【摘要】：在線旅游業(yè)作為一個具有巨大潛力的行業(yè),研究其特征和發(fā)展趨勢有利于在線旅游企業(yè)市場競爭力的提升和創(chuàng)新性旅游業(yè)務(wù)的發(fā)展,。互聯(lián)網(wǎng)及在線旅游行業(yè)發(fā)展迅速但競爭激烈,是目前關(guān)注的焦點(diǎn)。本文對M旅游網(wǎng)這一典型的在線旅游企業(yè)主營業(yè)務(wù)—度假業(yè)務(wù)進(jìn)行分析研究,探索M旅游網(wǎng)度假業(yè)務(wù)營銷策略發(fā)展,指出M旅游網(wǎng)度假業(yè)務(wù)營銷策略現(xiàn)存問題,即產(chǎn)品同質(zhì)化和集團(tuán)內(nèi)部線上線下缺少協(xié)同的問題;其間,采用文獻(xiàn)綜述和實(shí)證分析相結(jié)合的研究方法;通過文獻(xiàn)研究及有關(guān)統(tǒng)計(jì)資料的歸納整理,梳理了國內(nèi)外學(xué)者關(guān)于在線旅游營銷的研究與主要觀點(diǎn)。并運(yùn)用了實(shí)證研究,通過PEST、五力模型和波士頓矩陣,對M旅游網(wǎng)現(xiàn)狀分析及結(jié)合市場營銷理論,推出M旅游網(wǎng)度假業(yè)務(wù)營銷策略發(fā)展及營銷策略具體實(shí)施方案,重點(diǎn)發(fā)展目的地旅游,并積極與集團(tuán)線下旅行社實(shí)現(xiàn)協(xié)同對接。本文立足于解決在線企業(yè)的具體問題,探索M旅游網(wǎng)度假業(yè)務(wù)營銷策略發(fā)展,同時對在線旅游企業(yè)營銷策略發(fā)展及傳統(tǒng)旅游企業(yè)跨越式發(fā)展提供參考和借鑒。
[Abstract]:As an industry with great potential, the study of the characteristics and development trend of online tourism is conducive to the promotion of market competitiveness of online tourism enterprises and the development of innovative tourism business. The Internet and online tourism industry is developing rapidly, but the competition is fierce, which is the focus of attention at present. This paper makes an analysis and research on M tourism net, a typical online tourism enterprise's main business-holiday business, explores the development of M tourism net vacation business marketing strategy, and points out the existing problems of M tourism net holiday business marketing strategy. That is, product homogenization and lack of coordination between line and line within the group; in the meantime, a research method combining literature review and empirical analysis is adopted; through literature research and related statistical data, Combing the domestic and foreign scholars on online tourism marketing research and main views. Using the empirical research, through the PEST, five-force model and Boston matrix, the paper analyzes the current situation of M tourism network and combines the marketing theory, and puts forward the development of the tourism network holiday business marketing strategy and the specific implementation plan of the marketing strategy. Focus on the development of destination tourism, and actively cooperate with the group offline travel agencies to achieve docking. Based on solving the specific problems of online enterprises, this paper explores the development of M tourism network holiday business marketing strategy, and at the same time provides reference and reference for the development of online tourism enterprise marketing strategy and the leapfrog development of traditional tourism enterprises.
【學(xué)位授予單位】：廣東外語外貿(mào)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F724.6;F592

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本文編號：2202445