Research On Customized Tourism Marketing Strategy Of Ctrip Travel Network

After the reform and opening up,China's economy has developed rapidly,people's material living standards have improved continuously,people's consumption patterns have changed,and tourism activities have become a part of people's daily life.According to the report of the National Bureau of Statistics,the radius of activities of ordinary Chinese citizens has increased by at least 1,000 kilometers.Tourism has gradually become a way of life for people.People's tourism needs and willingness are constantly upgrading,and the traditional tourism mode makes people feel tired.In this context,customized tourism,a new tourism model,has begun to enter our vision.With the rise of OTA(online travel platform),several representative enterprises,such as Ctrip,where to go to the net,flying pig travel and so on,have begun to focus on customized tourism industry.The tourism industry defines 2016 as "the first year of customized tourism".Many customized tourism companies started in these two years,and attracted the attention of both capital and consumers.With the popularity of outbound tourism in recent years,a large number of companies have emerged to serve the customized tourism market.In order to survive and develop in the fierce competition of tourism market,we must be at the forefront of fashion and develop innovative tourism products.The customized tourism carried out by Ctrip is aimed at a single customer or a class of customers,so that customers can personally participate in their own customization process to meet their personalized tourism needs.Such products are difficult to replicate,accurate positioning,and flexible pricing,which can avoid falling into the price war of the same products.At the same time,with high added value,enterprises can devote more material and energy to product design and better service to customers.Ctrip regards customized tourism as a breakthrough in business transformation,which is a common practice of many OTA companies at present.Customized tourism can win the core competitiveness by improving product quality and service quality,breaking the traditional tourism mode,creating new and more dynamic tourism consumption mode,thus maintaining the long-term sustainable development of tourism enterprises.This paper takes Ctrip customized tourism marketing as the research object.Firstly,it analyses the political,legal,economic,social,cultural and technological environment that Ctrip is facing through PEST.Then it analyses the industry environment and internal environment of Ctrip customized tourism.Then it finds out the direction of Ctrip customized tourism marketing strategy through SWOT analysis and STP strategy analysis,and then formulates the marketing strategy around 7P theory.Specific marketing strategies.