携程集团的加盟营销策略研究.pdf

Research on the marketing strategy of Ctrip group Abstract Since the reform and opening up, people's life style has changed with the rapid economic development. Ctrip group, as a representative enterprise of Ota, has developed into the largest online internet tourism company in China. The main profit of Ctrip group is to rely on traffic mode and membership mode. The former relies on huge click through rate to obtain advertising revenue. Undoubtedly, the two factors of Ctrip group's flow and brand power are combined to promote the emergence of alliance. More and more people want to enter the tourism industry through the way of joining in. At present, Ctrip group has increased the development of joining business. In 2018, 25 franchising projects were launched. By the end of May 2019, more than 10000 tourism suppliers across the country chose to join Ctrip group. In this paper, Ctrip group joining marketing as the research object, through SWOT analysis of the direction of Ctrip group joining, to explore the current problems of Ctrip group joining, so as to find solutions, and provide reference for the same type of enterprises. Key words: Ctrip group; Affiliate marketing; strategy II 目 录 内 容 摘 要I AbstractII 一、 绪 论1 （一）引言1 （二）国内研究综述1 1. 国外相关研究情况1 2. 国内相关研究情况2 （三）论文的研究思路和方法2 1.研究思路2 2.研究方法3 （四）论文主要研究内容与组织结构3 二、 携程集团的加盟现状4 （一）携程集团的简介4 （二）携程集团的SWOT 分析4 1.优势分析4 2.劣势分析4 3.机会分析5 4.威胁分析5 （三）加盟携程集团的优势5 1. 优质的资源配置，实现资源的共享5 2. 降低了经营成本，加速成功速度6 3. 强化企业形象，扩大品牌知名度6 （