文档介绍：浅析互联网时代下的旅游营销
摘要
随着我国改革开放的深入和社会经济的迅速发展,人们的生活水平有了很大提高,城乡居民普遍开始关注和重视自己的生活质量,国内旅游的发展如火如荼。旅游业同时受到世界各国的广泛关注和大力扶持,成为世界经济中颇具生机和活力的强劲产业。在全球经济网络一体化的趋势下,旅游业同样成为我国第三产业中最具活力和潜力的新型产业。但是传统旅游地已难以满足新经济条件下人们对于旅游休闲、旅游度假等个性化旅游产品的需求。在此蓬勃发展的旅游市场下,我国的旅游市场营销存在着一些问题,诸如营销中盲目进行削价竞争,营销策略科技含量不高,不注重售后服务、不能形成良好客户关系,以及法制意识淡薄等问题。因此我国的旅游业要形成强有力的市场竞争力,必须灵活运用目的地整合营销(IMC)理念,改变营销的思考重心,由4PS(产品、价格、促销、渠道)转向4CS(顾客、成本、方便、沟通),建立一种由外向内的营销策划模式,做好市场营销。尤其在奥运的到来为我国旅游业和旅游市场营销到来了更大的机遇,至此良机时,我国旅游市场营销将更加科学、健康、快速、持续的发展。
本论文采用了市场营销学、服务营销、旅游营销、网络营销相关理论,通过大量网上调查、实地走访等手段,对实证资料进行收集与整理,结合时下相关领域的研究成果,条理化出本人的研究观点,并加以论述。那么加大网络营销力度,极力吸引游客,形成了激烈的旅游市场营销竞争,面临这种现象,研究旅游市场的网络营销十分必要。
关键词:旅游营销,网络营销,电子商务
Abstract
Along with our country the deepening of reform and opening-up and the rapid development of social economy, people's living standards have greatly increased, urban and rural residents and attention to the general begin to pay close attention to their quality of life, the development of domestic tourism raging fire. Tourism also by worldwide attention and strongly support and ing a world economic vitality and vigor have strong industry. In the global economy integration, network under the trend of tourism industry in China were also targeted in the tertiary industry's most vibrant and potential of the new industry. But it has been difficult to satisfy traditional tourist destination for people under new economic conditions such as leisure travel, tourism vacation product requirements. Individual traveling In this booming tourism market, China's tourism marketing exists some problems, such as marketing petition blindly and technological content, marketing strategy is not high, don't pay attention to after-sales service, does not make for a good relationship with customer, and legal consciousness, etc. Therefore the tourism industry in China to form strong petitiveness, must be flexible using destination marketing (IMC) idea, change of thinking by gravity, marketing 4 PS (product, price, promotion, channel) steering 4CS (cust