| In recent years,on the one hand,with the light asset operation mode without retail sales and the multilateral network effect of large tourism platforms,Z online tourism company have achieved good market performance in the past.On the other hand,Z ’s increasing dependence on large tourism platforms in terms of customer sources also increases the potential business risks of the company.Once the large tourism platform enterprise ’s own source of tourists has fallen sharply,and the small tourism enterprises that depend on the platform enterprises will be unsustainable.Therefore,for Z online travel company,how to systematically adjust and optimize marketing strategies to enhance their ability to expand customer functions and achieve independent development has become a key issue to be solved.Based on this,this paper takes Z online travel company as the research object,and analyzes the industry environment and competitive environment faced by Z company with PEST model,Porter ’s five-force model and theoretical tools.Using the 4P marketing mix theory,this paper analyzes the marketing strategies such as product,price and channel promotion adopted by Z company,and analyzes the marketing problems such as high product homogeneity,low customer conversion rate,low user stickiness and slow growth of new customers.Through in-depth interviews with potential and existing customers of the company,the root causes of the problems are revealed,including :limited supply capacity of products and services,low price transparency,single marketing channels,lack of direct customer promotion measures and other reasons.On this basis,the paper puts forward a series of optimization schemes of marketing strategy.This paper uses 4P theory to guide Z online travel company to solve the problems encountered in actual operation,enriches the actual case for 4P marketing theory,and has reference significance for small and medium-sized travel agencies to find their own suitable way of life in the platform ecosystem. |
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