基于长尾理论的在线旅游市场发展研究  

Research on the Development of Online Tourism Market based on the Long Tail Theory

作　　者：罗美娟[1] 高扬 莫赞[1] 

机构地区：[1]广东工业大学管理学院,广州510520 [2]喜达屋集团广州客户服务中心,广州510610

出　　处：《商业研究》2015年第7期178-184,72,共8页Commercial Research

基　　金：国家自然科学基金项目;项目编号:71171062

摘　　要：随着我国在线旅游基本布局的稳定,主要细分市场竞争日趋激烈,在线旅游市场面临着更深层次细分。本文将在互联网环境下诞生的长尾理论引入在线旅游市场分析之中,对在线旅游产业链中的各关键要素进行剖析,对在线旅游产品标准化与定制化的演变进行分析。研究结果显示:虽然在线旅游市场是一个长尾化的市场,但并不意味着是无限细分的市场,必须从无限的旅游产品中根据有限的消费需求选择最适合消费者需求的产品;网络媒介与旅游媒介加速了在线旅游市场细分,旅游供应商面临销售渠道抉择,传统与在线代理商都亟待转型,标准化产品与定制化产品共存符合在线旅游市场发展的基本要求。With the stability of the basic layout of China′s online tourism, competition between the main market seg-ments become increasingly intense, and the online market is undergoing segmentation at a deeper level.This thesis tried to introduce the long tail theory emerged out of the internet environment into the analysis of online tourism market, in or-der to explore the key factors in tourism industry chain and analyze the evolution of standardization and customization of online travel product.Studies show ：though the online tourist market is a long tailed market, it does not mean that the online tourist market can be unlimitedly segmented, we must select the products that best fit consumers′needs from an unlimited number of tourism products according to the limited consumer demands; the network medium and the tourism medium have accelerated the segmentation of the tourist market, the travel suppliers are facing the choice of the market-ing channels, and the traditional as well as the online agencies are anxious to transform and the coexistence of standard-ized products and customized products of online tourism will meet the requirements of the development of the online tour-ist market.

关 键 词：在线旅游市场 长尾理论 产业链 市场细分 

分 类 号：F59[经济管理—旅游管理]