摘要：近两年，旅游O2O发展迅猛，如何利用O2O模式促进定制旅游的发展是传统旅行社未来的一个发展方向。本文首先通过实地考察剖析淮安旅行社定制旅游产品开发现状，并指出开发中存在产品低端、缺乏特色、知名度不高、市场定位模糊等问题。接着借鉴中青旅和中国国旅O2O模式应用成功的经验，从淮安旅行社O2O模式发展环境和O2O模式下定制旅游产品开发优势两方面分析淮安旅行社O2O模式下定制旅游产品开发的可行性。然后从淮安旅游资源和淮安市民两方面探讨O2O模式下定制旅游产品的具体开发。最后给出建立专业O2O电商平台、培养复合型人才、加强线上线下衔接、建立信息数据系统等营销策略。旨在解决淮安旅行社定制旅游产品开发存在的问题，促进淮安定制旅游的发展。94644

毕业论文关键词：定制旅游产品，O2O模式，淮安旅行社

Abstract：The development of tourism O2O is rapid in the past two years。 How to use O2O model to promote the development of customized tourism has become a direction for the development of traditional travel agencies in the future。 Firstly, based on field investigation, this paper analyzes the current situation of the development of customized tourism products in Huaian travel agencies, and points out many problems such as lack of high quality products, lack of special products, lack of famous products and indefinite market position。 Secondly, this paper draws on the successful experience of O2O model about CITS and CYTS, and analyzes the feasibility of the development of customized tourism products in Huaian travel agencies under the model of O2O from two aspects: the development environment of O2O model in Huaian travel agencies and the advantages of the development of customized tourism products in O2O mode。 Besides, from the two aspects of Huaian tourism resources and the Huaian people, this paper discusses the development of customized tourism products under the O2O mode。 At last, the author gives marketing strategies, such as the establishment of professional O2O electronic business platform, the development of complex talent, the strengthening of the connect of online and offline, the establishment of information systems。 The aim is to solve the problems in the development of customized tourism products of Huaian travel agencies, and to promote the development of customized tourism in Huaian。

Keywords: customized tourism products,O2O model,Huaian travel agency

目 录

1  前言 3

2  淮安旅行社定制旅游产品开发现状分析 3

3  O2O模式对淮安旅行社定制旅游产品开发的冲击 5

3。1  国内传统旅行社O2O模式应用成功的经验借鉴 5

3。2  淮安旅行社O2O模式下定制旅游产品开发的可行性 7

4  淮安旅行社O2O模式下定制旅游产品开发 8

4。1  基于淮安旅游资源的O2O定制旅游产品开发 8

4。2  针对淮安市民的O2O定制旅游产品开发 10

5  淮安旅行社O2O模式下定制旅游产品营销策略 11

5。1  建立专业的O2O旅游电商平台 11

5。2  培养复合型人才，打造专业服务团队 12

5。3  联系线下服务商，加强线上线下衔接 12

5。4  顾客反馈跟踪，建立信息数据系统