YZ Travel Company OTA Marketing Strategy Research

Online Travel Agency(OTA) is a new type of tourism arisen with the improvement of people’s disposable income and the continuous development of information technology and the popularization of the Internet. It starts late in China but develops rapidly, which has become the preferred way to travel among Chinese netizens. Represented by Tongcheng Net,Xiecheng Net and Tuniu Net, these Internet Companies take the lead in developing online travel business and take advantage in market competition. These Internet Companies cooperate with hotels and travel agencies and they extract commission through online reservation. Traditional travel agencies have not realized the market opportunities brought by OTA, so their customers’ attrition rate has increased and product homogeneity becomes serious. The OTA marketing strategies of traditional travel agencies need to live up to the development and change of the tourism market, grasp the travel habits and consumption habits of netizens and design targeted OTA marketing plan. But, the OTA marketing strategies of traditional travel agencies are still in a preliminary stage, most of them are researches mainly about the advertisement of the agencies and lower the cost, which lack of theoretical guiding function for the OTA marketing strategy. Taking YZ Travel Company as a research object, this research explores the study of traditional travel agencies in OTA marketing strategy, thus to enrich and develop the studies of traditional travel agencies in OTA marketing strategy.YZ Travel Company is the largest travel company in Shandong Province, which is subordinate to Shandong Business Group Limited Company. With double advantages of online and offline development, YZ Travel Company has great exploring potential. YZ Travel Company represents the reality of China’s traditional travel companies, and it is confronted with the impact and challenges brought by Tongcheng Net and Xiecheng Net, which also exists in other traditional companies. This thesis studies YZ Company’s impact hit from the OTA marketing of Internet Company, taking its online and offline advantages as the entry point of the study, analyzing marketing management problems of online travel agency, using SCP theory of analysis and SWOT theory to analyze the OTA marketing strategy of traditional travel companies, selecting feasible OTA marketing strategy for YZ Travel Company according to its status in the competitive market, formulating the four implementation plans—OTA marketing strategy making, strategy maintaining, strategy improvement and strategy breakthrough, thus to promote the market competitiveness of traditional travel agencies. Making OTA marketing strategy which adapts to the external market environment and conforms to the strength and the internal resources condition of itself has strong practical significance and reference value for traditional travel agencies in the management and practice of OTA marketing strategy.