蓟县“乡村之家”农村旅游电商平台经营策略研究.doc

PAGE PAGE 33 蓟县“乡村之家”农村旅游电商平台经营策略研究 摘要 21世纪是信息化的时代，互联网从开始的最简单的网络沟通逐渐成为社会管理、人民生产生活的一个重要渠道。信息化的发展具有巨大的潜力，它能够迅速转化为生产力，更加方便人们的生活，而电子商务作为网络经济的基础和主要表现形式，在这个新经济浪潮中以迅猛之势发展。根据第34次《中国互联网络发展状况统计报告》显示，截至2014年6月，中国网民人数已经突破6亿，达到6.32亿人，其中手机网民规模5.27亿，互联网普及率达到46.9%；网民上网设备中，手机使用率达83.4%，首次超越传统PC整体80.9%的使用率，手机作为第一大上网终端的地位更加巩固。 这也表明信息化已经成为人们生活中不可或缺的一部分。旅游业运用电子商务时间虽短，但其发展势头十分强劲。在线旅游市场一直保持高速的增长，逐渐成为电子商务市场重要的组成部分。 本文主要分三部分。第一部分介绍了乡村旅游电理论的理论基础，其中包括农村旅游的内涵、农村旅游的特征、电子商务在旅游中的应用以及电子商务在农村旅游中的应用。第二部分阐述了蓟县乡村旅游发展情况以及环境分析，分析了蓟县“乡村之家”电子商务发展概况。第三部分给出天津乡村旅游电子商务平台的构建。 关键字：乡村旅游；电子商务；发展经营 Study on the management strategy of rural tourism electronic business platform of village in Jixian ABSTRACT Twenty-first Century is the era of information technology, the Internet from the beginning of the most simple network communication has gradually become an important channel for social management, peoples production and life. The development of information technology has great potential, it can quickly transformed into productive forces, and is more convenient for peoples life, and e-commerce as the foundation of the network economy and the main manifestation, in the tide of the new economy to rapid development. According to the 34th China Internet development statistics report shows that as of June 2014, the number of Internet users in China has exceeded 6 billion, reaching 6.32 million people, the mobile phone users 527 million, Internet penetration rate reached 46.9%; Internet users, devices, mobile phone use rate of 83.4%, for the first time beyond the traditional PC as a whole 80.9% usage, mobile phone as the first big internet terminal consolidate. It also shows that information technology has become an indispensable part of peoples lives. Although the use of e-commerce in the tourism industry is short, but its development momentum is very strong. Online travel market has maintained a rapid growth, has gradually become an important part of the e-commerce market. This paper is divided into three parts. Th