The Improvement Research On The Marketing Strategy Of Wuxi CCT Website

In pace with the development of IT in China, E-commerce for tourism and the travel websites are developing dramatically with the huge domestic market demand of the tourist industry. There are mainly two kinds of travel websites in China, one is the national OTA websites, another is the local travel websites running by numerous local travel companies. The national OTA websites take over the most online tourist market shares. But the products and services provided by the national OTA websites are concentrated in the flight reservation, hotel reservation and the long distance tourism products which excursion product depth is not enough. While the people’s consumption attitude for tourism advances and the rising of excursion, there is a great development opportunity in the Internet based sales market for the local travel websites running by traditional travel agents or travel companies which located all over the country. In the meantime, the local travel companies are lack of the appropriate mode of marketing mechanism to manage the travel websites. Usually the marketing strategy is always affected and dominated by traditional off-line thinking. It has become imperative that the local OTA websites should refine on the marketing strategy. This essay combines the case of Wxkhly.com with theory and practice, to analyze its application of the existing marketing strategies, then to choose the appropriate target market and to propose the improvement suggestions for the website marketing strategies by the tourist dimension, traffic dimension and tourism resource dimension. This essay also has positive and realistic significance for the other local travel websites and the healthy development of tourist industry in China.