Research On Tuniu Network Marketing

Since the reform and opening up,China's economy has been developing rapidly and its national income has been improving.People are no longer limited to basic material needs,spiritual pursuit is improving,and tourism products are moving from luxury goods to thousands of households,and the tourism industry is developing rapidly.The development of Internet technology has driven the development of e-commerce,e-commerce applications to the traditional tourism industry,and the application has deepened,the number of travel websites increased,larger scale,more and more consumers choose to buy tourism products through online travel companies.As one of the giants of the online tourism market,Tuniu has developed rapidly in recent years and has a huge space for future development.Under the background of fierce competition in online tourism market,how to develop Internet marketing and achieve sustained and healthy development of enterprises is of great significance to domestic online tourism enterprises.Therefore,this paper selects Tuniu as the case study object,hoping to provide reference and reference for other enterprises' network marketing practice by studying the problems of Tuniu network marketing.The paper is divided into six parts.The first part is mainly the introduction,expounding the research background,research significance,literature review,research ideas and methods,innovations and deficiencies.The second part analyzes the development status of China's online travel industry from the development history,development scale,development speed,development structure,and network marketing of China's online travel industry.The third part describes the current situation of online marketing in Tuniu from the perspectives of the business status,target customers,combination strategies and marketing methods of Tueniu.The fourth part describes the current problems in the online marketing of Tuniu,and uses related theories to analyze the causes of the problems.The fifth part is for the fourth part of the problem,combined with the network marketing related theory to put forward recommendations,and put forward the implementation of the way cattle tourism network marketing security measures.The sixth part is the conclusion of the research on the online marketing of Tuniu.Through research,we have found that Tuniu should improve its innovation capability and take a differentiated development path.In online marketing,establish integrated marketing concepts,integrate corporate marketing processes,marketing methods,and marketing management,integrate internal and external resources,and implement mobile-side channels to coexist with multiple channels.The implementation of precision marketing,accurate positioning of the market,communication and precision marketing,reduce the cost of corporate network marketing.Improve after-sales service awareness,make full use of relationship marketing,improve the relationship between Tuniu and customers,and establish a dedicated department to understand the changes in the relationship and take timely measures to change the relationship.