A Study On Marketing Strategies Of Tuniu,in The Era Of Mobile Internet

The mobile Internet can link almost everything,a variety of data shows that the business tide of mobile marketing has come.In the applications of the mobile Internet,the tourism industry has played an important role undoubtedly.The mobile Internet has freed people from the bondage of computers,Space and time constraints are also broken by the flexibility,high speed,and high coverage of the mobile network.Mobile devices are easy to carry,visitors can get a real time information about weather,traffic at any convenient time and book hotels,scenic spots,and so on in advance.Almost all needs can be satisfied by mobile Internet.With the promotion of intelligent applications and development of related technology,the way of user reservations completed the transition from the PC end to the mobile end in a brief period.The first quarter of 2017 report of Tuniu shows that the proportion of mobile orders has exceeded 90%.In the era of Big data,user's behavior on website and mobile phone,such as search,browse,comment,collect and so on will expose their personal attributes and purchase intentions.Based on user behavior information and big data technology,online tourism companys can accurately predict customer's purchase intention and make intimate service and personalized recommendation to customers through deep analysis and mining.The way of collection,analysis and recommendation can not only satisfy the diverse needs of customers,but also reduce the unwarranted harassment of customers by the traditional marketing way.It is a good way to improve the marketing efficiency and save the marketing cost of the enterprise while improving the user experience.This paper from four aspects of politics,economy,society and technology analyzes the macro environment of the online travel industry.Secondly,select Tuniu as the research object of this paper,research its development course and use the SWOT model to analyze the advantages,disadvantages,opportunities and threats.Thirdly,discover problems of Tuniu under the background of the mobile internet marketing problems.Finally,based on the well defined consumer groups and referring to 4C marketing theory,put forward a marketing strategy combination centered on consumer demand,controlling costs,using convenience and interacting with each other from consumer,cost,convenience and communication four aspects.And improve product,classify user,push delivery,and evaluate the accuracy of marketing strategy based on big data technology,so as to bring higher return on investment for enterprise marketing.