Agoda Market Entry into China Agoda 进入中国市场Online hotel.pptVIP

? People Data | | +1 650 906-5906 | +49 174 906-5906 | +86 138 1818 3800 - * ? 2007 People Data | Andreas S. Weigend, PhD Agoda Market Entry into China:Agoda 进入中国市场Online hotel bookings for Chinese traveling abroad中国游客境外游的在线酒店预订 The Networked Economy: Information Management, Strategy, and Innovation网络经济:信息管理, 战略, 和创新 China Entry Strategy for Agoda. Step 1: Background and QuestionsAgoda中国市场进入策略。步骤一：背景与问题 Background: Market opportunity背景：市场机会 Forecasts that support the need for hotel bookings for Chinese traveling abroad市场预测有力支持了中国游客境外游酒店预订需求 Step 1: Formulate relevant questions步骤一：设置问题 E.g., Chinese purchasing habits例如：中国游客消费习惯 How do Chinese make decisions about booking hotels abroad?中国游客是如何做出境外酒店预订决策的？ Tour vs individual参团游 与 个人游 Offline vs online 线下与线上 Between one site vs another?在一个网站与跳到另一个网站 Reputation? What are the elements of reputation?口碑？ 口碑的 Price?价格？ … … Step 2: Advantages, Disadvantages, Risks. Etc步骤二：优势，劣势，风险等 Competitive advantages of AgodaAgoda的竞争优势 Inventory of 25k hotels25000个酒店 High level of local service高水平的当地服务 State of the art booking technology (instant confirmation, XML, RSS with hotels)先进的预定技术（即时确认，XML，RSS） User create content (Web2.0 )用户自己产生的内容 ??? Disadvantages 劣势 ??? Risks 风险 Payment 支付 Credit cards 信用卡 Visas for other countries 其它国家签证申请 Internet-access and expertise 互联网接入与使用知识 Especially in the group who has the financial abilities to travel abroad特别是那些有财力可以境外游的中国游客 ??? ??? ??? Step 3: Create strategic options and concrete first steps步骤三：给出战略建议及具体实施步骤 Suggestion: Consider players and potential partners in Chinese market建议：考虑潜在的竞争和合作者 Local travel sites 当地的旅游网站 E.g., C, E 携程，易龙 Media Companies媒体公司 Offline Chinese Media company线下中国媒体公司 E.g., CCTV, FocusMedia, Newspapers,… 中央电视台，分众传媒，报纸 Online Chinese media company 在线中国媒体公司 S, Y, Sohu 新浪，雅虎，搜狐 ??? ??? Deliverable of each group每组的讨论结果 (1) Main strategy 主要的策略 (2) Three concrete tactical steps 三个具体的实施步骤 Marketing (Demographics…）市场营销（根据消费者不同消费特征）