摘要：伴随着经济快速发展，企业在传统的营销模式上不断推陈出新，通过互联网强大的搜索功能可以获取大量的消费者信息。并利用软件、大数据等方式深度分析挖掘潜在的游客以及现有客户的消费水平、消费习惯等，旨在为客户提供多样化、个性化、全面化的产品服务，对于刚起步的电子商务企业来说，无疑是一种机遇，但对传统商业模式却造成了巨大冲击，与消费者的需求格格不入、难以融入电子商务时代等一系列问题频频出现。因此，如何在电子商务大环境下进行整合创新，制定正确的战略营销计划必将是企业高度关注的核心问题。

同时，中国是人口大国就意味着在目前的旅客基础上，企业可以制定营销计划，对旅游营销模式进行合理有效的创新，提高自身的服务质量，来挖掘更多的潜在客户，打造品牌效应，节省营销投入，为企业创造更多的利益，从而达到互惠互利双赢的局面。

本文依次介绍了营销模式和电子商务营销模式的的基本概念、类型，在此基础上，通过调查问卷了解消费者旅游情况。从营销模式创新角度，利用SWOT重点实证分析电子商务旅游市场的优势与缺点，以及发展过程中可能遇到的挑战和机遇，再进一步用4P理论对企业与消费者以及市场之间进行整合创新，统筹优化。为其他旅游电商以及相关行业的企业提供微薄之力。

毕业论文关键词：电子商务；营销模式；企业；创新

Research on the Innovation of Tourism Marketing Model Based on E - commerce

Abstract: 

Under the stimulation of the rapid development of the global economy, enterprises to subvert the traditional marketing model continues to introduce new, through the Internet to obtain a large number of consumer information, and the use of software, large data, such as the depth of analysis of potential tourists and existing customers to tap the level of consumption, Consumption habits, etc., designed to provide customers with persified, personalized, comprehensive product services, for the start of the e-commerce business is undoubtedly an opportunity, but the traditional business model has caused a huge impact, and consumption The demand is out of tune, it is difficult to integrate into the e-commerce era and a series of problems frequently appear. Therefore, how to integrate and innovate in the environment of e-commerce, and formulate the correct strategic marketing plan will be the core issue of great concern to enterprises.

At the same time, China is a large population means that on the basis of the current passenger, enterprises can develop a reasonable and effective marketing methods to improve their quality of service, to tap more potential customers, build brand effect, save marketing investment for enterprises to create More benefits, so as to achieve a mutually beneficial win-win situation.

Key words: E – commerce; Marketing Model; Enterprise;Innovation

目 录

1. 绪论 3

1.1. 研究的背景及意义 3

1.1.1. 研究背景 3

1.2. 研究意义 3

1.2.1. 理论意义 3

1.2.2. 现实意义 4

1.3. 研究的方法 4

1.4. 研究的主要内容 4

1.5. 研究的思路和框架 5

2. 相关理论及文献综述 6

2.1. 营销模式的概念 6

2.1.1. 营销的概念 6