Study On Marketing Strategy For Online Travel Platform C

In recent years,tourism has become a wind vane of economic development level,and the market scale has been expanding.With the development of network technology and the popularity of mobile devices,the consumption scene of tourism products has gradually shifted from offline to online,and the share of online travel transactions has exploded.Each online travel platform is constantly developing and consolidating its own marketing model based on its own advantages.But at the same time,after all kinds of capital-intensive money-burning circles have been completed,the market bubble has faded,and the problems of the online travel market are gradually exposed: product homogeneity is serious,various service problems are frequent,and major online The growth rate of the platform has gradually slowed down.C platform,as a research object this time,is a rising star of online travel platform.With its strong technical background,it has seized a considerable market share in the fierce competition.However,in the face of constant criticism from veteran manufacturers,the emergence of newcomers has gradually faced more bottlenecks and constraints.Studying the overall marketing model of the C platform will not only provide a good theoretical support for the C platform to smoothly transform from product-driven to consumer demand,but may also find the next growth point in the new environment for the rest of the online travel platform as a reference.This article takes online tourism as the research background,takes the C platform as the research object,and uses PEST,Porter's five-force model and SWOT analysis method to analyze the macro and competitive environment,advantages and disadvantages of the overall C platform.Then combined with the above analysis results,joint marketing theory knowledge,such as STP marketing theory,etc.,tried to analyze the segmentation market positioning and user cluster of C platform,and began to explore the feasibility of the new retail theory for online travel marketing.The following research conclusions are drawn by research: In order to meet the optimization and improvement of the C platform market positioning,based on the results of the previous theoretical analysis,the marketing optimization suggestions based on the customer experience as the core and using the data-driven new retail method are given.As a traditional industry,the essence of sales is “experience”.In today's highly developed technology,how to use modern technology and massive consumption data to provide travelers with a smoother full-link consumer experience and create more The value of consumption and the mutual benefit of consumers and businesses are the focus of the follow-up online travel industry.The C platform can follow the data linkage to guide the network of ecological resources,data and technology empowerment merchants,scene-based experiential marketing and other methods,in close to customer value,savingcustomer costs,improving customer convenience,and strengthening customer communication.Focus on improving the competitiveness of the overall platform.I hope this article will provide a reference for the rest of the online travel platform.