携程旅行网网络口碑营销策略研究

发布时间：2018-04-20 19:44

本文选题：口碑 + 网络口碑营销　；参考：《辽宁大学》2017年硕士论文

【摘要】：口碑是消费者群体借助口头语言对某个品牌或服务进行非商业性信息交流,口碑营销成为各大企业常用的营销策略之一。随着网络技术的发展,口碑营销发展成为网络口碑营销,对各行各业的生存与发展产生重要影响。本文以携程旅行网为研究对象,借助文献查阅法、案例分析法对其网络口碑营销策略现状进行分析得出:通过以新媒体及传统媒体为推广平台实施情感策略、社区弱关系策略、强关系策略、互动策略及名人效益策略,以线上线下联动实施用户思维策略,携程旅行网现有的网络口碑营销策略既有行业共性,又带有自身企业文化的独特性。此外,借助问卷调查的形式了解网络用户关于携程旅行网的口碑,得出结论:携程旅行网在网络口碑塑造、传播及维护阶段均有待提升,可从传播过程的五大基本要素进行改进。在传播者、传播内容及受众方面,PGC与UGC并重,同时借助LBS确保信息精准性;在传播媒介方面,明确产品及投放平台的定位和属性,借助新兴的传播手段——移动直播进一步提升口碑传播效果;在反馈方面,借助多平台推广及搜索引擎优化及时处理公关问题。通过对携程旅行网网络口碑营销的进一步研究,在前人研究成果的基础之上结合个人实践经验,从其个性挖掘出更多共性,以期为在线旅游公司的发展提供营销策略借鉴,为学界有关企业网络口碑营销策略的研究提供一些参考。
[Abstract]:Word of mouth (WOM) is a kind of non-commercial information exchange among consumers with the help of oral language. Word-of-mouth marketing (WOM) has become one of the commonly used marketing strategies in large enterprises. With the development of network technology, word of mouth marketing has become the network word of mouth marketing, which has an important impact on the survival and development of various industries. In this paper, Ctrip Travel Network as the research object, with the help of literature review method, case analysis of its online word-of-mouth marketing strategy status analysis: through the new media and traditional media as the promotion platform for the implementation of emotional strategy, community weak relationship strategy, Strong relationship strategy, interactive strategy and celebrity benefit strategy, online and offline linkage to implement user thinking strategy, Ctrip travel network existing network word-of-mouth marketing strategy not only has the industry commonality, but also has its own unique corporate culture. In addition, with the help of questionnaires to understand the network users about Ctrip travel network word-of-mouth, draw a conclusion: Ctrip travel network in the network word-building, dissemination and maintenance of the stage to be improved, It can be improved from the five basic elements of the communication process. At the same time, with the help of LBS to ensure the accuracy of the information, in the media, the location and attributes of the product and the delivery platform are clear. With the help of a new means of communication, mobile direct broadcasting can further improve the effect of word-of-mouth communication. In terms of feedback, multi-platform promotion and search engine optimization are used to deal with public relations problems in a timely manner. Through the further research of Ctrip travel net network word-of-mouth marketing, combining with the previous research results, combining the personal practice experience, excavating more commonness from its individuality, in order to provide the marketing strategy reference for the development of the online travel company, To provide some reference for the academic circles about the enterprise network word-of-mouth marketing strategy research.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F592;G206

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