A Study On Online Marketing Strategies Of Tuniu

In recent years,the rise of online marketing has a great impact on the development of tourism industry.Due to changes in national policies,development environment,industry competitors and the company's own situation,Tuniu tourism network is facing unprecedented challenges while enjoying development opportunities and dividends.On the one hand,the diversified industrial environment and information transparency make the competition of Tuniu tourism network more and more severe;on the other hand,the market value and brand advantage accumulated by Tuniu tourism network in the past development process are also devalued with the rise of Fliggy,Tongcheng,Yilong and other enterprises.The competition pressure faced by the industry has gradually transformed from homogeneous competition in the industry to heterogeneous competition with other companies' marketing strategies.This paper chooses Tuniu tourism network as the case study object,first introduces the development status of the domestic online tourism industry,through the analysis of the competition environment of Tuniu tourism network,the company's own development status and business model,finds problems in its online marketing strategy.Then it puts forward the optimization suggestions of the network marketing strategy of Tuniu tourism network based on the problem,which can provide reference for Tuniu and other tourism enterprises.Through the research,it is concluded that Tuniu tourism network should adjust and optimize the whole process of network marketing from the aspects of creating personalized products,improving the level of after-sales service,strengthening strategic cooperation with other enterprises,and using new technology and precise marketing.