Abstract
This study aims to segment the market of on-line travel websites based on the expected service functions, and to analyze the relationship among the demographic parameter, buying behavior and target profit in marketing according to their characteristics, alliance motivation and channel strategies. Furthermore, I also studied the main factors that influence the channel sales performance. Finally, I found out the combined strategies to develop the marketing channels on websites. I hope this study could offer enterprises some suggestions in management and strategies of marketing channels, and could be also a good reference for the follow-up study.This research was based on documentary survey and empiricism, and the analytic tools included descriptive statistics analysis, factor analysis, cluster analysis, one-way ANOVA/MANOVA, Pearson correlation, regression, and other statistical method. I found that the interviewees used on line service to buy traveling products mostly based on following priority - (1) convenient usage, (2) lower prices with promotional gifts, (3) easy comparison and (4) independent journey arrangement. They mostly used it for hotel booking, ticket booking, and domestic/foreign tourist commodities buying. The reasons that interviewees never used on-line service were because of privacy, different habit, information sourcing only, and personal service preference. The expected service functions through factor analysis were information provision, beneficial prices, value-added service, trade material management, and brand hobbyists. The markets of on-line travel websites could be divided into four groups: all-in-one function group, safety value-added function group, low price consideration function group, and convenient function group. The alliance motivation could be divided into three types: profit orientation, resource complementary, and strategy orientation. The channel strategies could be divided into five: innovation strategy, differentiation strategy, growth strategy, alliance strategy, and cost strategy. So, the result of this study was that the channel sales performance was effected by the channel strategy the most, the alliance motivation the second, and the enterprise’s characteristic the last.