Research On Weibo Marketing Strategy Of The Ctrip Based On User Perception

With the initial emergency and ceaseless development of current information technology and constant updates of marketing,micro-blog marketing has become one of the most important ways of promoting product and displaying the image of companies.Online tourism enterprises are no exception.For establishing a good corporate image,online tourism enterprises not only spread the information of companies and priducts to users,but pay attention to the transfer of value,the interaction of content,systematic layout and accurate positioning through updating their official micro-blog.Based on the theory of user perception,this paper selected Ctrip as a case study and collected data through the questionnaire survey.Then the thesis determined the weight of each index by using the factor analysis method.And the paper put an analysis on the expectation and satisfaction of users by fuzzy comprehensive evaluation method.Based on the gap between users' expectation and users' satisfaction,the aim is to find out the related issues and the origin of them,trying to explore some solutions to provide reference and guidance for micro-blog marketing.This paper is divided into six parts,the first part is the introduction,in this part,this paper puts forward the background and significance of the Online Travel Corporation's micro-blog marketing,while combing the user perception with micro-blog marketing theory development,and finally puts forward the research ideas and research framework.The second part is the related concepts' definition and the theoretical basis of micro-blog marketing in online travel corporation.In this part,the paper definited the concept of customer expectation and customer satisfaction,and the related theories,such as the long tail theory,six dimensional theory,the marketing theory.In the third part;questionnaire design and data collection are mentioned.This part puts forward the design of the questionnaire,index selection factor,questionnaire for the formal investigation.The fourth part is the empirical analysis,using fuzzy comprehensive evaluation method from the user expectations and customer satisfaction of the two aspects of data acquisition and data processing,and evaluate the reliability,validity analysis,scale test and factor analysis to find out the gap between expectation and satisfaction.The fifth part comes up with the Ctrip micro-blog marketing strategy based on analysis of study.The sixth part is the conclusion,prospect of this research conclusion and limitations.Furthetmore,the paper puts forward the direction of further research.The academic innovations of this paper can be summarized by theoretical analysis and empirical study as follows: First of all,the all-encompassing homepage with reasonable design and layout of Ctrip fits the image of the enterprise well in terms of enterprise culture,management concept and image positioning,but the unique design of page needs to be strengthened;The micro-blog's matrix module distribution is fabulous,contributing to the market positioning and development from different perspectives,but still need to integtate and balance the relationship among the sub micro-blogs efficiently,which will generate the superposition effect of publicity.Ctrip has a competitive edge over other tourism enterprises because of large number of fans and micro-blog accounts,which also needs to pay attention to the quality of the fans and enhance the users' participation and attention;Users of the Ctrip are mainly young people from large and medium cities,who have high educational degree,good salaries and advanced consumption concept and are fond of accepting fresh things.Therefore,personalized marketing activities are more likely to attract them.Secondly,as is revealed from the user perception analysis of Ctrip Travel Network micro-blog,we can know that the interaction and feedback is the highest,page design of micro-weibo is the lowest and expectation value is 4.173 in the expectation of Ctrip.In the satisfaction of users of Ctrip,the satisfaction of information security is the highest,with the satisfaction of weibo information quality following,satisfaction score is 3.825.Last but not least,the gaps between users' expectation and users' satisfaction of Ctrip are information quality,information security,interaction and feedback,page design,but the difference is small,indicating that the serve of Ctrip is better.Specifically in the second level index,there are some aspects that need to be improved,including responding and providing professional solusion as soon as possible in interactive feedback respect,protecting users' personal privacy in information security respect,updating information constantly in micro-blog information quality respect.