摘  要旅游营销中的O2O模式是衡量旅游业发展程度的重要指标之一，是打通线上市场和线下市场的有利渠道，对于信息依赖性极强的旅游业的营销具有极其重要意义。传统的旅游市场营销已经不能适应时代的发展，旅游业电子商务中的O2O营销模式进一步方便消费者，实现了线上线下商家的合作共赢，是大势所趋。本文主要探索O2O模式在旅游营销中的发展与应用，从分析旅游O2O模式的现状着手，关注我国服务业中在线旅游产业的发展之路，并且采用SWOT分析法，指出其存在的一些问题及其进一步发展所要面临的威胁和挑战，最后对我国O2O模式在旅游营销中的发展提出一些建议与对策，创新旅游营销模式，使线上线下服务更好的结合，为旅行社或在线旅游网站提供相关借鉴。 69041

毕业论文关键词：O2O模式；旅游网站；旅游营销

Research on O2O Model of Tourism Marketing Based on SWOT Analysis

Abstract

The tourism marketing of o2o mode is a measure of an important indicator of the degree of development of the tourism industry, is to open up the market of online and offline market favorable channel. For information on strong tourism marketing has important significance. Traditional tourism marketing has been unable to adapt to the era of development, tourism e-commerce in the O2O marketing model to further facilitate the consumer, to achieve a win-win cooperation and win-win situation, is the trend of the times. This paper explores o2o mode in tourism marketing development and application, start from the analysis of the present situation of tourism o2o mode, pay attention to the road to the development of China's service industry in the online travel industry, and using SWOT analysis method, and point out the threats and challenges to be faced by the existing problems and the further development, finally puts forward some suggestions and Countermeasures on development of China o2o mode in tourism marketing, tourism marketing mode innovation, make the line on-line service better combination, for travel agency or online travel website to provide relevant reference.

Key Words: O2O mode；  Tourism website；  Tourism marketing

目  录

摘要 I

Abstract -Ⅱ

目录-- Ⅲ

一、O2O模式的概念及发展历程-- 1

（一）初期成长阶段 1

（二）中期发展阶段 1

（三）全面融合阶段 2

二、O2O模式在我国旅游市场营销中的应用现状 2

（一）政府政策扶持，在线旅游发展速度快 2

（二）O2O营销模式下，旅游行业供应链不断优化- 2

（三）传统景区及旅行社不断加入O2O的行业中来 2

三、O2O模式下旅游市场营销的SWOT分析-- 3

（一）O2O模式为旅游市场营销带来的优势- 3

（二）O2O模式为旅游市场营销带来的劣势- 4

（三）O2O模式为旅游市场营销带来的机会-- 5

（四）O2O模式为旅游市场营销带来的风险- 5

四、O2O模式在旅游营销中的运用对策分析- 6

（一）充分利用实体店面，线上线下合作共赢--