| With the continuous development of tourism and Internet technology,online tourism has become the dominant tourism economy,and people's tourism demand has become stronger.Nowadays,The Internetand Online marketing exists everywhere,affecting consumers' consumption decisions all the time.As the leader of online travel companies,Ctrip has more than 50% of the online travel market share,and the annual transaction volume in 2018 reached 725 billion yuan.However,in recent years,a large number of competitive enterprises have emerged.How to develop appropriate network marketing strategies and maintain the market share of Ctrip in the increasingly competitive online travel is an urgent problem for Ctrip.In this paper,the research on Ctrip's network marketing strategy optimization plan is based on marketing combination 4P theory and network integrated marketing theory.This paper firstly introduces Ctrip's development history,organizational structure,profit model and main business,analyzes the network environment of Ctrip and conducts SWOT analysis of network marketing,and integrates marketing from 4P theory and network respectively.The theory analyzes the network marketing strategy currently used by Ctrip and proposes the development trend of Ctrip.com network marketing.Secondly,this paper designs questionnaires to investigate consumers' demand for online travel products and services and their preferences for online marketing promotion methods,and summarizes the problems existing in the network marketing strategy adopted by Ctrip,and proposes network marketing strategies for the problems.Optimization.Finally,in order to ensure the smooth implementation of the network marketing optimization program,this paper proposes the safeguard measures for implementing the optimization plan from five aspects: optimizing the organizational structure,perfecting the self-owned marketing data platform,establishing the marketing effect evaluation index,fund guarantee and human resource protection. |
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