旅游企业网络营销存在问题与对策分析.pdf

旅游企业网络营销存在的问题及对策分析 摘 要 中国互联网络信息中心（CNNIC ）《第23 次中国互联网络发展状况统计报告》 显示，截至 2008 年 6 月底，我国网民数量达到了 2.53 亿，网民规模跃居世界第一 位。随着网络技术的发展与成熟，互联网已成为人们获取旅游信息的主要媒介，正 有越来越多的旅游企业利用互联网技术进行营销活动，近两年，我国旅游业网络营 销发展速度非常快，根据对一些知名有哪些信誉好的足球投注网站引擎的检索，凡是与旅游有关的行业在网 络上都有体现。利用互联网进行营销是旅游业的机遇也是挑战，旅游企业需要增强 网络营销意识，从网络营销现状出发，提出网络营销对策，最终实现利润目标。 本文分析了旅游企业网络营销现状以及存在的问题，并且针对问题提出对策。 论文主要分为四个部分：第一部分阐述网络营销的定义及特点；第二部分分析旅游 企业开展网络营销的必要性和可行性；第三部分提出旅游企业网络营销现状及存在 的问题；第四部分探讨旅游企业网络营销问题的解决办法。 关键词：网络营销 旅游企业 营销对策 I 旅游企业网络营销存在的问题及对策分析 Abstract China Internet Network Information Center (CNNIC) Article 23 of China Internet Development Statistics Report showed that as at the end of June 2008, the number of netizens in China reached 253 million,internet users ranks first in the world scale.With the development of network technology, the internet has become the main media for information, more and more tourism enterprises use the internet technology for tourism marketing. In the past two years, tourism enterprise network marketing of our country has developed very quickly .According to the retrieval to a few famous search engine, all of the industries relevant to the tourism are reflected in the network. In continent area of our country,58 travel service and 96 foreign hotels have had the independent domain name till April 15,1999.According to estimate, in our country,more than 1500 foreign hotels and 3000 travel service are carrying out network marketing to varying degrees on internet at present. Makeing use of internet for marking is both opportunity and challenge to the tourism enterprise. The tourism enterprises need to streng