User:Luna Hu xinyi/sandbox
Ctrip.com digital and social media marketing
[edit]In the field of marketing of tourism products, digital marketing can use the information resource to influence and promote consumer consumption decision [1]. By the end of 2013, the number of Internet users in China reached 618 million, of which there are 500 million mobile phone users number, accounting for 80% of the total, nowadays, the internet users of China have reached 50.3% of population[2]. Mobile Internet subscribers will continue to maintain rapid growth and mobile Internet applications will become increasingly important [1].
website online marketing
[edit]Online shopping has grown. The total number of online shoppers (in China?) is 30.2 billion (There are 10 billion people on the planet maybe) and the utilisation rate (what?) was 6.0% higher and reached 48.9% by the end of 2013 [3]. Ctrip.com using the service dominant marketing logic (Why would a Wikipedia user know what this means?) instead of goods dominant marketing logic.[4]
This service provided online is same as offline which include many categories like Hotels reservations, air tickets reservations, travel package services, destination guides, travel information and etc. Target consumer which is price sensitive will choose online shopping based on the travel products are more productive and cheaper. They often search for travel-related information on different websites and compare, as well as pick up the products and services with best prices and quality.[3] Ctrip.com develops online sales promotion with attractive price. For example, Ctrip.com increased the fees of sales and marketing in December and spent 500 million in promoting the travel-related products for one month in 2014. And in 2013 and 2014, price competition in online travel industry is boomed.
Application-based marketing
[edit]The slogan of Ctrip is “Go and travel, if you have Ctrip in hand”. In order to reach the slogan, compared to the traditional online travel booking, the App is launched. The main characteristic of mobile travel booking is that consumer can book tourism products or service at anytime from anywhere [5].
An important and convenience APP (what?), first at the site and the construction of information and work hard, try to add valuable information to the user-supplied Ctrip.com products, provided travel-related businesses. Secondly. service suppliers should improve the functions of mobile travel booking to achieve shortcut search, inquiry, booking and payment.[5] Thirdly, clients can check or change the orders easily on APP and get the confirmation as soon as possible. One of the successful marketing (words missing) is using the consumer feedback. Those consumers who have scheduled and experienced service can leave comments on APP or website, others can get real, timely, comprehensive feedback as recommendation or advises[1]. The company can mobilise the enthusiasm of people willing to express, and the higher satisfaction of products lead to higher selling.
- ^ a b c Li, X., Cao, Y., Lu, Y., Yu, P. and Tang, X., 2015. The study of travel social marketing based on mobile Internet.
- ^ World Bank. "World Development Indicators-Google Public Data Explorer". www.google.co.uk. World Bank. Retrieved 10 May 2017.
- ^ a b Zhang, D., 2014. Challenges in Marketing Strategy of Online Travel Booking Industry in China:-A case study of Ctrip. com and Qunar. com.
- ^ Wang, Y.G. and Zhang, Y., 2012, May. Analysis of Marketing Logic of China's Online Travel Agency through a Configurative Lens. In Service Sciences (IJCSS), 2012 International Joint Conference on (pp. 238-243). IEEE.
- ^ a b Zhong, Z., Luo, J. and Zhang, M., 2015. Understanding antecedents of continuance intention in mobile travel booking service. International Journal of Business and Management, 10(9), p.156.