Research On The Service Marketing Strategy Of Online Travel Agency For Hotel Partners

China Online travel market is still receiving strong new entrants,such as Meituan,Fliggy,etc.The market competition is becoming increasingly fierce,so how can we continue to expand while maintaining our own market share?Market share has become an issue for many online travel companies.Prior to this,scholars looked at the relationship between online travel companies and hotels,and they studied the relationship between the two from the perspective of partnership.With the entry of strong new market entrants,the original online travel agency are facing the danger of market share being divided.Under the Internet development model of content is the King,online travel agency not only need to carry out service marketing for consumers,but also need to carry out service marketing for hotels.With high-quality online hotel distribution services,they can obtain high-quality and rich hotel product resources.In order to enhance their core competitiveness,and ultimately increase market shareThis paper takes X online travel agency as the research object,first of all,it analyzes the macro environment of China’s overall online travel market,the market position and industry competition of X online travel agency,and the current situation of service marketing strategy of X online travel agency’s online hotel distribution service;Secondly,using the 7Ps theory of service marketing mix,it analyzes the existing problems of X online travel agency’s hoteloriented service marketing strategy and the reasons for the existence of the problems.Specifically,in terms of product strategy,there are problems such as single product design and serious homogeneity,low flexibility in product type design,and too narrow service range of service products;in terms of pricing strategy,there are problems such as pricing higher than the industry average and single pricing strategy,etc.Problem;in terms of channel strategy,there are problems such as few customer acquisition channels and single form of online hotel distribution service of X online travel agency,and poor ease of Ebooking background operation;in terms of promotion strategy,there is a much lower promotion frequency of X online travel agency than Competitors,poor flexibility in promotion methods,etc.;in terms of personnel strategy,there are problems such as lack of domestic financial team and pre-sales service team,insufficient personnel in marketing department,and weak professional assistant team for cooperative hotels;process strategy:yes The process of participating in online promotion activities of partner hotels is not transparent,and the Ebooking background authority of business personnel is too narrow;in terms of tangible display strategy,there are problems such as lack of personalization and customization of product website page display effect,LOGO peripheral practicability and weak sense of design,etc..Through the analysis of the above seven aspects one by one,the difficulties and challenges faced by the X online travel agency in the marketing strategy of cooperative hotel services are found.Finally,through the service marketing mix theory,it analyzes the problems found and draws corresponding countermeasures,and redefines and examines the relationship between online travel companies and hotels from the perspective of service marketing.The goal is to improve the satisfaction of the cooperative hotels with the online hotel distribution service of X online travel agency by means of a more perfect service marketing strategy,so as to obtain the hotel product resources with excellent quality and rich categories,so as to meet the fierce competition in the online travel market environment.,enhance the competitive advantage of X online travel agency,and finally achieve the ultimate goal of maintaining and increasing its own market share.This paper studies and explores the innovative full-service marketing strategy of online hotel distribution services by combining theoretical knowledge with the actual situation,which has strong industry practical significance and reference significance for later analysis and research.