基于4C理论的“双十一”旅游产品网络促销研究——以携程网与中青旅为例  

Research on the Singles' Day tourism products online promotion based on 4C theory:A case study of CTRP and CYTS

作　　者：刘学玲[1] 冯淑华[1] 马秋芳[1] 

机构地区：[1]江西师范大学历史文化与旅游学院,江西南昌330026

出　　处：《旅游研究》2016年第1期83-87,共5页Tourism Research

基　　金：国家自然科学基金项目"旅游地品牌资产概念模型及驱动路径研究:游客视角"(41301157)

摘　　要："双十一"网络营销已成为许多产品的重要营销渠道之一,旅游产品也于2013年首次加入了"双十一"的网络促销行列之中。基于4C理论,文章分别以最具代表性的在线旅游企业携程网和传统旅行社中青旅为例,运用网上论坛调研和搜索引擎检索等调查方法,对"双十一"旅游产品网络促销开展研究。据此分析了"双十一"旅游产品网络促销的现状以及存在的问题,明确了旅游企业的未来发展趋势,并提出发展建议,为我国旅游企业信息化发展和更好地与网络平台融合提供借鉴。The annual 'The Singles' Day'network marketing has become the essential competition positions for many producers,however,tourism products do not join 'The Singles' Day'tourism online purchase until 2013. Based on 4C theory,this paper takes CTRP and CYTS as an example,using network indirect methods such as online forums and search engines to analyze the tourism products online promotion on the Singles' Day. The paper analyzes the marketing means and channels of tourism products online promotion on the Singles' Day,as well as its problems. Moreover,the paper comes up with proposals for the development of China' s tourism enterprise information and offers reference for the tourism producers to do a better job on the online tourism products promotion when 'The Singles' Day'falls on.

关 键 词：4C理论 旅游产品 网络促销 双十一 

分 类 号：F592.6[经济管理—旅游管理] F724.6[经济管理—产业经济]