《案例》：携程网——体验营销策略研究中文摘要 本研究对国内最大的旅游线上服务电商携程网为研究物件，依托体验行销理论的内涵以及要求，在对携程旅行网自身经营情况、经营业务、品牌定位以及发展战略分析的基础之上，探讨了携程旅行网体验行销策略视角下所存在的产品、管理模式以及网路管道方面的问题，探讨体验行销策略的创新。具体来讲本文分为两个部分：第一部分，为案例介绍部分，对国内外旅游电子商务发展情况以及携程网的经营情况、主营业务以及发展战略等进行了介绍。第二部分，为案例分析部分，对携程网进行了 PEST 宏观环境分析、SWOT 分析以及波特五力模型等环境分析，指出携程网在体验行销策略上存在的商业模式、产品服务以及网路管道等方面的问题，进一步提出了携程网进一步加强体验行销策略的相关建议。 关键词：携程旅行网，体验行销，SWOT 行销策略I《案例》：携程网——体验营销策略研究ABSTRACTIn this study, we will take the largest online travel service provider Ctrip electricity as example, relying on the theory of experiential marketing, to explore the products question, management and network channels under the terms of the marketing strategy based on the Ctrip's own operating conditions, operations, brand positioning and strategic analysis. What is more, we will also explore innovative experiential marketing strategy. Specifically, this paper is divided into two parts:The first part tells the case description, introducing the domestic tourism e-commerce development, Ctrip's main business and development strategies.The second part tells the case analysis process, carrying out Ctrip macro environment PEST analysis, SWOT analysis and other environmental analysis as Porter's five forces model, noting such issues of Ctrip experiential marketing strategy as existing business models, products, services and network channels, further proposing certain marketing strategy recommendations to further strengthen Ctrip experiential marketing. Keywords：Ctrip experiential，...
