联系我们

论文查询结果	返回搜索

论文编号：	115
作者编号：	2120052007
上传时间：	2007/6/22 13:30:32
中文题目：	信息论角度的旅游网络营销研究
英文题目：	A Study on the Tourism Network
指导老师：	刘定军
中文关键字：	信息论;旅游;网络营销>
英文关键字：	Information Theory Tourism N
中文摘要：	面对我国旅游传统营销的高成本、低效率的现状以及旅游者个性化需求的不断增强，旅游业迫切需要有一种更好的信息传递方式和市场营销模式的出现，网络营销成为必然。纵观我国的旅游网络营销，虽然数量上在不断增长，但效果却不甚理想，存在着产品设计不符合旅游者需求，缺乏品牌意识，个性化沟通不足，网络营销基础薄弱等主要问题，与国外有着很大的差距。 信息论是“三论”之一，在自然科学、社会科学和思维科学中被广泛应用并取得了举世瞩目的成就，旅游网络营销属于社会科学领域，用信息论来研究旅游网络营销问题在逻辑上是可行的。基于这些考虑，本文试图从信息论角度对旅游网络营销中的问题进行研究。 首先，在对市场营销理论以及网络营销理论进行梳理的过程中，笔者发现已有的旅游网络营销理论只是现有网络营销理论在旅游业中的简单套用，这些研究对于旅游网络营销具有一定的指导意义，但是缺乏深入研究旅游与网络营销之间本质联系的理论工具。在此理论研究的基础之上，笔者对我国旅游网络营销的现状进行了分析，重点阐述了旅游网络营销中的主要问题，本文将针对这些问题展开研究。 其次，在运用信息论思想把旅游产品的生产抽象为信息的生产、旅游消费抽象为对信息的消费的基础上，构建了基于信息论的旅游网络营销的理论模型，并详细阐述了旅游网络营销信息源、信息传递渠道、信息的接收与反馈等要素的特点，为改进旅游网络营销的现状提供了理论工具。 再次，针对旅游网络营销中的主要问题，笔者结合网络营销信息传递的原则，提出了要建立旅游网络营销全程信息服务系统，并从模型出发提出了强化信息源的提供、拓展信息传递渠道、培育信息接受者和减少噪音的改进策略，为理论模型在实践中的应用提供了具体的范例。 最后，对文章各个部分研究结论和成果进行简明扼要的总结，指出文章中存在的不足及后续研究方向。
英文摘要：	Now our traditional tourism marketing has high cost and low effect, on the other hand, tourists’ personal demands have gradually increased, so that it is urgent to build up a better information transfer method and marketing mode. It is no doubt that network marketing must become unavoidable. In China, although network marketing have been increasing fast on quantity, there are many problems such as products design not corresponding with tourists’ demands, lack of brand awareness, insufficient individual communication and unstable network marketing basis etc. all of which have made us drop behind other countries. It is well recognized that information theory has been widely applied in natural science, social science and thinking science with outstanding achievements. Logically speaking, tourism network marketing belongs to social science, so it is available to study problems in network marketing with information theory. In view of the analysis above, this thesis dedicates to study the application of information theory in tourism network marketing. While studying marketing and network marketing, the author found that the existing theories in tourism network marketing are network marketing theories simply applied to tourism. However these prior researches are helpful for tourism network marketing, there is also a lack of theory tools which can be used in studying the relationship between tourism and network marketing. Based on the theory research above, this thesis analyzes the current condition of China tourism network marketing and focuses on researching the main problems existing in this field. Secondly, in terms of information theory, this thesis abstracts the manufacture of tourism products into that of information, the consumption of tourism into that of information. A theory model of tourism network marketing based on information theory is established. Moreover, this thesis describes the information sources, transfer channels, reception and feedback characteristics in tourism network marketing, which would offer theory tools for the improvement of tourism network marketing. Thirdly, regarding the main problems in tourism network marketing, the author proposed to establish an information system over the whole process of tourism network marketing and gave some suggestions such as strengthening information sources supply, extending information transfer channels, training information receivers and reducing noises. So it offers specific examples for the application of this theory model. Finally, the author makes a brief summary of the whole thesis, points out existing disadvantages in the research as well as research directions afterwards.
查看全文：	预览  下载(下载需要进行登录)