本文關鍵詞： 在線旅游 攜程旅行網 網絡營銷策略 旅游電子商務　出處：《華東理工大學》2017年碩士論文　論文類型：學位論文

【摘要】：如今,在線旅游已經成為旅游經濟的主導。除了基本的衣食住行之外,人們對旅游的需求愈發(fā)強烈,隨著帶薪年假的逐步落實,越來越多的人選擇度假旅游來放松心情、陪伴家人、緩解生活壓力。攜程旅行網作為在線旅游(又稱“旅游電子商務”)的巨頭,有著很大的發(fā)展空間,甚至有可能成長為如BAT一般的達到世界互聯網公司體量的超級公司。在眾多在線旅游企業(yè)中,攜程旅行網在在線旅游市場中一直處于明顯的領先地位。如何在日趨競爭激烈的在線旅游市場中制定合適的營銷策略,保持企業(yè)的營銷能力,已經成為國內在線旅游行業(yè)需要迫切解決的問題。因此,本文選擇攜程旅行網的旅游產品為案例研究對象,研究其營銷能力及營銷策略的制定,希望本文能為相關企業(yè)或人員提供借鑒。本論文共分為六章。第一章緒論,主要闡述了課題的研究背景、研究意義和研究方法。第二章主要介紹了企業(yè)營銷相關理論,為旅游企業(yè)營銷能力的分析和最后提出的建議奠定理論基礎。第三章用宏觀環(huán)境、競爭環(huán)境、SWOT分析三個工具對攜程旅行網營銷環(huán)境進行深入分析。第四章以攜程旅行網為例,對攜程旅行網的營銷現狀和存在的問題加以描述,重點描述了其網絡營銷方式、策略及網絡營銷存在的問題。第五章提出攜程旅行網在網絡營銷策略方面,應打造獨特在線旅游產品,提升攜程旅行網品牌價值,且建造完善的售后服務體系,促進企業(yè)持續(xù)發(fā)展；從網絡營銷產品、價格、渠道、溝通四個方面提出網絡營銷改進建議。第六章對攜程旅行網的營銷策略研究做出結論。通過研究得出在網絡營銷渠道策略實施全渠道策略,提高渠道整合質量,且更深入的梳理了全產業(yè)鏈,才能得到更強的渠道控制力,從而更好的提高攜程旅行網網絡營銷成效,促進攜程旅行網旅游電子商務的發(fā)展。
[Abstract]:Nowadays, online tourism has become the dominant part of the tourism economy. In addition to basic food, clothing, housing and transportation, there is a growing demand for tourism. With the gradual implementation of paid annual leave, more and more people choose holiday tours to relax their mood. As a giant of online travel (also known as "tourism e-commerce"), Ctrip has a lot of room for development. It's even possible to grow into a supercompany like BAT that has reached the size of the world's Internet companies. Among the many online travel companies, Ctrip travel network has been in an obvious leading position in the online travel market. How to make appropriate marketing strategy in the increasingly competitive online travel market to maintain the marketing ability of enterprises, Therefore, this paper chooses Ctrip travel products as the case study object, studies its marketing ability and the marketing strategy formulation, and has become the domestic online tourism industry urgent problem to solve, therefore, this article chooses the Ctrip travel net traveling product as the case study object, studies its marketing ability and the marketing strategy formulation, This paper is divided into six chapters. The first chapter introduces the research background, research significance and research methods. The second chapter mainly introduces the theory of enterprise marketing. The third chapter uses macro environment, competitive environment and SWOT analysis to analyze the marketing environment of Ctrip Travel Network. Chapter 4th takes Ctrip Travel Network as an example. This paper describes the current marketing situation and existing problems of Ctrip Travel Network, especially describes its network marketing methods, strategies and problems existing in network marketing. Chapter 5th puts forward Ctrip Travel Network's network marketing strategy. We should create unique online tourism products, enhance Ctrip travel network brand value, and build a perfect after-sales service system to promote the sustainable development of enterprises; from the network marketing products, prices, channels, Chapter 6th makes a conclusion on the marketing strategy of Ctrip. Through the research, the author draws a conclusion that the whole channel strategy is implemented in the network marketing channel strategy, and the quality of channel integration is improved. And more in-depth combing the entire industry chain, in order to get a stronger channel control, thus better improve Ctrip travel network marketing results, promote the development of Ctrip travel network tourism e-commerce.
【學位授予單位】：華東理工大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F724.6;F592.6;F274

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