近年来，网络营销兴起对旅游业行业发展造成极大影响。由于国家政策、发展环 境、行业对手和公司自身情况等情况的改变，途牛旅游网在享受发展 机遇红利的同时， 也面临前所未有的挑战。一方面，多元化的产业环境和信息透明化等特点，使途牛旅 游网竞争愈发严峻；另一方面，途牛旅游网在过去发展历程中积累的市场 价值和品牌 优势也随着飞猪、同城艺龙等企业的崛起不断被贬值。行业面临的竞争压力从一开始 的行业内同质化竞争，渐渐转化为和其他公司营销策略的异质化竞争。 本文选择 途牛旅游网作为案例研究对象，先介绍国内在线旅游行业发展现状，通 过对途牛旅游网所处竞争环境、公司自身发展状况及商业模式等进行分析，发现其网 上营销策略上存在问 题。再以问题为导向，针对性的提出途牛旅游网网络营销策略优 化建议，为途牛和其他旅游企业提供借鉴。 通过研究得出，途牛旅游网应当从打造个性化产品、提升售后服务水 平、加强与 其他企业战略合作、利用新技术手段精准营销等方面入手，对网络营销全过程进行调 整优化。 关键词：网络营销；在线旅游；途牛旅游网 Abstract Inrecentyears,theriseofonlinemarketinghasagreatimpactonthedevelopmentof tourismindustry.Duetochangesinnationalpolicies,developmentenvironment,industry competitorsandthecompany'sownsituation,Tuniutourismnetworkisfacing unprecedentedchallengeswhileenjoyingdevelopmentopportunitiesanddividends.On theonehand,thediversifiedindustrialenvironmentandinformationtransparencymake thecompetitionofTuniutourismnetworkmoreandmoresevere;ontheotherhand,the marketvalueandbrandadvantageaccumulatedbyTuniutourismnetworkinthepast developmentprocessarealsodevaluedwiththeriseofFliggy,Tongcheng,Yilongand otherenterprises.Thecompetitionpressurefacedbytheindustryhasgradually transformedfromhomogeneouscompetitionintheindustrytoheterogeneouscompetition withothercompanies'marketingstrategies. ThispaperchoosesTuniutourismnetworkasthecasestudyobject,firstintroduces thedevelopmentstatusofthedomesticonlinetourismindustry,throughtheanalysisof thecompetitionenvironmentofTuniutourismnetwork,thecompany'sowndevelopment statusandbusinessmodel,findsproblemsinitsonlinemarketingstrategy.Thenitputs forwardtheoptimizationsuggestionsofthenetworkmarketingstrategyofTuniutourism networkbasedontheproblem,whichcanprovidereferenceforTuniuandothertourism enterprises. Throughtheresearch,itisconcludedthatTuniutourismnetworkshouldadjustand optimizethewholeprocessofnetworkmarketingfromtheaspectsofcreating personalizedproducts,improvingthelevelofafter-salesservice,strengtheningstrategic cooperationwithotherenterprises,andusingnewtechnologyandprecisemarketing. Keywords:OnlineMarketing;onlinetourism;Tuniutourismnetwork I 目录 1导 论................................................................................................................................1 1.1研究背景与意 义.........................................................................................................1 1.1.1研究背 景...............................................................................................................1 1.1.2研究目的与意 义...................................................................................................2 1.2研究内容与方 法.........................................................................................................3 1.2.1研究内 容...............................................................................................................3 1.2.2研究方 法...............................................................................................................3 1.3创新点与不 足.............................................................................................................4 2理论基础与文献综 述........................................................................................................5 2.1网络营销的理论基础与文献综 述.............................................................................5 2.1.1网络营销的概念和内 涵.......................................................................................5 2.1.2网络营销的文献综 述...........................................................................................5 2.2旅游网络营销的内涵与文献综 述.........................................................................6 3我国在线旅游行业发展现 状............................................................................................8 3.1我国在线旅游行业的发展历 程.................................................................................8 3.2我国在线旅游行业的发展结 构.................................................................................8 3.2.1按业务划 分...........................................................................................................8 3.2.2按市场份额划 分...................................................................................................9 3.3我国在线旅游行业的网络营 销...............................................................................11 3.3.1网络营销意识 强.................................................................................................11 3.3.2口碑营销成为趋 势.............................................................................................11 3.3.3多种营销渠 道.....................................................................................................11 4途牛旅游网营销环境分 析..............................................................................................13 4.1宏观环境分 析...........................................................................................................13 4.1.1政治环境分 析.....................................................................................................13 4.1.2经济文化环境分 析.............................................................................................13 4.1.3技术环境分 析.....................................................................................................14 4.2微观环境分 析...........................................................................................................14 4.2.1竞争者分 析.........................................................................................................14 4.2.2消费者行为分 析.................................................................................................15 4.3途牛旅游网五力模型分 析.......................................................................................16 4.3.1行业内部竞 争.....................................................................................................16 4.3.2潜在进入 者.........................................................................................................16 II 4.3.3供应方议价能 力.................................................................................................16 4.3.4客户议价能 力.....................................................................................................16 4.3.5替代 品.................................................................................................................17 5途牛旅游网网络营销现状及存在问 题.........................................................................18 5.1途牛旅游网网络营销现 状.......................................................................................18 5.1.1途牛旅游网简介及发展历 程.............................................................................18 5.1.2途牛旅游网商业模 式.........................................................................................19 5.1.3途牛旅游网营销策略概 述.................................................................................20 5.2途牛旅游网SWOT分 析..........................................................................................22 5.2.1营销优势分 析.....................................................................................................22 5.2.2营销劣势分 析.....................................................................................................22 5.2.3营销机会分 析...............................................