摘要
隨著網(wǎng)絡(luò)技術(shù)的發(fā)展與成熟，世界上正有越來(lái)越多的旅游企業(yè)利用互聯(lián)網(wǎng)技術(shù)
進(jìn)行旅游營(yíng)銷(xiāo)活動(dòng)。我國(guó)旅游網(wǎng)站的建設(shè)最早可以追溯到1996年，經(jīng)過(guò)幾年的摸
索與積累，國(guó)內(nèi)已經(jīng)有相當(dāng)一批具有一定資訊服務(wù)實(shí)力的旅游網(wǎng)站，但與國(guó)外特
別是美國(guó)的一些知名旅游網(wǎng)站相比還存在很大差距。本文將從網(wǎng)絡(luò)營(yíng)銷(xiāo)的角度比
較中美兩國(guó)旅游網(wǎng)站營(yíng)銷(xiāo)效果上的差異，并深入分析引起差異的原因，最后有針
對(duì)性的為我國(guó)旅游網(wǎng)站有效實(shí)施營(yíng)銷(xiāo)策略提出建議。
首先，本文采用了對(duì)應(yīng)分析法對(duì)兩國(guó)旅游網(wǎng)站的營(yíng)銷(xiāo)效果進(jìn)行比較分析，對(duì)
其中不宜使用對(duì)應(yīng)分析法來(lái)研究的特殊指標(biāo)——網(wǎng)站內(nèi)容，本文使用了雷達(dá)圖對(duì)
其進(jìn)行單獨(dú)比較分析。通過(guò)比較我們發(fā)現(xiàn)，美國(guó)旅游網(wǎng)站以網(wǎng)站流量大、訪問(wèn)量
高、被鏈接數(shù)多為主要特征；我國(guó)旅游網(wǎng)站則更偏重于網(wǎng)站速度和頁(yè)面瀏覽數(shù)。
網(wǎng)站內(nèi)容上，中美旅游網(wǎng)站主要的差距集中體現(xiàn)在折扣優(yōu)惠、特色服務(wù)、安全保
障、搜索功能、企業(yè)信譽(yù)、企業(yè)形象、品牌信譽(yù)和線(xiàn)上訂購(gòu)方面?？傊?，我國(guó)旅
游網(wǎng)站在評(píng)價(jià)網(wǎng)絡(luò)營(yíng)銷(xiāo)效果的三大方面——網(wǎng)站設(shè)計(jì)、網(wǎng)站推廣和網(wǎng)站流量上與
美國(guó)旅游網(wǎng)站相比均存在一定差距，差距最大的是網(wǎng)站流量，其次是網(wǎng)站設(shè)計(jì)和
網(wǎng)站推廣。
然后，本文深入分析了以上差距存在的原因。外部原因——網(wǎng)絡(luò)營(yíng)銷(xiāo)環(huán)境上
的差異，主要包括技術(shù)環(huán)境、經(jīng)濟(jì)環(huán)境、法律政策環(huán)境和消費(fèi)者行為等；內(nèi)部原
因——網(wǎng)絡(luò)營(yíng)銷(xiāo)策略上的差異，主要包括產(chǎn)品策略、價(jià)格策略、渠道策略和促銷(xiāo)
策略。通過(guò)內(nèi)外部原因的比較分析我們發(fā)現(xiàn)，技術(shù)環(huán)境和經(jīng)濟(jì)環(huán)境上的差異是兩
國(guó)旅游網(wǎng)站營(yíng)銷(xiāo)效果差距的根本原因；其次在營(yíng)銷(xiāo)策略的使用上，網(wǎng)站品牌建設(shè)、
個(gè)性化定制服務(wù)、折扣和優(yōu)惠、良好的售后服務(wù)以及與大導(dǎo)航臺(tái)的獨(dú)家合作是美
國(guó)旅游網(wǎng)站在網(wǎng)站流量、網(wǎng)站推廣上領(lǐng)先我國(guó)的直接原因。
最后，根據(jù)以上的分析，本文有針對(duì)性的為我國(guó)旅游網(wǎng)站有效實(shí)施營(yíng)銷(xiāo)策略
提出了幾點(diǎn)建議。
本文首次把對(duì)應(yīng)分析法用于對(duì)旅游網(wǎng)站營(yíng)銷(xiāo)效果的比較研究中。同時(shí)，我們
從數(shù)據(jù)的表象觀察，到深入分析表象觀察結(jié)果的原因，最后根據(jù)原因提出建議，
在研究體系上嚴(yán)格遵循了管理科學(xué)從診斷到分析病根再到對(duì)癥下藥的研究步驟。
關(guān)鍵詞：中美旅游網(wǎng)站，網(wǎng)絡(luò)營(yíng)銷(xiāo)效果，對(duì)應(yīng)分析法，網(wǎng)絡(luò)營(yíng)銷(xiāo)策略Abstract
II
Abstract
With the development of the network technology，more and more tourist
enterprises are utilizing the internet technology to carry on the travel marketing activity.
Compared American travel websites and Chinese travel website,no matter in the
network technology,service range,content,or the great environments of the whole
network marketing all greatly differ from each other.This paper will compare the
difference of website's marketing result between the American travel website and
Chinese travel website in terms of network marketing.Then analyzes the reasons for
causing the difference.Finally,puts forward the suggestion effectively for the travel
websites of our country.
Firstly,the paper carries on comparative analysis to the marketing result of travel
websites between two countries with the correspondence analysis.Especially,studying
website content is unsuitable to use correspondence analysis,we use radar diagram go
on comparative analysis.The conclusion reveals that Chinese travel websites compared
with American travel website have certain disparity at the Website’s design,website’s
popularization and website’s flow.The one with the biggest gap is website's flow,
secondly are website design and website's popularization.
Then,this paper analyses in depth the reason existed in disparity above.Through
the comparative analysis of the domestic and foreign reason,we find that the difference
of technological environment and economic environment is basic reason of disparity in
the two countries’website marketing result.Secondly in the use of the marketing tactics,
website's brand construction,individualization,discount,and the good after-sale service
are the immediate causes leading the disparity in website's flow and website
popularizes.
Finally,according to the analysis of the above,we proposed some suggestions for
Chinese travel website implementing the Internet marketing tactics effectively.For
example,building the tourist resources database,launch the individualized reservation
service,after-sale service,etc.
Keywords:Chinese and American travel website;the performance of e-Marketing;
Correspondence analysis;e-Marketing strategy目錄
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目錄
第一章緒論..............................................................................................................１
1.1課題背景及研究意義.........................................................................................１
1.2本文的主要工作和創(chuàng)新之處.............................................................................３
第二章理論背景及國(guó)內(nèi)外研究現(xiàn)狀..........................................................................６
2.1網(wǎng)絡(luò)營(yíng)銷(xiāo)及其相關(guān)理論回顧.............................................................................６
2.1.1網(wǎng)絡(luò)營(yíng)銷(xiāo)的概念和策略.................................................................................６
2.1.2網(wǎng)絡(luò)營(yíng)銷(xiāo)效果的測(cè)評(píng)................................................................................