Research On Marketing Mode Optimization Of China Online Travel Agency In The Era Of E-commerce

In recent years,with the steady growth of Chinese overall economy,the big progress in Internet industry,the rapid expansion of network coverage rate,and the continuous rising quantity of Internet users,represented by “Internet +” service,the new economy is flourishing day by day.Tourism,as a sunrise industry in the 21 st century,which relies on Internet technology,is generating some new business modes.Being different from the traditional travel agencies,under the fierce market competition,although OTA(Online Travel Agencies)have its own irreplaceable advantages of e-commerce platform,however,OTA are also restricted by many uncontrollable factors in online marketing product supply chain and product sales process.Every big OTA enterprise wants to consolidate and even expand market share in the future development.It is necessary to sum up experience from the analysis of the conventional marketing model of the travel agency,and to find a new mode and new way to adapt to the market development in combination with the macro market environment and the micro enterprise environment.For many OTA enterprises in the competition second echelon,we should seize the opportunity of OTA transformation and upgrade in time,optimize the industrial chain structure,and take this way to change the market competition pattern.This article takes the TC Travel enterprise as the specific research object,on the basis of the previous related research theory,combined with the background of the e-commerce era,analyzes the current online marketing activities of "TC Travel",and expounds its O2 O closed loop marketing mode.Combined with the specific situation of "TC Travel",this paper finds out a series of problems,such as the lack of innovation in tourism products,the unobvious utility of direct experience stores under line,and the neglect of brand value.After that,the SWOT analysis method is used to make a strategic analysis of "TC Travel" marketing,and the opportunities and threats,advantages and disadvantages of "TC Travel" in the competition and market share are integrated.In view of the current "TC Travel" O2 O closed loop mode is still in the continuous exploration stage,this article takes consumer demand as the guidance,through the value chain theory for TC Travel marketing model to give optimization suggestions,so that it can be constantly improved,and from many of the many OTA competitors stand out.At the same time,the case study of TC Travel is also helpful for other OTA to avoid similar risks in the process of expanding the marketing channel,so as to achieve the effective integration and utilization of resources in order to adapt to the changing market environment.Obviously,the O2O closed loop marketing mode of online travel agencies is the trend of the times,but grabbing the market is not only to seize the initiative,but also to have sufficient stamina.Looking forward to the future,good market competition can ultimately achieve mutual win and win-win for online travel agencies and consumers.Online travel agencies will combine more new technical forms to create high quality tourism products for tourists and explore more suitable marketing modes around the two core points of "man" and "service".