这些年以来,由于互联网技术的不断创新发展,让人们的生活变得越来越方便。尤其是移动互联网的快速发展,让人们开始习惯运用手机上网来获取自己需要的信息。而在旅游业方面,旅行社目前也越来越重视对互联网的使用,针对游客散客化的趋势,积极探索网络营销模式,并取得了一定的效果。本文针对旅行社在网络营销的实际运用中存在的问题,提出了相应的创新策略。 In recent years, due to the continuous innovation and development of Internet technology, people’s lives have become more and more convenient. In particular, the rapid development of mobile Internet, let people get used to using mobile phones to get the information they need. In tourism, travel agencies are also increasing emphasis on the use of the Internet, according to the trend of tourists scattered, and actively explore the network marketing model, and achieved some results. This article aims at the travel agency in the actual use of network marketing problems, put forward the corresponding innovation strategy.