The Study Of Ctrip Travel APP's Brand Communication And Its Effects Under The Integrated Marketing Communication Horizon

The brand has become an inevitable choice and the best means for tourism enterprises to stand out in the fierce competitive market. To achieve a comprehensive and efficient branding, integrated communication media pluralism is an essential way. In the process of brand communication, tourism enterprises have always kept innovation. From the traditional marketing communication to the Internet era of online travel business model, and now take on the ride of intelligent terminal and mobile Internet, tourism enterprises more and more see APP as the main battlefield of sales.Tourism APP as the most new brand communication carrier of tourism enterprises is becoming a very important position in the brand communication of tourism enterprises. However, as a new media and mobile marketing platform, whether tourism APP can be integrated with other media as expected, play a huge role in the process of brand communication in tourism enterprises, is a problem that the tourism enterprise itself and the relevant workers and researchers, but also the development of tourism in the development of APP must consider.This paper mainly focused on Ctrip Travel APP,based on the definition of tourism APP, the present situation of the tourism APP market, analyzed two aspects of Ctrip Travel APP, that is the media characteristics and brand audience communication effect of the tourism APP. First of all, through the analysis of the advantages of the media, brand communication, brand communication features, selected Ctrip tourism APP as the research subjects, compared the differences between the APP and the official website of Ctrip, made a SWOT analysis of Ctrip Travel APP'S brand communication, to find the unique place of APP, and prove that it has a unique position and role in the process of the integration of tourism enterprises. Secondly, carries on the network questionnaire survey to the Ctrip Travel APP users, in order to investigate the data as the basis, the audience as the dominant, standing in the audience communication effect, in turn, from the effect of communication, the audience's cognitive memory, the change of the audience attitude and the effect of the change of audience behavior four aspects, to evaluate the brand communication effect of Ctrip APP.The research found that the brand communication effect of the Ctrip Travel APP brand communication is ideal in some degree. Overall brand communication to reach a significant effect, the market has a high rate of downloads and usage, has been successful in the market share of the dominant position in the current APP market in the leading position. Through the appointment of a suitable brand image spokesperson and advertising language, the audience for corporate brand awareness and memory both have improved. In consumer attitudes and behavior change, it also shows the communication effect of different degrees. But at the present stage, the brand communication of Ctrip Travel APP also exist some problems, such as user coverage is not wide, the accuracy of the information is not enough, the pertinence is not strong, the service level is not good. Based on the integrated marketing communication theory, the author puts some forward suggestions on the improvement of these problems.