The Research On Evaluation Of Marketing Competitiveness Of Travel Websites

Comprehensive Internet applications, not only causes a new revolution of information technology, but also changes the development of the traditional marketing areas . Today, the market competition has become increasingly fierce, but rely solely on traditional means and methods of marketing can not make a lasting competitive ability, so we must rely on Internet marketing methods to enhance their competitiveness. Network Marketing is the new way to the enterprise to keep a competitive advantage in the new era , so that the research on the competitiveness of marketing becomes a worthwhile and innovative subject in the environment of the Internet.Theessay integrates the theory of competitiveness, marketing, management, network marketing and travel websites'marketing, which concludes five constituent elements of the competitiveness of marketing—marketing concept , marketing information, marketing strategy, marketing tactic, marketing execution. Analyzing the content and web marketing functional features of ten famous travel websites by observation, the paper builds a competitiveness index system based on previous research,. Besides, the paper adopts analytic hierarchy process, Delphi method, integrated research methods such as weighted average method, and uses MATABLE, SPSS15.0 and Microsoft Excel software processing the survey data to determine the weight and score of each index. An Empirical Study by the questionnaire method researches three travel websites, comparatively analyses three websites'advantages and disadvantages of marketing competitiveness, and verifies the feasibility and maneuverability. of the indicator system.The data from the survey, demonstrates the three travel site's overall marketing competitiveness more or less, being at a medium level. Banner ads in various basic indicators index is only being a low score, but on the whole they reflects the present situation of travel website marketing competitiveness. Finally, the paper proposes the limitations of this research and further research directions.