本文關(guān)鍵詞： 在線旅游 攜程旅行網(wǎng) 網(wǎng)絡(luò)營銷策略 旅游電子商務(wù)　出處：《華東理工大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：如今,在線旅游已經(jīng)成為旅游經(jīng)濟(jì)的主導(dǎo)。除了基本的衣食住行之外,人們對(duì)旅游的需求愈發(fā)強(qiáng)烈,隨著帶薪年假的逐步落實(shí),越來越多的人選擇度假旅游來放松心情、陪伴家人、緩解生活壓力。攜程旅行網(wǎng)作為在線旅游(又稱“旅游電子商務(wù)”)的巨頭,有著很大的發(fā)展空間,甚至有可能成長為如BAT一般的達(dá)到世界互聯(lián)網(wǎng)公司體量的超級(jí)公司。在眾多在線旅游企業(yè)中,攜程旅行網(wǎng)在在線旅游市場中一直處于明顯的領(lǐng)先地位。如何在日趨競爭激烈的在線旅游市場中制定合適的營銷策略,保持企業(yè)的營銷能力,已經(jīng)成為國內(nèi)在線旅游行業(yè)需要迫切解決的問題。因此,本文選擇攜程旅行網(wǎng)的旅游產(chǎn)品為案例研究對(duì)象,研究其營銷能力及營銷策略的制定,希望本文能為相關(guān)企業(yè)或人員提供借鑒。本論文共分為六章。第一章緒論,主要闡述了課題的研究背景、研究意義和研究方法。第二章主要介紹了企業(yè)營銷相關(guān)理論,為旅游企業(yè)營銷能力的分析和最后提出的建議奠定理論基礎(chǔ)。第三章用宏觀環(huán)境、競爭環(huán)境、SWOT分析三個(gè)工具對(duì)攜程旅行網(wǎng)營銷環(huán)境進(jìn)行深入分析。第四章以攜程旅行網(wǎng)為例,對(duì)攜程旅行網(wǎng)的營銷現(xiàn)狀和存在的問題加以描述,重點(diǎn)描述了其網(wǎng)絡(luò)營銷方式、策略及網(wǎng)絡(luò)營銷存在的問題。第五章提出攜程旅行網(wǎng)在網(wǎng)絡(luò)營銷策略方面,應(yīng)打造獨(dú)特在線旅游產(chǎn)品,提升攜程旅行網(wǎng)品牌價(jià)值,且建造完善的售后服務(wù)體系,促進(jìn)企業(yè)持續(xù)發(fā)展；從網(wǎng)絡(luò)營銷產(chǎn)品、價(jià)格、渠道、溝通四個(gè)方面提出網(wǎng)絡(luò)營銷改進(jìn)建議。第六章對(duì)攜程旅行網(wǎng)的營銷策略研究做出結(jié)論。通過研究得出在網(wǎng)絡(luò)營銷渠道策略實(shí)施全渠道策略,提高渠道整合質(zhì)量,且更深入的梳理了全產(chǎn)業(yè)鏈,才能得到更強(qiáng)的渠道控制力,從而更好的提高攜程旅行網(wǎng)網(wǎng)絡(luò)營銷成效,促進(jìn)攜程旅行網(wǎng)旅游電子商務(wù)的發(fā)展。
[Abstract]:Nowadays, online tourism has become the dominant part of the tourism economy. In addition to basic food, clothing, housing and transportation, there is a growing demand for tourism. With the gradual implementation of paid annual leave, more and more people choose holiday tours to relax their mood. As a giant of online travel (also known as "tourism e-commerce"), Ctrip has a lot of room for development. It's even possible to grow into a supercompany like BAT that has reached the size of the world's Internet companies. Among the many online travel companies, Ctrip travel network has been in an obvious leading position in the online travel market. How to make appropriate marketing strategy in the increasingly competitive online travel market to maintain the marketing ability of enterprises, Therefore, this paper chooses Ctrip travel products as the case study object, studies its marketing ability and the marketing strategy formulation, and has become the domestic online tourism industry urgent problem to solve, therefore, this article chooses the Ctrip travel net traveling product as the case study object, studies its marketing ability and the marketing strategy formulation, This paper is divided into six chapters. The first chapter introduces the research background, research significance and research methods. The second chapter mainly introduces the theory of enterprise marketing. The third chapter uses macro environment, competitive environment and SWOT analysis to analyze the marketing environment of Ctrip Travel Network. Chapter 4th takes Ctrip Travel Network as an example. This paper describes the current marketing situation and existing problems of Ctrip Travel Network, especially describes its network marketing methods, strategies and problems existing in network marketing. Chapter 5th puts forward Ctrip Travel Network's network marketing strategy. We should create unique online tourism products, enhance Ctrip travel network brand value, and build a perfect after-sales service system to promote the sustainable development of enterprises; from the network marketing products, prices, channels, Chapter 6th makes a conclusion on the marketing strategy of Ctrip. Through the research, the author draws a conclusion that the whole channel strategy is implemented in the network marketing channel strategy, and the quality of channel integration is improved. And more in-depth combing the entire industry chain, in order to get a stronger channel control, thus better improve Ctrip travel network marketing results, promote the development of Ctrip travel network tourism e-commerce.
【學(xué)位授予單位】：華東理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F724.6;F592.6;F274

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 劉煜;湯定娜;劉遺志;;零售企業(yè)實(shí)現(xiàn)全渠道戰(zhàn)略的路徑圖[J];商業(yè)經(jīng)濟(jì)研究;2015年03期

2 曹光思;;國內(nèi)在線旅游產(chǎn)業(yè)演變分析[J];內(nèi)江科技;2012年08期

3 楊天舒;;我國中小企業(yè)網(wǎng)絡(luò)營銷存在的問題和對(duì)策[J];現(xiàn)代營銷(學(xué)苑版);2012年04期

4 李東娟;王琳;;我國酒店在線預(yù)訂模式比較研究[J];經(jīng)濟(jì)視角(下);2011年08期

5 張計(jì)劃;;攜程掘金信息時(shí)代[J];企業(yè)研究;2011年09期

6 綦琦;;對(duì)攜程模式遭遇新興模式狙擊的思考[J];空運(yùn)商務(wù);2011年06期

7 徐舒;;基于五力模型的北戴河家庭旅館競爭戰(zhàn)略研究[J];價(jià)值工程;2011年09期

8 王得花;;城鎮(zhèn)居民可支配收入提高 消費(fèi)全面增長[J];青海統(tǒng)計(jì);2011年01期

9 閆永剛;;淺談提升企業(yè)售后服務(wù)的重要性[J];山西科技;2010年01期

10 王欽安;;基于體驗(yàn)經(jīng)濟(jì)的我國自然風(fēng)景區(qū)旅游發(fā)展趨勢探討[J];江西農(nóng)業(yè)學(xué)報(bào);2009年05期

，

本文編號(hào)：1514172