Some solutions to improve the effectiveness of mixed promotion policies in tourism business activities at Long Huy Tourism Trading and Service Company Limited - 2

2.1. Overview of Long Huy 21 Trading and Service Co., Ltd.

2.1.1. Formation and development process 21

2.1.2. Organizational structure and human resources of the company. 22

2.1.3. Technical facilities 27

2.1.4. Operating results of Long Huy Trading and Tourism Service Company Limited

in 2009 and 2010 28

2.2. Analysis of the current status of mixed promotion policies in tourism business activities at Long Huy 30 Trading and Tourism Service Company Limited

2.2.1. Advertising activities 31

2.2.2. Sales promotion activities 36

2.2.3. Public relations activities 38

2.2.4. Direct marketing activities 39

2.2.5. Direct sales activities 42

2.2.6. Internet / integrated communications 45

2.3. Evaluation and comments on mixed promotion policy in tourism business activities at Long Huy 46 Trading and Tourism Service Company Limited

2.3.1. Advantages and successes 46

2.3.2. Difficulties and limitations 47

Chapter 2 Summary 50

Chapter 3. SOME SOLUTIONS AND RECOMMENDATIONS TO IMPROVE THE MIXED PROMOTION POLICY IN TRAVEL BUSINESS ACTIVITIES AT TRADING AND TRADING COMPANY LIMITED

DVDL LONG HUY 51

3.1. Goals and orientations of Trading and Service Travel Company Limited

Long Huy in the period 2011 - 2015 51

3.1.1. About target 51

3.1.2. About the development orientation of the company 52

3.2. Solution groups 53

3.2.1 . Diversify advertising media 53

3.2.2. Promote sales promotion activities 56

3.2.3. Promote public relations activities 58

3.2.4. Improve the quality of staff performing activities

direct marketing 60

3.2.5. Perfecting direct sales activities 63

3.2.6. Build long-term strategies and focus on developing strong operations

Internet promotion / integrated communications 65

3.3. Some recommendations 66

3.3.1. Recommendations to the Board of Directors of Trading and Service Travel Company Limited

Long Huy 66

3.3.2. Recommendations to state agencies on tourism 69

Chapter 3 Summary 71

CONCLUSION 72

REFERENCES 74

APPENDIX iii

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LIST OF TABLES AND FIGURES

Table of Contents

Table 2.1. Data on labor composition of Long Huy Trading and Service Co., Ltd. 27

Table 2.2. Revenue and profit of Trading and Service Co., Ltd.

Long Huy Tourism Service, period 2009 - 2010 29

Image Catalog

Figure 2.1. Organizational structure of Trading and Service Co., Ltd.

Long Huy Travel Service 23

Figure 2.2. Logo of Long Huy 33 Trading and Tourism Service Co., Ltd.

INTRODUCTION

1. Urgency of the topic

In recent decades, tourism has become a key economic sector, occupying an important position in the economies of many countries and on a global scale, including Vietnam. Vietnam's tourism industry is also increasingly developing and playing an important role in the national economy.

Currently, in the Hai Phong tourism market, more and more travel agencies are being established, creating an extremely competitive environment. To compete successfully, businesses are required to build a business strategy and implement a synchronous and effective promotion policy to gain an advantage in competition. In which, the mixed promotion policy occupies the most important position, through mixed promotion, businesses can promote the company's image as well as their products to customers. It is the main tool to help businesses attract customers - those who decide the success or failure of the business and support other marketing policies to be effective.

Long Huy Trading and Tourism Service Co., Ltd. was established on March 18, 2003, and is one of the pioneering private enterprises in the field of tourism business in Hai Phong. However, besides the successes achieved in recent years, the company still has certain limitations in implementing mixed promotion policies in target markets such as: Choosing communication channels via the internet, the company currently does not have a complete website to introduce the company's image as well as tourism programs to customers; Using advertising media to attract tourists, the company still does not know how to exploit and use advertising media in newspapers, travel magazines, etc.; The budget allocation for the company's tourism promotion tools has not been calculated and allocated reasonably, leading to the company's tourism promotion activities in target markets being constantly interrupted and unprofessional.

For the above reasons, the study of the current status of Long Huy company's mixed promotion policy is the basis for proposing solutions to improve the company's mix promotion policy.

Improving the effectiveness of mixed promotion policies, as well as enhancing competitive advantages, is extremely important for Long Huy Trading and Tourism Services Co., Ltd. Therefore, I have chosen the topic "Some solutions to improve the effectiveness of mixed promotion policies in tourism business activities at Long Huy Trading and Tourism Services Co., Ltd." as the topic of my graduation thesis.

2. Objectives and tasks of the research topic

- Objective of the topic: Propose some solutions to improve efficiency, contributing to perfecting the promotion policy of Long Huy Trading and Service Co., Ltd.

- Research task: Systematize some basic theoretical issues of mixed promotion policy in tourism business as a basis for survey and solution proposal.

+ Analyze and evaluate the current status of implementing mixed promotion policies at the company. From there, draw out the advantages, limitations and causes.

+ Propose some solutions and recommendations to improve the effectiveness of mixed promotion policies in the company's travel business activities.

3. Research object and scope

- The research object of the thesis is the mixed promotion policies of Long Huy Tourism Trading and Service Company Limited.

- Scope of research: The topic focuses on researching the mixed promotion policy of Long Huy Trading and Service Company Limited. The survey and evaluation data of the topic were collected in 2009, 2010 and the proposed solutions will be applied to the company in the coming time.

4. Research methods

The thesis used the following research methods:

- Secondary information collection method : From books, newspapers, magazines, reports of Long Huy Trading and Tourism Services Co., Ltd.

- Field survey method: The author spent a lot of time conducting field surveys at Long Huy Trading and Service Co., Ltd. to compare the reality and the results achieved by the company. At the same time, he learned about the services, organizational structure and products of the company.

- Analysis and synthesis method: Using statistical analysis methods, inductive methods... to synthesize into the core and most general issues. Drawing lessons on the mixed promotion policy of Long Huy Trading and Tourism Services Co., Ltd.

5. Thesis structure

In addition to the introduction, conclusion, references and appendix, the thesis consists of 3 chapters:

Chapter 1: Some basic theories about mixed promotion policies in tourism business.

Chapter 2: Current status of applying mixed promotion policy in tourism business activities at Long Huy Tourism Trading and Service Company Limited.

Chapter 3: Some solutions and recommendations to improve the effectiveness of mixed promotion policies in tourism business activities at Long Huy Trading and Tourism Service Company Limited.