Open Access
Open access
Springer Nature
Frontiers of Business Research in China
,  volume 5 ,  issue 4 ,  pages 619-634

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

Lin Jiang 1
, 
Yadan Zhang 1
, 
Xun He 1
, 
Haijun Zhang 2
, 
Jun Kang 3
, 
Bo Zhang 1
1
 
2
 
Beijing KuXun Technology Co. Ltd., Beijing, China | 
3
 
Publication type: Journal Article
Publication date: 2011-11-18
Springer Nature
scimago Q3
wos Q4
SJR: 0.233
CiteScore: 1.4
Impact factor: 0.3
ISSN: 16737326, 16737431
General Business, Management and Accounting
Public Administration
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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Jiang L. et al. Strategy transition and marketing innovation of a vertical search engine: The case of Kuxun company // Frontiers of Business Research in China. 2011. Vol. 5. No. 4. pp. 619-634.
GOST all authors (up to 50) Copy
Jiang L., Zhang Y., He X., Zhang H., Kang J., Zhang B. Strategy transition and marketing innovation of a vertical search engine: The case of Kuxun company // Frontiers of Business Research in China. 2011. Vol. 5. No. 4. pp. 619-634.
RIS |
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RIS Copy
TY - JOUR
DO - 10.1007/s11782-011-0148-x
UR - https://doi.org/10.1007/s11782-011-0148-x
TI - Strategy transition and marketing innovation of a vertical search engine: The case of Kuxun company
T2 - Frontiers of Business Research in China
AU - Jiang, Lin
AU - Zhang, Yadan
AU - He, Xun
AU - Zhang, Haijun
AU - Kang, Jun
AU - Zhang, Bo
PY - 2011
DA - 2011/11/18
PB - Springer Nature
SP - 619-634
IS - 4
VL - 5
SN - 1673-7326
SN - 1673-7431
ER -
BibTex |
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BibTex (up to 50 authors) Copy
@article{2011_Jiang,
author = {Lin Jiang and Yadan Zhang and Xun He and Haijun Zhang and Jun Kang and Bo Zhang},
title = {Strategy transition and marketing innovation of a vertical search engine: The case of Kuxun company},
journal = {Frontiers of Business Research in China},
year = {2011},
volume = {5},
publisher = {Springer Nature},
month = {nov},
url = {https://doi.org/10.1007/s11782-011-0148-x},
number = {4},
pages = {619--634},
doi = {10.1007/s11782-011-0148-x}
}
MLA
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MLA Copy
Jiang, Lin, et al. “Strategy transition and marketing innovation of a vertical search engine: The case of Kuxun company.” Frontiers of Business Research in China, vol. 5, no. 4, Nov. 2011, pp. 619-634. https://doi.org/10.1007/s11782-011-0148-x.