基于用户体验的途牛旅游网营销策略研究

发布时间：2018-01-08 18:15

本文关键词：基于用户体验的途牛旅游网营销策略研究　出处：《安徽财经大学》2017年硕士论文　论文类型：学位论文

【摘要】：互联网的发展已经逐步渗透到旅游业,游客出行信息的获取方式从线下旅行社这种常规的途径,逐步转变为利用旅游网站这种使用较为便捷的新途径,例如途牛网、携程网等网站来获取信息。而此类网站当前大多数的使用方式均为自助使用,故而用户体验的满意度及便捷程度对此类网站营销策略具有明显影响,同时网站营销策略对用户体验的影响同样明显。因此,旅游网站如何根据用户体验来设计适合自身的营销策略引起了业界和学术界的深思。本文以途牛网为例,基于用户体验与网站营销策略的相互影响,对基于用户体验的途牛网营销策略进行了分析研究,包括的内容主要如下:首先,本文主要从国家政策、行业规模、用户规模、在线旅游网站现状等出发,分析了我国在线旅游业的背景,得出了研究的意义,并提出了研究思路;其次,回顾了用户体验与顾客满意度的研究,分析了用户体验与网站营销策略之间相互影响的关系,分别列举出两者的研究方向和特点以及如何将两者有机结合,进一步完成了理论模型的构建;第三,选取途牛网作为本文案例研究对象,对途牛网发展历程、产品及服务等体系的建设进行研究;第四,对途牛网进行了案例分析,分别从途牛网的感官、交互、浏览、信任、情感等角度进行了用户体验与营销策略的双向互动性的分析,然后从产品、展示、价格、促销、交互和服务等营销策略对用户满意度影响进行了分析,研究了途牛网可持续成长的驱动力;最后,结合用户体验从产品、浏览、交互以及情感等体验角度对途牛网提出了用户体验式的营销策略创新建议。
[Abstract]:The development of the Internet has gradually penetrated into the tourism industry, tourists get travel information, travel agency from the conventional way of using the new line, gradually change a more convenient way for the use of the tourism website, for example, the way cattle Network, Ctrip website to obtain information. And this kind of website is currently used in most ways for self use therefore, the user experience satisfaction and convenience have obvious influence on this kind of website marketing strategy, online marketing strategy also affects the user experience is equally obvious. Therefore, how to design suitable for tourism websites according to their marketing strategy by industry and academia about user experience. In this paper, the way cattle Network as an example, mutual influence the user experience and website marketing strategy based on marketing strategy, the way cattle Network Based on user experience were analyzed, including the main contents are as follows: First of all, this article mainly from the national policy, the scale of the industry, the scale of users of online travel website, the status quo, analysis of the online travel industry in China in the background, the significance of the research, and put forward the research ideas; secondly, reviews the research of user experience and customer satisfaction, analyzes the relationship between the user experience with the website marketing strategy, enumerate the research direction and the characteristics of them and how to combine the two, further completed the construction of theoretical model; third, select the way cattle Network as the research object of this paper case, the development of the way cattle Network, researched the construction products and service system; fourth, the way cattle are the case analysis, from the way cattle network senses, interaction, browsing, trust, emotional angle of two-way interactive user experience and marketing strategy, and then from the product, display, price Lattice, promotion, interaction and service marketing strategy on customer satisfaction is analyzed on the driving force of the sustainable growth of the cattle Network; finally, combined with the user experience from the product, browsing, interactive and emotional experience of the user experience marketing strategy innovation suggestions type on the way cattle Network.

【学位授予单位】：安徽财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F274;F592.6

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