Research On The Internet Word Of Mouth Marketing Strategy Of Ctrip

Word of mouth is a communication about non-commercial information to a brand or service through spoken language between consumers. Word of mouth marketing is all walks of life with the help of one of the commonly used marketing strategy which is formed by the word of mouth. With the advent of the era of Internet, word-of-mouth marketing turn to a new development stage——Internet word of mouth marketing. It take an important impact on the development of all kinds of industry.Based on Ctrip as the research object, by means of literature review method, case analysis method to analysis the current situation of online word-of-mouth marketing strategy: Through the promotion of new media and traditional media platform implementing emotional weak, community relations, strong relationship, interaction and celebrity benefit strategy, so as to implement the user online linkage thinking strategies,the Internet word of mouth marketing stratege of Ctrip are both common and with its own unique corporate culture. In this paper, questionnaire survey is the form to understand Internet users on Ctrip reputation and draw the conclusion: Internet word of mouth shape, the propagation and maintenance phase to ascend, from the five basic elements of communication process improvement. In terms of communicators,communication content and audience, PGC and UGC should be pay equal attention ,at the same time with the aid of LBS to ensure accurate information. In terms of media,clear products and launch platform positioning and properties. With the emerging communication mean——mobile broadcast to improve word-of-mouth effect. In terms of feedback, with the help of a multi-platform promotion and SEO dealing with public relations in a timely manner.Based on study the Internet word of mouth marketing of Ctrip, on the basis of predecessors' research results combined with personal experience,more common dug up from its personality In order to provide marketing strategy for the development of online travel company, For research of enterprise network word of mouth marketing strategy to provide some reference.