携程旅行网营销分析报告.doc

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1、携程旅行网营销分析报告目录1企业概述.............................................................................................................-1-1.1携程旅行网概述...................................................................................-1-1.2盈利模式分析..................

2、......................................................................-2-1.3价值链分析................................................................................................-5-2携程旅行网营销环境分析.............................................................

3、....................-10-2.1宏观环境分析..........................................................................................-10-2.2微观环境分析...........................................................................................-14-2.3企业内部条件分析...........

4、.......................................................................-16-3携程旅行网营销战略.........................................................................................-19-3.1携程多样化战略.................................................................

5、......................-19-3.2经营和收入模型战略..............................................................................-24-3.3目标营销战略...........................................................................................-28-3.4多渠道沟通战略...................

6、....................................................................-30-3.5多渠道分销策略.......................................................................................-37-3.6在线沟通组合.......................................................................

7、...................-39-4企业网络营销组合分析...............................................................................-44-4.1产品策略...............................................................................................-44-4.2价格策略.......................

8、........................................................................-48-4.3渠道策略...............................................................................................-50-4.4促销策略........................................