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1、摘 要随着互联网的迅猛发展,企业越来越依赖于互联网,将其用于管理企业和为企业的产品营销。旅游业也是如此，而且人们发现效果显著网络营销借助于互联网络、计算机通信技术和数字交互式媒体等工具来为顾客设计产品，从而实现企业的营销目标。它是消费者导向营销、双向互动营销、关系营销、服务营销等一系列先进营销方式的综合体。我国饭店行业经过近 30年的发展，现在已具备庞大的产业规模和巨大的投入金额。由于这种急速的扩张，饭店业已经转入买方市场，升级化的竞争将其引入微利时代。所以要想在这条前景光明却曲折崎岖的发展之路上走稳每一步，我国饭店企业必须审时度势，大胆创新。营销活动作为企业的创收工具和利润来源，必然首当其冲
2、。网络化的营销方式与饭店企业本身有着天然的耦合关系，符合饭店产品的特性、消费方式和经营特点，但由于受饭店企业规模、实力、经营理念等种种原因的影响，目前网络营销并没有在饭店企业中得到高度合理的应用。 。目前在我国国情下，网络营销对于旅游饭店的影响日益加强，但其中也存在许多不足之处，如网络营销形式单一、网络营销服务意识差、信息安全性受到挑战等，面对这些问题旅游饭店必须采取相应的措施如完善饭店企业网站的建设、利用网络营销建立企业信息库、增加网络营销过程中的文化含量来完善旅游饭店网络营销的效率。关键词:网络营销 旅游饭店 应用策略ABSTRACTAlong with the rapid develop
3、ment of Internet, the enterprise rely more and more on the Internet, on the management enterprise and for enterprises product marketing. Tourism also is so, and people find effect is remarkableThe network marketing by Internet, computer communication technology and digital interactive media and othe
4、r tools to design products for customers, so as to achieve the marketing target of the enterprise. It is consumer oriented marketing, two-way interactive marketing and relationship marketing, service marketing and so on a series of advanced marketing way Mosaic. Hotel industry of China after nearly
5、30 years of development, now has a large scale of the industry and a huge amount of investment. Due to the rapid expansion of this kind, the hotel industry has moved to a buyers market, the upgrade of the competition will introduce into the small profit era. So if you want to article in this bright
6、prospect of the development of the rugged twists and turns, but the road on every step, our country hotel enterprise must be sized up the situation, the bold innovation. Marketing activities as the companys revenue and profit source tools, will lead the way. Network marketing way and the hotel enter
7、prise itself has a natural coupling relationship, accord with the characteristics of the product, consumption mode and business features, but affected by the hotel business scale, strength, the management idea, to a variety of reasons the current network marketing and not in the hotel in the enterpr
8、ise to be highly reasonable application.At present in Chinas national conditions, the network marketing for the influence of the tourist hotel strengthened day by day, but which also has many shortcomings, such as network marketing form a single, network marketing service consciousness difference, i
9、nformation security by challenges, in the face of these problems tourist hotel must adopt corresponding measures such as to improve the hotel enterprise website construction, use of network marketing build enterprise information database, increase in the process of network marketing culture content
10、to improve the efficiency of the tourist hotel network marketingKey words: the network marketing tourist hotel application strategy.目 录第一章 导论.- 1 - 1.1 选题背景.- 1 - 1.2 选题研究的意义.- 1 - 1.3 课题研究的方法和思路.- 1 - 1.4 文献综述.- 2 - 第二章 网络营销.- 3 - 2.1 互联网的形成、发展.- 3 - 2.2 互联网的基本功能.- 3 - 2.3 网络营销定义.- 3 - 2.4 网络营销理论基础.- 4 - 2.5 网络营销的特点.- 4 - 第三章 网络营销对我国饭店业的意义.- 5 - 3.1 网络营销有利于降低成本.- 5 - 3.2 网络营销有利于饭店实现个性化服务.- 5 - 3.3 网络营销有利于饭店提高企业知名度.- 5 - 3.4 网络营销有利于饭店扩大市场份额.- 5 - 第四章 我国旅游饭店网络营销存在的问题及现状.- 6 - 4.1 目前饭店网络营销模式.
