携程旅行网旅游产品的网络营销策略研究

发布时间：2018-02-15 23:51

本文关键词： 在线旅游携程旅行网网络营销策略旅游电子商务　出处：《华东理工大学》2017年硕士论文　论文类型：学位论文

【摘要】：如今,在线旅游已经成为旅游经济的主导。除了基本的衣食住行之外,人们对旅游的需求愈发强烈,随着带薪年假的逐步落实,越来越多的人选择度假旅游来放松心情、陪伴家人、缓解生活压力。携程旅行网作为在线旅游(又称“旅游电子商务”)的巨头,有着很大的发展空间,甚至有可能成长为如BAT一般的达到世界互联网公司体量的超级公司。在众多在线旅游企业中,携程旅行网在在线旅游市场中一直处于明显的领先地位。如何在日趋竞争激烈的在线旅游市场中制定合适的营销策略,保持企业的营销能力,已经成为国内在线旅游行业需要迫切解决的问题。因此,本文选择携程旅行网的旅游产品为案例研究对象,研究其营销能力及营销策略的制定,希望本文能为相关企业或人员提供借鉴。本论文共分为六章。第一章绪论,主要阐述了课题的研究背景、研究意义和研究方法。第二章主要介绍了企业营销相关理论,为旅游企业营销能力的分析和最后提出的建议奠定理论基础。第三章用宏观环境、竞争环境、SWOT分析三个工具对携程旅行网营销环境进行深入分析。第四章以携程旅行网为例,对携程旅行网的营销现状和存在的问题加以描述,重点描述了其网络营销方式、策略及网络营销存在的问题。第五章提出携程旅行网在网络营销策略方面,应打造独特在线旅游产品,提升携程旅行网品牌价值,且建造完善的售后服务体系,促进企业持续发展；从网络营销产品、价格、渠道、沟通四个方面提出网络营销改进建议。第六章对携程旅行网的营销策略研究做出结论。通过研究得出在网络营销渠道策略实施全渠道策略,提高渠道整合质量,且更深入的梳理了全产业链,才能得到更强的渠道控制力,从而更好的提高携程旅行网网络营销成效,促进携程旅行网旅游电子商务的发展。
[Abstract]:Nowadays, online tourism has become the dominant part of the tourism economy. In addition to basic food, clothing, housing and transportation, there is a growing demand for tourism. With the gradual implementation of paid annual leave, more and more people choose holiday tours to relax their mood. As a giant of online travel (also known as "tourism e-commerce"), Ctrip has a lot of room for development. It's even possible to grow into a supercompany like BAT that has reached the size of the world's Internet companies. Among the many online travel companies, Ctrip travel network has been in an obvious leading position in the online travel market. How to make appropriate marketing strategy in the increasingly competitive online travel market to maintain the marketing ability of enterprises, Therefore, this paper chooses Ctrip travel products as the case study object, studies its marketing ability and the marketing strategy formulation, and has become the domestic online tourism industry urgent problem to solve, therefore, this article chooses the Ctrip travel net traveling product as the case study object, studies its marketing ability and the marketing strategy formulation, This paper is divided into six chapters. The first chapter introduces the research background, research significance and research methods. The second chapter mainly introduces the theory of enterprise marketing. The third chapter uses macro environment, competitive environment and SWOT analysis to analyze the marketing environment of Ctrip Travel Network. Chapter 4th takes Ctrip Travel Network as an example. This paper describes the current marketing situation and existing problems of Ctrip Travel Network, especially describes its network marketing methods, strategies and problems existing in network marketing. Chapter 5th puts forward Ctrip Travel Network's network marketing strategy. We should create unique online tourism products, enhance Ctrip travel network brand value, and build a perfect after-sales service system to promote the sustainable development of enterprises; from the network marketing products, prices, channels, Chapter 6th makes a conclusion on the marketing strategy of Ctrip. Through the research, the author draws a conclusion that the whole channel strategy is implemented in the network marketing channel strategy, and the quality of channel integration is improved. And more in-depth combing the entire industry chain, in order to get a stronger channel control, thus better improve Ctrip travel network marketing results, promote the development of Ctrip travel network tourism e-commerce.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F592.6;F274

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