摘要网络的便捷性、准确性和及时性能为企业得到非常多的便利。网络营销的发展前景非常广阔，投入少但是获得的收益非常大，所以从网络营销的发展趋势看，它在未来必然会成为所有产业的主要营销模式，当然旅游业也不例外。旅游业在全球范围内成为一个新兴发展的产业，旅游业对拉动城市的经济、社会的就业的带动力以及对文化与环境的促进作用日益明显。随着旅游企业网络营销的不断发展，有许多问题需要进行剖析。旅游企业需要根据自己自身的实际情况进行合理的网络营销策略，完善合理的网络营销体系，利于企业更好的发展。 

本文研究的主要目的是通过对杭州旅游企业网络营销的发展现状和杭州旅游市场的宏观和微观分析，为杭州旅游企业制定出正确的网络营销策略来帮助杭州旅游企业在激烈的竞争中充分开拓客源，使本土的旅游企业网络营销取得利润最大化。88350

毕业论文关键词：旅游企业； 网络营销； 策略

Abstract The convenience, accuracy and timely performance of the network for enterprises to get a lot of convenience。 The prospect of network marketing is very broad, but less investment gains is very big, so from the development trend of network marketing, which in the future will become the main marketing mode of all industries, of course, the tourism industry is no exception。 Tourism has become a new developing industry in the world, and the tourism industry is playing a more and more important role in promoting the economic and social employment and the promotion of culture and environment。 With the continuous development of network marketing, there are many problems need to be analyzed。 According to their own actual situation, tourism enterprises need to carry out reasonable network marketing strategies, improve the rational network marketing system, and help enterprises to develop better。

The main purpose of this paper is through the analysis of the current development situation and bottleneck of Hangzhou tourism enterprise network marketing, to help the local travel agencies in the fierce competition in fully exploiting tourist travel, improve the operating profit and enhance the core competitiveness of the travel agency for the Hangzhou tourism enterprises to develop network marketing tactics, the travel agency network marketing to achieve the maximization of economic benefits。

Keyword: Tourism enterprise; network marketing; strategy

目    录

  1引言: 6

   1。1   研究背景 6

   1。2   研究目的及意义 6

   1。3   研究方法 6

  2旅游网络研究综述 8

   2。1 旅游网络营销概念 8

   2。2 旅游网络营销在国外的研究进展 8

   2。3 旅游网络营销在中国的研究进展 9

   2。4  研究特色与创新之处 10

  3杭州旅游网络营销策略分析 11

   3。1 旅游企业网络营销开展的问题 11

3。1。1竞争意识不够强烈 11

3。1。2旅游网络营销人才缺少 11