Research On The Marketing Strategy Of The TUNIU Network Based On User Experience

The development of the internet has gradually penetrated into the tourism industry,the way tourists access information from the offline travel agency this conventional way,and gradually transformed into the use of travel sites this use of more convenient new ways,such as TUNIU Network,Ctrip and other sites to get information.And most of the current use of such sites are self-help use,so the user experience satisfaction and convenience of such sites have a significant impact on marketing strategies,while the site marketing strategy on the user experience the same obvious.Therefore,the travel site how to design based on user experience for their own marketing strategy has aroused the industry and the academic community of thought.Based on the research of the influence between user experience and website marketing strategy,this paper analyzes the marketing strategy of the TUNIU Network based on user experience,including the following contents:First of all,this paper starts from the background of national policy,industry scale,user scale and online travel website,analyzes the background of online tourism in China,draws the significance of research and puts forward the research ideas.Secondly,this paper reviews customer satisfaction and the relationship between the user experience and the marketing strategy of the relationship,respectively,lists the two research directions and characteristics and how to combine the two,and further completed the construction of the theoretical model;thirdly,take the TUNIU Network as object of research,research the development path,the product and construction of the service system and so on.Fourthly,the case analysis of the TUNIU Network was carried out,and the sensory,interaction and browsing of the cattle net were carried out respectively.The relationship between user experience and marketing strategy is analyzed,and then the influence of product,display,price,promotion,interaction and service marketing strategy on user satisfaction is analyzed,then,research the network sustainable growth driving force;Finally,combined with the user experience from the product,browse,interact with emotional experience point of view on the way cattle network users put forward innovative proposals experiential marketing strategy.