Research on the Marketing Strategy Optimization of Ctrip Air Ticket Products

Abstract

Due to economic development, implementation of paid vacations, and the improvement of quality of life and health concepts, the “tourism industry + Internet” has achieved rapid development in recent years. In the tourism industry chain, tourism companies are the downstream agents and to win in the competition, travel companies and the market need to keep pace and continue to improve the marketing models. Through resource integration and continuous development, Ctrip has grown into a leader in the domestic online travel industry. However, how to conduct a source market analysis, re-define its target market, improving the existing marketing model and making sure of a winning position in the future has become an issue that Ctrip managers must pay attention to. The rapid economic development of China has led to a further increase in people’s material and cultural literacy, which has led to tremendous growth in China’s tourism industry. For online tourism companies, online marketing has become an indispensable key factor. Personalization, differentiation, and integration are the winning factors for travel businesses, as homogeneous travel products no longer meet the unique needs of contemporary consumers. This study analyzed the environment and SWOT matrix analysis of the air ticket product marketing of Ctrip, and described the situation of the marketing strategy, then clearly identified the problems. This study clearly proposed a specific plan for the optimization of Ctrip’s air ticket product marketing strategy and corresponding management suggestions based on the 7Ps theory. This study described the situation of the marketing strategy of Ctrip’s air ticket products from seven aspects of the theory of service marketing. Also, by identifying the root reason for the challenge encountered in its marketing approaches, this study provided a strategy to deal with Ctrip’s air ticket product marketing in the future.

Keywords: marketing, 7Ps theory, big data marketing theory

Research on the Marketing Strategy Optimization of Ctrip Air Ticket Products

Master of Business Administration (International Program), Siam University, Bangkok, Thailand