摘要
隨著網(wǎng)絡技術(shù)的發(fā)展與成熟，世界上正有越來越多的旅游企業(yè)利用互聯(lián)網(wǎng)技術(shù)
進行旅游營銷活動。我國旅游網(wǎng)站的建設最早可以追溯到1996年，經(jīng)過幾年的摸
索與積累，國內(nèi)已經(jīng)有相當一批具有一定資訊服務實力的旅游網(wǎng)站，但與國外特
別是美國的一些知名旅游網(wǎng)站相比還存在很大差距。本文將從網(wǎng)絡營銷的角度比
較中美兩國旅游網(wǎng)站營銷效果上的差異，并深入分析引起差異的原因，最后有針
對性的為我國旅游網(wǎng)站有效實施營銷策略提出建議。
首先，本文采用了對應分析法對兩國旅游網(wǎng)站的營銷效果進行比較分析，對
其中不宜使用對應分析法來研究的特殊指標——網(wǎng)站內(nèi)容，本文使用了雷達圖對
其進行單獨比較分析。通過比較我們發(fā)現(xiàn)，美國旅游網(wǎng)站以網(wǎng)站流量大、訪問量
高、被鏈接數(shù)多為主要特征；我國旅游網(wǎng)站則更偏重于網(wǎng)站速度和頁面瀏覽數(shù)。
網(wǎng)站內(nèi)容上，中美旅游網(wǎng)站主要的差距集中體現(xiàn)在折扣優(yōu)惠、特色服務、安全保
障、搜索功能、企業(yè)信譽、企業(yè)形象、品牌信譽和線上訂購方面。總之，我國旅
游網(wǎng)站在評價網(wǎng)絡營銷效果的三大方面——網(wǎng)站設計、網(wǎng)站推廣和網(wǎng)站流量上與
美國旅游網(wǎng)站相比均存在一定差距，差距最大的是網(wǎng)站流量，其次是網(wǎng)站設計和
網(wǎng)站推廣。
然后，本文深入分析了以上差距存在的原因。外部原因——網(wǎng)絡營銷環(huán)境上
的差異，主要包括技術(shù)環(huán)境、經(jīng)濟環(huán)境、法律政策環(huán)境和消費者行為等；內(nèi)部原
因——網(wǎng)絡營銷策略上的差異，主要包括產(chǎn)品策略、價格策略、渠道策略和促銷
策略。通過內(nèi)外部原因的比較分析我們發(fā)現(xiàn)，技術(shù)環(huán)境和經(jīng)濟環(huán)境上的差異是兩
國旅游網(wǎng)站營銷效果差距的根本原因；其次在營銷策略的使用上，網(wǎng)站品牌建設、
個性化定制服務、折扣和優(yōu)惠、良好的售后服務以及與大導航臺的獨家合作是美
國旅游網(wǎng)站在網(wǎng)站流量、網(wǎng)站推廣上領(lǐng)先我國的直接原因。
最后，根據(jù)以上的分析，本文有針對性的為我國旅游網(wǎng)站有效實施營銷策略
提出了幾點建議。
本文首次把對應分析法用于對旅游網(wǎng)站營銷效果的比較研究中。同時，我們
從數(shù)據(jù)的表象觀察，到深入分析表象觀察結(jié)果的原因，最后根據(jù)原因提出建議，
在研究體系上嚴格遵循了管理科學從診斷到分析病根再到對癥下藥的研究步驟。
關(guān)鍵詞：中美旅游網(wǎng)站，網(wǎng)絡營銷效果，對應分析法，網(wǎng)絡營銷策略Abstract
II
Abstract
With the development of the network technology，more and more tourist
enterprises are utilizing the internet technology to carry on the travel marketing activity.
Compared American travel websites and Chinese travel website,no matter in the
network technology,service range,content,or the great environments of the whole
network marketing all greatly differ from each other.This paper will compare the
difference of website's marketing result between the American travel website and
Chinese travel website in terms of network marketing.Then analyzes the reasons for
causing the difference.Finally,puts forward the suggestion effectively for the travel
websites of our country.
Firstly,the paper carries on comparative analysis to the marketing result of travel
websites between two countries with the correspondence analysis.Especially,studying
website content is unsuitable to use correspondence analysis,we use radar diagram go
on comparative analysis.The conclusion reveals that Chinese travel websites compared
with American travel website have certain disparity at the Website’s design,website’s
popularization and website’s flow.The one with the biggest gap is website's flow,
secondly are website design and website's popularization.
Then,this paper analyses in depth the reason existed in disparity above.Through
the comparative analysis of the domestic and foreign reason,we find that the difference
of technological environment and economic environment is basic reason of disparity in
the two countries’website marketing result.Secondly in the use of the marketing tactics,
website's brand construction,individualization,discount,and the good after-sale service
are the immediate causes leading the disparity in website's flow and website
popularizes.
Finally,according to the analysis of the above,we proposed some suggestions for
Chinese travel website implementing the Internet marketing tactics effectively.For
example,building the tourist resources database,launch the individualized reservation
service,after-sale service,etc.
Keywords:Chinese and American travel website;the performance of e-Marketing;
Correspondence analysis;e-Marketing strategy目錄
III
目錄
第一章緒論..............................................................................................................１
1.1課題背景及研究意義.........................................................................................１
1.2本文的主要工作和創(chuàng)新之處.............................................................................３
第二章理論背景及國內(nèi)外研究現(xiàn)狀..........................................................................６
2.1網(wǎng)絡營銷及其相關(guān)理論回顧.............................................................................６
2.1.1網(wǎng)絡營銷的概念和策略.................................................................................６
2.1.2網(wǎng)絡營銷效果的測評................................................................................