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在线旅游服务电商平台整合营销传播策略——以携程为例


类型:案例|14000字, 类别:原创|RMB490, 附件:开题|综述

【摘要】

在线旅游服务电商平台整合营销传播策略——以携程为例


近年来,旅游行业呈现出火热发展趋势,而在线旅游已经成为旅游业的主导因素。携程凭借其先发优势始终占据行业领导地位。本文通过对携程的企业战略、营销战略和广告战略策划的分析,全面剖析携程的整合营销传播策略。报告采用PEST宏观环境分析模型、波特五力竞争分析模型、SWOT分析模型和其他技术模型。分析了携程公司整合营销传播策略的优缺点并针对其不足之处提出解决举措,期望能够为在线旅游服务电商平台企业起到示范和借鉴作用。


关键字:在线旅游;携程;整合营销传播;启示
OTA Integrated Marketing communication Strategy
                              ----Take CTRIP For Instance

Summary: In recent years, the tourism industry has shown a hot trend of development, and online tourism has become the dominant industry. Ctrip has always maintained its leading position as an online travel service e-commerce platform.
Through the analyses of Ctrip's enterprise strategy, marketing strategy and advertising strategy planning, this paper makes a comprehensive analysis of Ctrip's integrated marketing communication strategy. In the report, PEST macro-environment analysis model, Porter's five-force competition analysis model, SWOT analysis model and other technical models were used. This paper analyzes the success of Ctrip's integrated marketing communication strategy and the solutions to the problems, hoping to provide reference for the improvement and strength of online tourism service e-commerce platform enterprises.


Key Words: OTA  Integrated Marketing communication Strategy  CTRIP  Revelation

 

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