摘要 ：作为中国目前市值最大的旅游旅行服务类公司，携程一直秉持“以客户为中心”的原则，建设服务规模化和资源规模化运营，利用先进的技术以及管理系统，创造了现代优质旅游服务产品，成为中国目前最大的集各种综合性服务为一体的庞大旅游服务公司。公司的品牌价值与效应随着其在不同时期的战略目标、产品运营策略的演变而不断提升,长期以来通过精确的产品运营策略建立起了系统、有效的品牌推广攻势,携程通过各种产品运营策略，达到以产品为核心建立良性循环生态的目的，保证了企业快速、稳定的发展。本次论文通过阐述携程的企业战略以及发展历程，分析了携程在不同阶段产品运营策略的变化。以携程的产品运营策略为例，剖析互联网背景下的产品运营策略，为互联网社会提供更多的思维方式，为自身积累更多的知识和思考，致力于在以后的职业道路中引入更深层次的理解和思考。74962

毕业论文关键词：企业战略；产品运营策略；互联网；SWOT

Research on Product Operation under Internet Background——Analysis of Ctrip Products

Abstraact：As China's current market value of the largest travel travel service companies, Ctrip has been uphold the "customer-centric" principle, the construction of large-scale service and resource-scale operation, the use of advanced technology and management systems, creating a modern high-quality tourism service products, Ctrip has become China's largest huge travel services company。The company's brand value and effect with its strategic objectives in different periods of time, product management strategy and the continuous improvement of the long-term through the precise product strategy to establish a system, an effective brand promotion offensive, Ctrip through a variety of product operations Strategy to achieve the product as the core to establish a virtuous circle of ecological purposes, to ensure the rapid and stable development of enterprises。In this paper, through the elaboration of Ctrip's business strategy and development process, analysis of Ctrip in different stages of product operation strategy changes。 Take Ctrip's product strategy as an example, analyze the product strategy of the Internet in the background, provide more way of thinking for the Internet community, accumulate more knowledge and thinking for itself, and devote more advanced to the future career path Understand and think。

Key words: enterprise strategy; product operation strategy; Internet; SWOT

目录

一、绪论 1

（一） 引言 1

（二） 研究背景与意义 1

1。 研究背景 1

2。 研究目的与意义 1

二、携程企业战略分析 3

（一） 企业品牌简介 3

（二） 目前市场的SWOT分析 3

1。  优势(Strength) 3

2。  劣势(Weakness) 4

3。  机会(Opportunity) 4

4。  威胁(Threat) 5

5。  战略选择 5

三、携程产品运营策略分析 7

（一） 携程产品运营现状分析-基于问卷调查结果 7

1。 细分产品，精确定位