中文摘要
中文摘要
随着我国经济社会的不断发展，城镇和乡村居民的收入也在逐年增长，人
们对于旅游出行、度假休闲的需求也越来越大，四通八达的航空网络、高铁、
高速公路更是缩短了旅途的距离。同时，互联网的高速发展、智能终端的快速
普及，让网络平台成为了消费者获取旅游信息最便捷、最高效的渠道，而网络
营销也成为了各大旅游企业必备的营销手段。
本文以H公司阳宗海旅游项目为研究对象，通过实地走访、访谈等方式对
该项目经营状况、营销现状等进行全方位的了解，结合问卷调查、官方统计数
据对比分析，发现了项目网络营销中存在的问题，并运用相关营销理论对项目
的营销环境进行了多角度的剖析，最后对其网络营销优化策略进行研究。
首先，通过归纳总结H公司阳宗海旅游项目的营销现状，了解到该项目目
前网络营销中存在产品组合单一、价格体系固化、营销渠道较窄、促销手段陈
旧等等一系列问题。
其次，通过运用PEST模型、波特五力模型对项目外部宏观环境和产业竞争
环境进行分析，发现该项目宏观环境条件十分良好，市场潜力巨大，且正迎来
智慧化转型升级的关键时期，但同时行业竞争激烈，项目应当积极适应、充分
利用这些良好的宏观环境，转变传统营销观念，优化网络营销策略，提升自身
综合竞争力，推动项目在互联网、数字化时代健康发展。
同时，通过运用SWOT分析工具对项目优劣势、机遇及挑战等进行分析后，
发现其优劣势都很明显。企业应重新结合自身产品优势，全面提升产品品质和
服务的同时把握智慧旅游和新兴技术迅猛发展的大好机遇，注重高质量营销人
才的引进，构建项目网络营销体系，通过网络营销加大营销覆盖广度，吸引更
多游客，并为项目打造更好的品牌形象。
最后，通过STP分析，笔者认为H公司阳宗海旅游项目应当采用差异性市
场定位，打造与众不同的特色旅游形象。结合前述分析、定位，笔者为H公司
阳宗海旅游项目网络营销策略提出一些优化建议。具体来说，产品策略方面，
要进一步丰富和优化产品组合，提升产品品质，加大亲子、夜游产品开发；在
价格策略方面，结合项目运营实际制定差异化的定价策略；在渠道策略方面，
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中文摘要
要从建立、开发自有网络营销渠道，加大第三方网络平台合作，充分利用新兴
媒体营销手段等入手；在促销策略方面，对采用组合促销、主题促销、跨界促
销等策略进行了阐述；在服务策略方面，要建立、完善网络客服系统，重视客
户维护并做好口碑管理。最后对这些营销策略的有效实施提出了相关的建议，
希望能够对该项目未来的网络营销工作提供一些参考。
关键词：旅游项目；网络营销；阳宗海旅游；营销策略
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Abstract
Abstract
With the continuous development of China's economy and society, the income of
urban and rural residents is also increasing year by year. People's demand for tourism,
vacation and leisure is also increasing. The air network, high-speed rail and
expressway in all directions shorten the travel distance. At the same time, the rapid
development of the Internet and the rapid popularization of intelligent terminals make
the network platform the most convenient and efficient channel for consumers to
obtain tourism information, and network marketing has also become a necessary
marketing means for major tourism enterprises.
Taking the Yangzonghai tourism project of H company as the research object,
this paper makes a comprehensive understanding of the operation and marketing
status of the project through field visits and interviews, combined with questionnaire
survey and comparative analysis of official statistical data, finds out the problems
existing in the project's network marketing, and uses relevant marketing theories to
analyze the marketing environment of the project from multiple angles, Finally, the
optimization strategy of network marketing is studied.
Firstly, by summarizing the marketing status of Yangzonghai tourism project of
H company, we understand that there are a series of problems in the current network
marketing of the project, such as single product portfolio, solidified price system,
narrow marketing channels, outdated promotion means and so on.
Secondly, by using PEST model and Porter's five forces model to analyze the
external macro environment and industrial competition environment of the project, it
is found that the macro environmental conditions of the project are very good, the
market potential is huge, and the project is ushering in a key period of intelligent
transformation and upgrading, but at the same time, the industry competition is fierce,
and the project should actively adapt to and make full use of these good macro
environments, Change the traditional marketing concept, optimize the network
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