Research On Optimization Of Ctrip Group’s Network Marketing Channel From The Perspective Of User Satisfaction

With the rise and continuous development of the Internet economy,online tourism enterprises should pay more attention to the Marketing channel strategy.How to build a good online Marketing channel will become the key for online tourism enterprises to change their status quo and gain more users.This paper takes the satisfaction of Ctrip’s network Marketing channel as the main research content,explores the satisfaction status and problems of Ctrip’s main Marketing channel on the basis of theoretical analysis and current situation analysis,and puts forward countermeasures and suggestions.This paper first discusses the external environment of the development of Ctrip Marketing channel,the current layout structure of Marketing channel,and the development trend.It also studies the multidimensional evaluation of users on each network Marketing channel of Ctrip through questionnaires,outlines the user profile through data analysis,and draws conclusions on the strengths and weaknesses of each channel,user preferences and satisfaction.Finally,according to the analysis results,under the background,the paper puts forward countermeasures and suggestions to optimize the Marketing channel of online tourism enterprises.According to the literature review,the factors that affect the satisfaction of online Marketing channel are divided into six dimensions:accessibility,information availability,price preference,interactive feedback,marketing innovation,and information security.Through researching the six dimensions that users consider important,it was found that the most important dimension that consumers generally consider is information security,while the more important dimensions are price preference and information acquisition;It is generally believed that the most important factors are accessibility,interactive feedback,and marketing innovation.Then,we investigated users’ satisfaction with the five major online Marketing channel,namely,Ctrip official website,search engine,official account,microblog and short video platform,in each dimension.It is found that in terms of accessibility,online Marketing channel widely used by consumers are official websites,search engines and short video platforms;In terms of information integrity,short video platforms,official websites,and search engines have better integrity of scenic area information from various channels;In terms of promotion efforts,the promotion frequency of short video platforms and Weibo is very high;In terms of interactive feedback,the most convenient Marketing channel for publishing interactive information are short video platforms and microblogs;In terms of marketing innovation,the online Marketing channel with strong innovative marketing information are microblog and short video platforms In terms of information security,the official website of online Marketing channel and We Chat official account with strong personal information security;The official website and We Chat official account have high satisfaction with payment security.Furthermore,t-test and ANOVA are used to test the impact of different consumer characteristics on the satisfaction of online Marketing channel.Among them,consumer characteristics include five categories: gender,age,education,occupation,and income.It is found that consumer characteristics have a certain impact on the dimensional importance of Marketing channel and the satisfaction of each network Marketing channel.Female consumers place greater emphasis on price discounts,interactive feedback,and marketing innovation than male consumers;The older one is,the less importance they place on information acquisition and interactive feedback,and the higher they place on price discounts.As education levels rise,consumers’ emphasis on information acquisition has increased,while their emphasis on interactive feedback has decreased.As income increases,consumers’ emphasis on accessibility and information acquisition increases,while their emphasis on price discounts,interactive feedback,and marketing innovation decreases.High income people are more satisfied with official websites and We Chat official account,while low-income people are more satisfied with short video platforms and microblogs.According to the survey results,this paper puts forward the optimization strategy of Ctrip’s network Marketing channel: optimize the channel design for different groups based on user profiles;Enhance the integration of online and offline channels,and focus on developing mobile internet channels;Expand marketing through social media platforms;Promote through cooperation with partners in other industries;Pay attention to data analysis and user experience,and improve customer satisfaction through data analysis.