【作者】 刘聪；

【导师】 胡静；

【作者基本信息】 华中师范大学 ， 自然地理学， 2013， 硕士

【摘要】 随着互联网时代的到来,人们的消费习惯和消费观念也都随之发生重大的变化。利用网络手段开展商业营销活动逐渐成为企业实现营销目标的重要工具。旅游行业的特性使得旅行社在开展网络营销时,有很大的必然性和便捷性,这也是旅行社在电子时代提高自身的经济效益和增强行业竞争力的重要转变之一。本文站在旅行社这一企业的角度,深入分析研究旅行社应该如何结合自己的行业特点和充分利用网络时代的电子商务方式,来开展网络营销的推广活动,以期为旅行社在开展网络营销活动提供一定的理论支持和具体的操作经验。本文主要是从以下五个部分来进行阐述的：第一部分是主要是阐述论文的背景和意义,在做文献综述的基础上对企业开展网络营销的理论进行了梳理和归纳,制定本文研究的技术路径,确定出本文研究的主要方法。第二部分简要概述了网站建设及网络营销的理论知识,对旅行社开展网络营销的基本问题进行了探究,为旅行社开展网络营销活动打下基础。第三部分是梳理探讨了旅行社网络营销各种推广策略,主要是从旅行社网络广告的投放,旅行社搜索引擎体系的建立,旅行社许可E-mail营销的展开三个大角度来进行旅行社网络营销的分析和探究,通过对这三大主要的推广策略手段的实施来提高旅行社的行业竞争力。第四部分是通过湖北省中南国际旅游公司这个平台,对其理论进行实际的论证研究。首先对中南国际旅游公司的营销环境现状进行分析,找出营销存在的主要问题,为中南国旅开展网络营销做好前期准备工作。然后建立公司的网络营销网站,制定实施网络营销的具体推广手段,建立其网络营销的绩效综合评价体系。第五部分是本文的结论与不足。主要是对全文进行归纳总结,找出文章中存在的不足之处。更多还原

【Abstract】 With the development of internet, the habits and concepts of consuming for people has been changed greatly. Nowadays, it has been a cardinal tool for enterprises to achieve the marketing on internet. The properties of tourism make it necessary and convenient for travel agencies to carry out on-line marketing, which is also a significant change for them to improve economic benefit and reinforce the power for competition.From the travel agency’s point of view, the work in this paper provides a deep analysis about that how the agency complete on-line marketing associated with the industrial characteristics and electronic commerce, so as to supply some support and experience in theory and practice, respectively. The theme is elucidated in five parts as follows:In the first part, the background and significance are introduced. Based on the literature review, the theories of on-line marketing are listed and summarized, and also the technical route and research approach are fixed.In the second one, the basic knowledge of building network station and on-line marketing is illuminated briefly. Moreover, the study of basic problems for on-line marketing in this part will underpin the strategies for travel agency.The third part discusses the expanding strategies of travel agency, mainly from the perspectives of advertising on internet, building search engine system, permitting the E-mail marketing. The competitive power will be increased significantly by implementing the three approaches.The forth part gives an example of China Southern International Travel Corp (CSITC) in Hubei province to illustrate the related theories and researches. The current situation of marketing for CSITC is analyzed first and the main problems are also uncovered, which is the prerequisite for on-line marketing. Furthermore, the network station for on-line marketing is built and the related strategies are set and performed. In addition, an evaluation system based on performance is also complementary.The last part encapsulates the whole content and also puts forward the drawbacks of this paper.更多还原