With the reform of the education system and changes in family education concepts, the study tour market has risen rapidly. This study focuses on marketing and communication strategies of study tour start-ups, taking Fengfeng Huohuo Travel Agency founded by Zhang Xuefeng as a case. The market shows trends such as expanding scale, diversified products and demand, but start-ups face fierce competition, capital constraints, and insufficient professional capabilities. Fengfeng Huohuo Travel Agency targets students and parents in the college entrance examination stage through precise positioning, differentiated services and brand building. Using case analysis, this study examines market positioning, target customer analysis, 4P+4C strategies and innovative communication, finding that diversified online-offline strategies, KOL cooperation, VR experience and educational cooperation improve brand awareness and competitiveness, offering reference for other study tour start-ups.
Rui Jin Gavin (Wed,) studied this question.