陕西旅游股份有限公司在线业务发展策略研究

发布时间：2018-01-18 23:57

本文关键词： 在线旅游产业链策略制定陕旅股份　出处：《西北大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着互联网技术的迅速发展和新技术的运用,在线旅游市场保持快速的增长,游客旅游方式的转变使在线旅游成为了旅游营销的重要方式。在线旅游企业拥有较为全面的技术及用户流量,对于旅游产品也有更为全面体验方式。传统旅游产品要素供给方应该明确自身在整个行业的定位及相关优势,不应大而全的全面线上化,也不能将线上业务作为传统业务的一个补充,而是应该更好的应用好现有平台,搭建自己的线上团队,保持对客户和行业的敏感度,及时调整相关的市场策略。本文结合陕旅股份在线业务发展现状,对在线业务发展过程存在的问题进行分析,有针对性的提出适合陕旅股份在线业务发展的策略,探讨在线业务策略的实施和管理,对陕旅股份的发展提供有益的帮助。主要针对现阶段在线旅游行业宏观环境及竞争环境进行分析,找出影响旅游企业线上业务开展的主要因素。对在线旅游行业现阶段主要的业务模式、产品体系、用户评价管理等进行分析及评价。通过对陕旅股份的营运能力、经营能力、创新能力、在线业务能力及相关风险进行分析,找出制约陕旅股份在线发展的主要因素。制定出适合陕旅股份发展的OTA平台分销策略、垂直搜索策略、UGC内容策略、营运策略、产品策略等。包括在线业务创新应用,组建与在线旅游相适应的组织机构,构建复合型人才组成的营销中心,完善绩效考评机制,完善技术平台建设,加强在线市场业务比重等。
[Abstract]:With the rapid development of Internet technology and the application of new technology, the online tourism market has maintained a rapid growth. With the change of tourist tourism mode, online tourism has become an important way of tourism marketing. Online tourism enterprises have more comprehensive technology and user flow. For tourism products there is also a more comprehensive experience. Traditional tourism products supply side should be clear about their position in the entire industry and related advantages should not be a large and comprehensive online. Also can not take the online business as a supplement to the traditional business, but should better use the existing platform, build their own online team, to maintain the sensitivity to customers and industries. Timely adjust the relevant market strategy. This paper analyzes the problems in the online business development process combined with the current situation of Shaanxi-Luc stock online business development. The paper puts forward the strategy suitable for the development of Shaanxi-Luc stock online business, and probes into the implementation and management of online business strategy. It provides useful help for the development of Shaanxi-travel stock. It mainly analyzes the macro-environment and competitive environment of online tourism industry at the present stage. To find out the main factors affecting the online business development of tourism enterprises. Online tourism industry at this stage of the main business model, product system. Through the analysis of the operating ability, business ability, innovation ability, online business capability and related risks of Shaanlong Group stock. Find out the main factors that restrict the online development of Shaanxi-Lun shares. Make out the OTA platform distribution strategy, vertical search strategy, UGCcontent strategy, operating strategy. Product strategy, including the application of online business innovation, the establishment of organizations suitable for online tourism, the construction of a compound talent marketing center, the improvement of performance appraisal mechanism, and the construction of technology platform. Strengthen the proportion of online market business.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F592.6;F724.6

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