Research On Marketing Strategy Of Microblogging In Cattle Travel Network

With rapid development of modern science and information technology and greater attention of enterprises paid to marketing activities, micro-blog— a newly developed medium, has become one of the most important media of enterprise marketing. Tourism is no exception. Micro-blog platform has played an influential role in many marketing activities, such as attracting real and potential tourists, expanding the well-knownness of enterprises, strengthening interaction and communication between the public, as a matter of fact, micro-blog has become an indispensible component of marketing of tourism enterprise.As one of the few listed tourism corporations in China, TUNIU Travelling Network is not only a leader in online travel intermediaries market, but also the backbone of Chinese Tourism Enterprises. Therefore this research takes TUNIU Travelling Network as the subject, analyzing the current situation and marketing effect of micro-blog marketing, trying to find the existing related issues and the root causes of problems and discussing micro-blog marketing strategies of TUNIU Travelling Network, to provide reference and guidance to micro-blog marketing, especially in the field of tourism. The findings are as follows:On the one hand, the all-encompassing homepage with reasonable design and layout of TUNIU Travelling Network fits the image of the enterprise well in terms of visual effect, thus makes great promotion. Besides, with a large number of fans and micro-blog accounts, the Way Cattle Tourism Network has a competitive edge over other tourism enterprises, which means the company still has certain market space. On the other hand, users of the TUNIU Travelling Network are mainly young people from large and medium cities, who have high educational degree, good salaries and much travelling experience and feel free to express their thoughts and views. Consequently, they are interested in personalized and innovative marketing activities and take an active part in interaction and giving feedbacks within an hour after some information is released on TUNIU Travelling Network.However, the TUNIU Travelling Network is far from perfect. Some existing problems in micro-blog marketing affect perceptional quality and satisfaction of tourists. For example, marketing activities pay more attention to quantity than quality, and as a result, many activities are not appealing enough to customers; some technical problems during the process of operation on micro-blog webpage have bad influence on consuming experience; marketing activities emphasize on interaction and feedback rather than timely responses to practical operations.To sum up, there are five problems of the TUNIU Travelling Network, namely redundant but unrefined micro-blog accounts, unclear target groups, few interactions and communication, lack of opinion leaders and little innovation in content. The dissertation further explores the root causes of these above mentioned problems and the findings are:first of all, the micro-blog marketing department and personnel have not established the concept of integrated marketing, interaction marketing and precision marketing; second, they have not made an insufficient use of 5T marketing theories and last but not least, the whole micro-blog marketing team is not complete and functional.To summarize, the unsatisfactory micro-blog marketing effect of the TUNIU Travelling Network results from its lack of mastery of marketing theories which cannot provide good guidance to micro-blog marketing, though it attaches great attention to marketing activity itself. In addition, the untimely interaction, communication and responds to feedbacks and uncharacterized micro-blogs weaken consuming quality of tourists and are harmful to promote market space in tourism. In the end, on the basis of those imperfections of micro-blog marketing of the TUNIU Travelling Network, this thesis proposes five corresponsive marketing strategies:(1) To establish the concept of integrated marketing combined with traditional media; (2) To apply Long-Tail Theory to realize precision marketing; (3) To strengthen interaction marketing; (4) To carry out 5T marketing theory in the process of micro-blog marketing; (5) To build a professional micro-blog marketing team.Those five strategies can effectively improve the current situation of micro-blog marketing of the TUNIU Travelling Network and provide useful reference and guidance to its micro-blog marketing, even to the micro-blog marketing activities of the whole Chinese tourism enterprises.