安徽旅游机构网络营销状况分析

I安徽工程大学本科毕业设计（论文）专业：市场营销题目：安徽旅游机构网络营销状况分析作者姓名：关文达导师及职称：廉同辉(讲师）导师所在单位：安徽工程大学2015年6月10日关文达：安徽旅游机构网络营销状况分析II安徽旅游机构网络营销状况分析摘要安徽作为旅游大省，旅游资源丰富。随着开放程度提高，安徽省的旅游收入逐年提高。在互联网的时代，电商不可替代的成为商业主流。网络营销具有传统营销手段无可比拟的优势，将传统旅游业与网络的结合，不仅可以扩大其市场，还能进一步提高电商的影响力。然而，并不意味开个网店，办个网页就是实施网络营销了。在发展过程中，安徽旅游业问题频出。皖南和皖北的旅游业发展不平衡，旅游机构的网络营销低迷，进而影响旅游业的可持续发展。旅游景点的负面网络形象被游客，第三方媒体利用网络传播，网络形象作为景点的无形资产，在旅游机构中占有越来越大的比重。针对目前我省旅游业在网络环境下暴露出的问题，通过借鉴周边省份实施网络营销的成功经验。对比之下，找出制约其发展的问题，并提出切实可行的措施。关键词：网络营销，网络形象，发展策略安徽工程大学毕业设计（论文）IIIAnalysisofAnhuionlinetravelagencymarketingsituationAbstractAnhuiprovinceasatourist,richtourismresources.Withtheincreaseopenness,Anhuitourismrevenuehasincreasedannually.IntheInternetera,theelectricitysupplierirreplaceablebecomecommercialmainstream.Internetmarketinghasunparalleledadvantagesoftraditionalmarketingmethods,thetraditionaltourismandcombinedwiththenetwork,notonlycanexpanditsmarket,butalsofurtherenhancetheimpactoftheelectricitysupplier.However,itdoesnotmeantoopenashop,doawebpageistoimplementnetworkmarketing.Inthedevelopmentprocess,AnhuiTourismfrequentproblems.SouthernandNorthernunevendevelopmentoftourism,travelagencynetworkmarketingdoldrums,therebyaffectingthesustainabledevelopmentoftourism.Negativeonlinepresencebytouristsattractions,theuseofthird-partymedianetworkcommunication,networkimageasintangibleattractions,occupiesanincreasinglylargeproportionofthetravelagencies.Tourismintheprovinceforthecurrentnetworkenvironment,theproblemsexposedbythesuccessfulexperienceoftheneighboringprovincesofimplementationofnetworkmarketing.Incontrast,identifyconstraintswhichdevelopmentissues,andproposepracticalmeasures.Keywords:Internetmarketing,image,developmentstrategy关文达：安徽旅游机构网络营销状况分析IV目录引言.......................................................................................................................1第1章绪论.........................................................................................................21.1研究背景和研究意义.....................................................................................21.2文献综述.........................................................................................................21.3研究思路与研究方法.....................................................................................3第2章旅游网络营销的概述.............................................................................42.1旅游网络营销的概念..................................................................................42.2旅游网络营销的优势..................................................................................4第3章安徽旅游机构网络营销现状................................................................83.1网络形象分析.............................................................................................83.1.1黄山景区网络形象分析..........................................................................83.1.2九华山景区网络形象分析......................................................................103.2网络营销现状分析......................................................................................113.3民意调研分析.............................................................................................153.3.1安徽旅游机构网站评估问卷调查分析...................................................153.3.2安徽旅游景点网络形象调查分析...........................................................19第4章省外旅游机构网络营销发展状况及对比分析....................................214.1省外网络营销发展现状.............................................................................214.2省内外对比分析.........................................................................................23第5章省内网络营销存在的问题和对策........................................................265.1存在的问题.................................................................................................265.2对策.............................................................................................................27结论与展望..........................................................................................................30致谢......................................................................................................................31参考文献..............................................................................................................32附录A附加问卷和数据....................................................................................33附录B外文文献及其译文..................................................................................42附录C主要参考文献的题录及摘要.................................................................53关文达：安徽旅游机构网络营销状况分析V插图清单图2-2-1我国在线旅行用户数及使用率.....................................................................6图2-2-2中国网民年龄结构.........................................................................................6图2-2-3我国网民在网上查找旅行信息......................................................................7图3-1-1黄山风景图片..................................................................................................9图3-1-2九华山风景图片............................................................................................10图3-2-1我国网民对网上支付安全性的担忧..........................................................