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 ...................................................................... 31.1 携程旅行网公司概况 .......................................................... 31.2 行业竞争格局 ................................................................ 31.3 携程网的服务产品提供 ........................................................ 32.服务产品发展策略分析 . .......................................................... 32.1 传统业务产品的服务创新 ...................................................... 32.1.1 商业模式的创新 .......................................................... 42.1.2 以技术领先实现服务领先 .................................................. 42.1.3 传统业务的附加服务——服务承诺 .......................................... 42.1.4 营销创新 ................................................................ 42.2 新兴业务产品的开发 .......................................................... 43. 营销特点分析 . .................................................................. 43.1SWOT分析 . ................................................................... 43.1.1 优势(strength) ......................................................... 53.1.2 弱势(weakness) ......................................................... 53.1.3 机会(opportunity) ....................................................... 63.1.4 威胁(threat) ............................................................ 63.24PS分析 . .................................................................... 63.2.1 产品(Product ) ......................................................... 63.2.2 价格(Prices ) .......................................................... 63.2.3 促销(Promotion ) ....................................................... 63.2.4 分销(Place ) .......................