随着全球互联网的迅速发展，人们的旅游习惯已经发生了改变，旅游购买行 为从传统的线下转变为在线购买，旅游行业的竞争也从线下逐步转到了线上。近 年来，随着国家“互联网+”的发展，中国入境旅游行业内部和外部环境正在发 生巨大改变，这些改变给国内在线入境旅行社带来了新的机遇和挑战。 作为中国在线入境旅行社的领军企业之一，A在线入境旅行社在经历了二十 年的发展后，在如今激烈的在线营销竞争中遇到了发展瓶颈。找出企业营销策略 中存在的问题并对营销策略进行优化，已经迫在眉睫。本研究参考了近几年关于 在线旅游营销方面的文献，并对“互联网+”理论、营销4P和4C、STP理论进行 了梳理，对A在线入境旅行社的市场营销现状进行了分析，从产品、定价、渠道、 促销四个方面找出了存在的问题。A在线入境旅行社在营销方面存在产品同质化 程度高、定价策略简单、销售渠道单一、促销方式粗放的问题。针对以上问题， 本研究分析了A在线入境旅行社营销的宏观和微观环境，并对其进行了内部环境 分析，找出该企业自身的优劣势和面临的机会和威胁，根据A在线入境旅行社营 销策略中存在的问题，从产品、定价、渠道、销售四个方面提出了优化建议。在 线入境旅行社的营销策略需要完善产品布局、建立价格梯队、深化线上直销渠道 和在线分销渠道、结合新媒体进行多元化促销。为了保障A在线入境旅行社营销 优化策略的顺利实施，本研究还从服务管理体系、员工激励措施和技术保障三个 方面提出了保障措施，即建立包含了旅行前、旅行中和旅行后三个阶段的服务管 理体系、完善关键员工培训和增加多元化员工激励措施、建立技术中台以维护各 部门正常运行。 本研究为A在线入境旅行社提出了营销优化策略，旨在为该企业建立品牌知 名度、提高产品溢价空间、扩大市场份额，从而促进A在线入境旅行社的可持续 健康发展，同时为我国在线入境旅行社的营销策略提供理论研究和实践探索方面 的参考。 关键词：在线旅行社；网络营销；“互联网+” II Abstract With the rapid development of the global Internet, people's travel habits have changed. Travel purchasing behavior has changed from traditional offline to online purchasing, and the competition in the travel industry has gradually changed from offline to online. With the development of "Internet +", the internal and external environment of China's inbound tourism industry is undergoing tremendous changes. These changes have brought new possibilities and challenges to domestic online inbound travel agencies. As one of the leading companies of China's inbound online travel agencies, after experiencing two decades of development, A Online Inbound Travel Agency have encountered development bottlenecks in today's fierce online marketing competition. It is imminent to find out the problems in the enterprise marketing strategy and optimize the marketing strategy. This study refers to the literature on online travel marketing in recent years, and combs the "Internet +" theory, marketing 4P and 4C, STP theory, and analyzes the marketing status of A Online Inbound Travel Agency, also identified the existing problems in four aspects of pricing, channels and promotion. A Online Inbound Travel Agency have the problems of high product homogeneity, simple pricing strategies, single sales channels, and extensive promotion methods. In response to the above problems, this study analyzed the macro and micro environment of A Online Inbound Travel Agency marketing, and conducted an internal environment analysis to find out the advantages and disadvantages of the company and the opportunities and threats it faces. According to the problems existing in the current marketing strategy of A Online Inbound Travel Agency, optimization suggestions are put forward from the four aspects of product, pricing, channel and sales. A Online Inbound Travel Agency need to improve product layout, establish price echelons, deepen online direct sales channels and online distribution channels, and integrate new media for diversified promotions. In order to ensure the smooth implementation of A Online Inbound Travel Agency marketing optimization strategy, this study also proposed safeguard measures from three aspects: service management system, III employee incentive measures and technical guarantee, that is, the establishment includes three stages before, during and after travel. Service management system, improve key employee training and increase diversified employee incentives, establish a technical center to maintain the normal operation of various departments. This study proposes a marketing optimization strategy for A Online Inbound Travel Agency, which aims to establish brand awareness for the company, increase product premium space, and expand market share, thereby promoting the sustainable development of A Online Inbound Travel Agency, as well as marketing for online inbound travel agencies. Strategies provide references for theoretical research and practical exploration. Key words: Online Travel Agency; Internet Marketing; “Internet +” IV 目 录 摘要........................................................ I Abstract ................................................... II 一、 绪论...................................................... 1 (一) 研究背景、目的及意义.................................... 1 1. 研究背景................................................ 1 2. 研究目的................................................ 2 (二) 国内外研究综述.......................................... 2 1. 国内文献研究综述........................................ 2 2. 国外文献研究综述........................................ 3 (三) 研究内容和研究方法...................................... 4 1. 研究内容................................................ 4 2. 研究方法................................................ 4 二、 相关概念及理论基础........................................ 6 (一) “互联网+”的概述与相关理论............................. 6 1. “互联网+”概述......................................... 6 2. “互联网+”理论......................................... 6 (二) 在线入境旅行社的概述.................................... 7 1. 在线入境旅行社的定义.................................... 7 2. 在线入境旅行社的基本特点................................ 7 (三) 营销相关理论............................................ 8 1. 4P理论 ................................................. 8 2. 4C理论 ................................................. 8 3. STP理论 ................................................ 8 4. 网络营销理论............................................ 8 三、 A在线入境旅行社的概况和市场营销现状 ..................... 10 (一) A在线入境旅行社的概况 ................................. 10 1. A在线入境旅行社的发展历程 ............................. 10 2. A在线旅行社的发展现状 ................................. 10 3. A在线入境旅行社的业务简介 ............................. 11 V (二) A在线旅入境行社的营销现状 ............................. 11 1. 旅游产品构成........................................... 11 2. 产品定价方式........................................... 12 3. 销售渠道通路........................................... 12 4. 企业促销情况........................................... 13 (三) 在线入境旅行社营销方面存在的问题....................... 13 1. 产品同质化程度高....................................... 13 2. 定价策略相对简单....................................... 14 3. 产品销售渠道单一....................................... 14 4. 企业促销方式粗放....................................... 15 四、 A在线入境旅行社的营销环境分析 ........................... 16 (一) 宏观环境分析........................................... 16 1. 经济环境............................................... 16 2. 政策环境............................................... 17 3. 社会文化环境........................................... 17 4. 科技环境............................................... 18 (二) 微观环境分析........................................... 19 1. 消费者................................................. 19 2. 竞争者................................................. 20 3. 供应商................................................. 21 4. 营销中介............................................... 21 (三) 内部环境分析........................................... 22 1. 优势分析............................................... 22 2. 劣势分析..