旅游电商企业促销困境及创新策略研究  

Promotion Dilemma and Innovation Strategy of Tourism E-commerce Enterprises

作　　者：任劲劲[1] REN Jin-jin(Department of management,Tongling Vocational Technology College,Tongling,Anhui 244000,China)

机构地区：[1]铜陵职业技术学院管理系,安徽铜陵244000

出　　处：《石家庄学院学报》2020年第3期107-110,共4页Journal of Shijiazhuang University

基　　金：2018年安徽省优秀青年人才一般项目(gxyq2018207);2019年安徽省级教坛新秀(2019jtxx220);2018年安徽省高校人文社会科学研究重点项目(SK2018A0799);2019年铜陵职业技术学院人文社会科学一般课题(tlpt2019HG001)。

摘　　要：传统旅游逐步升级成旅游电商企业,为吸引更多旅游者,仍然需要耗巨资进行促销活动.旅游电商企业的促销面临:促销费用增长与促销时效缩减的矛盾;经济性促销效果减缩,但非经济性促销未完全开放的矛盾;文化对旅游发展意义非凡,但促销中文化因素明显不够的矛盾.为突破困境,旅游电商企业积极创新,建议企业-网络媒体合作机制,利用新媒体减少费用,增加促销信息出镜率,提高时效.深挖文化内涵,落实促销哲学转变.In order to attract more tourists, it still needs to spend a large sum of money to carry out promotion activities. The promotion of tourism e-commerce enterprises faces: the contradiction between the increase in promotion costs and the reduction in the time limit for promotion;the contradiction between the reduction of economic promotion effects, but the non-economic promotion is not fully open. Culture is of great significance to tourism development, but the cultural factors in promotion are obviously insufficient contradiction. To break through the dilemma,tourism e-commerce enterprises are actively innovating, suggesting that the enterprise-network media cooperation mechanism uses new media to reduce costs, increase the appearance rate of promotional information, and improve timeliness. Dig deep into the cultural connotation, and implement the promotion philosophy change.

关 键 词：旅游电商企业 促销 促销困境 在线旅游者 文化 

分 类 号：F592[经济管理—旅游管理]