A leading Chinese online travel agency (OTA) has seen its market share continuously decline from 38% to the current 21% over the past three years. Main competitors include Ctrip, Tongcheng, Fliggy, Meituan Travel, etc. The management wants to regain at least 5–8 percentage points of market share within the next 18 months. As an external strategy consultant, please propose a complete turnaround strategy framework, and elaborate on the 3–4 key initiatives you would prioritize, including the core logic behind each and the estimated impact.
分类: case
难度: hard
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答题技巧
Strong answers should include: 1. Clear diagnostic framework (revenue = traffic × conversion × ASP × frequency, or market share component breakdown); 2. Reasonable hypotheses about current competitive landscape and internal root causes; 3. Differentiated, executable, prioritized portfolio of initiatives rather than generic lists; 4. Deep understanding of OTA key drivers (CAC, membership system, supply chain depth, cross-category retention, new channels like live-streaming/short video); 5. Quantitative thinking and phased timeline; 6. Risk identification and clear trade-offs.
参考答案
Diagnosis priority: decompose share loss sources — channel mix shift (direct traffic decline, rise of content/live-streaming), severe member churn, weakened supply chain (lack of low-price offerings), aging product experience. Top three levers: 1. Rebuild low-price perception + price competitiveness (cut 30% inefficient direct traffic spend, go all-in on Douyin/Xiaohongshu/Kuaishou content seeding + live commerce, target 25–35% CAC reduction); 2. Complete membership system overhaul — shift from points to strong entitlement + paid membership (Amazon Prime + Meituan-style monthly card), aim to lift annual paid member penetration from 8% to 22%; 3. Supply-side push 'special price hero products pool' + deep exclusive deals with top airlines/hotels to lock in price-sensitive users; 4. Align organization & incentives — change traffic team KPI from 'new registrations' to 'LTV/CAC > 3.2'. Expect 6–9 pp recovery in 18 months, with significant short-term profit pressure.