陈廷忠-途牛旅游营销策略研究.docx

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AbstractInrecentyearswiththedevelopmentofinformationtechnologyandthecontinuousapplicationinthetourismindustrymanytourisme-commercewebsiteshaveemergedrapidly.Intheprocessofconstructionsomeenterprisesexcessivelypursuethefunctionofwebsiteimagedesignandbusinesspromotion.Toalargeextenttheyneglectthecombinationbetweenthewebsiteitselfandtheimplementationofenterprisemarketingstrategiesespeciallythesubdivisionofthetargetmarket.Asaresultitlosesitsappealtothetargetcustomergroup.Moreoverwiththeincreasingcompetitionintheindustryenterprisesgraduallyshowsomeshortcomingsinmarketingstrategiesresultinginpooractualoperationeffectoftourismcompanies.Inthiscaseitisparticularlyimportanttostudythemarketingstrategyoftourismcompanies.Especiallyfortourismcompaniestheyshouldavoidthemasslinere-analyzetheoperationstatusofenterprisesandcarryoutprofessionalmarketsegmentationandpositioning.Basedonthetheoryoftourisme-commercedevelopmentandtargetmarketsegmentationathomeandabroadthispaperadoptsthemethodsofliteratureresearchandcasestudyandchooses、tuniucompanyasthespecificresearchobject.AfterintroducingtheestablishmentanddevelopmentprocessofthecompanyitconcretelyanalysestheproblemsandreasonsexistinginthemarketingofTouniuTourismNetworkandputsforwardthecorrespondingdifferentiationcamp.Marketingstrategy.Keywords:onlinetourism;marketingstrategy;marketsegmentation;userexperience目录1.前言11.1调查背景和意义11.2调查内容