, we can directly and vividly describe its target market segments. For example, when an enterprise divides the market into several target market segments, such as middle-aged and elderly people, young people and children, people can vividly know the basic characteristics of these market segments. Because this "classification" method is simple, easy to operate and low cost, most enterprises can master and are willing to adopt it. As a result, it is not uncommon for tourist route products aimed at people of different ages to appear in many travel agencies. However, this segmentation method is only applicable to the market start-up and growth period. At this time, brand competition is often not obvious enough, and competition will generally be manifested in products, quality, price, channels and so on. Travel agencies that only act on such market segments will often make travel agencies fall into a static and rigid state. Although all travel agencies are doing elderly tour groups, in fact, the form of operation is the same. In this case, the so-called characteristics no longer exist.

2. From dynamic market segmentation to market positioning

When customers' needs are diversified and complicated, especially when emotional factors have an increasing influence on purchases, market competition has developed from the breadth coverage of geography and economy to the depth of demand structure, and the market has also changed from tangible segmentation to intangible segmentation, and the target market has gradually become abstract. For example, we can find the target market segment of "pursuing fashion" through deep market segmentation. But where is this target market segment? Who are its customers? Do these customers have the same geographical, demographic and economic characteristics? What methods should travel agencies take to communicate with this target market segment? Obviously, the target market segment at this time has been complicated and abstract, so the concern of travel agencies for consumers has also entered the psychological level from external factors.

For the target market segment formed by the surface of consumer psychology, it is impossible to adapt to the shallow market segmentation method or even the "industry segmentation" method in the early stage of market competition. If travel agencies want to approach, they can only use scientific market research methods to correctly segment the market.

Dynamic deep market segmentation is an inevitable choice for enterprises to succeed in the middle and late stage of market competition, because only in this way can we determine the correct market positioning and lock in the target market groups.

In the dynamic market segmentation, travel agencies can concentrate limited resources, use differentiated in-depth communication strategies, supplemented by various means, win the trust of tourists, and achieve the goal of blocking competitors to the maximum extent by constantly cultivating the loyalty of target tourists. However, enterprises that adopt static shallow market segmentation have very low customer loyalty because they have established a "harmless" relationship with customers. When more enterprises enter the market to grab the market, the market competition means that enterprises can adopt are price war and increasing advertising investment.

(3) Travel agencies should make market positioning according to their ability and wisdom.

1. The external characteristics of travel agencies should be consistent with market positioning.

The product positioning and market positioning of travel agencies can actually start from the meaning of their own names. It is often the unity of name and reality, which is easier to impress tourists.

From the name point of view, many travel agency enterprises actually have the professional development direction of travel agencies, and the market positioning of such travel agencies should undoubtedly be consistent with their own names. For example, the old-age travel agency should be positioned in the old-age market, and the ocean travel agency should position its main products on the sea-related tourist routes. However, the current reality is not the case. Travel agencies called "women" do not distinguish the sex of tourists when soliciting business, and students will also appear in tour groups composed of travel agencies called "old people". No matter how carefully such a travel agency locates its own market, it is hard not to leave a false impression.

After the market positioning of a travel agency is determined, it should be clearly displayed from its main products. Travel agencies that call themselves "experts on European travel" will definitely affect the credibility of "experts on European travel" if their advertisements are all about Southeast Asian travel routes.

There are also some travel agencies that are very blind in market positioning. For example, some travel agencies define themselves as "travel wholesalers", but they don't understand that after announcing that they are "travel wholesalers", they also declare that they are not travel agencies or travel retailers. However, if we still operate in the mode of "wholesale and retail", it is actually a violation of fair business practices.