A旅游电子商务公司营销战略研究

上海交通大学硕士学位论文A旅游电子商务公司营销战略研究姓名：陈琪申请学位级别：硕士专业：工商管理指导教师：金纬20050612AA,,;,;,.,A,.,,,,A.A,SWOT,A..A.,THERESEARCHOF“A”TRAVELE-BUSINESSMARKETINGSTRATEGYABSTRACTThisthesisintroducedtheestablishmentbackground,developmentsituationandmainproblemsfacedby“A”TravelE-businessCompany:withoutsuitableservicepositioning,theprofitabilityisrelativelow;Becauseoftheinefficientpromotionmethods,theinternetbrewersincreasedinalowerspeed;thestart-upbusinessisinafinanciallossstage.Todealwiththeseproblems,thekeypointistoselectasuitableservicepositioningandformulatetheefficiencymarketingstrategy.Thisthesisanalyzedexternalenvironment,foundoutdrivingfactorstoindependenttravelmarketdevelopment,setupmarketmodeltopredictthemarketsizeandforecastedmarkettrendsofTravelE-business.TheanalysisoftravelE-businessmarketcompetitionsituationandfiveforcesstudywasfollowed,makingtheresearchindepth.Weestablishedamodeltoevaluatetheservicesupplierselection.Byusingthismodelwerecommended“A”travelE-businessCompanytakestheeconomicserviceapartmentastheintegrationresources.ThefurtherSWOTanalysiswasconducttoformulatethemarketingstrategyfor“A”travelE-businessCompany.Atthesametimethisthesiscontinuestodiscussthekeypointinthestrategyexecutionstagetogetherwiththerisk“A”companymayfaceandhowtomanagetherisk.Thisthesisstartedfromchallengesfacedby“A”travelE-businessCompany,builtupasolidanalysisframeworkincludingexternalevaluationandinternalevaluation.Thisthesisappliedmanytheoriesinrealbusinessoperation.Itistheprocessofusingthetheoriestodealwithrealcase.KEYWORDS:Travel,E-business,market,strategy,independenttravel200505092005050920050509177,282,“A”,A,MBAA142A1.1A199920001008911200112092282002145100442003212139732004280190902005340210130(::),,90%,A...1.2AMBAA2421.2.1”A”20041250523A“”“”“”A1.2.21A2Alexa“”200541,51(7)20340AMBAA4421.3A1.3.1“”1.3.2A.401.3.3AA123451.4A;;1.4.11.4.2:123yahoo“”“”“”“”“”MBAA5421112Alexa1.4.318121.51.5.1,A1.5.2,SWOT1.5.3,,MBAA6422.12.1.1“”“”,.2-1-1()()19945.24102320017.94365020028.78387820038.703442200411.0247102-1-2::1999280014120002000163460018159802302001449619873762886297250200251582288710331807130620035947257:1994200411200569023139.18.1%MBAA7422.1.2,CNN19991400270201785005350travelocity.comexpedia.com,.99,200320042.2WTOWTO2.3,2.4MBAA842200620032.5217%GDP,2.6Internet.9051job(2-2-2)MBAA9432-2-22345InternetinternetinternetMBAA1043internentinternetinternetinternetinternetMBAA1142internetinternetinternet,MBAA1242“”,2.7(1)“”“”WTTC“”“”“”“”2~312-2-3“”“”(2)MBAA1342(3)OTA(4)(5)AMBAA14423.13.1.1“”,GDP.,(1)(2)(3)(4)“”3.1.22060“”“”independenttravelMBAA1542(1)(2)(3)3.1.3,,,,,,,,,,.3.210%“”,,Ctrip.com(3-2):(1),10%,90%.(2)70%MBAA164210%63%27%(:)3-2,90%,60%,2004,4710*63%=2960.27%,2004,4721*27%=1270.,18%.“”.MBAA17421980.“”,.4.1A4.1.1(CTRP)1999()c8812MBAA1842d26221295323“”eec%23.418.211.56.615.264.624.182.782.6620.78elong.comdelong38%62%80%MBAA194210000CtripElong(1)(2)4.1.2(1)Smarthotel“”(2)(3)://(1)(2),MBAA2042,A4.2AA4.2.1.,.40010002000.5%95%4.2.2.150300,,2-31.2.3.MBAA214270%B&B11.210.54.2.3///,70%,,,,,,,,..IYHFInternationalYouthHotelFederation,45003500IYHF199838/90/.4.2.4,,,,,.,,,,,.4.2.5MBAA2242AE451()234()5............4.34.3.1(1)(2)MBAA2342100/.(1)(2)(3),,,10,000.:20304.3.2(1)(2)300“”MBAA2442“”(3)(4)4.4,,,,,,,,,.4.5AEMBAA2542A5.1.A”523A“”“”“”A,.5.2.5.,4BtoC,,,.,A.5.3,,,A,,,,12,,,,,,A,.5.4,,,,,,,.5.5MBAA2642A,5.6,50,,,,,,,.MBAA27426.1(//////)6.1.11,,,100-300.234:.5,,.6.1.2126.1.31:2:.6.1.4,6.1.56.1.66.2,MBAA28426.2.1,A(),,,,.1c:,“”d:100250150300,233c2003.2003,d,,e,()45.6MBAA2942c,,,A.d,,,,,7“++”,,,,A,,.6.2.2,----“”,,,,,,,,,,,,.A,,,,,.6.2.3,,“”.,.SWOTstrengthweaknessopportunity()threatSWOTMBAA2942c,,,A.d,,,,,7“++”,,,,A,,.6.2.2,----“”,,,,,,,,,,,,.A,,,,,.6.2.3,,“”.,.SWOTstrengthweaknessopportunity()threatSWOTMBAA304271SWOT7.1.11.2341.3.37.1.21.2.34.1.WTO2.SARS122MBAA314212345.6.7.8.9.1.elong2.3.4.1.2.37.2:SWOT,SWOT,:MBAA3242¾¾¾,¾,¾¾¾¾¾()¾¾¾SO¾¾¾WO¾¾+,,.¾¾ST¾¾¾,,,WT¾MBAA33427.2.1,A-—,,7.2.2,“+”,,,,,,,,.7.2.3A8.18.1.1142002920000808.1.2MBAA33427.2.1,A-—,,7.2.2,“+”,,,,,,,,.7.2.3A8.18.1.1142002920000808.1.2MBAA34428.1.35DIY.8.1.4,,,,.18.28.2.1,,,,.8.2.2,,,A,,A.8.38.3.1,,,.8.3.2,,,.8.3.3,,,,.MBAA35428.4,8.4.1,8.4.2,,,.,:1238.5(CRM),,CRM,ACRM.MBAA36428.68.6.1A128.6.21.2PRgoogle3google,baidu,yahooA4MBAA37425cAdefBBSBBSBBSBBSg,8.7AAMBAA3842AA9.1129.2(WTO)12WTO9.3AMBAA394212()()330%49.4“”1234“”MBAA4042,,MBA,MBAA4142[1]2002[2]2001[3]Email2003[4]().Ecommerceformulationofstrategy,chinamachinepress,2002[5]1999[6][7]2001-2003,,,2002,[8],1999-2002,,,2003[9][10][11][12][13][14]旅游电子商务公司营销战略研究作者：陈琪学位授予单位：上海交通大学相似文献(2条)1.期刊论文班晓燕自助旅游下的旅游营销管理-技术与市