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以阿里旅行·去啊在线旅游企业为研究对象,引入旅游生态位理论,阐释旅游营销生态位的内涵,并对该企业旅游营销生态位进行深入分析,研究结果表明:“去啊”作为在线旅游行业中的后起之秀,要想在该行业中获得立足之地,需要集中利用其优势资源,实施差异化营销战略,在产品维、价格维、服务维、体验维等四个营销维度上进行旅游生态位的战略性调整和优化。
This paper takes the online travel enterprise of Ali Traveling and Tourism as the research object, introducing the theory of tourism niche, explaining the connotation of tourism marketing niche and deeply analyzing the tourism marketing niche of the enterprise. The results show that: In the online travel industry, a rising star, in order to gain a foothold in the industry, need to focus on utilizing its advantageous resources and implementing a differentiated marketing strategy in four marketing dimensions of product dimension, price dimension, service dimension and experience dimension Strategic Adjustment and Optimization of Tourism Niche.