旅游地产网络营销模式的选择及评价研究

发布时间：2018-10-09 15:10

【摘要】：随着网络经济的快速发展,网络应用已经成为了人们生活中不可缺少的一部分。网络营销作为一种新型的营销模式,它的产生与发展是以网络技术的发展为基础的。本文主要研究旅游地产企业根据网络技术的发展、消费者的个性化需求及企业自身实际情况对网络营销模式的选择及评价。通过对网络营销模式的特点分析,以寻求企业营销活动所要达到的预期目标。首先,对网络营销的国内外研究现状进行分析,明确本文研究目的及意义,确定研究思路及方法。更加系统地分析网络营销的特点,为本文研究网络营销模式提供充足的依据。其次,通过国内外对网络营销的研究现状分析,营销模式、网络营销模式、房地产网络营销模式及旅游地产进行相关概念的界定,系统性的阐述网络营销理论,为旅游地产项目网络营销模式选择及评价提供理论性依据。然后,通过分析网络营销影响因素及网络营销模式定义和特点进行分析,分析这些网络营销模式对于旅游地产企业的适用性。在分析网络营销影响因素及网络营销模式的基础上,构建评价指标体系,确定模糊综合评价和熵权法相结合的综合评价方法。最后,对旅游地产企业所采用的网络营销模式进行实证性研究,通过对隆鑫-花漾的山谷旅游地产项目的网络营销效益的评价结果,使企业能够针对性地采取相应措施来提高并改善企业的运营效率。
[Abstract]:With the rapid development of network economy, network application has become an indispensable part of people's life. As a new type of marketing mode, the emergence and development of network marketing is based on the development of network technology. This paper mainly studies the choice and evaluation of the network marketing mode according to the development of the network technology, the individualized demand of the consumers and the actual situation of the enterprises. Through the analysis of the characteristics of the network marketing mode, we seek the expected goal of the enterprise marketing activities. Firstly, this paper analyzes the current situation of internet marketing research at home and abroad, clarifies the purpose and significance of this study, and determines the research ideas and methods. More systematic analysis of the characteristics of network marketing, this paper provides sufficient basis for the study of network marketing model. Secondly, through the domestic and foreign research status of network marketing analysis, marketing model, network marketing model, real estate network marketing model and tourism real estate related concepts, systematically elaborate the theory of network marketing. To provide theoretical basis for the selection and evaluation of online marketing model of tourism real estate projects. Then, by analyzing the influencing factors of network marketing and the definition and characteristics of network marketing mode, the applicability of these network marketing models to tourism real estate enterprises is analyzed. On the basis of analyzing the influencing factors of network marketing and the mode of network marketing, the evaluation index system is constructed, and the comprehensive evaluation method combining fuzzy comprehensive evaluation and entropy weight method is determined. Finally, through the empirical study on the network marketing model adopted by the tourism real estate enterprises, through the evaluation results of the network marketing benefits of the Longxin-Huayang valley tourism real estate project, To enable enterprises to take appropriate measures to improve and improve the operational efficiency of enterprises.
【学位授予单位】：重庆交通大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F299.233.4;F592;F724.6

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