本文選題：互聯(lián)網(wǎng)時代 + 旅游地產(chǎn)�。� 參考：《西北農(nóng)林科技大學(xué)》2013年碩士論文

【摘要】：互聯(lián)網(wǎng)絡(luò)技術(shù)的不斷發(fā)展涌現(xiàn)出一批新型互動媒體，與旅游地產(chǎn)開發(fā)項目市場營銷的結(jié)合，為我國旅游地產(chǎn)網(wǎng)絡(luò)營銷的發(fā)展產(chǎn)生著較為深遠的影響。我國旅游地產(chǎn)網(wǎng)絡(luò)營銷尚處于探索起步階段，各項策劃工作的開展依然是一個較為前沿的研究課題�；诖�，通過文獻資料法、專家訪談法、系統(tǒng)分析法、邏輯分析法和SWOT分析法在闡述網(wǎng)絡(luò)時代下我國旅游地產(chǎn)營銷現(xiàn)狀的基礎(chǔ)上，制定了具體的策略與規(guī)劃工作，旨在推進我國旅游地產(chǎn)網(wǎng)絡(luò)營銷模式的路徑創(chuàng)新。 主要研究結(jié)論如下： （1）旅游地產(chǎn)是以旅游度假為目的的房地產(chǎn)開發(fā)，旅游度假概念的延伸，包括：私人度假房產(chǎn)、產(chǎn)權(quán)式酒店、分時度假房產(chǎn)、旅游綜合體，，全部或部分實現(xiàn)了旅游的功能。 （2）體驗經(jīng)濟是服務(wù)經(jīng)濟發(fā)展的高級階段，是計算機、互聯(lián)網(wǎng)絡(luò)發(fā)展的必然結(jié)果，其本身不是一種經(jīng)濟產(chǎn)出，而是通過市場營銷讓人產(chǎn)生一種心理上的美好體驗，從而激發(fā)其消費欲望；我國旅游地產(chǎn)網(wǎng)絡(luò)營銷發(fā)展演變的邏輯進程，形成了城市、城郊、鄉(xiāng)村房地產(chǎn)營銷的網(wǎng)絡(luò)結(jié)構(gòu)，從而帶來了我國房地產(chǎn)網(wǎng)絡(luò)營銷的乘數(shù)倍增效應(yīng)；要根據(jù)市場環(huán)境的變化來進行信息發(fā)布、電子郵件、資源合作、SEO論壇搜索引擎等方式進行推廣，實施即時性的動態(tài)修正，更有效地完成產(chǎn)品行銷目標(biāo)，最終形成一對一的網(wǎng)絡(luò)營銷模式。 （3）互聯(lián)網(wǎng)絡(luò)時代下我國旅游地產(chǎn)營銷面臨著優(yōu)勢、劣勢、機遇和挑戰(zhàn)共存。 （4）互聯(lián)網(wǎng)絡(luò)時代下我國旅游地產(chǎn)營銷的具體策略需要從品牌形象建立策略、網(wǎng)絡(luò)分銷渠道策略、網(wǎng)絡(luò)營銷推廣策略、網(wǎng)絡(luò)定價促銷策略幾個方面來展開。 （5）旅游地產(chǎn)招標(biāo)方案設(shè)計首先要制定招標(biāo)管理程序，通過專業(yè)招標(biāo)網(wǎng)站發(fā)布投標(biāo)單位的靜態(tài)信息、動態(tài)信息，進而建立旅游地產(chǎn)項目網(wǎng)絡(luò)營銷的信息化系統(tǒng)；業(yè)務(wù)開展流程設(shè)計需要從信息系統(tǒng)初始化、銷售前臺管理、銷售后臺管理、財務(wù)管理和決策分析來展開；旅游地產(chǎn)營銷合同管理控制方案主要涉及的工作包括旅游地產(chǎn)登記合同的相關(guān)信息、旅游地產(chǎn)合同預(yù)算分析、合同的綜合查詢、在辦與新增合同查詢、顯示已定合同的審核狀態(tài)、合同的變更與調(diào)整和結(jié)算登記查詢等；旅游地產(chǎn)網(wǎng)絡(luò)營銷CRM需要建立客戶集合、客戶信息集中管理、客戶臺賬數(shù)據(jù)庫。旅游地產(chǎn)CRM模塊則是由客戶服務(wù)、決策支持系統(tǒng)、商業(yè)智能組成，該系統(tǒng)的構(gòu)成則是由客戶信息系統(tǒng)、網(wǎng)絡(luò)營銷管理系統(tǒng)、網(wǎng)絡(luò)銷售管理平臺、客戶服務(wù)平臺、訂單錄入與跟蹤。
[Abstract]:With the continuous development of Internet technology, a number of new interactive media have emerged, which are combined with the marketing of tourism real estate development projects, and have a profound impact on the development of tourism real estate network marketing in China. China's tourism real estate network marketing is still in the initial stage of exploration, the development of various planning work is still a more advanced research topic. Based on this, through the methods of literature, expert interview, system analysis, logic analysis and SWOT analysis, on the basis of expounding the present situation of tourism real estate marketing in the network age, this paper formulates the specific strategy and planning work. The main research conclusions are as follows: 1) Tourism real estate is the real estate development for the purpose of tourism vacation, the extension of tourism vacation concept, including: private vacation real estate, property rights hotel, Time-sharing real estate, tourism complex, all or part of the function of tourism.) experience economy is the advanced stage of the development of service economy, is the inevitable result of the development of computer and Internet, and it is not an economic output in itself. But through marketing, people can have a good psychological experience, thus stimulate their consumption desire; the logical process of the development of network marketing of tourism real estate in China has formed the network structure of real estate marketing in cities, suburbs and villages. This has brought the multiplier effect of real estate network marketing in our country. According to the change of market environment, we should carry out information release, email, search engine of resource cooperation SEO forum and so on, and carry out immediate dynamic correction. To achieve the goal of product marketing more effectively, and finally to form a one-to-one network marketing model. (3) in the Internet age, China's tourism real estate marketing is facing advantages and disadvantages. Opportunities and challenges coexist. (4) the specific strategies of tourism real estate marketing in the Internet era need to be established from the brand image strategy, the network distribution channel strategy, the network marketing promotion strategy. The design of the bidding scheme of tourism real estate should first establish the bidding management procedure, publish the static information and dynamic information of the bidding unit through the professional bidding website. Then the information system of tourism real estate project network marketing should be established, and the business process design should be carried out from information system initialization, sales foreground management, sales background management, financial management and decision analysis. The main tasks involved in the contract management and control scheme of tourism real estate marketing include the related information of the registration contract of tourism real estate, the budget analysis of the tourism real estate contract, the comprehensive inquiry of the contract, and the inquiry of the new contract between the office and the new one. Showing the audit status of the established contract, the change and adjustment of the contract, the registration and query of settlement, etc. The CRM of tourism real estate network marketing needs to establish the customer set, the customer information centralized management, the customer account database. The CRM module of tourism real estate is composed of customer service, decision support system and business intelligence. The system is composed of customer information system, network marketing management system, network sales management platform, customer service platform, etc. Order entry and tracking.
【學(xué)位授予單位】：西北農(nóng)林科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F299.23

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