携程网营销案例分析专业年级 13级水电院主讲人：李天成 ( 汇总修改 ) 组员：蒋丽颖〔资料收集〕徐珊〔信息采集〕魏炜〔后期制作〕二○一六年六月中国南京2 目录1. 市场分析 ...................................................................... 3携程旅行网公司概况.............................................................. 3行业竞争格局.................................................................... 3携程网的服务产品提供............................................................ 32．服务产品发展策略分析 . .......................................................... 3传统业务产品的服务创新.......................................................... 3商业模式的创新 ................................................................ 4以技术领先实现服务领先........................................................ 4传统业务的附加服务——服务承诺................................................ 4营销创新 ...................................................................... 4新兴业务产品的开发.............................................................. 43. 营销特点分析 . .................................................................. 43.1SWOT分析 . ................................................................... 4优势〔 strength)............................................................... 5弱势〔 weakness) ............................................................... 5时机(opportunity)............................................................. 6威胁(threat).................................................................. 63.24PS分析 . .................................................................... 6产品〔 Product 〕 ............................................................... 6价格〔 Prices 〕 ................................................................ 6促销〔 Promotion 〕 ............................................................. 6分销〔 Place〕 ........................................................
