蜜月旅游产品的互联网营销策略研究

发布时间：2018-03-11 13:09

本文选题：蜜月旅游　切入点：互联网营销　出处：《山东大学》2012年硕士论文　论文类型：学位论文

【摘要】：随着国家GDP数据不断攀升,我国的经济总量已跃居世界第二位,人民群众不断增长的物质生活水平带来了对旅游休闲活动日益旺盛的需求。尤其是伴随着适婚年龄人口高峰的到来,我国正进入新的结婚高峰期,新婚青年对蜜月旅游这一细分市场的关注日益增加,蜜月旅游市场发展潜力巨大。而反观国内蜜月旅游市场,产品少、服务单一、营销手段不利是对市场现状的准确描述,旅游运营商不能准确把握青年群体对蜜月旅游产品的真实需求,也没有针对这一群体制定有针对性的营销策略,导致目前有国内蜜月旅游市场这块大蛋糕出现无人分享的局面。因此,破解目前市场产品缺失,营销乏力这一课题显得非常有意义。本文首先对蜜月旅游及网络营销等相关概念进行了梳理,对相关基础理论进行了阐述,并较为详尽的介绍了国内外有关蜜月旅游消费和营销手段的研究现状。在理论研究部分,本文主要回顾了4P、4C等几种主流的营销理论,介绍了互联网营销及旅游消费行为学的相关理论。为下文定性的研究分析蜜月旅游产品营销策略奠定了基础。在案例研究部分,本文分别选取国内外成功利用互联网平台开展针对旅游产品营销的企业进行研究和分析,归纳其成功的商业模式及进行互联网营销的经验,期望能给国内旅游企业在产品设计及营销策略选择上起到一定借鉴意义。结论部分,综合以上分析得出结论,并提出蜜月旅游市场培育和开发的几点启示。总之,本项研究分析了蜜月旅游的消费特点及基于互联网营销的优势所在,是对相关蜜月旅游细分市场基础性研究的一次补充。并期望通过案例的分析讨论对蜜月旅游产品互联网营销策略进行归纳总结,为旅游运营企业提供有价值的依据。
[Abstract]:With the rising of national GDP data, China's total economic volume has leapt to the second place in the world. The increasing material standard of living of the people has brought an increasingly vigorous demand for tourism and leisure activities. Especially with the arrival of the peak population of marriageable age, China is entering a new peak of marriage. The young newlyweds are paying more and more attention to the honeymoon tourism market, and the honeymoon tourism market has great potential for development. On the other hand, the domestic honeymoon tourism market, with few products, single service and unfavorable marketing means, is an accurate description of the current situation of the market. Tourism operators cannot accurately grasp the true needs of young people for honeymoon tourism products, nor have they formulated targeted marketing strategies for this group. As a result of the domestic honeymoon tourism market, there is a situation in which no one shares this big cake. Therefore, it is very meaningful to solve the problem of lack of products and weak marketing in the current market. In this paper, the honeymoon tourism and network marketing and other related concepts are combed, and the relevant basic theories are expounded. In the theoretical research part, this paper mainly reviews several mainstream marketing theories, such as 4PX 4C and so on, and introduces the current situation of honeymoon tourism consumption and marketing methods at home and abroad in detail. This paper introduces the related theories of internet marketing and tourism consumption behavior, which lays a foundation for the qualitative research and analysis of honeymoon tourism product marketing strategy. In the case study part, this paper selects the domestic and foreign successful use Internet platform to carry on the research and the analysis to the tourism product marketing enterprise, summarizes its successful business model and carries on the Internet marketing experience, It is expected that it can be used for reference by domestic tourism enterprises in product design and marketing strategy selection. The conclusion part, synthesizes the above analysis to draw the conclusion, and puts forward the honeymoon tour market cultivation and the development several enlightenment. In short, this study analyzes the consumption characteristics of honeymoon tourism and the advantages of Internet marketing. It is a supplement to the basic research of honeymoon tourism subdivision market, and expects to sum up the internet marketing strategy of honeymoon tourism products through case analysis and discussion, so as to provide a valuable basis for tourism operation enterprises.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F724.6;F592.7

【引证文献】