摘要:随着互联网的普及和发展，越来越多的旅行社认识到网络营销的重要性。如何突破传统的营销模式，主动转换角色，以适应网络时代的旅游市场要求，已经成为旅行社行业所不得不认真思考的问题。目前，我国绝大多数旅行社的网络营销还仅仅停留于简单的网站建设上，没有从应有的高度认识到网络营销对旅行社的重要意义。本文以重庆红帽子国际旅行社为例，为了更好的优化重庆红帽子国际旅行社的网络营销，对重庆红帽子国际旅行社的网络营销现状进行了系统分析和研究。

　　　论文首先对旅游网络营销的内涵以及特点大致阐述；然后，本文对重庆红帽子国际旅行社营销现状进行了全面的分析，一方面，使用PEST，对它做了宏观环境的分析，另一方面从重庆主要旅行社概况，重庆红帽子国际旅行社主要竞争对手分析以及重庆红帽子国际旅行社的网络营销的SWOT分析这三个方面对其微观环境进行阐述。接着通过对重庆红帽子国际旅行社的网络营销效果问卷的分析和统计，提炼出购买旅游产品消费者的消费模式，对影响消费者购买的内外部影响因素、网络营销效果的影响因素进行了分析和归类，由此提出了目前重庆红帽子国际旅行社的网络营销存在的问题，并重点对重庆红帽子国际旅行社网络营销问题的原因进行了深入探讨。最后，论文采用4PS提出重庆红帽子国际旅行社网络营销的优化研究方案。

关键词：市场营销  网络营销  旅游营销

ABSTRACT:With the popularization and development of Internet, more and more travel agencies recognize the importance of the network marketing. How to break the traditional marketing model, take the initiative to change the role, to adapt the requirements of the tourism market of the Internet age has become the tourism market and travel agencies have to seriously consider the issue. At present, the vast majority of China's travel agency network marketing also only stay in the Webster construction simple, not from the highly aware of network marketing should have the important meaning of the travel agency. This paper takes Chongqing red hat international travel agency as an example, in order to Chongqing red hat international travel agency network marketing optimization better, makes a systematic analysis and study of the network marketing situation of Chongqing red hat international travel agency.

　　　Firstly, the connotation of the tourism network marketing as well as the characteristic outline, carries on the analysis to the development of domestic tourism marketing. Then, this paper makes a comprehensive analysis on the red hat, Chongqing international travel service marketing present situation on the one hand, the use of PEST, analyzed the macro environment of it, on the other hand, from the major travel agencies in Chongqing survey, analysis of Chongqing red hat International Travel Agency main rivals and red hat SWOT Chongqing international travel agency network marketing analysis of these three aspects of the micro environment. Then through the analysis and statistics of the questionnaire of network marketing effect of Chongqing red hat international travel agency, refines the consumer purchase tourism product consumption patterns, internal and external influence factors to influence consumer purchase, network marketing effect factors were analyzed and classified, the present Chongqing red hat international travel agency network marketing problems, reasons and focus on Chongqing red hat international travel network marketing problems are discussed. Finally, the paper presented by 4PS optimization scheme of Chongqing red hat international travel agency network marketing.

Keywords： markting；network marketing；tourism marketing