蚂蜂窝在线旅游平台体验营销模式研究 (2).doc

PAGE II PAGE I 蚂蜂窝在线旅游平台体验营销模式研究 摘 要 近年来，科学技术与信息技术进程的快速成长，很多的生产和生活与网络相关必不可分。旅游平台是旅游企业与互联网相结合，跟与传统旅游行业有不一样的特点。在线旅游依靠平台信息海量数据，积极利用的大数据化的时代契机，使用支付工具、现代化理念和不断创新的科技技术，给旅客们创造一系列优质化的服务。随着现代经济的发展,人们对于自己的生活方式也开始向更高品质追求。同时，由于旅游需求的多种化发展，旅游产品服务在创新上逐步的超越大众的旅游需求，更多的人去关注旅游方式的差异性、个性化；本课题立足于当今旅游消费背景下，对在线旅游平台以及体验式营销的相关理论和概念进行了阐明，并且以蚂蜂窝为例，结合蚂蜂窝在线旅游平台实际情况，对其体验式营销进行分析，并且相应的提出对于未来开发体验式蚂蜂窝旅游产品服务的一系列建议与优化对策， 以适应当前经济环境下旅游消费的发展需求。 关键词：蚂蜂窝 在线旅游平台 体验营销 Research of Fosun Groups corporate governance system design ABSTRACT In recent years, the rapid development of science and technology and information technology process, a lot of production and life and the network must not be divided. Tourism platform is the tourism enterprises and the Internet combined with different characteristics with the traditional tourism industry. Online tourism information platform rely on massive amounts of data, large data of the active use of the era of opportunity and the use of payment instruments, the idea of modernization and innovation of science and technology, and online travel business, a series of human nature to provide tourists service. With the development of modern economy, people for their own way of life also began to pursue a more high quality. At the same time, due to a variety of development of tourism demand, tourism products and services in innovation gradually beyond the public demand for tourism, more people to pay attention to the difference of tourism mode, personalized; based on the background of todays tourism consumption next, the online travel platform and the related theory of experiential marketing and concepts are illustrated, and the ant nest as an example, combined with the actual situation of mafengwo online travel platform, the experiential marketing analysis, and put forward a series of corresponding to the future development of experiential tourism product service mafengwo List of suggestions and countermeasures, in order to adapt to the development needs of the to