Research On Digital Marketing Strategy Of A Company’s Travel Service

Company A is an online travel service booking platform,mainly focused on China,Japan,South Korea,Southeast Asia,and Australia.Its hotel OTA platform features low prices and a wide range of options,which has strong brand appeal.Due to the outbreak and spread of the epidemic,the tourism industry has faced unprecedented challenges,including a decline in tourism demand,stagnation and cancellation of tourism activities.But with the strengthening of epidemic prevention measures in various countries,the tourism industry is gradually recovering.Compared to before the epidemic,the travel needs and consumption habits of tourism consumers have changed,and this change has brought development opportunities for tourism enterprises to carry out digital marketing strategies.In the long run,in a competitive environment where opportunities and challenges coexist,Company A needs to optimize its digital marketing strategy and improve its implementation effectiveness to resist the impact of the epidemic and seek more development opportunities in China.Under the guidance of the digital marketing AARRR model,this paper takes the competitive environment and current digital marketing status faced by Company A as the research object.Using methods such as literature research,interview surveys,and questionnaire surveys,it summarizes the main problems that exist in the implementation of digital marketing solutions by Company A.Based on the existing problems,the reasons for the problems are analyzed,and based on this model,the user acquisition,user activation,user retention Corresponding digital marketing strategy optimization plans were proposed for the five stages of revenue acquisition and recommendation dissemination,in order to enhance the digital marketing effectiveness of Company A and promote the comprehensive its brand.The key link in digital marketing for tourism enterprises represented by Company A is user acquisition and activation of retained users,while utilizing resources such as user traffic to generate revenue and engage in fission propagation.The problems encountered by Company A in implementing digital marketing strategies are common issues faced by the tourism industry in implementing digital marketing.Therefore,the research in this article can help tourism and travel service companies understand,identify,and correct the problems they encounter during the implementation of digital marketing plans,thereby improving their own marketing efficiency and providing reference for the digital process of the tourism and travel service industry.