【摘要】：隨著網(wǎng)絡(luò)經(jīng)濟(jì)的快速發(fā)展,網(wǎng)絡(luò)應(yīng)用已經(jīng)成為了人們生活中不可缺少的一部分。網(wǎng)絡(luò)營銷作為一種新型的營銷模式,它的產(chǎn)生與發(fā)展是以網(wǎng)絡(luò)技術(shù)的發(fā)展為基礎(chǔ)的。本文主要研究旅游地產(chǎn)企業(yè)根據(jù)網(wǎng)絡(luò)技術(shù)的發(fā)展、消費(fèi)者的個性化需求及企業(yè)自身實(shí)際情況對網(wǎng)絡(luò)營銷模式的選擇及評價。通過對網(wǎng)絡(luò)營銷模式的特點(diǎn)分析,以尋求企業(yè)營銷活動所要達(dá)到的預(yù)期目標(biāo)。首先,對網(wǎng)絡(luò)營銷的國內(nèi)外研究現(xiàn)狀進(jìn)行分析,明確本文研究目的及意義,確定研究思路及方法。更加系統(tǒng)地分析網(wǎng)絡(luò)營銷的特點(diǎn),為本文研究網(wǎng)絡(luò)營銷模式提供充足的依據(jù)。其次,通過國內(nèi)外對網(wǎng)絡(luò)營銷的研究現(xiàn)狀分析,營銷模式、網(wǎng)絡(luò)營銷模式、房地產(chǎn)網(wǎng)絡(luò)營銷模式及旅游地產(chǎn)進(jìn)行相關(guān)概念的界定,系統(tǒng)性的闡述網(wǎng)絡(luò)營銷理論,為旅游地產(chǎn)項(xiàng)目網(wǎng)絡(luò)營銷模式選擇及評價提供理論性依據(jù)。然后,通過分析網(wǎng)絡(luò)營銷影響因素及網(wǎng)絡(luò)營銷模式定義和特點(diǎn)進(jìn)行分析,分析這些網(wǎng)絡(luò)營銷模式對于旅游地產(chǎn)企業(yè)的適用性。在分析網(wǎng)絡(luò)營銷影響因素及網(wǎng)絡(luò)營銷模式的基礎(chǔ)上,構(gòu)建評價指標(biāo)體系,確定模糊綜合評價和熵權(quán)法相結(jié)合的綜合評價方法。最后,對旅游地產(chǎn)企業(yè)所采用的網(wǎng)絡(luò)營銷模式進(jìn)行實(shí)證性研究,通過對隆鑫-花漾的山谷旅游地產(chǎn)項(xiàng)目的網(wǎng)絡(luò)營銷效益的評價結(jié)果,使企業(yè)能夠針對性地采取相應(yīng)措施來提高并改善企業(yè)的運(yùn)營效率。
[Abstract]:With the rapid development of network economy, network application has become an indispensable part of people's life. As a new type of marketing mode, the emergence and development of network marketing is based on the development of network technology. This paper mainly studies the choice and evaluation of the network marketing mode according to the development of the network technology, the individualized demand of the consumers and the actual situation of the enterprises. Through the analysis of the characteristics of the network marketing mode, we seek the expected goal of the enterprise marketing activities. Firstly, this paper analyzes the current situation of internet marketing research at home and abroad, clarifies the purpose and significance of this study, and determines the research ideas and methods. More systematic analysis of the characteristics of network marketing, this paper provides sufficient basis for the study of network marketing model. Secondly, through the domestic and foreign research status of network marketing analysis, marketing model, network marketing model, real estate network marketing model and tourism real estate related concepts, systematically elaborate the theory of network marketing. To provide theoretical basis for the selection and evaluation of online marketing model of tourism real estate projects. Then, by analyzing the influencing factors of network marketing and the definition and characteristics of network marketing mode, the applicability of these network marketing models to tourism real estate enterprises is analyzed. On the basis of analyzing the influencing factors of network marketing and the mode of network marketing, the evaluation index system is constructed, and the comprehensive evaluation method combining fuzzy comprehensive evaluation and entropy weight method is determined. Finally, through the empirical study on the network marketing model adopted by the tourism real estate enterprises, through the evaluation results of the network marketing benefits of the Longxin-Huayang valley tourism real estate project, To enable enterprises to take appropriate measures to improve and improve the operational efficiency of enterprises.
【學(xué)位授予單位】：重慶交通大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274;F299.233.4;F592;F724.6

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本文編號：2259794