Marketing Strategy of Tourism Based on the E-commerce Environment

Abstract

In the e-commerce environment, some current situations still exist in the development of China's tourism, such as the single marketing tool, the unclear direction of development in the tourist websites, the low level of personalized products, imperfect legal system and payment platform, delayed information delivery. This essay aims at exploring how to combine traditional and interactive marketing, clearing the direction, refining the business segments, providing a personalized service, effectively combining tourism and mobile e-commerce, forming an optimized marketing strategy of development.