Research On Network Marketing Strategy Of X Online Travel Enterprise

With the popularity of the Internet,China's online tourism from the embryonic stage into the rapid development stage.At this stage,the scale of Internet users continue to expand,the network penetration rate rising,online business that is full of unlimited opportunities and fierce competition,online travel enterprises in order to stand out in the fierce competition,profit,in the booming electricity market to attract Live customers,the key is to choose the right network marketing strategy.On the basis of the related literature,this paper analyzes the problems faced by online tourism enterprises in the light of the present situation of online tourism development.From the long tail theory applied to the feasibility study of tourism,re-view the key factors of online tourism and related research,and accordingly put forward practical marketing strategy.First of all,this paper starts from the study of marketing data,validates the existence of long tail phenomenon in online tourism,and proves that the online tourism industry has the conditions of applying long tail theory and the feasibility study as the whole research Point of departure.Secondly,the article analyzes the influencing factors of online tourism marketing under the long tail theory.The analysis is based on the research results of the predecessors,the questionnaire is designed carefully,and the high quality market survey is carried out in the customer group.And then through the professional SPSS mathematical analysis software,in-depth mining data,with a view to put forward more targeted marketing strategy.The reliability of the data is verified by the reliability analysis,and the positive impact of online word-of-mouth factors,service factors,product factors,price factors,promotion factors and channel factors on online tourism marketing is verified by factor analysis.Reveals the extent of the impact of these factors on online travel marketing,and found the key direction of long tail marketing(IWOM and service).Finally,according to the level of relevance is divided into key strategies and non-key strategies,and put forward a practical and specific marketing strategy.The study extends the application field of long tail theory theoretically,and also provides a new marketing perspective for online tourism.