摘要..............................................................................................................I ABSTRACT....................................................................................................II 第一章绪论.................................................................................................3 1.1研究目的及意义.......................................................................................................3 1.2研究背景...................................................................................................................3 1.3研究方法...................................................................................................................5 1.4创新方面....................................................................................................................5 1.5研究内容及框架........................................................................................................5 第二章相关理论和文献综述.......................................................................8 2.1相关概念....................................................................................................................8 2.2相关理论...................................................................................................................10 2.3国外互联网旅游发展综述......................................................................................13 2.4国内“互联网+”全域旅游发展综述....................................................................13 第三章GXLY公司市场环境分析.............................................................17 3.1GXLY公司简介......................................................................................................17 3.2GXLY公司PEST分析...........................................................................................18 3.3GXLY公司SWOT分析.........................................................................................21 3.4GXLY公司市场营销现状4P分析........................................................................26 3.5本章总结.................................................................................................................26 第四章营销平台介绍和典型案例分析.....................................................28 4.1OTA平台的比较.....................................................................................................28 4.2微信平台的分析......................................................................................................29 4.3智圣汤泉旅游度假村“互联网+”营销案例........................................................30 4.4KH旅游公司“互联网+”转型案例.....................................................................33 4.5本章总结.................................................................................................................35 第五章GXLY公司县域旅游营销策略....................................................36 5.1打造“互联网+”县域旅游品牌............................................................................36 山东建筑大学硕士学位论文 2 5.2优化崮乡旅行社价格策略.....................................................................................43 5.3建设“互联网+”销售渠道...................................................................................45 5.4完善“互联网+”促销策略...................................................................................46 第六章结论与展望.....................................................................................50 6.1研究工作总结..........................................................................................................50 6.2研究展望..................................................................................................................50。。。。。。以下内容略