Research On Marketing Strategy Of OTA Resources For “LY” Network Platform

In recent years, tourism has been dail into the daily life of ordinary people, while tourism has also entered the daily life of the residents of the tourist destination.Tourism "daily" feature is fundamentally changing the pattern of China’s tourism industry. Market resource allocation in a more and more decisive role today, for the OTA online travel business, with the rapid growth of mobile communications 4G, the Internet and large data information technology, the Internet as the representative of modern technology applications is a revolutionary change in young people’s tourism concept. Young people pursue self-help tourism, but also pay attention to the wisdom of tourism and more personalized travel experience.The domestic tourism market structure has changed, the industry is very competitive. In this paper, we through a variety of theoretical analysis the marketing situation, the existing problems of the LY Network Technology Co., Ltd.(referred to as LY).LY began to set up business, including doing B2 B business, GDS hotels, air tickets, on the basis of LY development B2 C integrated platform(one-stop travel booking platform). The business includes doing B2 B business, GDS hotels, air-tickets when LY began to set up. On this basis, LY developed into a B2 C integrated platform(one-stop travel booking platform). In the B2 C subdivision field, LY company with tickets as a breakthrough, and established its own dominant position. Today LY’s business has been extended to a comprehensive leisure travel business. In this paper,we first analyze the macro environment of LY by using "PEST + G" theory, and analyze the opportunities and challenges of LY in politics, economy, society,technology and geography. Secondly, this paper makes a comprehensive analysis and analysis of the advantages, disadvantages, opportunities and threats of LY through SWOT analysis. Finally, this paper uses the STP strategy to determine the marketingstrategy, namely through the market segmentation, target market, positioning three steps.Based on the above analysis, in many categories of products in the LY, this article select the ticket as the main product of the leisure travel business for online business and offline business linkage marketing and organic combination. In view of the advantages of LY products, this paper designed 7P + S marketing strategy. To serve the demands of consumers as the center, this paper is composed of LY marketing strategy, from product strategy, price strategy, channel strategy, promotion strategy, personnel division of labor strategy, material environment service, consumer management process seven aspects. In view of the unique character of LY’s word-of-mouth service industry, the service is great significance for the marketing and promotion of OTA online travel products. In view of the unique character of LY’s word-of-mouth service industry, the service is of great significance for the marketing and promotion of OTA online travel products. We hope that this will be more consistent with customer expectations and market positioning for the long-term stable development of LY to provide help. Finally, in order to ensure a good combination of marketing and promote the full application, from the aspects of human resources and capital operation this paper has formulated the marketing guarantee measures for LY in order to achieve LY in the increasingly competitive online travel market to develop a suitable competitive advantage. In the pursuit of their own profits at the same time,LY should enhance the experience of tourism users, so as to maintain the core competitiveness of LY, to achieve a complete change in marketing metrics. With the pursuit of their own profits, LY should enhance the experience of tourism users, so as to maintain the core competitiveness of LY, and to achieve a complete change in marketing metrics.