Research On Organizational Communication Of OTA Companies In The COVID-19

COVID-19 has brought an indelible impact on all walks of life around the world.The travel companies at the center of this "storm" have been hit hard,and they urgently need to explore their own transformation and development paths in the crisis.This article takes the "Tongcheng Travel" company,one of China’s two major online travel platforms,as the research object.From the theoretical perspective of organizational communication and crisis communication,it studies its communication practice during the anti-epidemic period.This article hope to know Tongcheng Travel-The only OTA company in the country that remains profitable in the quarter.What is the close relationship between the market performance achieved by it and the effective organizational communication during the anti-epidemic period.This article adopts participatory observation method and in-depth interview method.As an intern of the Tongcheng Travel company,the author has penetrated into the company’s organization and can observe its organizational communication practice after the outbreak of the epidemic from the perspective of a company member.At the same time,I can have direct contact with the research subjects and conduct one-on-one offline in-depth interviews,so as to obtain first-hand information and lay the foundation for the preliminary research.This article is divided into six chapters.The first chapter is the introduction,which introduces the research background,significance,research summary and research methods of the thesis.The second chapter is the background explanation of the full text,explaining the organizational structure of Tongcheng Travel,the communication channels during the anti-epidemic period,the impact of the epidemic on the company,and the company’s organizational communication during the anti-epidemic period is divided into stages.Chapters 3 to 5 are the main part of the thesis,respectively expounding the organizational activities of Tongcheng Travel during the outbreak period,the epidemic growth period and the stable period of the epidemic:during the outbreak period,Tongcheng Travel internally faces a crisis of confidence of its company members,in terms of internal communication,the company culture has played a role in motivating organization members and stabilizing the organizational structure;externally facing the hidden dangers of company users’ platform trust,in terms of external communication,it has formed the "two poles" of maintaining the reputation of the platform.Support,that is,point-to-point communication between "customer service and users" and point-to-side communication between "company and the public";during the growth period of the epidemic,the company uses new media technology to transform its business and creates a new content marketing method of "live broadcast+travel enterprise".At the same time,marketing activities were integrated into the anti-epidemic public welfare,and the company’s self-propagation was completed;during the stable period of the epidemic,the company seized the favorable opportunity for the recovery of the epidemic to carry out its own brand communication.This brand activity has a special background endowed by the post-epidemic era.The mechanism has achieved a special communication effect.Chapter 6 is a generalization and summary of the full text.It analyzes the characteristics of Tongcheng Travel Company’s organizational communication during the anti-epidemic period,and refines experience and shortcomings for reference by other similar organizations.This article takes the COVID-19 as the background,and uses time as the main line to connect Tongcheng Travel organization and communication activities during the anti-epidemic period,focusing on Tongcheng Travel as an OTA enterprise,and emergency management and transmission in the post-epidemic era.It has reference significance and practical reference value for other similar organizations and companies.In addition,in the past research on organizational communication,most of the organizations were statically inspected,but organizational communication is a dynamic process,and organizations are organized through communication.Therefore,this article adds the crisis situation of the epidemic to the organizational communication,and places the organizational communication activities of the enterprise in a dynamically changing environment for investigation,which enriches the theoretical results of organizational communication.