旅游企业新媒体营销策略研究

发布时间：2018-03-15 18:46

本文选题：旅游企业　切入点：新媒体　出处：《华侨大学》2014年硕士论文　论文类型：学位论文

【摘要】：随着科技的进步与发展,进入21世纪以来,媒体环境已经发生了巨大的改变。媒体更容易关注到以前容易被埋没的新闻,带来了很多的社会热点事件。媒体的功能也从过去的表现社会,变成了推动社会,从根本上改变了大部分人的生活方式,也改变了各产业的发展模式。在互联网和无线网基础上发展起来的新媒体对几乎全球的所有产业都造成了极大的影响,带来了翻天覆地的改变,其中就包括旅游行业。新媒体环境下旅游市场规模得以不断的扩张,线上销售额翻翻,发展势头良好。但是与此相对的是,在此良好势头下,旅游企业在线上建设的过程中产生了膨胀的情绪,失去了正确的判断,没有采用合适的方法,使得线上旅游远没有达到应有的发展规模。具体表现在无法达到交易双方的要求,也减少了旅游企业的经济收入。在新媒体环境下,对旅游企业的营销模式进行研究很有必要。旅游企业应该清楚如何在新媒体环境下正确的进行营销,打造自身的旅游品牌,推广旅游产品。本文依照提出问题,分析问题,解决问题的研究路线,首先根据旅游企业持续发展和新媒体兴起的现实背景,提出了关于新媒体环境下旅游企业如何营销的实践问题;然后对国内外相关的研究动态进行文献,在系统吸收前人理论成果的基础上,对新媒体环境旅游企业营销所产生的影响进行详细的分析论述,主要包括新媒体营销的环境、对营销角色定位的影响、对旅游营销组合的影响。在此基础上,根据“4PS营销理论”设计出旅游企业新媒体营销策略,包括新媒体环境下旅游企业的产品策略、价格策略、渠道策略和促销策略;最后结合旅游企业新媒体营销实例进一步论证和解决问题,完善旅游企业营销的相关理论。
[Abstract]:With the progress and development of science and technology, since 21th century, the media environment has changed dramatically. Has brought a lot of social hot events. The function of the media has also changed from the performance of the society in the past to the promotion of society, and has fundamentally changed the way most people live. New media based on the Internet and wireless networks have had a tremendous impact on almost all industries around the world, and have brought about dramatic changes. Among them are the tourism industry. Under the new media environment, the scale of the tourism market has been continuously expanded, the online sales volume has doubled, and the development momentum has been good. But in contrast, under this good momentum, During the process of online construction of tourism enterprises, they have inflated emotions, lost the correct judgment, and failed to adopt the appropriate method, which makes the online tourism far from reaching the proper development scale. The specific manifestation is that they cannot meet the requirements of both sides of the transaction. It also reduces the economic income of tourism enterprises. Under the new media environment, it is necessary to study the marketing mode of tourism enterprises. Tourism enterprises should know how to correctly carry out marketing in the new media environment and build their own tourism brands. According to the research route of raising questions, analyzing problems and solving problems, firstly, according to the realistic background of the sustainable development of tourism enterprises and the rise of new media, This paper puts forward the practical problem of how to market tourism enterprises under the new media environment, and then carries on the literature on the related research trends at home and abroad, on the basis of systematically absorbing the previous theoretical achievements. The influence of tourism enterprise marketing in new media environment is discussed in detail, including the environment of new media marketing, the influence of marketing role orientation, and the influence on tourism marketing mix. According to the "4PS marketing theory", the paper designs the new media marketing strategy of tourism enterprises, including the product strategy, price strategy, channel strategy and promotion strategy of the tourism enterprise under the new media environment; Finally, combining with the tourism enterprise new media marketing example to further demonstrate and solve the problem, perfect the tourism enterprise marketing related theory.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F592.6

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