无锡康辉旅游网营销策略的改进研究

发布时间：2018-03-29 12:06

本文选题：无锡康辉旅游网　切入点：目标市场　出处：《河海大学》2012年硕士论文

【摘要】：近十年来随着网络信息技术的发展，在旅游产业内在需求的影响下，国内在线旅游网站逐渐兴起，旅游业的网络销售市场成长快速，目前已形成以全国性在线旅游网站为主和各地旅行社在线旅游网站为辅的在线旅游市场格局。全国性在线旅游网站虽然在国内在线旅游市场上占据很大的份额，但其旅游产品集中在酒店、机票、出境游、国内长线等产品，对于周边游、短途游等旅游产品全国性在线旅游网站虽有广度但无深度，随着国内消费者旅游消费观念的转变和短途旅游市场的兴起，具有地缘优势、资源优势、成熟客源市场的地方旅行社所经营的地方在线旅游网站迎来了发展机遇。与此同时，我国旅行社发展在线旅游网站由于缺乏良好的经营机制模式，传统营销模式还大量充斥于旅行社在线旅游网站经营的方方面面。在这样的背景下，能否采取正确的营销策略不仅直接决定无锡康辉旅游网的生存和发展，，也关系到旅游电子商务这一新兴行业的可持续发展。因此，在新的机遇和挑战面前采取的创新的营销策略已是当务之急。本文将案例与理论实践相结合，以无锡康辉旅游网为例，在研究其运营情况的基础上，提出网站在营销策略中所存在的问题，并结合网站所处宏观和行业环境以及消费者行为分析，对其目标市场进行重新选择，提出了营销策略的改进建议，为无锡康辉旅游网的长远规划和市场竞争力的提高提供了有效参考，对我国旅游电子商务行业的健康发展也具有积极的现实意义。
[Abstract]:With the development of network information technology in the past ten years, under the influence of the inherent demand of tourism industry, the domestic online tourism website is rising gradually, and the online sales market of tourism is growing rapidly. At present, it has formed an online tourism market pattern in which the national online tourism websites are the main ones and the travel agencies in various places are supplemented by the online travel websites. Although the national online tourism websites occupy a large share in the domestic online tourism market, However, its tourism products are concentrated in hotels, airline tickets, outbound tours, domestic long term products and so on. For tourism products such as peripheral tours, short trips and other tourism products, the national online travel websites are broad but have no depth. With the change of domestic consumer's concept of tourism consumption and the rise of short-distance tourism market, the local online tourism websites operated by local travel agencies with mature tourist market have the advantage of geography and resources. At the same time, there are opportunities for the development of local online travel websites. Due to the lack of a good operating mechanism, the traditional marketing model of travel agencies in our country is full of many aspects of the online travel website management of travel agencies. Whether or not to adopt the correct marketing strategy not only directly determines the survival and development of the Wuxi Kanghui Tourism Network, but also relates to the sustainable development of the new tourism e-commerce industry. In the face of new opportunities and challenges to the adoption of innovative marketing strategy is the top priority. This paper combines the case with the theory and practice, taking Wuxi Kanghui Travel Network as an example, on the basis of studying its operation, puts forward the problems existing in the marketing strategy of the website. Combined with the macro and industry environment of the website and the analysis of consumer behavior, the target market is re-selected, and some suggestions for improving the marketing strategy are put forward. It provides an effective reference for the long-term planning of Wuxi Kanghui Tourism Network and the improvement of market competitiveness. It is also of positive practical significance to the healthy development of tourism e-commerce industry in China.
【学位授予单位】：河海大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F724.6;F592.6

【参考文献】