Marketing Strategy Of New Overseas TTD Travel Service For Online Travel Agents

In 2015,China's total outbound travel exceeded 120 million,growing by 12%at an annual pace.Online travel online penetration rate has reached 11.5%.Although the outbound tourism market is persistently overheating,the homogenization phenomenon of the outbound freedom goes and package tour has been gradually serious,leading to the developing price war of the online travel market.On the other hand,in 2015,China's outbound tourism consumption exceeded $215 billion,of which there is more than 100 billion for overseas.Various online travel agency(OTA)has targeted this new blue ocean in succession.At present,seldom research has been reported about the Chinese overseas tourism consumption.This article focuses on the consumer behavior of online travel consumers,and uses the theory of maturely planned behavior based TPB(Theory of Planned Behavior)model.Through the cross complementary analysis model of questionnaire survey and big data mining,this article characterizes the target user group,their traveling plan and their relationship with purchase consumption behavior.This article also analyzes the user characterization and data models for different predetermined periods of overseas destinations,offering more suitable marketing strategy for this target user group.In conclusion,the overseas destination entertainment consumption based on the tourist number is essentially a low consumption,resulting that the effect of traditional OTA's wide market strategy on target consumers is not significant.According to the result of this article,three strategies are established,including using accurate vertical category marketing on target-consumer,promoting the user retention rate and payment conversion rat and using APP based LSB(location based service)function,which is to send surrounding local information and goods to consumer when changes of location was monitored.With the help of this article,OTAs could set the consumer demand as the core more accurately,design and use the marketing tool more reasonably and enhance the efficiency of resource allocation more efficiently.This article aim to elevate the retention rate,activity,repeat purchase rate and conversion rate,enhance the proportion of the accounted overseas destination consumers ultimately,and further to help OTAs with taking the opportunity of occupying market.