H户外旅游公司网络营销策略研究

发布时间：2018-05-17 19:46

本文选题：户外旅游 + 网络营销　；参考：《东华大学》2016年硕士论文

【摘要】：现代社会,随着互联网的发展和大规模普及,通信和信息技术的大发展以及智能手机终端的快速发展和用户的大规模使用。导致了现代社会人们生活方式和消费习惯的翻天覆地的变化。电子商务和网络营销随着互联网的发展被广泛应用于各行各业,尤其是户外旅游行业。网络营销与传统营销有着明显的不同,它为企业发展带来了新的机遇,同时也对传统的企业市场营销模式带来了挑战。企业怎样从激烈的竞争中脱颖而出?怎样更好的利用网络营销的优势将起着决定性的作用。本论文从网络营销的角度出发,对网络营销基本理论进行了深入的研究:分析了当前国内外网络营销的发展现状,并对网络营销基本职能、优势和特点、网络营销方式以及与传统营销的区别进行了研究。论文详细分析了H公司的发展情况、现有网络营销状况和现存问题,提出了为了使H公司有更好的发展,一定要有效制定和实施适合H公司的网络营销推广策略的必要性。论文通过对H公司的网络营销环境的分析(包括政治、经济、社会和科技等四个方面的宏观环境分析等)找到了正确制定H公司网络营销策略的方法,并从产品策略、定价策略、推广渠道方面制定了适合H公司的网络营销策略。在H公司实施网络营销半年之后,通过对H公司经营数据的分析对网络营销策略实施的效果进行了验证,验证结果表明网络营销的实施有效促进了销售业绩的增长,证明了网络营销策略的制定和实施是非常正确的、有效的,并提出了未来进一步改进公司网络营销策略的方向。论文的研究结果表明,H公司必须制定和有效实施互联网络营销策略,丰富网站内容是前提,采用搜索引擎、网络广告、社区论坛、微信微博等主渠道进行多渠道网络推广是重点,更离不开专业的网络营销团队对策略的有效实施。本论文研究帮助了企业在互联网大潮中更加重视网络营销的作用,并合理利用网络营销的优势,提升企业的销售业绩。对相关行业企业的发展有一定的借鉴作用,具有明显的社会价值和意义。
[Abstract]:In modern society, with the development and popularization of the Internet, the great development of communication and information technology, the rapid development of smart phone terminals and the large-scale use of users. Led to the modern society people's way of life and consumption habits of earth-shaking changes. With the development of internet, e-commerce and internet marketing are widely used in various industries, especially outdoor tourism. The network marketing is obviously different from the traditional marketing. It brings new opportunities for the development of enterprises and challenges to the traditional marketing mode of enterprises. How can enterprises stand out from the fierce competition? How to make better use of the advantages of network marketing will play a decisive role. From the point of view of network marketing, this paper makes a deep research on the basic theory of network marketing: it analyzes the current situation of the development of network marketing at home and abroad, and analyzes the basic functions, advantages and characteristics of network marketing. The way of network marketing and the difference with traditional marketing are studied. This paper analyzes the development of H company, the current situation of network marketing and the existing problems, and points out the necessity of making and implementing the strategy of network marketing promotion suitable for H company effectively in order to make H company have better development. Based on the analysis of H Company's network marketing environment (including political, economic, social and scientific and technological aspects of macro environment analysis), the paper finds a correct way to formulate H company's network marketing strategy, and from the product strategy. The pricing strategy, the promotion channel aspect has formulated the suitable H company's network marketing strategy. Half a year after H company implemented network marketing, the effect of network marketing strategy was verified by analyzing H company's management data. The result showed that the implementation of network marketing effectively promoted the growth of sales performance. It proves that the formulation and implementation of the network marketing strategy is very correct and effective, and puts forward the direction of further improving the company's network marketing strategy in the future. The research results of this paper show that the company must formulate and implement the Internet marketing strategy effectively, enrich the content of the website is the premise, use search engine, online advertising, community forum, WeChat Weibo and other main channels to promote the multi-channel network is the focus, but also can not be separated from the professional network marketing team to effectively implement the strategy. The research in this paper helps enterprises pay more attention to the role of network marketing in the Internet tide, and make rational use of the advantages of network marketing to improve the sales performance of enterprises. It can be used for reference for the development of related industries and enterprises, and has obvious social value and significance.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F592.6;F274

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