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网络营销在旅行社国际业务中的应用研究

On Internet Marketing in the Aspect of International Marketing in International Travel Agency 
【关键词】 网络营销; 网上支付; 电子商务; 旅行社; 旅游事业
【Key words】 Net marketing; Net paid; E-trade; Tourism; Travel Service.
【摘要】 悄然之间，被誉为第四媒体的国际互联网络已来到我们中间。发展之迅猛，令人瞠目结舌。如今全球网民已达2.5亿之众，中国的网民于2000年底达2200万。 网络带来了一个个经济神话。自美国1995年第一次提出电子商务以来，1998年网络经济给美国带来了3010亿美元的收入，成为美国经济的一个新亮点。在如此迅速发展的网络经济时代，中国的旅游事业更不能将其拒之门外。网络营销所倡导的快捷便利的服务将成为旅游事业迈向知识经济的新手段，也将会给中国的旅游产品迈出国门创造出前所未有的良机。 本篇论文通过对“龙网”www.dragontour.com的网络营销分析，详细阐述了网络营销的概念及其在国际外联业务中的运用；并分别列举了网络营销优于传统营销方法的四大优势：（1）一对一的B对C销售使顾客成为真正的上帝。（2）公正，公平，公开的竞争是顾客成为真正的消费主人。（3）高效便捷及亲情化服务，对占旅游市场60％以上散客一网打 网络营销在旅行社国际业务中的应用研究 尽． ＊）低廉的销售成本使旅游产品价格更有竞争力。 通过对以上四大优势的论述，以生动详实的例子进一步说明了 发展网络营销应咸为我国目前旅行社国际外联...更多业务的当务之急。一十 文章通过近两年的龙网匹区交五阳区匹生旦亚业务实践动桂林中 旅网四世上公里上四J还和广西华光网四匹且出终生旦旦的防统计研究， 列出了当前开展网络外联的三大弊病及解决思路。 门）网上支付问题；（2）网络安全；（3）网费昂贵等等． 当然，开展网络营销必然要建立破美的网站。对此作者以自身建 网经验也给出了宝贵的建议和例证． 总之，论文对当前炙手可热的网络营销在旅行社外联业务上进 行一个初步探索。所提到的观点很不成熟完善。在此也特别感谢 邓莅胜教授的悉。C指导与帮助．本文从Zmo年ic月酝酿到今年4 月完笔，历时半年，是作者两年来开展“龙网”营销工作的工作 小结，也是其辛勤汗水的结晶。由于水平有限，文中有不尽详实 之处，还望各位导师海涵．
【Abstract】 Secretly, so-called as the forth Media Internet has approached us. Its speeding up has impressed us so much. Nowadays, we have - 250,000,000 net worms in the world, besides 22,000,000 in China at the end of the year of 2000. Since 1995, E-trade has been firstly named in USA, and now it has brought 301 billion profit for USA in 1998 which proved to be the brightest sparkle in economy. In consideration of such speedy development of net economy, China tourism surely won refuse it outdoors. The convenient and speedy service of net-sale will lead our tourism enterprise into the new knowledge economy. This article is based on the analysis of Dragontour, literately expl.ins the concept of net-marketing, and its practice in the field of international tourism. Besides, author has listed four main advances compare to traditional ways as below: (1) B to C (businessman to customer) sale enables the customer as real God. 2)The real fair, public and honest competition make customer as real host to h...更多is consumption. (3) The efficient and hospital service of net sale appeals to the separate tourists who have taken more than 60% of tourists as a whole. (4) The cheap cost make tourism products rice more competitive. Therefore, after the analysis of some vivid examples via Dragontour net sale, it has proved that to set up net sales for our International tourism is very urgent. After 2 years practicing in www.drauontour.com and the statistic of clients in CTS www.csts.com.cn;and Huaguang website www.gxbcts.com, the author also wrote down some backwards of E-trade aspect to China tourism: Net-paid aspect, Net security, Expensive net fee. And what more Author has presented us her personnel opinions on how to solve them, Of course, to establish a pretty homepage is the most important thing before net marketing done. Author has stated her proposal about how to set up an appealing web site via her experiences. All in all, after half a year accumulation and practice, author has probed into the latest study of net sale. Although some of her opinions are immature, even a bit of naive, it has combined the hard work and effort of her uader the help of Pro. Dan. 
  网络营销在旅行社国际业务中的应用研究

中文摘要 4-6
前言 6-8
一． 当前旅游界电子商务的应用 8-12
二． 发展网络营销是旅行社拓展外联业务的当务之急 12-22
三． 创立有个性的特色旅游网站是发展网络营销的必要前提 22-25
四． 当前我国旅游网络营销面临的问题及解决思路 25-32
五． 旅行社发展国际网络营销的前景 32-34
六． 致谢 34-35
参考文献 35-37
英文摘要 37
附录 39-65
    附录 1 39-40
    附录 2 40-41
    附录 3 41-43
    附录 4 43-44
    附录 5 44-46
    附录 6 46-47
    附录 7 47
    附录 8 47-51
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    附录 11 54-57
    附录 12 57-58
    附录 13 58-59
    附录 14 59-62
    附录 15 62-63
    附录 16 63-65
文献综述 65-71