GXLY 公司在蒙阴辖区内属于旅游行业的龙头企业，随着蒙阴县经济社会的发展， 在不断壮大本公司整体实力的同时，公司越来越担负着发展县域经济，提供就业岗位 的社会责任。蒙阴县林木资源丰富，森林覆盖率达到 94%。辖区内有省内第二高山蒙山， 第二大淡水湖泊云蒙湖，有“天下第一崮乡”岱崮地貌和红色革命圣地孟良崮。近几 年，“互联网+”技术越来越应用于各行各业中，GXLY 公司传统营销策略随着互联网 的快速发展面临着挑战。如今在线旅游平台发展迅速，其中移动互联网快速发展给各 行各业带来的影响越来越明显。为了保证 GXLY 公司的更好发展，改变传统的营销策 略以适应未来市场的快速发展就变得更加急迫。本文以县域旅游企业 GXLY 公司为例， 结合当前“互联网+”技术发展的新趋势，就如何利用蒙阴县域内丰富的旅游资源来改 进营销策略进行探究。 本文首先系统阐述“互联网+”、全域旅游概念和市场营销相关理论，对 GXLY 公 司进行 PEST 和 SWOT 分析，按照 4P 市场营销理论对 GXLY 公司营销现状进行分析， 提出存在的问题。其次比较各个 OTA 平台的优势劣势，搜集整理沂南智圣汤泉旅游度 假村和 KH 旅游公司成功转型案例，经验总结。最后得出利用“互联网+”技术和蒙阴 县丰富的旅游资源，借鉴成功转型案例经验，改进 GXLY 公司县域旅游营销策略。暨 打造县域旅游品牌、优化崮乡旅行社价格策略、建设“互联网+”销售渠道、完善“互 联网+”促销策略。 最后，总结与展望部分，总结全文 ，提炼特色，指出不足，对后期研究作出展望。 关键词：营销策略 县域旅游 互联网+ 在线旅游山东建筑大学硕士学位论文 II ABSTRACT Gxly company is a leading enterprise in the tourism industry in Mengyin district. With the development of economy and society in Mengyin County, while constantly strengthening the overall strength of the company, the company is more and more responsible for developing the county economy and providing jobs. Mengyin County is rich in forest resources, and the forest coverage rate reaches 94%. Within the jurisdiction, there are Mengshan mountain, the second highest mountain in the province, Yunmeng lake, the second largest fresh water lake, daigu landform of "the first Gu township in the world" and Menglianggu, the holy land of red revolution. In recent years, Internet plus technology has been applied in all walks of life. GXLY's traditional marketing strategy is facing challenges with the rapid development of Internet. Nowadays, online tourism platform develops rapidly, among which the rapid development of mobile Internet brings more and more obvious impact on all walks of life. In order to ensure the better development of gxly company, it is more urgent to change the traditional marketing strategy to adapt to the rapid development of the future market. Taking GXLY company of county tourism as an example, this paper explores how to improve the marketing strategy by using abundant tourism resources in Mengyin County, combined with the new trend of the Internet plus technology development. Firstly, the paper systematically expounds the concept of "Internet plus", the concept of global tourism and the theory of marketing, analyzes PEST and SWOT of GXLY company, and analyzes the marketing status of GXLY company according to 4P marketing theory, and puts forward the existing problems. Secondly, compare the advantages and disadvantages of each OTA platform, collect and sort out the successful transformation cases of Yinan Zhisheng Tangquan tourism resort and KH tourism company, and summarize the experience. Finally, we draw the experience of "Internet plus" technology and Mengyin rich tourism resources, and draw lessons from successful transformation cases, and improve the marketing strategy of GXLY county tourism. We should build up county tourism brand, optimize the price strategy of Gushan travel agency, build "Internet plus" sales channel, and improve the "Internet plus" promotion strategy. Finally, the part of summary and prospect summarizes the full text, refines the山东建筑大学硕士学位论文 III characteristics, points out the shortcomings, and makes a prospect for the later research. Key Words: marketing strategy, county tourism, internet plus, online tourism山东建筑大学硕士学位论文 1 目 录 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 3.1 GXLY 公司简介...................................................................................................... 17 3.2 GXLY 公司 PEST 分析...........................................................................................18 3.3 GXLY 公司 SWOT 分析.........................................................................................21 3.4 GXLY 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 4.1 OTA 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 4.4 KH 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