| China holds the largest tourist in the world. Under this situation, with the development of economy and growth of personal capital disposable income, the frequency of outbound travel will further increased. In the mean time, with the development and popularity of network infrastructure, the group of Chinese Network Users is enlarging rapidly. The traditional travel companies begin to set foot in"Network"and more new travel companies join in online travel market with several of methods. In all, we now get a market with tough and diversified competition. For anyone who wants to be outstanding in this competition, they must conduct the research of Web development trend as well as grasp user's reservation behavior. Browsing in these ten years of web development, the focus has been transferred from Website-oriented to User-oriented already. Take the Portal website (e.g. Sina, Sohu, Yahoo etc) as example, they are information provider who deliver one-way message at the first period of Web development. However ten years later, we found that Users prefer to get and share information through social websites, such as Facebook, Kaixin, Renren. Current users have a more open attitude to be involved with interactive with websites, even to be the information providers by themselves. Therefore, online travel enterprises use the Web not only to deliver travel message, but also to conduct online promotion through more research on user experience.This paper makes the analysis of internal and external market situation of B Company through PEST model. Further to this, STP model makes B Company clear in market segmentation and positioning. Through above theories, we lock three client groups to B Company: Young Fashion, White Collars with a high level of income, Mature Middle Aged with high life quality and family. On top of these, this paper concluded that B Company should consolidate business travel market, while pay attention to outbound travel in leisure travel marketing, based on SWOT theory.Then, in the central part of paper, the core of User Experience Marketing System is being established. According to users travel behaviors survey, Paper analyzes and describes the strategy by Website Design Experience, Product Experience Promotion, Service Experience Promotion and Interactive Experience Promotion.On the basis of lots of referrals and data analysis, systematic analysis of B Company online travel market strategy and plan has been done in this Paper, which also could be the referral to other companies who is interested in online travel industry. |
