Study On Marketing Strategy Of Jowong TRIP

In2012, the market size of Chinese on-line travelling reached170billion RMB at y early growth rate of30%. The total revenue roared to9.41billion RMB at yearly growth rate of19.8%. Wholly speaking, the market size of Chinese on-line travelling developed rapidly, but the market penetration is nearly7.1%, comparing with around70%of American on-line travelling, so that the market prospect of Chinese on-line traveling is hugely broad and bright. In such a prosperous and fiercely competitive market, Jowong should find out their own entering point of market, hammer out marketing strategy, win target customers, reach marketing goals, which deserve reaching and solving in this theses.The author takes Jowong Trip as research target. First of all, the author introduces the products, customer structure, status quo of channels and the like of Jowong Trip. Jowong Trip is the e-commerce platform officially approved and sponsored by Aba prefecture government. The major business of Jowong trip is to sell travelling products of core scenicspotin Aba prefecture. The objects of Jowong trip is for group customers (travel agencies). But, with the change of trourists’ trip modes, the customer structure of Jowong Trip altered. The number of individual customers increased and the volume of individual customers’registrations increasedly year by year. In such a marketing environment, the business model of Jowong Trip has developed from puer B2B model to the integration of B2B and B2C increasingly.The author used the analytical tools and basic knowledge on marketing and used GPEST methodology to analyze the macro-environment of Jowong Trip. What’s more, the author puts Michael Porter’s five-force model into practice to analyze the industry in which Jowong Trip is running, and then clarify the core competence, i.e. big data accumulated in the past11years of operation. Unless Jowong Trip makes full use of such big data to realize precise marketing, Jowong Trip will not win its market position in the fierce market competition.Analyzing and comparing the data of registered users and consumption over past11years of Jowong Trip, the author finds out the different consumption behaviors of group consumers and individual consumers and then formulates corresponding marketing strategies targeting at different consumer segementations. Finally, the author presents multi-channel integration strategy of building up Jowong Trip big platform, bringing diverse users to integrate into the big platform of Jowong Trip and synchronizing the operation. At the same time, the author formulates different marketing strategies aiming at different users, realizing the platformization of operations in Jowong Trip and effect of marketing preciseness. At last, it realizes the integration of B2B and B2C businesses and boosts their growth together.