本科毕业论文 题 目 在线旅游企业微博营销策略研究The Research on the Micro-blog MarketingStrategy of Online Tourism Enterprises耿贝思 学 号 市场营销杨奎 职 称 助教 092302157 姓 名 专 业 指导教师 中国武汉二零一三年六月分类号 密级华中农业大学楚天学院本科毕业论文 在线旅游企业微博营销策略研究The Research on the Micro-blog Marketing Strategyof Online Tourism Enterprises学生姓名：耿贝思学生学号：092302157学生专业：市场营销指导教师：杨奎 华中农业大学楚天学院商学院二零一三年六月华中农业大学楚天学院本科毕业论文设计 目 录 摘 要 . I 关键词 . I Abstract . I Key words . I一、前言 . 1一选题缘由 . 1二文献综述 . 11国外旅游企业网络营销研究 . 12国内旅游企业网络营销研究 . 23微博在企业网络营销中的应用研究 . 24微博营销在旅游企业网络营销中的应用研究 . 2三研究目的与意义 . 3四研究内容、思路与方法 . 3五二、相关理论研究 . 4一网络营销理论 . 41网络整合营销理论 . 42软营销理论 . 43直复营销理论 . 4二社会化媒体理论 . 5三微博整合营销理论PRAC法那么 . 5三、微博营销在在线旅游企业中的应用分析 . 5一成功案例：携程旅行网 . 6二失败案例：去哪儿网 . 7三调查问卷及数据分析 . 81问卷设计与调查方法 . 82数据分析 . 8四、我国在线旅游企业微博营销存在的问题与对策 . 11一在线旅游企业微博营销存在的问题 . 11二在线旅游企业微博营销的策略分析 . 12五、结论与讨论 . 13参考文献 . 13致 谢 . 15附录：旅游微博受众调查问卷 . 16I华中农业大学楚天学院本科毕业论文设计在线旅游企业微博营销策略研究 摘 要 随着人们生活水平的不断提高，旅游逐渐成为一种时尚。旅游产品凭借它的无形性、生产和消费同步进行、远距离异地消费和消费者无法对产品预先感知等特点，成为最适合进行网络营销的无形产品之一。在互联网络开展web3.0时代到来后，微博营销应运而生，微博成为最具影响力的网络营销新平台。 关键词 在线旅游企业；网络营销；微博营销； The Research on the Micro-blog Marketing Strategy of Online TourismEnterprisesAbstract With the continuous improvement of peoples living standards, tourism has gradually become a kind of fashion. Tourism product relying on its features such like intangible, synchronization of production and consumption, long-distance consumption, it difficult for consumers to perceive the product in advance, become one of the most popular intangible products in network marketing. In the development of the Internet Web3.0 era, micro-blog marketing emerge as the times require, micro-blog has become the most influential new platform for the network marketing. This article aimed to explore the network marketing strategy of online tourism enterprises, focus on the micro-blog marketing the new marketing application in the tourism industry, through the case analysis, comparison and inductive and other methods, analyze about the typical enterprise such about trip and where to go which use of micro-blog to develop marketing activities. Points out the obvious problems of online travel enterprise micro-blog marketing, other enterprises can prevent the pernicious effects in advance, at the same time aimed at the problems put forward some constructive and integrated recommendations for improvement. And further analyze the successful online tourism companies practices which use micro-blog marketing in the network marketing. For those who lingered out of the door and have no method tourism enterprises provide powerful reference with orderly and reasonable advice, so they can do the same, to enjoy the benefits of micro-blog marketing, access to the highest profit with the lowest cost of marketing. Key wordsOnline Tourism Enterprises; Network Marketing; Micro-blog Marketing;I华中农业大学楚天学院本科毕业论文设计一、前言随