| Network has been given to the traditional shopping and consumption patterns brought strong impact,due to its ability to enable shoppers enjoy staying at home you can order the convenient,do not have to visit the scene can be from online preview and so on edge,making businesses or enterprises had to face up to the network.To adapt to the new consumption habits of customers,in marketing the make the best use of network resources,to maintain the original competitive advantage.And tourism industry by means of network to expand the marketing performance has unique advantages: first of all,due to the widespread distribution of potential tourist resources can use the Internet to gather;secondly,the travel agency can will own tourist routes made propaganda video delivery to the network,allowing visitors to online will be able to enjoy the tour scenery;finally,it can be easily across time and space constraints to the network to collect the tourists to travel service has any suggestions and feedback.Therefore,it is a reality that the Chinese tourism industry has to face the competition and enhance the ability of the tourism industry to develop the tourism industry,which will be applied to the tourism industry.In order to maintain the market competition advantage in the network times,tourism enterprises must be good at using the network to practice marketing,in order to adapt to the new features of customer consumption.Enterprises in order to continuously improve their own network marketing level,it is necessary to evaluate and optimize their own network marketing practices,and found that the advantages and disadvantages in order to take targeted measures to optimize.Author before the YD travel,first of all by reference to the existing research results combined with internal situation,in this paper,the design of the network marketing effect evaluation index system,then use AHP to determine the weight of each index,finally has made the evaluation and investigation of YD travel network marketing practice.Evaluation scores obtained through descriptive statistics and the corresponding weights of cross comparison and analysis,determine the subsequent need for focus in network marketing practice,and accordingly proposed some suggestions for improvement.Data analysis showed that: YD travel the whole network marketing effect level to moderate slightly lower level,in the network marketing effect evaluation survey weights is relatively large and the factor scores and relatively low is web design aesthetics,buy travel products and releasing the transmission line,online price compared to the company's store more competitive,the online price than other companies similar line more competitive,member enjoy discounts,promotional advertising network,blog,microblogging and micro channel marketing,online customer service level of business,online customer service.These issues make YD travel agencies in the follow-up to enhance the work of its network marketing practices appear to be targeted.according to the results of the analysis,this study of YD travel agency is proposed and the beautiful appearance of the following promotion network marketing implementation scheme is proposed: to enhance the web,objective tourism products,a reasonable guide visitors to the price expectations,and make good use of blogs and micro channel marketing and strengthen the training of online customer service personnel,to enhance the network marketing and customer satisfaction,to help YD travel agency to gain competitive advantage.In order to make network marketing to enhance the implementation of the program has been effectively implemented and fully play its efficacy,the company also from four aspects of organization,system,human resources and information do guarantee work,in order to more effective implementation of lifting scheme. |
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