Ctrip Brand Marketing Strategy Research

With the rise of internet,technology innovation in big data and machine learning,marketing become a more complex integration of technology and arts for efficiency and effectiveness.The user's behaviors and preference are more diversified than ever before.Social media,short video platforms and live broadcasting platforms make the spread of information or branding more complicated.This paper will illustrate the medium and channels now days and the problems a company Ctrip faces and the solution Ctrip piloted.In this paper,the current status in Chinese OTA and the marketing trend are also illustrated with detailed analysis.The situation of ctrip are stated and four major problems are addressed with piloted solutions.How to Branding to young generation,marketing shares lower in 3rd tier cities,exploration for new segmentation on travel markets and how to measure the branding campaigns.These four items with new piloted solutions will give a way of understanding the branding activities of ctrip.With illustration about the objective of branding and how to target the audience,the integrated overall marketing method in ctrip with events sales for brand refresh are also included.For evaluation of the branding and online advertising,the ways on measurement are also generally introduced.A new way of using statistical model of segmentation of audience are also illustrated and the detailed application of this model is also described in this paper.This method gives a new way of measurement of branding campaigns and could be further implemented for a more general purpose of measurement on marketing effect measurement.