垂直搜索类旅游网站营销绩效评价——以去哪儿网为例  

MARKETING PERFORMANCE EVALUATION OF VERTICAL SEARCH TOURISM WEBSITES——TAKE QUNAR. COM AS AN EXAMPLE

作　　者：余洁[1] 张娜娜[1] 

机构地区：[1]山东师范大学商学院,济南250014

出　　处：《山东师范大学学报（自然科学版）》2016年第4期108-118,共11页Journal of Shandong Normal University(Natural Science)

基　　金：山东师范大学研究生教育创新计划资助项目(SDNUYY1507)

摘　　要：随着互联网的迅速发展,旅游网络信息出现爆炸式增长,旅游网页数量迅速增加,传统的旅游搜索网站很难帮助用户在短时间内准确地检索出所需的旅游产品信息.因此,垂直搜索类旅游网站应运而生,它们专注于深入的纵向服务,可快捷高效的满足用户的特殊需求.本文从如何提高垂直搜索类旅游网站营销绩效出发,构建了一个由目标层、3个一级评价指标、9个二级评价指标、42个三级评价指标构成的营销绩效评价指标体系和多层次模糊综合评价模型,并以去哪儿网为例进行了实证分析,结果表明去哪儿网的营销绩效为一般,与其实际情况相符合,该分析证实了营销绩效评价指标体系和多层次模糊综合评价模型是科学、可行的,最后提出了提高垂直搜索类旅游网站营销绩效的建议.With the rapid development of the internet, the tourism network information has exploded, the number of tourism web pages has increased rapidly, traditional travel search sites are difficult to help users accurately retrieve the desired tourism product information in a short period of time. Therefore, the vertical search tourism websites came into being. They focus on in-depth vertical services, and can be fast and efficient to meet the special needs of users.This paper, from the perspective of how to improve the marketing performance of vertical search tourism websites, constructs a marketing performance evaluation index system , which includes the target layer, 3 first level evaluation indexs, 9 two level evaluation indexs, 42 three level evaluation indexs and multilevel fuzzy comprehensive evaluation model. Taking qunar, corn as an example we carry out an empirical analysis, the results show that the network marketing performance is general in accordance with its actual situation. The analysis proves that the marketing performance evaluation indexs system and the multilevel fuzzy comprehensive evaluation model are scientific and feasible. At last, it puts forward suggestions to improve the marketing performance of vertical search tourism websites.

关 键 词：垂直搜索类旅游网站 营销绩效评价 多层次模糊综合评价模型 去哪儿网 

分 类 号：O157.5[理学—数学]