M旅游网度假业务营销策略研究
发布时间：2018-08-25 09:24
【摘要】：在线旅游业作为一个具有巨大潜力的行业,研究其特征和发展趋势有利于在线旅游企业市场竞争力的提升和创新性旅游业务的发展,。互联网及在线旅游行业发展迅速但竞争激烈,是目前关注的焦点。本文对M旅游网这一典型的在线旅游企业主营业务—度假业务进行分析研究,探索M旅游网度假业务营销策略发展,指出M旅游网度假业务营销策略现存问题,即产品同质化和集团内部线上线下缺少协同的问题;其间,采用文献综述和实证分析相结合的研究方法;通过文献研究及有关统计资料的归纳整理,梳理了国内外学者关于在线旅游营销的研究与主要观点。并运用了实证研究,通过PEST、五力模型和波士顿矩阵,对M旅游网现状分析及结合市场营销理论,推出M旅游网度假业务营销策略发展及营销策略具体实施方案,重点发展目的地旅游,并积极与集团线下旅行社实现协同对接。本文立足于解决在线企业的具体问题,探索M旅游网度假业务营销策略发展,同时对在线旅游企业营销策略发展及传统旅游企业跨越式发展提供参考和借鉴。
[Abstract]:As an industry with great potential, the study of the characteristics and development trend of online tourism is conducive to the promotion of market competitiveness of online tourism enterprises and the development of innovative tourism business. The Internet and online tourism industry is developing rapidly, but the competition is fierce, which is the focus of attention at present. This paper makes an analysis and research on M tourism net, a typical online tourism enterprise's main business-holiday business, explores the development of M tourism net vacation business marketing strategy, and points out the existing problems of M tourism net holiday business marketing strategy. That is, product homogenization and lack of coordination between line and line within the group; in the meantime, a research method combining literature review and empirical analysis is adopted; through literature research and related statistical data, Combing the domestic and foreign scholars on online tourism marketing research and main views. Using the empirical research, through the PEST, five-force model and Boston matrix, the paper analyzes the current situation of M tourism network and combines the marketing theory, and puts forward the development of the tourism network holiday business marketing strategy and the specific implementation plan of the marketing strategy. Focus on the development of destination tourism, and actively cooperate with the group offline travel agencies to achieve docking. Based on solving the specific problems of online enterprises, this paper explores the development of M tourism network holiday business marketing strategy, and at the same time provides reference and reference for the development of online tourism enterprise marketing strategy and the leapfrog development of traditional tourism enterprises.
【学位授予单位】：广东外语外贸大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F592
本文编号：2202445
[Abstract]:As an industry with great potential, the study of the characteristics and development trend of online tourism is conducive to the promotion of market competitiveness of online tourism enterprises and the development of innovative tourism business. The Internet and online tourism industry is developing rapidly, but the competition is fierce, which is the focus of attention at present. This paper makes an analysis and research on M tourism net, a typical online tourism enterprise's main business-holiday business, explores the development of M tourism net vacation business marketing strategy, and points out the existing problems of M tourism net holiday business marketing strategy. That is, product homogenization and lack of coordination between line and line within the group; in the meantime, a research method combining literature review and empirical analysis is adopted; through literature research and related statistical data, Combing the domestic and foreign scholars on online tourism marketing research and main views. Using the empirical research, through the PEST, five-force model and Boston matrix, the paper analyzes the current situation of M tourism network and combines the marketing theory, and puts forward the development of the tourism network holiday business marketing strategy and the specific implementation plan of the marketing strategy. Focus on the development of destination tourism, and actively cooperate with the group offline travel agencies to achieve docking. Based on solving the specific problems of online enterprises, this paper explores the development of M tourism network holiday business marketing strategy, and at the same time provides reference and reference for the development of online tourism enterprise marketing strategy and the leapfrog development of traditional tourism enterprises.
【学位授予单位】：广东外语外贸大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F592
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相关硕士学位论文 前1条
1 侯建娜;基于产业链的在线旅游代理商发展研究[D];上海师范大学;2011年
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