本文以社会化媒体平台为工具,运用整合营销的传播理论,釆用文献查阅
法、案例研究法、观察体验法以及相关科学理论的综合运用。结合在线旅游行
业的产品和服务特性,在携程公司社会化媒体营销现状分析的基础上,提出了
携程公司社会化媒体整合营销的理念,并为携程公司设计了社会化媒体整合营
销方案,旨在将在线旅游与社会化媒体营销进行深度融合,通过携程公司的社
会化媒整合营销方案的设计,最大程度的将携程及其品牌形象与行业内企业进
行区分,将携程公司的企业诉求最大范围、最深程度进行传播,以建立更为互
动、人性的企业客户关系。
本文第一章绪论,详述选题背景和研究意义,本文的研究方法和创新点、
研究思路和论文框架;第二章相关理论综述,主要对在线旅游服务、整合营销
传播、社会化媒体营销等理论和概念进行了综述;第三章,携程公司现状分析,
主要从携程公司的历史沿革、携程社会化媒体现状、携程社会化媒体营销现有
问题等方面进行了分析;第四章对携程社会化媒体整合营销方案的设计,提出
了携程社会化媒体整合营销的思路框架和方案;第五章是社会化媒体整营销方
案成功实施的保障进行了综述;第六章是结论与展望。
关键词:携程公司;社会化媒体;整合营销
ABSTRACT
The World Tourism Organization (WTO) predicts that,by 2015,the domestic tourist
arrivals in China will increase to 2.8 billion people, and a tourist market of more than
3.0 billion travelers will appear. China will become the greatest reception country in the
world and the fourth largest outbound tourist source country. In recent years, the
domestic online travel market has also increased significantly. In 2012,the scale of the
online travel market transactions reaches 172.97 billon Yuan, increasing by 61.3% as
compared with that in 2011. Seeing that online travel market has great market potential,
many established electric commercial enterprises have entered into the online travel
service market, intensifying competition in domestic online travel market. With the
development and popularization of internet technology and its application,the
production, life and consumptive habits for the broad masses are changing rapidly. In
the Internet Age,real-time web and social media become world trends. When it enters
the range of mainstream media, social media marketing is also affecting everyone, every
enterprise and other organizations or entities. And moreover, when access to
information and behavior patterns of consumers and potential consumers change,social
media marketing in the new era is bound to bring a significant challenge to traditional
marketing channels and marketing concepts .
Using social media platforms as a tools and adopting the theory of Integrated
Marketing Communication, literature review method,case study method,observing and
experiencing method and related theories, in combination with the products and service
features of online travel industry and analysis about current situation of Ctript social
media marketing, in this paper we puts forward integrated marketing concept of Ctrip
like social media and design the Ctrip company social media integrated marketing
programs. Our aim is to better integrate online travel with social media marketing.
Through carrying out the Ctrip company social media integrated marketing programs, it
is possible to distinguish Ctrip and its brand image from the enterprises in interrelated
industries to the greatest extent, to spread aspirations of Ctrip company in the biggest
range, thereby creating more interactive, more humanized relationship between
customers and enterprises
The first chapter of the thesis is introduction, which discusses the background,
significance, methods,innovation, creativity, design and framework of the thesis. The
second chapter is the summary of the related theories, including online travel service,
integrated marketing communication, social media marketing theories and concepts, the
third chapter is the situation analysis concerning Ctrip company,including evolutionary
history of Ctrip company, present situation of Ctrip social media, and the existing
problems of Ctrip social media marketing. The fourth chapter is the design about Ctrip
social media marketing program, including design framework and scheme of f Ctrip
social media IMC. The sixth chapter is the conclusion and prospect.
Key words: Ctrip Company; Social Media; Integrated Marketing Commxinication.
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