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目 录摘 要......................................................................................................................IAbstract...................................................................................................................II引 言...................................................................................................................11.途牛旅游网概况....................................................................................................31.1 旅游产品.......................................................................................................31.2 途牛旅游电商平台的建设...........................................................................32 相关理论概述.......................................................................................................52.1 4Ps 理论........................................................................................................52.2 4Cs 理论........................................................................................................53.研究内容和方法...................................................................................................63.1 研究内容.......................................................................................................63.2 研究方法......................................................................................................64 途牛会员制营销策略实施现状............................................................................84.1 产品推广的目标设置..................................................................................84.2 产品推广的实施原则..................................................................................84.3 通过产品推广促进会员注册的具体模式..................................................84.4 活动日产品推广的实施流程.....................................................................115 途牛旅游会员制存在问题..............................................