Abstract

    With the rapid development of the Internet, the online advertising market is growing at an alarming rate growth, the effectiveness of the online advertising is increasingly important. Facing the impact of online advertising, tourism enterprises have to think about the status of the environment of the Internet, as well as how to use online advertising to make marketing activities. Analysis of the tourism enterprises currently online advertising strategy to identify the problems in the tourism business online advertising combined with online advertising characteristics, classification, and the status quo of tourism enterprises in the online advertising and put forward some constructive views on trends and problems in online advertising for tourism enterprises. Tourism enterprises to actively seek appropriate measures so that they can be faster and better use of online advertising, and then embarked on the promotion of low-cost, high efficiency road.

Keywords: network; internet advertisement; Tourism enterprises; Strategies and methods

目 录

一、概述. 1

（一）网络广告的概念、形式与特点. 1

1、网络广告的概念. 1

2、网络广告的形式. 1

3、网络广告的特点. 2

（二）网络广告的现状. 4

（三）网络广告在旅游企业中的运用. 6

（四）本文研究意义. 6

二、旅游企业网络广告方法与策略分析. 7

（一）旅游企业投放网络广告的目标. 7

（二）旅游企业投放网络广告的媒体选择. 8

（三）目前旅游企业网络广告方法与策略. 9

（四）旅游企业网络广告的发展趋势. 10

三、旅游企业网络广告存在的问题分析. 12

（一）对网络广告缺乏正确的认识. 12

（二）投放形式较为单一. 13

（三）缺乏创意和特色，推广带有强制性. 13

（四）网络广告投放被动. 14

（五）定位不够准确，消费群体受限. 14

（六）忽视网络广告的效果. 14

（七）网民对网络广告的信任感不高. 15

四、旅游企业网络广告的方法与策略的建议. 15

（一）网络广告形式的创新. 15

1、发展互动式网络广告. 15

2、采用新技术，投放视频网络广告. 16

3、发展博客广告. 16

4、建设具有黏性的社区网络. 17

5、发展网络联盟. 18

（二）网络广告与传统广告相结合. 18

（三）强化定位意识，区分受众. 18

（四）充分发挥搜索引擎广告的作用. 19

（五）适当的使用弹出式广告. 20

（六）全面评估网络广告的作用. 20

（七）借鉴运作经验, 快速积累资源. 20

五、结论与展望. 21

参考文献. 22

致谢. 23