Research On Online Marketing Strategy Of M Travel Company

With the continuous development of tourism and Internet,online tourism,as a new form of tourism,has been more and more widely used,and even has become the dominant part of the whole tourism economy.With the improvement of people's living standards,the demand for tourism is also rising.As a member of the tourism industry,M Tourism Company has a very broad development prospects.Its development strategy is constantly adjusted to meet the needs of consumers.However,nowadays,the competition in the online tourism industry is fierce.If M tourism company wants to occupy a certain competitive advantage,it should formulate appropriate online marketing strategies.In this paper,M tourism company as the research object,the online marketing status of the online tourism enterprise is studied,and then the corresponding online marketing strategy is formulated,which can provide some reference for the relevant enterprises.Firstly,this paper summarizes the background,significance,content,methods and the main analysis tools used in this paper,and analyzes the current research status of this issue at home and abroad.Secondly,the concepts of online marketing,marketing strategy and 7p marketing theory are introduced and elaborated respectively.The third part of the paper takes m tourism company as the research object,analyzes the online marketing environment of M tourism company,including its internal environment and external environment.After that,the fourth part of the paper analyzes the current situation and problems of M tourism company's online tourism marketing,through random survey of M tourism company's customers,and summarizes the current problems and reasons of M tourism company's online tourism marketing through questionnaire data.The fifth part uses SWOT theory analysis to determine the advantages,disadvantages,challenges and opportunities of M tourism company in the development of online marketing.From seven dimensions of product strategy,price strategy,channel strategy,promotion strategy,personnel management strategy,process management strategy and Internet platform strategy,it systematically puts forward M company's online marketing strategy.