摘要：旅游业被认为是对因特网敏感度最强的产业之一，它与软件、网上书店一起被称为最适合网上经营的三个行业。旅游业对网络具有先天的适应性，网络旅游成为旅游业信息化发展的重要表现形式，也是当今世界旅游业发展的重要方向，目前我国旅游网络营销已经在逐渐起步，并且正飞速的发展，成为旅游业营销的主要模式。携程网是目前我国网络旅游行业中的专业性极强和发展最好的企业之一，2003年在美国纳斯达克上市以来，发展更加迅速，提供酒店预订、商旅服务、度假机票、旅游咨询等服务，被称为是互联网与传统旅游无缝结合的典范。但携程网旅游网络营销也存在着许多的问题，文章通过对携程网旅游营销环境进行了SWOT分析，发现携程网在线上旅游营销中的不足，并提出了要从人才、营销策略、渠道融合、品牌方面对携程线上旅游进行不断改进和发展的策略。82110

毕业论文关键词：旅游网络营销；SWOT分析；携程网；电子商务；对策

The present situation and development of tourism network marketing in China -- Taking Ctrip as an example

    Abstract：Tourism, considered one of the most sensitive industries to the Internet, is known as the three most suitable industry for online business, along with software and online bookstores。 The tourism industry has inherent adaptability to the network, the network has become an important form of tourism development of tourism information, but also an important direction of the world tourism, China's tourism network marketing has gradually started, and rapid development, has become the main mode of tourism marketing。 Ctrip is a professional network of tourism industry in our country is very strong and one of the best enterprise development, since 2003 listed on NASDAQ in the United States, more rapid development, to provide business travel services, hotel reservation, air tickets, vacation tourism services, known as the Internet and the traditional tourism combination model。 But Ctrip Travel Network Marketing has many problems, this article through to Ctrip tourism marketing environment was analyzed by SWOT, found that Ctrip online travel marketing problems, and put forward from the talent, marketing strategy, channel integration, brand of Ctrip online travel to continuous improvement and development strategy。

    KeyWords：Tourism network marketing; SWOT analysis; Ctrip; e-commerce; Countermeasures

目  录

一、绪论 1

（一） 研究背景 1

（二） 研究现状综述 1

（三） 研究内容及方法 3

（四） 研究意义 3

二、相关概念综述 4

（一） 市场营销理论 4

（二） 旅游网络营销 4

三、携程网旅游网络营销发展现状及问题 5

（一） 携程网概况 5

（二） 携程网旅游营销环境SWOT分析 6

1、 携程网旅游营销的优势 6

2、 携程网旅游营销的劣势 7

3、 携程网旅游营销的机遇 7

4、 携程网旅游营销的威胁 8

（三） 携程网旅游营销存在的问题与挑战 9

1、 缺乏信息管理和网络营销人才