唐山市旅行社网络营销的研究
发布时间：2019-02-26 18:49
【摘要】：旅游业在互联网的推动下迎来了一个新的发展契机。据中国互联网络信息中心提供的《2012年在线旅行预订行为调查报告》统计显示截至2012年6月,我国使用在线旅行预订的网民为4258万人,在网民中的使用率为7.9%,并延续继续扩大的趋势。旅行社作为旅游服务的组织者和销售者,无疑都想在这一巨大的市场机遇面前分一杯羹。网络营销就成为旅行社经营者的一项新课题。 唐山市作为传统的旅游客源输出地,旅行社在本地客源市场争夺激烈,要想在竞争中获取有利地位,就必须充分发挥网络营销的作用,提高应用水平,在旅游电子商务领域领先一步,进而获得较大的市场份额。 本文采用理论分析与网络问卷调查、企业走访座谈等实证研究相结合的方法,通过对旅游网络营销理论的探讨,深刻分析了唐山市旅行社网络营销现状及其存在的问题,根据存在问题提出建立与线下品牌对应的网络品牌；加强旅游营销网站建设；开发适合网络销售的特色旅游产品；对不同的产品和客源实施差异化定价；加强与合作单位的联系,拓宽网络营销渠道；提高网络平台的信息交流作用等6项具体实施方案,并分析了方案实施时的宏观、微观环境的保障要件,通过各部门的共同努力提高唐山市旅行社网络营销水平,推动唐山市旅行社行业的发展。
[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.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F592.6;F274
本文编号：2431045
[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.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F592.6;F274
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