本文選題：營銷策略 + 九網旅游�。� 參考：《電子科技大學》2013年碩士論文

【摘要】：2012年中國在線旅游市場規(guī)模超過1700億元,年增速達到30%,營收規(guī)模達到94.1億元,年增速19.8%,整個中國在線旅游市場規(guī)模增長十分迅速,但滲透率僅為7.1%,相比美國的在線旅游滲透率的70%而言,我國的在線旅游市場前景非常廣闊。在這樣一個充滿商機又競爭激勵的市場環(huán)境中,九網旅游應該如何找準自己的市場切入點,制定營銷策略,贏得目標客戶,達到營銷目標,這是本文需要研究解決的問題。 筆者以所供職的九網旅游為研究對象,首先簡要地介紹了九網旅游的產品、用戶、渠道等方面的現狀,讓讀者了解到作為阿壩州官方電子商務平臺的九網旅游的主要業(yè)務是在線銷售阿壩州境內以景區(qū)為核心的旅游產品,主要用戶對象是團隊用戶(旅行社用戶)。但隨著近年來游客出行方式的變化,九網旅游的用戶結構正在發(fā)生變化,散客用戶和散客預訂量逐年上升,在這樣的市場環(huán)境中,九網旅游的商業(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。 筆者應用市場營銷的分析方法和基礎知識,用GPEST法分析了九網旅游的宏觀環(huán)境,用波特的五力模型分析了九網旅游所處的在線旅游市場的行業(yè)環(huán)境,得出了九網旅游所面臨的機會和威脅。再對九網旅游的內部環(huán)境進行分析,明確了九網旅游的核心競爭力是其十一年累積的運營數據。那么,九網旅游應該如何將運營數據進行分析來實現精準營銷,從而在市場競爭中贏得自己的市場地位。 接下來,筆者花了大量的精力對九網旅游十一年的用戶數據、消費數據進行詳細分析及對比,發(fā)現了團隊用戶、散客用戶存在各自不同的消費習慣。這些分析結果很好地為九網旅游制定營銷策略提供了數據支撐作用。 最后,筆者在此基礎上,提出了通過多渠道、多用戶整合,搭建九網旅游大平臺的整合策略,將不同的用戶整合到九網旅游大平臺上同步運營,并按不同的用戶設計不同的營銷策略,讓九網旅游實現運營平臺化,營銷精準化的效果,最終促進九網旅游的B2B業(yè)務和B2C業(yè)務相互融合和共同發(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.
【學位授予單位】：電子科技大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F592.6;F274

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本文編號：2020070