摘 要

随着信息时代的到来和人民可支配收入的提高，中国已成为世界旅游第一大国，其中，旅游电子商务在旅游经济方面居主导地位。携程旅行网作为旅游电子商务的巨头，仍然有着很大的发展空间。在众多旅游电子商务企业中，携程旅行网在旅游电子商务市场中一直处于明显的领先地位，但也存在着许多问题。如何在竞争日趋激烈、市场份额日趋接近饱和的在线旅游市场环境中制定合适的营销策略，提高服务水平，保持企业的盈利能力，已经成为国内旅游电子商务行业需要迫切解决的问题。

本文主要是基于225份消费者问卷调查的结果对携程旅行网服务改进策略展开研究分析，为其服务改进策略提供建议。本文在第一章主要介绍了研究的目的和意义，对相关的文献回顾进行了归纳，并对全文研究思路做了概括；在第二章对携程旅行网的竞争环境进行了分析，主要针对携程旅游的公司背景、发展和目前的竞争地位进行了描述，对其营销环境机会运用了PEST宏观分析法和携程旅行网竞争对手分析法；第三章主要是，针对携程旅行网自身的竞争优劣势进行分析；第四章根据问卷调查的结果，进行电子商务服务消费者评价分析，最终得出携程旅行网服务方面的改进策略建议，促进其完善产品设计，提高服务水平。

关键词：服务改进策略；旅游电子商务网站；旅游体验；携程旅游

Research on the improvement strategy of ctrip e-commerce service

ABSTRACT

With the arrival of the information age and the improvement of people's disposable income, China has become the world's largest tourism country, in which tourism e-commerce plays a leading role in tourism economy. As a giant in tourism e-commerce, Ctrip still has a lot of room for development. Among many tourism e-commerce enterprises, Ctrip has always been in an obvious leading position in the tourism e-commerce market, but there are also many problems. How to formulate appropriate marketing strategies, improve service level and maintain the profitability of enterprises in an increasingly competitive online tourism market environment with market share approaching saturation has become an urgent problem to be solved by the domestic tourism e-commerce industry.

This article is mainly based on the results of 225 consumer questionnaires to study and analyze the service improvement strategies in Ctrip, and to provide suggestions for its service improvement strategies. In the first chapter, this paper mainly introduces the purpose and significance of the research, summarizes the relevant literature review, and summarizes the research ideas of the full text. In the second chapter, it analyzes the competitive environment in Ctrip, mainly describes Ctrip's company background, development and current competitive position, and applies PEST macro analysis and Ctrip competitor analysis to its marketing environment opportunities. The third chapter mainly analyzes the advantages and disadvantages of Ctrip's own competition. The fourth chapter, based on the results of the questionnaire survey, conducts the evaluation and analysis of e-commerce service consumers, and finally draws the conclusion that there are problems in Ctrip's service suggestions on service improvement strategies to promote the improvement of product design and service level.

Key words：Service improvement strategy; Travel e-commerce website; Tourism experience；Ctrip travel

目 录

1前言………………………………………………………………………………………1

1.1研究背景与目的………………………………………………………………1

1.1.1研究背景…………………………………………………1

1.1.2 研究目的…………………………………………………………………………2

1.2 文献回顾…………………………………………………………………………2

1.2.1 旅游电子商务平台相关研究…………………………………………………2

1.2.2 关于携程旅游相关研究…………………………………………………3

1.2.3 关于行业其他公司的研究…………………………………………………4

1.3研究思路与方法…………………………………………………5

1.3.1研究思路…………………………………………………5

1.3.2 研究方法…………………………………………………6

2携程旅游网竞争环境分析…………………………………………………7

2.1携程旅行网公司背景…………………………………………………7

2.2携程旅行网的宏观营销环境分析…………………………………………………8

2.2.1经济环境分析…………………………………………………8

2.2.2政策环境分析…………………………………………………9

2.2.3文化环境分析…………………………………………………10

2.2.4科技环境分析…………………………………………………10

2.3携程旅游网竞争对手分析…………………………………………………11

2.3.1飞猪网…………………………………………………11

2.3.2艺龙旅行网…………………………………………………12

2.3.3去哪儿网…………………………………………………13

2.3.4驴妈妈旅行网…………………………………………………13

2.4总结…………………………………………………14

3携程旅游竞争优劣势分析…………………………………………………16

3.1竞争优势分析…………………………………………………16

3.1.1品牌优势…………………………………………………16

3.1.2客户优势…………………………………………………16

3.1.3技术优势…………………………………………………16

3.1.4服务与产品优势…………………………………………………17

3.1.5资源整合优势…………………………………………………17

3.2竞争劣势分析…………………………………………………18

3.2.1组织劣势…………………………………………………18

3.2.2资本劣势…………………………………………………18

3.2.3创新劣势…………………………………………………18

4电子商务服务消费者评价分析…………………………………………………19

4.1调查问卷设计与数据收集…………………………………………………19

4.1.1问卷设计…………………………………………………19

4.1.2数据收集…………………………………………………20

4.2旅行消费行为调查………………………………………………………………21

4.2.1关于旅行花费与频率………………………………………21

4.2.2关于旅行目的地…………………………………………………22

4.2.3关于旅游电子商务网站使用………………………………………22

4.3携程旅游网消费者态度调查…………………………………………………23

4.3.1四个方面得分分析…………………………………………………23

4.3.2总体评价和消费意愿分析…………………………………………………25

4.4竞争对手比较分析…………………………………………………26

4.4.1四个方面得分分析…………………………………………………26