市场营销-途牛旅游营销策略研究论文

途牛旅游营销策略研究

摘要

近年来随着信息技术的进步和在旅游业中的持续应用，许多旅游电子商务网站快速兴起，在建设过程中，一些企业过多的追求网站表象设计和业务推广功能，而.很大程度上忽略了网站本身与企业营销策略实施之间的结合，尤其不注重对于目标市场的细分，从而失去了对目标客户群体的吸引力。而且，随着行业竞争的不断加剧，企业逐渐显现出了一些营销策略方面的不足，导致旅游公司的实际运行效果不佳。在这种情况下，对于旅游公司的市场营销策略研究就显得尤为重要，尤其是为旅游公司应避开大众路线，重新分析企业运营状况，进行专业的市场细分与定位。本文采用文献研究法、问卷调查法与案例研究法，在对国内外关于旅游电子商务发展和目标市场细分理论进行阐述的基础上，选择途牛公司作为具体的研究对象，在介绍该公司创办与发展历程后，具体分析该公司在途牛旅游网营销中存在的问题和原因，从而提出相应的差异化营销对策。

关键词：在线旅游；营销策略；市场细分；用户体验

Abstract

In recent years, with the development of information technology and the continuous application in the tourism industry, many tourism e-commerce websites have emerged rapidly.In the process of construction, some enterprises excessively pursue the function of website image design and business promotion. To a large extent, they neglect the combination between the website itself and the implementation of enterprise marketing strategies, especially the subdivision of the target market. As a result, it loses its appeal to the target customer group. Moreover, with the increasing competition in the industry, enterprises gradually show some shortcomings in marketing strategies, resulting in poor actual operation effect of tourism companies.In this case, it is particularly important to study the marketing strategy of tourism companies. Especially for tourism companies, they should avoid the mass line, re-analyze the operation status of enterprises, and carry out professional

market segmentation and positioning. Based on the theory of tourism e-commerce development and target market segmentation at home and abroad, this paper adopts the methods of literature research and case study, and chooses 、tuniu company as the specific research object.After introducing the establishment and development process of the company, it concretely analyses the problems and reasons existing in the marketing of Touniu Tourism Network, and puts forward the corresponding differentiation camp. Marketing strategy.

Key words:online tourism; marketing strategy; market segmentation; user experience

目录

1.前言 (1)

1.1调查背景和意义 (1)

1.2调查内容 (1)

1.3调查方法 (2)

2.概念及理论概述 (3)

2.1 网络旅行营销概述 (3)

2.1.1 网络旅行的起源 (3)

2.1.2 网络旅行的内涵 (3)

2.2 营销理论概述 (3)

2.2.1 4P营销原理 (3)

2.2.2 4C营销原理 (3)

3.途牛当前的营销策略 (5)

3.1 途牛概述 (5)

3.2 途牛公司营销策略的现状 (5)

3.2.1 线下到线上的转移结合 (5)

3.2.2 走差异化道路打造个人专属线路 (5)

3.2.3 在线效果广告与品牌广告两条腿走路 (6)

3.3 途牛营销策略中的问题 (7)

3.3.1顾客需求没有针对性 (7)

3.3.2 对移动客户端及营销系统利用不充分 (7)

3.3.3舒适度不足，用户体验差 (8)

3.3.4较少的客户互动和较弱的社会特征 (8)

4.途牛公司客户需求调研分析 (8)

4.1 问卷设计、发放、回收 (8)

4.2调查问卷分析与结果分析 (9)

4.2.1 基本旅游信息 (9)

4.2.2 旅行信息分解 (11)