The Research Of The Influence Factors On Emerging Network Tourism Mraketing Channel Integration Based On Aisas Pattern

The world today is faced with the state of personalization of network information, diversification of network communication and interaction of network relationships. Multiple platform integration has become a trend of network marketing. The research of network marketing channel integration is to seek the maximization of the network channels role in this background and enhance the effect of marketing. The research of mechanism and influencing factors will be able to help enterprises to clear the impact of various factors on the effect of marketing and mutual relationship between them. It can also provide references and suggestions of network channel integration strategy to the enterprises, in order to achieve the maximization of network marketing effectiveness.This study has established a basis for channel integration by analyzing the role as the emerging online marketing channels and the characteristics of a variety of network media. Based on this, this study select a new pattern of web-based consumer behavior-AISAS to analyze the new consumer group behavior. Then this article uses theory of six degrees of separation, the long tail theory and integrated marketing communication theory as the theoretical foundation, combined with the network integration practice of eLong, to do the mechanism analysis on the integration of network marketing channels, to explain the integration process better and obtain4key elements related to the integration. Finally, further quantitative test confirms a number of assumptions in order to identify a variety of key points of integration, and the conclusions of this study are drew from These analyzes. The results of this study indicate that based on the integration mechanism and the effect, the influencing factors can be divided into four areas:spread environment, consumer demand, channel relationships and channel value. The four factors directly affact marketing performance, and also have an indirect effect on marketing performance by the integration inclination and the integration behavior. The article also put forward new ideas of consumer-centric network marketing channels integration by building a mechanism model of network channel integration, in order to provide a reference for enterprises seeking competitive advantage in the network marketing.