中美旅行网站推销手段的比较-以携程网与Orbitz为例_英语论文                    

Comparison between the Promotional Methods of Travel Websites in China and the USA—Illustrated by Examples of Ctrip and Orbitz             

摘要

现今，随着科技的不断进步，经济全球化的不断深入，各国消费者基本的物质需求得到了满足，在此基础上，人们开始追求更高的生活品质，对情感满足与精神享受的需求愈来愈强烈，而旅游则成了放松与享受生活的最重要的途径。旅行网站在这种情况下应运而生。与传统的旅行社相比，旅行网站提供的行程更丰富，价格更优惠，游客能自由利用时间，有很好的发展前景与极大的利润空间，但行业间各网站的竞争十分激烈，因此，有力的推销手段就显得尤为重要。

本文将以携程网和美国的Orbitz网站为例，先分析两大网站的经营现状和发展历史，了解基本情况。再进一步分析比较两大网站在推销时采用的相同和不同的手段及其结果，结合成功案例，明确不同推销手段的优缺点。旅行网站要想在竞争中获胜，就要就要以服务为核心竞争力，运用正确的推销手段，树立品牌形象，赢取市场份额。最后，本文将为旅行网站合理运用推销手段来占领市场，获得可观的利润提出切实可行的建议。

关键词：旅行网站  推销手段  携程  比较

Abstract

At present, with the constant progress of science and technology, and the deepening of the economic globalization, consumers all over the world have met their basic material needs. On the basis of this, people gradually begin to pursue a higher level of quality of life, and their need for emotional satisfaction and spiritual leisure has getting more and more intense. Under the circumstance, trip has become the most important way to relax and enjoy life. A large number of travel websites emerge at the historic moment. Compared with traditional travel agents, travel website has a good development prospect and great profit space, for it provides a richer schedule and the price is more favorable, besides, visitors can manage their time more flexibly. But the competition is becoming much hotter between the same vocation, therefore, a powerful promotional approach is particularly important. 

This paper will take Orbitz and Ctrip as examples, briefly analyze the present situation and development history of these two sites to acquaint the basic information. Then compare various approaches applied by the two sites in pushing the sale and the results. Finally, combined with successful cases, clear the advantages and disadvantages of different promotional methods. In order to win in the competition, travel website should emphasize service as core competitiveness, implement right promotional approaches and set brand image to win market share. Finally, this thesis will provide travel websites with feasible suggestions to use reasonable promotional methods to occupy the market and earn considerable profit. 

Key words: travel websites  promotional methods  Ctrip  comparison

Contents

Chapter 1 Introduction 3

Chapter 2 Travel Websites Promotional Methods and Influences 4

2.1 Definition of Travel Website 4

2.2 History of Travel Website 4

        2.2.1 Stage I: Germination Period(1996-1998) 4

2.2.2 Stage II: Initial Period(1999-2002) 4

2.2.3 Stage III: Development Period(2003-2008) 4

2.2.4 Stage IV: Maturity Period(2009-nowadays) 5

2.3 Promotional Methods 5

2.3.1 Definition of Promotion 5

2.3.2 Primary Promotional Approaches 5

2.3.3 Influence of Promotion 7

Chapter 3 Ctrip 9

3.1 General Situation of Ctrip 9

3.2 History of Ctrip 9

3.3 Promotional Methods of Ctrip 10

Chapter 4 Orbitz 11

4.1 General Situation of Orbitz 11

4.2 History of Orbitz 11

4.3 Promotional Methods of Orbitz 12

Chapter 5 Comparison between Ctrip and Orbitz 13

5.1 Similarities 13

        5.1.1 Services 13

    5.1.2 Promotional Methods 14

5.2 Difference 15

        5.2.1 Services 15

    5.2.2 Promotional Methods 15

5.3 Brief Analysis 16

Chapter 6 Suggestions 18

Chapter 7 Conclusion 20

Acknowledgments 21

References 22