本科论文摘 要随着我国经济水平的不断提高，国民生活水平也有了显著的提升，但生活压力也有所增加。为了缓解工作和学习上的压力，越来越多的人都选择旅游的方式来释放压力，从而促进了我国旅游业的进一步发展，甚至已经发展成为国民经济的重要组成部分。“去哪儿网”是一款与旅游相关的 App，拥有着很好的发展前景。尤其是在与携程合并后，一直围绕消费者的真实需求调整公司发展战略。但是，现如今的旅游市场中，企业之间的竞争尤为激烈，“去哪儿网”要想在市场中占有绝对地主导地位，还应继续优化现阶段的促销策略、提升促销水平。本文以“去哪儿网”为研究对象，分析了去哪儿网用户的消费心理，以及消费行为，又对去哪儿网的竞争对手携程网进行了分析，然后介绍了去哪儿的网促销策略，并分析了去哪儿网促销策略存在的问题、以及原因，最后针对问题和原因提出了相应的对策建议。希望对去哪儿网，或者是其它旅游公司有一定的借鉴意义。关键词：旅游市场，去哪儿网，携程旅游，促销策略本科论文AbstractWith the continuous improvement of China's economic level, the national living standard has also been significantly improved, but the living pressure has also increased. In order to alleviate the pressure of work and study, more and more people choose the way of tourism to release the pressure, which promotes the further development of China's tourism industry, and even has become an important part of the national economy. "Qunari" is a tourism related app with a good development prospect. Especially after the merger with Ctrip, the company has been adjusting its development strategy around the real needs of consumers. However, in today's tourism market, the competition among enterprises is particularly fierce. In order to occupy the absolute leading position in the market, qunari should continue to optimize the marketing strategy at this stage.This paper takes qunar.com as the research object, analyzes qunar.com's consumer psychology and consumer behavior, and analyzes its competitor ctrip....
