Open Access

Strategy transition and marketing innovation of a vertical search engine: The case of Kuxun company

  • Lin Jiang1Email author,
  • Yadan Zhang1,
  • Xun He1,
  • Haijun Zhang2,
  • Jun Kang3 and
  • Bo Zhang1
Frontiers of Business Research in ChinaSelected Publications from Chinese Universities20115:148

Received: 22 December 2010

Published: 18 November 2011


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.


vertical searchonline travelmarketing strategy transitionmarketing innovation