我国旅游休闲度假产品网络营销的应用研究 毕业论文.docVIP

我国旅游休闲度假产品网络营销的应用研究 摘要 我国旅游业正在从观光游览型向休闲度假型转变。它有别于传统的观光旅游 ,它们之间的差异不仅体现在消费目的、消费行为、消费档次、消费形式上 ,进而也反映在对旅游地产品、服务体系与服务质量需求的区别上 ,尤其是信息来源的渠道不同,因此针对性的研究与开发非常必要。 网络营销是现代信息技术发展必然结果，其实质是利用技术与信息整合传统市场营销的资源，使其得到有效的利用。它一方面扩大了企业的市场，降低了沟通成本，丰富了营销段与形式；另一方面，它也快捷、方便、高效地满足了顾客的个性化需求。 本文以我国旅游休闲度假网络营销的应用作为研究的出发点，文章分为四个部分。第一部分主要归纳总结了休闲度假概念界定、国内外休闲度假的发展趋势、我国休闲度假旅游的特征分析以及信息来源渠道与休闲度假相关分析；第二部分网络营销理论，包括网络营销的定义以及具备的特点和优势进行回顾和介绍；第三部分阐述了网络营销特别适用于旅游休闲度假产品；最后提出了我国旅游休闲度假产品开展网络营销所面临的三个关键问题，树立正确的网络营销观念、建立新型多元化的复合销售渠道及业务系统的完善。针对这些问题，文章从旅游休闲度假区的角度出发，围绕“关注顾客、感测顾客、响应顾客”的理念提出了相应的解决思路。 关键字 休闲度假；网络营销；适合；解决思路 Abstract Chinas tourism industry is moving away from sightseeing to leisure-type changes. Unlike the traditional tourist, the difference between them is not only reflected in consumer purposes, consumer behavior, consumer level, consumer form, thereby also reflected in the tourism product, service system and the quality of services demand, in particular, different sources of information channels, so targeted research and development is necessary.  Network Marketing is the inevitably result of the development of modern information technology and its essence is the use of information technology and the integration of traditional marketing resources to be effectively utilized. On the one hand, it has expanded their market reduced communication costs and enriched the marketing of the form . On the other hand, it is fast, convenient and efficient to meet the customers individual requirements.  In this paper, how to use network marketing on Chinas leisure tourism as the starting point, the article is divided into four parts. The first part I summarize some of the major leisure concept of the development trend both in China and abroad as well as the characteristics of sources of information channels and leisure-related analysis; The second part is network marketing theory, including the definition of network marketing, the theoretical foundation and the characteristics and advantages ; the Third part