Research On The Marketing Synergy Of A And B Online Travel Enterprises After Merger

Against the overall promoting backdrop of tourism, China has a higher trading growth of online tourism trading than that of the whole travel industry, and is becoming the new force in this field. At present, the size of China online tourism market is expanding, and so does the market concentration rate. October 2015, the merger of Enterprise called A and Enterprise called B made the industrial ecology and market pattern undergone profound changes. By this merger, the market size of Enterprise called A was greatly enlarged, and its operational capability and brand image also had a further enhanced.However, enterprise business model、enterprise culture、organization structure、integration after the merger between A and B still can not be underestimated.This article takes the A and B online travel enterprise as the research object, and puts forward a series of solutions on how to play the combined marketing coordination problem, in order to provide reference for the relevant enterprises or personnel.This paper is mainly divided into the following parts. Firstly, expounds the main background, significance, research content and the logical thinking of this research. Secondly, making a review and comb of the domestic and international literature of the definition of synergism、synergy effect after merge and the marketing model innovation research in the context of the Internet plus. Then it analyzes in detail the problems existing in the A and B enterprise marketing before and after the merger, and puts forward the relevant countermeasures and suggestions based on the causes of the combined marketing problems.In this paper, it is believed that before the merger, A enterprises have many marketing problems, such as B2C model has limitations, products from upstream suppliers lack of initiative, marketing model is too simple, lack of marketing linkage system. B enterprise in marketing, there is also a lack of network marketing mode of innovation, lack of professional network marketing personnel, lack of standardized sales platform, and other issues. The merger of the two companies will no doubt reduce the infighting of online travel companies created by the price war and the conflicts between suppliers and online channels.To this end, A and B enterprises can use the following ways to give full play to the marketing synergy and to further enhance the marketing ability. One is to establish abig marketing concept of construction of 020 online travel ecosystem, to promote the integration of online and offline; The two is the development marketing big data, through the whole tourism consumption process mining and the use of big data, so as to achieve a better understanding of consumer behavior and the use of the main business sector. The three is the effective integration between enterprises, according to the A B in five aspects:Hotel, air tickets, technology, culture and brand advantages, optimize the integration of group level marketing organization; Four is the innovation of product marketing mode based on the Internet, including the positive use of Association recommended, vigorously develop precision marketing and a comprehensive way to promote new media marketing; Finally is to take the differentiation strategy, improve the mobile client products, accelerate the development of online travel and other aspects of financial products to play an integrated advantage.