旅游企业营销中存在的问题及建议解决路径

Problems Existing in Tourism Enterprise Marketing and Suggested Solutions

摘要: 信息经济时代背景下，旅游企业要提高市场占有率，需要更新营销观念，发展网络营销。然而，目前我国的旅游企业在网络营销方面存在信息不对称、调研不充分、未制定差异化营销策略、营销方式和内容缺乏新意、缺少旅游 + 市场营销 + 信息技术的复合型人才等问题，这些问题较大的阻碍了旅游企业的迅速发展。因此，旅游企业可以通过加强网络口碑营销、进行充分的市场调研，准确定位并细分目标市场、开发差异化旅游产品，制定差异化营销策略、借助事件营销进行旅游网站的推广、培养旅游网络营销专业技术人才、打造新型网络营销平台，加快旅游企业集团化建设等途径来更好的进行网络营销，增加游客量，提高企业竞争力。本文旨在为加强旅游企业的网络营销、促进旅游企业的健康发展提供一些解决路径的思路。

Abstract: Under the background of the information economy era, tourism enterprises need to update their marketing concepts and develop network marketing in order to increase their market share. However, at present, my country’s tourism enterprises have problems in network marketing such as information asymmetry, insufficient research, lack of differentiated marketing strategies, lack of innovative marketing methods and content, and lack of compound talents of tourism + marketing + information technology. The bigger problem hinders the rapid development of tourism enterprises. Therefore, tourism enterprises can accurately locate and subdivide target markets, develop differ-entiated tourism products, formulate differentiated marketing strategies, use event marketing to promote tourism websites, and cultivate tourism network marketing by strengthening online word-of-mouth marketing and conducting sufficient market research. Professional and technical personnel, building a new network marketing platform, and speeding up the construction of tourism enterprise groups to better conduct network marketing, increase the number of tourists, and improve the competitiveness of enterprises. The purpose of this paper is to provide some solutions for strengthening the network marketing of tourism enterprises and promoting the healthy development of tourism enterprises.