本文選題：酒店網(wǎng)絡(luò)團(tuán)購(gòu) + 營(yíng)銷模式�。� 參考：《廣州大學(xué)》2013年碩士論文

【摘要】：2011年1月,去哪兒網(wǎng)成功開(kāi)辟了酒店網(wǎng)絡(luò)板塊,正式拉開(kāi)了酒店網(wǎng)絡(luò)團(tuán)購(gòu)這一新的營(yíng)銷模式在中國(guó)的發(fā)展序幕。隨后,各大代理網(wǎng)站及團(tuán)購(gòu)網(wǎng)站紛紛開(kāi)辟酒店網(wǎng)絡(luò)團(tuán)購(gòu)板塊,進(jìn)軍這一空間。由于市場(chǎng)需求巨大,酒店網(wǎng)絡(luò)團(tuán)購(gòu)迅速成為消費(fèi)者購(gòu)買(mǎi)酒店產(chǎn)品的一個(gè)重要路徑,參與的酒店和消費(fèi)者數(shù)量日漸增長(zhǎng)。然后,在一派繁榮景象的背后,中國(guó)酒店網(wǎng)絡(luò)團(tuán)購(gòu)營(yíng)銷模式也存在著諸多突出問(wèn)題,發(fā)現(xiàn)并解決這些問(wèn)題,是其獲得可持續(xù)發(fā)展的關(guān)鍵。 本文共分六章：第一章緒論,主要介紹研究的背景、目的、意義、內(nèi)容及方法；第二章概念界定與研究綜述,在系統(tǒng)回顧和梳理國(guó)內(nèi)外學(xué)者相關(guān)研究成果的基礎(chǔ)上,界定了網(wǎng)絡(luò)營(yíng)銷、酒店網(wǎng)絡(luò)營(yíng)銷、網(wǎng)絡(luò)團(tuán)購(gòu)和酒店網(wǎng)絡(luò)團(tuán)購(gòu)等重要概念；第三章原理闡述,借助網(wǎng)絡(luò)營(yíng)銷的理論基礎(chǔ)——4C理論,闡釋了網(wǎng)絡(luò)銷售渠道的發(fā)展歷程和分類、酒店網(wǎng)絡(luò)團(tuán)購(gòu)的特點(diǎn)及其在酒店運(yùn)營(yíng)中所起的作用；第四章資料獲取與梳理,主要交代筆者對(duì)酒店從業(yè)人員和團(tuán)購(gòu)網(wǎng)站工作人員進(jìn)行深度訪談、對(duì)消費(fèi)者開(kāi)展問(wèn)卷調(diào)查的過(guò)程,以及從中所獲取的資料及其梳理結(jié)果；第五章發(fā)展分析,闡述了中國(guó)酒店網(wǎng)絡(luò)團(tuán)購(gòu)營(yíng)銷模式的發(fā)展歷程,開(kāi)展了對(duì)酒店網(wǎng)絡(luò)團(tuán)購(gòu)的SWTO分析,并通過(guò)對(duì)第四章所獲資料的深入剖析,揭示了中國(guó)酒店網(wǎng)絡(luò)團(tuán)購(gòu)營(yíng)銷模式目前存在的6個(gè)突出問(wèn)題,有針對(duì)性地提出了今后的5條發(fā)展構(gòu)想；第六章,結(jié)論、收獲與不足,得出本文研究結(jié)論,總結(jié)研究收獲,指出研究中的不足。 本文研究建立在理論與實(shí)際有機(jī)結(jié)合的基礎(chǔ)之上,所提出的酒店網(wǎng)絡(luò)團(tuán)購(gòu)營(yíng)銷模式發(fā)展策略對(duì)今后國(guó)內(nèi)網(wǎng)站開(kāi)展酒店網(wǎng)絡(luò)團(tuán)購(gòu)和酒店參與酒店網(wǎng)絡(luò)團(tuán)購(gòu)都將起到積極的作用,對(duì)酒店行業(yè)的良性運(yùn)營(yíng)有一定的實(shí)用價(jià)值,同時(shí)亦有助于酒店網(wǎng)絡(luò)團(tuán)購(gòu)營(yíng)銷模式的規(guī)范和優(yōu)化,從而促進(jìn)這一新型酒店?duì)I銷模式在中國(guó)的健康、持續(xù)發(fā)展。
[Abstract]:In January 2011, the hotel network section was successfully opened up, which officially opened the prelude of the new marketing model of hotel network group purchase in China. Subsequently, each major agency website and group purchase website one after another open up hotel network group purchase plate, enter this one space. Because of the huge market demand, the hotel network group purchase has become an important way for consumers to buy hotel products, and the number of hotels and consumers is increasing day by day. Then, behind the prosperous scene, there are many outstanding problems in the marketing mode of Chinese hotel network group purchase. Finding and solving these problems is the key to its sustainable development. This paper is divided into six chapters: the first chapter introduces the background, purpose, significance, content and methods of the research, the second chapter defines the concept and summarizes the research, on the basis of reviewing and combing the related research results of domestic and foreign scholars. This paper defines the important concepts of network marketing, hotel network marketing, network group purchase and hotel network group purchase, and explains the development course and classification of network sales channel with the help of 4C theory, the theoretical foundation of network marketing. The characteristics of hotel network group purchase and its role in the hotel operation; chapter IV data acquisition and combing, mainly explain the author of the hotel practitioners and group purchase website staff in-depth interviews, the process of conducting a questionnaire survey on consumers, The fifth chapter analyzes the development of China hotel network group purchase marketing model, and carries out the SWTO analysis of hotel network group purchase. Through the in-depth analysis of the data obtained in Chapter 4, this paper reveals the six outstanding problems existing in the marketing mode of China Hotel Network Group purchase at present, and puts forward five development ideas for the future. Chapter VI, conclusion, harvest and deficiency, Draw the conclusion of this study, summarize the research harvest, point out the deficiencies in the research. Based on the combination of theory and practice, this paper puts forward the development strategy of hotel network group purchase marketing model, which will play a positive role in developing hotel network group purchase and hotel participating in hotel network group purchase in the future. It has certain practical value to the benign operation of hotel industry, and also helps to standardize and optimize the hotel network group purchase marketing mode, thus promoting the healthy and sustainable development of this new hotel marketing mode in China.
【學(xué)位授予單位】：廣州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F719;F724.6

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