Research on the Ctrip Tourism Market Analysis and Marketing Strategy Optimization

Exeter university, Exeter, Devon, EX4 4PY, United Kingdom

^* Corresponding author: jc1482@exeter.ac.uk

Abstract

This paper offers a thorough analysis of Ctrip’s position in the tourism market, focusing on optimizing its marketing strategies to enhance its market presence. It begins by outlining the tourism industry’s background and the pivotal role of online travel agencies like Ctrip in simplifying travel experiences. The literature review highlights current marketing practices and consumer behavior, identifying key gaps that shape the study’s research questions and framework. The findings reveal that Ctrip faces significant challenges due to digital transformation, intense competition, and increasingly selective consumers. The paper discusses these challenges’ implications for both Ctrip and the broader market, offering strategic recommendations to address them. Key strategies include leveraging emerging technologies, enhancing competitive differentiation, and improving customer retention. The insights provided aim not only to secure Ctrip’s future success but also to offer guidance for other industry players navigating similar challenges. The key terms in this study include tourism market, marketing strategy, Ctrip, optimization, and analysis.