The Ctrip SMEs Business Travel Project Marketing Strategy

With sustained stability rapid development of Chinese economic,Business Travel in China (hereinafter referred to as the "Business") activities are becoming more frequent,Huge travel management market cake coveted,As early as in the beginning of this century,Many of the top business travel management company has started to enter the field,Ctrip also in which. For large enterprises,the business travel management has matured after years of market cultivation,However,for the number accounted for90%of the total market for SMEs,no professional company providing business travel services management, Management of the SMEs business travel services, as the recent breakdown of a market for the growing number of agencies concerned,It is bound to bring about new opportunities for the development of China’s tourism industry.Ctrip after nearly two years of operation, the project’s performance is not satisfactory, the market growth is weak, the actual results are far less than originally envisaged. Actual sales in2011accounted for only to the original set target of57.2%, the market performance in the first half of2012totaled only36.3%of the pre-set target for the year, the project is facing performance loss situation..In this thesis, based on SMEs project the current situation, from the market analysis to find the causes of the slow market growth. Studies the SMEs project results for the slow growth of the fundamental crux:market competition strategy blurred; product market positioning scientific basis; product market business strategy incomplete. The final according to Ctrip characteristics of the project on the above three questions put forward specific solutions.Based on the specific analysis, obtained the conclusions of solve SMEs slowly growth performance: First, solve the SMEs projects weak growth performance of the premise must have a clear market segmentation based on target market; SMEs in the competition need to be clearly differentiated competitive strategy to establish service marketing. It should improve the market business strategy from the following aspects:Modifyoriginal brand promotion programs; continuing to consolidate and sales channel strategy to establish common interests; conducting marketing promotion, and implementation of policies frontline sales companies seamless communication and promotional tools to improve adjustment.