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Strategy Transition and Marketing Innovation of a Vertical Search Engine: The Case of Kuxun Company |
Lin Jiang1( ), Yadan Zhang2(), Xun He3(), Haijun Zhang4(), Jun Kang5(), Bo Zhang6() |
| 1. School of Business, Renmin University of China, Beijing 100872, China; 2. School of Business, Renmin University of China, Beijing 100872, China; 3. School of Business, Renmin University of China, Beijing 100872, China; 4. Beijing KuXun Technology Co. Ltd., Beijing 100081, China; 5. Isenberg School of Management, University of Massachusetts, Amherst, MA 01002, USA; 6. School of Bussiness, Renmin University of China, Beijing 100872, China |
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Abstract Kuxun is an online travel search company in China. This paper describes the transition and innovation of the company’s marketing strategy, from comprehensive information search to online travel search. It shows how Kuxun has successfully achieved strategic market transition from “all-round” to “specialized” through efficient market segmenting, targeting, and positioning (STP). The case also illustrates how Kuxun has become the top brand of Chinese online travel search by carrying out various types of innovative network marketing,including interactive experience marketing, precision marketing, and cooperative marketing.
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| Keywords
vertical search
online travel
marketing strategy transition
marketing innovation
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Corresponding Author(s):
Lin Jiang,Email:fluffychen@sina.com; Yadan Zhang,Email:zhangyadan1206@gmail.com; Xun He,Email:gretter@163.com; Haijun Zhang,Email:zhanghaijun@kuxun.com; Jun Kang,Email:junkang@som.umass.edu; Bo Zhang,Email:zhangbo8327@126.com
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Issue Date: 05 December 2011
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