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  • Teaching Case
  • Open Access

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

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Frontiers of Business Research in ChinaSelected Publications from Chinese Universities20115:148

  • Received: 22 December 2010
  • Published:


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 search
  • online travel
  • marketing strategy transition
  • marketing innovation