Research On Network Marketing Strategy Of Ctrip Travel Network Tourism Products

Today, the Internet has become a tourist tourism economy dominant. In addition to the basic daily life, people are increasingly strong demand for travel, with the gradual implementation of paid annual leave, more and more people choose to holiday to relax with his family, to ease the pressure. As Ctrip online travel (also known as "travel e-commerce") giant, has great room for development, is likely to grow even as BAT in general to the world of internet companies volume super company. Among the many online travel companies, Ctrip online travel market has been in a clear lead. How to develop in the increasingly competitive online travel market is the right marketing strategy to maintain the company's marketing capabilities, it has become the online travel industry needs to urgently address the problem. Because some paper chooses tourism products of Ctrip as a case study, study and formulate its marketing capability and marketing strategy, I hope this can provide a reference for other companies or persons.The paper is divided into six chapters. The first chapter mainly describes the research background, significance and research methods. The second chapter introduces the corporate marketing theory, the theoretical basis for the analysis and final recommendations proposed tourism enterprises marketing capabilities. Chapter III with the macro-environment, the competitive environment, SWOT analysis tool Ctrip three marketing capabilities in-depth analysis.Chapter ? Ctrip, for example, to describe the status of Ctrip marketing and problems, focusing on its Web site describes the marketing, network marketing strategy and existing problems. Chapter V presents Ctrip in the network marketing strategy should create a unique online travel, Ctrip enhance brand value, and build a sound service system, to promote the sustainable development of enterprises; from the network marketing product, price, place, communication four presented aspects of the network marketing suggestions for improvement. Chapter VI Marketing Strategy Ctrip conclusions.By studying the results in the full implementation of the network marketing channel strategy channel strategy to improve the quality of channel integration, and more thorough combing the whole industry chain, in order to get more control of channels, in order to better improve the effectiveness of online marketing Ctrip, Ctrip promote development of tourism e-commerce network.