九网旅游的营销策略研究

发布时间：2018-06-15 02:05

本文选题：营销策略 + 九网旅游　；参考：《电子科技大学》2013年硕士论文

【摘要】：2012年中国在线旅游市场规模超过1700亿元,年增速达到30%,营收规模达到94.1亿元,年增速19.8%,整个中国在线旅游市场规模增长十分迅速,但渗透率仅为7.1%,相比美国的在线旅游渗透率的70%而言,我国的在线旅游市场前景非常广阔。在这样一个充满商机又竞争激励的市场环境中,九网旅游应该如何找准自己的市场切入点,制定营销策略,赢得目标客户,达到营销目标,这是本文需要研究解决的问题。笔者以所供职的九网旅游为研究对象,首先简要地介绍了九网旅游的产品、用户、渠道等方面的现状,让读者了解到作为阿坝州官方电子商务平台的九网旅游的主要业务是在线销售阿坝州境内以景区为核心的旅游产品,主要用户对象是团队用户(旅行社用户)。但随着近年来游客出行方式的变化,九网旅游的用户结构正在发生变化,散客用户和散客预订量逐年上升,在这样的市场环境中,九网旅游的商业模式也从单纯的B2B模式逐步向B2B与B2C共同融合的方向发展。笔者应用市场营销的分析方法和基础知识,用GPEST法分析了九网旅游的宏观环境,用波特的五力模型分析了九网旅游所处的在线旅游市场的行业环境,得出了九网旅游所面临的机会和威胁。再对九网旅游的内部环境进行分析,明确了九网旅游的核心竞争力是其十一年累积的运营数据。那么,九网旅游应该如何将运营数据进行分析来实现精准营销,从而在市场竞争中赢得自己的市场地位。接下来,笔者花了大量的精力对九网旅游十一年的用户数据、消费数据进行详细分析及对比,发现了团队用户、散客用户存在各自不同的消费习惯。这些分析结果很好地为九网旅游制定营销策略提供了数据支撑作用。最后,笔者在此基础上,提出了通过多渠道、多用户整合,搭建九网旅游大平台的整合策略,将不同的用户整合到九网旅游大平台上同步运营,并按不同的用户设计不同的营销策略,让九网旅游实现运营平台化,营销精准化的效果,最终促进九网旅游的B2B业务和B2C业务相互融合和共同发展。
[Abstract]:In 2012, the size of China's online tourism market was over 170 billion yuan, the annual growth rate reached 30%, revenue reached 9 billion 410 million yuan and the annual growth rate was 19.8%. The growth of the whole China online tourism market was very rapid, but the permeability was only 7.1%. Compared with the 70% of the online tourism penetration in the United States, China's online tourism market has a very broad prospect. In a market environment full of business opportunities and competitive incentives, nine network tourism should find out their own market penetration points, formulate marketing strategies, win target customers and achieve marketing goals. This is the problem that needs to be solved in this article.
The author takes the Nine Network tourism as the research object. First, it briefly introduces the products, users, channels and other aspects of the Nine Network tourism, and let the readers understand that the main business of the Nine Network tourism, as the official e-commerce platform of Aba state, is to sell the tourist products at the core of the scenic area online in Aba state, the main user object is Team users (travel agency users). But with the changes in the mode of tourist travel in recent years, the user structure of Nine Network tourism is changing, and the volume of subscribers and visitors is increasing year by year. In such a market environment, the commercial model of Nine Network tourism has gradually developed from the simple B2B model to the combination of B2B and B2C.
Using the analysis method and basic knowledge of marketing, the author analyses the macro environment of nine net tourism with the GPEST method, analyzes the industry environment of the online tourism market in nine network tourism by Potter's five force model, and draws the opportunity and threat of the nine net tourism. Then it analyses the internal environment of the nine net tourism, and makes clear that nine The core competitiveness of network tourism is the operation data accumulated in eleven years. Then, how should nine net tourism analyze the operational data to achieve precision marketing and win its market position in the market competition.
Then, I spent a lot of energy on the eleven year user data and consumption data of Nine Network tourism, and analyzed and contrasted the consumer data in detail, and found that the team users, the individual customers have their own different consumption habits. These results have provided a data supporting role for the development of the marketing strategy of Nine Network tourism.
Finally, on this basis, I put forward the integration strategy of the Nine Network Tourism platform through multi-channel and multi-user integration, and integrate the different users into the Nine Network Tourism platform to synchronize operation, and design different marketing strategies according to different users, so as to make the Nine Network Tourism realize the operation platform, the effect of marketing precision, and finally promote the effect of the marketing. The B2B business and B2C business entering the nine nets will merge and develop together.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.6;F274

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