【摘要】：旅游業(yè)在互聯(lián)網(wǎng)的推動下迎來了一個新的發(fā)展契機(jī)。據(jù)中國互聯(lián)網(wǎng)絡(luò)信息中心提供的《2012年在線旅行預(yù)訂行為調(diào)查報告》統(tǒng)計(jì)顯示截至2012年6月,我國使用在線旅行預(yù)訂的網(wǎng)民為4258萬人,在網(wǎng)民中的使用率為7.9%,并延續(xù)繼續(xù)擴(kuò)大的趨勢。旅行社作為旅游服務(wù)的組織者和銷售者,無疑都想在這一巨大的市場機(jī)遇面前分一杯羹。網(wǎng)絡(luò)營銷就成為旅行社經(jīng)營者的一項(xiàng)新課題。 唐山市作為傳統(tǒng)的旅游客源輸出地,旅行社在本地客源市場爭奪激烈,要想在競爭中獲取有利地位,就必須充分發(fā)揮網(wǎng)絡(luò)營銷的作用,提高應(yīng)用水平,在旅游電子商務(wù)領(lǐng)域領(lǐng)先一步,進(jìn)而獲得較大的市場份額。 本文采用理論分析與網(wǎng)絡(luò)問卷調(diào)查、企業(yè)走訪座談等實(shí)證研究相結(jié)合的方法,通過對旅游網(wǎng)絡(luò)營銷理論的探討,深刻分析了唐山市旅行社網(wǎng)絡(luò)營銷現(xiàn)狀及其存在的問題,根據(jù)存在問題提出建立與線下品牌對應(yīng)的網(wǎng)絡(luò)品牌；加強(qiáng)旅游營銷網(wǎng)站建設(shè)；開發(fā)適合網(wǎng)絡(luò)銷售的特色旅游產(chǎn)品；對不同的產(chǎn)品和客源實(shí)施差異化定價；加強(qiáng)與合作單位的聯(lián)系,拓寬網(wǎng)絡(luò)營銷渠道；提高網(wǎng)絡(luò)平臺的信息交流作用等6項(xiàng)具體實(shí)施方案,并分析了方案實(shí)施時的宏觀、微觀環(huán)境的保障要件,通過各部門的共同努力提高唐山市旅行社網(wǎng)絡(luò)營銷水平,推動唐山市旅行社行業(yè)的發(fā)展。
[Abstract]:Tourism in the promotion of the Internet has ushered in a new opportunity for development. According to the "2012 online Travel booking behavior Survey report" provided by the China Internet Network Information Center, as of June 2012, the number of netizens using online travel booking in China was 42.58 million, and the utilization rate of online travel bookings in China was 7.9%. And continue the trend of continued expansion. Travel agencies, as organizers and sellers of tourism services, undoubtedly want to get a piece of this huge market opportunity. Network marketing has become a new subject for operators of travel agencies. Tangshan City, as a traditional tourist source export place, travel agencies compete fiercely in the local source market. In order to gain favorable position in the competition, it is necessary to give full play to the role of network marketing and improve the application level. Tourism e-commerce in the field of a leading step, and then obtain a larger market share. This article adopts the method of combining theoretical analysis with network questionnaire survey, enterprise visit discussion and so on. Through the discussion of tourism network marketing theory, this paper deeply analyzes the present situation and existing problems of network marketing of travel agency in Tangshan City. According to the existing problems, it is proposed to establish the network brand corresponding to the offline brand. To strengthen the construction of tourism marketing website; to develop special tourism products suitable for network sales; to carry out differential pricing for different products and sources; to strengthen the connection with cooperative units and broaden the network marketing channels; Six concrete implementation schemes, such as improving the information exchange function of the network platform, and analyzing the guarantee elements of macro-and micro-environment during the implementation of the scheme, through the joint efforts of various departments to improve the level of online marketing of travel agencies in Tangshan, Promote the development of travel agency industry in Tangshan.
【學(xué)位授予單位】：西北大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F592.6;F274

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