论文总字数：24085字

摘 要

我国经济文化发展日新月异，国民生活水平不断提高，百姓对出行旅游的需求不断增强；加上国家对旅游行业发展的愈发重视，所以未来的旅游市场具有着无限的潜力，具有着深远的研究意义。随着科技水平的不断进步，旅游业也与时俱进的展开了网络营销。伴随着人们对旅游质量要求的进一步提升，个性化自由行应运而生，虽尚在起步阶段，但对未来旅游行业的发展极具意义，其中，马蜂窝目前拥有1.2亿注册用户，拥有全球最大的中文旅行社区。马蜂窝在自由行市场上占据着领军地位，在旅行APP中用户粘性排名第一，并且是互联网从IT时代发展到DT（Data Technology）时代的代表性移动互联网公司，从2011年到2017年经历过四轮融资，目前处于流量变现阶段，2017年自由行业务额突破90亿元人民币，已经连续三年实现100%的增长，具有强烈的代表性，所以当中以马蜂窝为代表，进行营销策略分析。

本论文总共分为五章。第一章为绪论部分，阐述了课题的研究背景、研究意义、研究的内容和方法，并且展示出了论文框架。第二章则介绍了旅游行业网络营销的现状及相关理论，为马蜂窝营销能力的分析和最后提出建议奠定理论基础。第三章运用了PEST分析工具对马蜂窝旅行网所处的环境进行了全面分析，其中宏观环境从政治、经济、社会和技术四个角度进行分析，微观环境则通过对中国旅游市场环境和对主要竞争对手的现状来进行分析。第四章主要说明了马蜂窝现行的营销策略及优化方案，首先使用了SWOT分析法阐述出马蜂窝旅行网当前的相对优势、相对劣势、面临的机遇以及威胁，分析出当前的营销环境，然后进一步说明了马蜂窝旅行网当前现行的营销产品的布局和作用，以及它的营销组合策略。最后提出了对马蜂窝旅行网营销策略的优化方案，提出马蜂窝旅行网应努力构建国内最大的自由行决策与交易平台，成为一个旅游信息交流互助及提全方位服务的“一站式”在线旅游超市，并对渠道策略、服务策略和促销策略提出改进建议。第五章对马蜂窝旅行网的营销策略研究做出结论，企业应继续坚持“UGC 大数据＋自由行服务平台”三大核心优势，继续增强用户的信任感和认同感来提高用户忠诚度，进一步实现上游一体化，由此对营销策略进行调整和优化，未来才能继续保持自由行市场第一名的地位，增强与同行旅行网站间竞争的实力。

关键词：旅游业；网络营销策略；马蜂窝旅行网

Marketing Strategy Analysis of Tourism Industy:Mafengwo.com for Example

Abstract

The economic and cultural development of our country is changing with each passing day. The people’s living standards are continuously improving, and the people’s demand for travel is continuously increasing. With the country’s growing emphasis on the development of the tourism industry, the future tourism market has unlimited potential and is of far-reaching significance. With the continuous advancement in the level of science and technology, the tourism industry has also advanced online marketing. Accompanied by people"s increasing demands for tourism quality, individualized and free trade came into being. Although it is still in its infancy, it is of great significance to the development of the tourism industry in the future. Among them, Mafengwo.com has 120 million registered users and boasts the largest in the world. Chinese travel community. Mafengwo.com holds a leading position in the free market. It ranks first in stickiness in travel apps and is a representative mobile internet company from the IT era to DT (Data Technology) era. It has experienced from 2011 to 2017. The four rounds of financing are currently at the stage of flow realization. In 2017, the amount of free-trafficking business exceeded RMB 9 billion and has achieved 100% growth for three consecutive years. It has a strong representativeness. Therefore, Mafengwo.com is represented as a representative of its marketing strategy.

This paper is divided into five chapters. The first chapter is introduction. It mainly expounds the research background, research significance, research contents and methods of the project, and presents the framework of the thesis. The second chapter introduces the status of online marketing in the tourism industry and related theories, which lays a theoretical foundation for the analysis of Mafengwo.com marketing capabilities and the final recommendations. The third chapter uses the PEST analysis tool to conduct a comprehensive analysis of the environment in which the Mafengwo.com is located. The macro environment is analyzed from four perspectives: political, economic, social, and technological. The micro-environment passes through the The status quo of competitors is analyzed. The fourth chapter mainly describes the current marketing strategy and optimization plan of Mafengwo.com. First of all, it uses the SWOT analysis method to describe the current relative advantages, relative disadvantages, opportunities and threats of Mafengwo.com, analyze the current marketing environment, and then further explain The current distribution and role of the marketing products of Mafengwo.com, as well as its marketing mix strategy. Finally, it puts forward the optimization plan for Mafengwo.com marketing strategy, and puts forward that Ma cellular travel network should work hard to build the largest free-market decision-making and trading platform in China and become a one-stop online travel supermarket for tourism information exchange and mutual assistance. , And put forward suggestions for improvement on channel strategy, service strategy and promotion strategy. Chapter 5 concludes the research on the marketing strategy of Ma cellular travel network. The company should continue to adhere to the three core advantages of “UGC big data free service platform” and continue to enhance users’ trust and recognition to improve user loyalty. To achieve upstream integration, and thus to adjust and optimize the marketing strategy, the future can continue to maintain the status of the free market first place, and enhance the strength of competition with peer travel sites.

Keywords: Tourism; Internet Sales; Mafengwo.com

目 录

摘 要

Abstract

第一章 绪 论

1.1 研究背景

1.2 研究目的及意义

1.3 研究内容及方法

1.4 论文框架

第二章 旅游网络营销的现状及理论

2.1文献综述

2.2我国旅游网络营销现状

2.3网络营销的由来及其发展背景

2.4网络营销的特点

2.5旅游网络营销的基本特征

第三章 马蜂窝旅行网的网络营销环境分析

3.1 马蜂窝旅行网网站概述

3.2 马蜂窝旅行网的宏观环境分析

3.3 马蜂窝旅行网的微观环境分析

第四章 马蜂窝旅行网现行的营销策略及其优化方案

4.1 马蜂窝旅行网的SWOT分析

4.2 马蜂窝现行的营销策略分析

4.3 马蜂窝营销策略的优化方案

结论

致 谢

参考文献（References）

第一章 绪 论

1.1 研究背景

随着社会的不断发展前行进步，旅游行业已经俨然成为世界经济中规模最大、发展势头最为强劲的产业之一。但是，传统的旅游已经逐渐不能满足消费者们的需求，人们越来越青睐于通过网络来获取更多的信息，从而选择更适合自己的服务，消费也逐渐从倾向跟团游转变为自助游。

电子商务的兴起让旅游业逐步向互联网发展，旅游产品可以通过线上进行交易。新一代的年轻人中，有大部分人在出行方面愿意选择查看旅游的游记和攻略，继而规划自己的旅游行程；有部分人会根据游记和攻略来选择机票和酒店。因此，自由行旅行市场有着很大的市场潜力和发展空间。

剩余内容已隐藏，请支付后下载全文，论文总字数：24085字