Research On Holiday Business Marketing Tactics Of M Online Travel Company

Research on feature and development tendency of online travel, which is with huge potential, will bring benefits to an online travel company’s competitiveness and its development in innovative Holiday business. At present, both internet industry and online travel industry enjoy rapid growth, thus becoming the focus.This thesis carried out the study on holiday business of M’s main business, which is a typical online travel company,to explore its holiday business marketing tactics, points out the existing problems of M’s online travel marketing tactics, in other words,product homogenization and lack of online and offline synergy of whole group;Meantime, Literature review and empirical analysis are both applied in this thesis,With literature study and related statistical materials, combs major viewpoints of travel marketing researches done by scholars from all over the world; Empirical study is also adopted, through PEST, the Five-force model and BCG matrix to analyze M’s current condition and marketing theories, this thesis proposes a marketing tactics and a concrete execution plan for M, namely, to pay more attention to destination holiday business and actively look for a synergetic matching with its offline physical travel agencies in its group.This thesis based on the solution of specific problems for online travel companies,to explore the development of Marketing tactics of M’s holiday business;at the same time, provide the reference for the marketing tactics of online travel companies and leapfrog development of traditional tourism enterprises.