I携程集团的加盟营销策略研究内 容 摘 要改革开放以来，人们的生活方式随着经济的快速发展也随之发生了改变，旅游成为了人们日常生活的一部分。携程集团作为 OTA 代表企业，目前已经发展成全国最大的线上互联网旅游公司，携程集团的主要盈利是依靠流量模式和会员模式，前者依靠庞大的点击率获取广告收入，无容置疑的使携程集团的流量和品牌力两个因素叠加在一起就促使了加盟的产生。有越来越多的人想要通过加盟的方式进入旅游行业，目前携程集团已加大对加盟业务方面的开拓。在2018 年推出了 25 的加盟项目，截止 2019 年 5 月底，全国超过 1 万家旅游供应商选择加盟携程集团。本文以携程集团加盟营销作为研究对象，通过 SWOT 分析携程集团加盟的方向，探讨目前携程集团加盟存在的问题，从而找出解决的方法，且为同类型的企业提供借鉴意义。关键词：携程集团；加盟营销；策略IIResearch on the marketing strategy of Ctrip groupAbstractSince the reform and opening up, people's life style has changed with the rapid economic development. Ctrip group, as a representative enterprise of Ota, has developed into the largest online internet tourism company in China. The main profit of Ctrip group is to rely on traffic mode and membership mode. The former relies on huge click through rate to obtain advertising revenue. Undoubtedly, the two factors of Ctrip group's flow and brand power are combined to promote the emergence of alliance. More and more people want to enter the tourism industry through the way of joining in. At present, Ctrip group has increased the development of joining business. In 2018, 25 franchising projects were launched. By the end of May 2019, more than 10000 tourism suppliers across the country chose to join Ctrip group.In this paper, Ctrip group joining marketing as the research object, through SWOT analysis of the direction of Ctrip group joining, to explore the current problems of Ctrip group joining, so as to find solutions, a...
