企业差旅管理软件营销策略研究

Research on Marketing Strategy of Enterprise Travel Management Software

摘要: 近年来，为贯彻落实中央八项规定精神，各中央及国有企业改进工作作风、厉行节约并规范差旅管理，企业差旅管理软件的行业竞争日益激烈。本文以美团商企通营销策略为切入点而展开研究。将美团商企通的优势、资源以及战略目标相结合，在对美团商企通进行SWOT分析的基础上，得出相应的分析结论。并提出以优势–机会战略为主，以劣势–机会战略为辅的观点，以及建议积极把握发展机会、整合现有资源、提升竞争优势、弥补自身缺陷、精准定位目标市场、规避市场威胁。

Abstract: In recent years, in order to implement the spirit of the eight provisions of the central government, the central and state-owned enterprises have improved their work style, implemented strict conservation and standardized travel management, and the industry competition of enterprise travel management software has become increasingly fierce. This paper takes the marketing strategy of Meituan Business Company as the starting point to carry out research. Combining the advantages, resources and strategic objectives of Meituan Business Link, based on the SWOT analysis of Meituan Business Link, the corresponding analysis conclusions are drawn. It also puts forward the idea of giving priority to the advantage-opportunity strategy and supplemented by the disadvantage-opportunity strategy, and suggests actively grasping development opportunities, integrating existing resources, enhancing competitive advantages, making up for their own shortcomings, accurately positioning the target market and avoiding market threats.