本文選題：蜜月旅游　切入點：互聯(lián)網(wǎng)營銷　出處：《山東大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著國家GDP數(shù)據(jù)不斷攀升,我國的經(jīng)濟總量已躍居世界第二位,人民群眾不斷增長的物質(zhì)生活水平帶來了對旅游休閑活動日益旺盛的需求。尤其是伴隨著適婚年齡人口高峰的到來,我國正進(jìn)入新的結(jié)婚高峰期,新婚青年對蜜月旅游這一細(xì)分市場的關(guān)注日益增加,蜜月旅游市場發(fā)展?jié)摿薮�。而反觀國內(nèi)蜜月旅游市場,產(chǎn)品少、服務(wù)單一、營銷手段不利是對市場現(xiàn)狀的準(zhǔn)確描述,旅游運營商不能準(zhǔn)確把握青年群體對蜜月旅游產(chǎn)品的真實需求,也沒有針對這一群體制定有針對性的營銷策略,導(dǎo)致目前有國內(nèi)蜜月旅游市場這塊大蛋糕出現(xiàn)無人分享的局面。因此,破解目前市場產(chǎn)品缺失,營銷乏力這一課題顯得非常有意義。 本文首先對蜜月旅游及網(wǎng)絡(luò)營銷等相關(guān)概念進(jìn)行了梳理,對相關(guān)基礎(chǔ)理論進(jìn)行了闡述,并較為詳盡的介紹了國內(nèi)外有關(guān)蜜月旅游消費和營銷手段的研究現(xiàn)狀。在理論研究部分,本文主要回顧了4P、4C等幾種主流的營銷理論,介紹了互聯(lián)網(wǎng)營銷及旅游消費行為學(xué)的相關(guān)理論。為下文定性的研究分析蜜月旅游產(chǎn)品營銷策略奠定了基礎(chǔ)。 在案例研究部分,本文分別選取國內(nèi)外成功利用互聯(lián)網(wǎng)平臺開展針對旅游產(chǎn)品營銷的企業(yè)進(jìn)行研究和分析,歸納其成功的商業(yè)模式及進(jìn)行互聯(lián)網(wǎng)營銷的經(jīng)驗,期望能給國內(nèi)旅游企業(yè)在產(chǎn)品設(shè)計及營銷策略選擇上起到一定借鑒意義。 結(jié)論部分,綜合以上分析得出結(jié)論,并提出蜜月旅游市場培育和開發(fā)的幾點啟示。 總之,本項研究分析了蜜月旅游的消費特點及基于互聯(lián)網(wǎng)營銷的優(yōu)勢所在,是對相關(guān)蜜月旅游細(xì)分市場基礎(chǔ)性研究的一次補充。并期望通過案例的分析討論對蜜月旅游產(chǎn)品互聯(lián)網(wǎng)營銷策略進(jìn)行歸納總結(jié),為旅游運營企業(yè)提供有價值的依據(jù)。
[Abstract]:With the rising of national GDP data, China's total economic volume has leapt to the second place in the world. The increasing material standard of living of the people has brought an increasingly vigorous demand for tourism and leisure activities. Especially with the arrival of the peak population of marriageable age, China is entering a new peak of marriage. The young newlyweds are paying more and more attention to the honeymoon tourism market, and the honeymoon tourism market has great potential for development. On the other hand, the domestic honeymoon tourism market, with few products, single service and unfavorable marketing means, is an accurate description of the current situation of the market. Tourism operators cannot accurately grasp the true needs of young people for honeymoon tourism products, nor have they formulated targeted marketing strategies for this group. As a result of the domestic honeymoon tourism market, there is a situation in which no one shares this big cake. Therefore, it is very meaningful to solve the problem of lack of products and weak marketing in the current market. In this paper, the honeymoon tourism and network marketing and other related concepts are combed, and the relevant basic theories are expounded. In the theoretical research part, this paper mainly reviews several mainstream marketing theories, such as 4PX 4C and so on, and introduces the current situation of honeymoon tourism consumption and marketing methods at home and abroad in detail. This paper introduces the related theories of internet marketing and tourism consumption behavior, which lays a foundation for the qualitative research and analysis of honeymoon tourism product marketing strategy. In the case study part, this paper selects the domestic and foreign successful use Internet platform to carry on the research and the analysis to the tourism product marketing enterprise, summarizes its successful business model and carries on the Internet marketing experience, It is expected that it can be used for reference by domestic tourism enterprises in product design and marketing strategy selection. The conclusion part, synthesizes the above analysis to draw the conclusion, and puts forward the honeymoon tour market cultivation and the development several enlightenment. In short, this study analyzes the consumption characteristics of honeymoon tourism and the advantages of Internet marketing. It is a supplement to the basic research of honeymoon tourism subdivision market, and expects to sum up the internet marketing strategy of honeymoon tourism products through case analysis and discussion, so as to provide a valuable basis for tourism operation enterprises.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F724.6;F592.7

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 谷學(xué)真;北京婚慶旅游市場營銷策略研究[D];首都經(jīng)濟貿(mào)易大學(xué);2013年

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本文編號：1598297