互联网时代下中国旅游地产的营销策划

发布时间：2018-06-01 02:23

本文选题：互联网时代 + 旅游地产　；参考：《西北农林科技大学》2013年硕士论文

【摘要】：互联网络技术的不断发展涌现出一批新型互动媒体，与旅游地产开发项目市场营销的结合，为我国旅游地产网络营销的发展产生着较为深远的影响。我国旅游地产网络营销尚处于探索起步阶段，各项策划工作的开展依然是一个较为前沿的研究课题。基于此，通过文献资料法、专家访谈法、系统分析法、逻辑分析法和SWOT分析法在阐述网络时代下我国旅游地产营销现状的基础上，制定了具体的策略与规划工作，旨在推进我国旅游地产网络营销模式的路径创新。主要研究结论如下：（1）旅游地产是以旅游度假为目的的房地产开发，旅游度假概念的延伸，包括：私人度假房产、产权式酒店、分时度假房产、旅游综合体，，全部或部分实现了旅游的功能。（2）体验经济是服务经济发展的高级阶段，是计算机、互联网络发展的必然结果，其本身不是一种经济产出，而是通过市场营销让人产生一种心理上的美好体验，从而激发其消费欲望；我国旅游地产网络营销发展演变的逻辑进程，形成了城市、城郊、乡村房地产营销的网络结构，从而带来了我国房地产网络营销的乘数倍增效应；要根据市场环境的变化来进行信息发布、电子邮件、资源合作、SEO论坛搜索引擎等方式进行推广，实施即时性的动态修正，更有效地完成产品行销目标，最终形成一对一的网络营销模式。（3）互联网络时代下我国旅游地产营销面临着优势、劣势、机遇和挑战共存。（4）互联网络时代下我国旅游地产营销的具体策略需要从品牌形象建立策略、网络分销渠道策略、网络营销推广策略、网络定价促销策略几个方面来展开。（5）旅游地产招标方案设计首先要制定招标管理程序，通过专业招标网站发布投标单位的静态信息、动态信息，进而建立旅游地产项目网络营销的信息化系统；业务开展流程设计需要从信息系统初始化、销售前台管理、销售后台管理、财务管理和决策分析来展开；旅游地产营销合同管理控制方案主要涉及的工作包括旅游地产登记合同的相关信息、旅游地产合同预算分析、合同的综合查询、在办与新增合同查询、显示已定合同的审核状态、合同的变更与调整和结算登记查询等；旅游地产网络营销CRM需要建立客户集合、客户信息集中管理、客户台账数据库。旅游地产CRM模块则是由客户服务、决策支持系统、商业智能组成，该系统的构成则是由客户信息系统、网络营销管理系统、网络销售管理平台、客户服务平台、订单录入与跟踪。
[Abstract]:With the continuous development of Internet technology, a number of new interactive media have emerged, which are combined with the marketing of tourism real estate development projects, and have a profound impact on the development of tourism real estate network marketing in China. China's tourism real estate network marketing is still in the initial stage of exploration, the development of various planning work is still a more advanced research topic. Based on this, through the methods of literature, expert interview, system analysis, logic analysis and SWOT analysis, on the basis of expounding the present situation of tourism real estate marketing in the network age, this paper formulates the specific strategy and planning work. The main research conclusions are as follows: 1) Tourism real estate is the real estate development for the purpose of tourism vacation, the extension of tourism vacation concept, including: private vacation real estate, property rights hotel, Time-sharing real estate, tourism complex, all or part of the function of tourism.) experience economy is the advanced stage of the development of service economy, is the inevitable result of the development of computer and Internet, and it is not an economic output in itself. But through marketing, people can have a good psychological experience, thus stimulate their consumption desire; the logical process of the development of network marketing of tourism real estate in China has formed the network structure of real estate marketing in cities, suburbs and villages. This has brought the multiplier effect of real estate network marketing in our country. According to the change of market environment, we should carry out information release, email, search engine of resource cooperation SEO forum and so on, and carry out immediate dynamic correction. To achieve the goal of product marketing more effectively, and finally to form a one-to-one network marketing model. (3) in the Internet age, China's tourism real estate marketing is facing advantages and disadvantages. Opportunities and challenges coexist. (4) the specific strategies of tourism real estate marketing in the Internet era need to be established from the brand image strategy, the network distribution channel strategy, the network marketing promotion strategy. The design of the bidding scheme of tourism real estate should first establish the bidding management procedure, publish the static information and dynamic information of the bidding unit through the professional bidding website. Then the information system of tourism real estate project network marketing should be established, and the business process design should be carried out from information system initialization, sales foreground management, sales background management, financial management and decision analysis. The main tasks involved in the contract management and control scheme of tourism real estate marketing include the related information of the registration contract of tourism real estate, the budget analysis of the tourism real estate contract, the comprehensive inquiry of the contract, and the inquiry of the new contract between the office and the new one. Showing the audit status of the established contract, the change and adjustment of the contract, the registration and query of settlement, etc. The CRM of tourism real estate network marketing needs to establish the customer set, the customer information centralized management, the customer account database. The CRM module of tourism real estate is composed of customer service, decision support system and business intelligence. The system is composed of customer information system, network marketing management system, network sales management platform, customer service platform, etc. Order entry and tracking.
【学位授予单位】：西北农林科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F299.23

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