本文選題：營(yíng)銷(xiāo)策略 + 九網(wǎng)旅游�。� 參考：《電子科技大學(xué)》2013年碩士論文

【摘要】：2012年中國(guó)在線(xiàn)旅游市場(chǎng)規(guī)模超過(guò)1700億元,年增速達(dá)到30%,營(yíng)收規(guī)模達(dá)到94.1億元,年增速19.8%,整個(gè)中國(guó)在線(xiàn)旅游市場(chǎng)規(guī)模增長(zhǎng)十分迅速,但滲透率僅為7.1%,相比美國(guó)的在線(xiàn)旅游滲透率的70%而言,我國(guó)的在線(xiàn)旅游市場(chǎng)前景非常廣闊。在這樣一個(gè)充滿(mǎn)商機(jī)又競(jìng)爭(zhēng)激勵(lì)的市場(chǎng)環(huán)境中,九網(wǎng)旅游應(yīng)該如何找準(zhǔn)自己的市場(chǎng)切入點(diǎn),制定營(yíng)銷(xiāo)策略,贏得目標(biāo)客戶(hù),達(dá)到營(yíng)銷(xiāo)目標(biāo),這是本文需要研究解決的問(wèn)題。 筆者以所供職的九網(wǎng)旅游為研究對(duì)象,首先簡(jiǎn)要地介紹了九網(wǎng)旅游的產(chǎn)品、用戶(hù)、渠道等方面的現(xiàn)狀,讓讀者了解到作為阿壩州官方電子商務(wù)平臺(tái)的九網(wǎng)旅游的主要業(yè)務(wù)是在線(xiàn)銷(xiāo)售阿壩州境內(nèi)以景區(qū)為核心的旅游產(chǎn)品,主要用戶(hù)對(duì)象是團(tuán)隊(duì)用戶(hù)(旅行社用戶(hù))。但隨著近年來(lái)游客出行方式的變化,九網(wǎng)旅游的用戶(hù)結(jié)構(gòu)正在發(fā)生變化,散客用戶(hù)和散客預(yù)訂量逐年上升,在這樣的市場(chǎng)環(huán)境中,九網(wǎng)旅游的商業(yè)模式也從單純的B2B模式逐步向B2B與B2C共同融合的方向發(fā)展。 筆者應(yīng)用市場(chǎng)營(yíng)銷(xiāo)的分析方法和基礎(chǔ)知識(shí),用GPEST法分析了九網(wǎng)旅游的宏觀環(huán)境,用波特的五力模型分析了九網(wǎng)旅游所處的在線(xiàn)旅游市場(chǎng)的行業(yè)環(huán)境,得出了九網(wǎng)旅游所面臨的機(jī)會(huì)和威脅。再對(duì)九網(wǎng)旅游的內(nèi)部環(huán)境進(jìn)行分析,明確了九網(wǎng)旅游的核心競(jìng)爭(zhēng)力是其十一年累積的運(yùn)營(yíng)數(shù)據(jù)。那么,九網(wǎng)旅游應(yīng)該如何將運(yùn)營(yíng)數(shù)據(jù)進(jìn)行分析來(lái)實(shí)現(xiàn)精準(zhǔn)營(yíng)銷(xiāo),從而在市場(chǎng)競(jìng)爭(zhēng)中贏得自己的市場(chǎng)地位。 接下來(lái),筆者花了大量的精力對(duì)九網(wǎng)旅游十一年的用戶(hù)數(shù)據(jù)、消費(fèi)數(shù)據(jù)進(jìn)行詳細(xì)分析及對(duì)比,發(fā)現(xiàn)了團(tuán)隊(duì)用戶(hù)、散客用戶(hù)存在各自不同的消費(fèi)習(xí)慣。這些分析結(jié)果很好地為九網(wǎng)旅游制定營(yíng)銷(xiāo)策略提供了數(shù)據(jù)支撐作用。 最后,筆者在此基礎(chǔ)上,提出了通過(guò)多渠道、多用戶(hù)整合,搭建九網(wǎng)旅游大平臺(tái)的整合策略,將不同的用戶(hù)整合到九網(wǎng)旅游大平臺(tái)上同步運(yùn)營(yíng),并按不同的用戶(hù)設(shè)計(jì)不同的營(yíng)銷(xiāo)策略,讓九網(wǎng)旅游實(shí)現(xiàn)運(yùn)營(yíng)平臺(tái)化,營(yíng)銷(xiāo)精準(zhǔn)化的效果,最終促進(jìn)九網(wǎng)旅游的B2B業(yè)務(wù)和B2C業(yè)務(wù)相互融合和共同發(fā)展。
[Abstract]:In 2012, the size of China's online tourism market was over 170 billion yuan, the annual growth rate reached 30%, revenue reached 9 billion 410 million yuan and the annual growth rate was 19.8%. The growth of the whole China online tourism market was very rapid, but the permeability was only 7.1%. Compared with the 70% of the online tourism penetration in the United States, China's online tourism market has a very broad prospect. In a market environment full of business opportunities and competitive incentives, nine network tourism should find out their own market penetration points, formulate marketing strategies, win target customers and achieve marketing goals. This is the problem that needs to be solved in this article.
The author takes the Nine Network tourism as the research object. First, it briefly introduces the products, users, channels and other aspects of the Nine Network tourism, and let the readers understand that the main business of the Nine Network tourism, as the official e-commerce platform of Aba state, is to sell the tourist products at the core of the scenic area online in Aba state, the main user object is Team users (travel agency users). But with the changes in the mode of tourist travel in recent years, the user structure of Nine Network tourism is changing, and the volume of subscribers and visitors is increasing year by year. In such a market environment, the commercial model of Nine Network tourism has gradually developed from the simple B2B model to the combination of B2B and B2C.
Using the analysis method and basic knowledge of marketing, the author analyses the macro environment of nine net tourism with the GPEST method, analyzes the industry environment of the online tourism market in nine network tourism by Potter's five force model, and draws the opportunity and threat of the nine net tourism. Then it analyses the internal environment of the nine net tourism, and makes clear that nine The core competitiveness of network tourism is the operation data accumulated in eleven years. Then, how should nine net tourism analyze the operational data to achieve precision marketing and win its market position in the market competition.
Then, I spent a lot of energy on the eleven year user data and consumption data of Nine Network tourism, and analyzed and contrasted the consumer data in detail, and found that the team users, the individual customers have their own different consumption habits. These results have provided a data supporting role for the development of the marketing strategy of Nine Network tourism.
Finally, on this basis, I put forward the integration strategy of the Nine Network Tourism platform through multi-channel and multi-user integration, and integrate the different users into the Nine Network Tourism platform to synchronize operation, and design different marketing strategies according to different users, so as to make the Nine Network Tourism realize the operation platform, the effect of marketing precision, and finally promote the effect of the marketing. The B2B business and B2C business entering the nine nets will merge and develop together.
【學(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F592.6;F274

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本文編號(hào)：2020070