Strategy Transition and Marketing Innovation of a Vertical Search Engine: The Case of Kuxun Company

Lin Jiang; Yadan Zhang; Xun He; Haijun Zhang; Jun Kang; Bo Zhang

doi:10.1007/s11782-011-0148-x

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Front. Bus. Res. China ›› 2011, Vol. 5 ›› Issue (4) : 619-634. DOI: 10.1007/s11782-011-0148-x

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Strategy Transition and Marketing Innovation of a Vertical Search Engine: The Case of Kuxun Company

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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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vertical search / online travel / marketing strategy transition / marketing innovation

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Lin Jiang, Yadan Zhang, Xun He, Haijun Zhang, Jun Kang, Bo Zhang. Strategy Transition and Marketing Innovation of a Vertical Search Engine: The Case of Kuxun Company. Front Bus Res Chin, 2011, 5(4): 619‒634 https://doi.org/10.1007/s11782-011-0148-x