译名:
vertical search; online travel; marketing strategy transition; marketing model innovation
中文关键词:
垂直搜索;在线旅游;营销战略转型;营销模式创新;2011百优
英文关键词:
Transition and Model Innovation of Marketing Strategy: Kuxun Company
中文摘要:
本案例以在线旅游搜索引擎企业——酷讯科技有限公司为研究对象,结合企业发展的实际背景及当时的市场环境,详细描述了酷讯网从全面生活搜索到在线旅游搜索的营销战略转型和模式创新过程。在这一过程中,酷讯网通过有效的STP(市场细分、目标市场选择和市场定位),成功实现了企业由“全”到“精”的营销战略转型,并通过互动体验营销、精准营销、合作营销等网络营销模式的不断创新,成功打造了全球中文在线旅游搜索第一品牌。本案例背景真实,分析过程详尽具体,能够为学生提供生动实际的案例素材,有助于其了解中国互联网搜索引擎市场,特别是垂直搜索引擎市场的发展现状,并为进一步探讨垂直搜索引擎企业如何通过有效的STP实现营销战略转型与模式创新提供借鉴参考。
英文摘要:
Based on the development of an online travel search site, Kuxun Company, this case study elaborates the transition and mode innovation of the company’s marketing strategy (i.e., from comprehensive information search to online travel search)against the backdrop of the actual market. In this process, Kuxun successfully achieved strategic market transition from “full” to “specialized” through efficient market segmenting, targeting, and positioning(STP), and became the top brand of Chinese online travel search by carrying out innovative network marketing , including interactive experience marketing, precision marketing and cooperative marketing. This paper provides actual background, and analyzes the transition specifically and comprehensively, thus can be used in case teaching to help university students understand internet search engine market in China, especially the development of vertical search engine market, and allow for students’ discussion on how vertical search companies effectively achieve the marketing strategy transition and mode innovation via STP
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