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

Frontiers of Business Research in China volume 5, pages 619–634 (2011)Cite this article

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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Authors and Affiliations

  1. School of Business, Renmin University of China, Beijing, 100872, China

    Lin Jiang, Yadan Zhang, Xun He & Bo Zhang

  2. Beijing KuXun Technology Co. Ltd., Beijing, 100081, China

    Haijun Zhang

  3. Isenberg School of Management, University of Massachusetts, Amherst, MA, 01002, USA

    Jun Kang

Authors
  1. Lin Jiang
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  2. Yadan Zhang
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  3. Xun He
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  4. Haijun Zhang
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  5. Jun Kang
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  6. Bo Zhang
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Correspondence to Lin Jiang.

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Jiang, L., Zhang, Y., He, X. et al. Strategy transition and marketing innovation of a vertical search engine: The case of Kuxun company. Front. Bus. Res. China 5, 619–634 (2011). https://doi.org/10.1007/s11782-011-0148-x

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  • DOI: https://doi.org/10.1007/s11782-011-0148-x

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