Research On The Marketing Strategy Of OTA Based On The Perspective Of Global Tourism

With the arrival of the "Age of intellectual Media",China enters the decisive stage of Building a Well-off Society in an All-round way,Rapid changes have taken place in many sectors,Chinese tourism industry is no exception.China's tourism market has taken a new look in both form and content with the previous period,driven by China's macroeconomic development.In terms of form,the online travel agency(OTA platform)has made great strides in the market and has occupied half of China's tourism market share.In terms of content,China's tourism market has gradually entered the peak model of global tourism development after 2010,and tourism has also changed from high-end consumption to mass consuinption.This article is based on this macro background of the Chinese tourism industry,On the basis of systematically reviewing the relationship between online travel agencies(OTA platforms),the Internet,and global tourism,taking Hanzhoag City Tourism Development as a Case,Pointed out that the online travel agency(OTA platform)plays an important role in the development of local tourism.Based on the concept of Internet operation with user thinking as the core,the initial extraction has formed a full-scale promotion strategy for the development zhixieof the entike region tourism.mainly including:?The analysis of marketing toolk mainly expoundsthe necessity of the big data platform as a global tourism marketing tool;(Market positioning and consumer analysis illustrate the shift of thinking patterns of single consumer groups to the mode of thinking for all citizens in the era of global tourism;?From the analysis of the composition of the economic chain,we must understand the current changes in the main body of interest in the tourism market,so as to ensure that the market can more fully take care of the interests of all parties;?From the analysis of resource integration form to discover the tourism development model that meets the needs of users;?Constructing a Global Tourism Produco System that Meets National Consumption from the Content of Marketing Products;?Reflections on the form of promotion of global tourism from the form of media propaganda;?From the service form to the whole people's service concept.Through the analysis of marketing strategies adopted by online travel agencies(OTA platforms)in response to the global travel market,hope to provide effective solutions and ways for the development of global tourism and some ideas for the development direction of the online travel agency(OTA platform)under the global tourism.