Study On The Network Marketing Effect And Countermeasure Of CYTS MICE Based On IPA Method

With the continuous development of the market economy,people's living standards have been greatly improved and tourism has gradually become a public consumer goods.Exhibition activities in the promotion of economic development are also becoming more and more.Exhibition activities and tourism fuse to form MICE.With the rapid popularization of the Internet and the continuous innovation of information technology,network marketing has became one of the common marketing methods.The channels,methods and contents of the network marketing have been continuously updated.At the same time,the Internet and information technology are gradually infiltrated into the MICE industry,such as the Internet MICE company came into being,which is both a challenge and an opportunity for the traditional professional MICE company.CYTS MICE company has a relatively long time to establish,the comparatively strong strength and the more inherent customer resources,which could be a typical representative of the traditional professional MICE company.Therefore,this thesis selected CYTS MICE as the research object.The thesis intends to understand the network marketing effect of CYTS MICE from the perspective of customer evaluation.According to the results of user evaluation,the thesis uses IPA to find out the problems and reasons of CYTS MICE network marketing,and then puts forward the countermeasures and suggestions to improve CYTS MICE network marketing.The research content of this thesis mainly includes the following parts.(1)The definition of concepts and related theoretical basis.Based on the review and summary of related documents,the thesis discusses and defines MICE products,network marketing and other related concepts by combining with the actual situation.Moreover,the thesis expounds the reference theories,including the theory of relationship marketing,the theory of new media marketing,the theory of precision marketing and the theory of customer satisfaction.It provides the theoretical basis for this study.(2)The status quo of CYTS MICE network marketing.The part describes the trends and characteristics of current network marketing development,the overview of CYTS MICE company,the type of CYTS MICE product and the target market of CYTS MICE.Combined with the actual situation,the part gives a brief description about the development situation of CYTS MICE network marketing from all aspects of the network marketing definition.(3)The empirical analysis of CYTS MICE network marketing effect evaluation.After constructing evaluation index system and collecting data of the network marketing effect,the part uses the SPSS19.0 to evaluate and analyse the data,including IPA.According to the evaluation and analysis results,the part finds out the existing problems and reasons of CYTS MICE network marketing.(4)The countermeasures and suggestions of improving CYTS MICE network marketing.According to the existing problems and reasons of CYTS MICE network marketing,the part puts forward some corresponding countermeasures and suggestions.According to the analysis of the empirical evaluation,this thesis found the following problems of CYTS MICE network marketing:(1)The information provided is not timely and complete.There are five specific problems,including the company profile is not detailed,the company news and dynamic update is not timely,the case is not fully shared,the company contact information is not comprehensive and MICE product features are not obvious,etc..(2)The effect of exchange interaction is poor.Including the interactive communication platform is insufficient,the way to submit business needs is not convenient and the mode of customer service online is not comprehensive,etc..(3)The technical support is not perfect.The specific indicators which need to improve include the station navigation and language version,etc.(4)The relationship management is not in place.The network channels and ways for users to complain are not many.The users can not see the other related complaints handling case.(5)The online trading function is not complete.The users can not book products online.There is no product price,product evaluation and other information.The mainly reasons are lacking the advantage of using the internet and information technology,using the inadequate and single way to interact with the user,using the network marketing channels and their functions not fully,lacking the high-end network marketing talents and information technology talents,etc.Aiming at the existing problems and combined with the actual situation,the thesis puts forward the following countermeasures and suggestions: Intensify the information provided timely and completely,ameliorate the platform and way of interactive communication,improve the media software and hardware technology,establish harmonious customer relationship,consummate the online transaction convenience function,make good use the network marketing channels and functions,focus on the tools and methods of network marketing,consolidate the construction of network marketing the other team.