Research On Marketing Strategy Of Ctrip Customized Travel

As a new type of tourism,customized travel has started to develop in recent years.China officially entered the customized tourism market in 2012,which is still in the initial stage of development.As the largest player in the industry,Ctrip customized travel has a vast prospect.It is very meaningful to study on the marketing strategy of Ctrip in developing the customized travel business.It not only provides reference for the marketing development of Ctrip and other similar customized travel enterprises to expand the scale of revenue,but also has very important significance for the development and growth of customized travel industry in China.Firstly,this paper systematically sorts out the concept of customized travel and the marketing operation process of customized travel.Secondly,this paper analyzes the internal and external marketing environment of Ctrip customized travel through PEST analysis model and Porter's five-forces model.And then put forward marketing strategy of Ctrip customized travel with the help of 4P and 4C marketing mix theory.Finally put forward some suggestions on the implementation of marketing mix strategy of customized travel from the practical level.