摘要
摘要
随着移动互联网科技发展的快速进步和移动智能终端的广泛应用，未来企
业在移动互联网时代下的营销策略也会呈现出更加多样化的特点，尤其是营销
渠道的增加势必会让企业营销更加全方面、立体化。进入移动互联网时代，旅
游业也面临着更加激烈的市场竞争，在移动互联网背景下，旅游业需要不断优
化营销策略。此外，国家推进“智慧旅游”，旅游企业也积极地利用移动网络平
台进行营销推广策略方案的制定、实施。移动互联网络平台的快捷性，为旅游
企业的营销推广奠定良好的基石，这也是移动互联网平台的优势所在。
基于移动互联网的发展，旅游企业利用平台制定出相应的营销策略，带动
旅游景区的客流量上升，实现旅游企业利润的增加，提升景区的知名度，树立
景区的品牌。
本文以S旅游度假村为研究对象，采用了多种研究方法，研究S旅游度假村
在移动互联网背景下营销现状、营销问题、营销环境、营销策略优化等内容。
通过问卷调查和实地调研分析S旅游度假村在移动互联网背景下的营销现状，
并发现了其存在的营销问题。通过内外部环境分析、SWOT分析、STP分析等分
析方法对S旅游度假村的营销环境进行分析；最后，基于以上的分析内容，针
对性地提出S旅游度假村在移动互联网背景下的营销策略优化方案，并依据优
化方案提出相应的保障措施。
通过本文的研究可以发现在移动互联网时代，运用新媒体营销推广旅游产品
是大势所趋，本文列举的平台及方法对旅游欧亿·体育（中国）有限公司或者旅游从业者有一定的借鉴
作用。
关键词：移动互联网；S旅游度假村；营销策略
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Abstract
ABSTRACT
With the rapid developmentof mobile Internet technology and thewide
application ofmobile intelligent terminals,the future marketingstrategies of
enterprisesin theeraof mobileInternetwill alsoshowmore diversified
characteristics, especially the increase of marketing channels is bound to make
enterprise marketing more comprehensive and three-dimensional. Entering the era of
mobile Internet, tourism industry is also facing more intense market competition. In
the context of mobile Internet, tourism industry needs to constantly optimize its
marketing strategy. In addition, the country promotes "smart tourism", tourism
enterprises also actively use mobile network platform to formulate and implement
marketing promotion strategies. The rapidness of mobile Internet platform lays a
good foundation for the marketing promotion of tourism enterprises, which is also the
advantage of mobile Internet platform.
Based on the development of mobile Internet, tourism enterprises make use of
the platform to formulate corresponding marketing strategies, drive the tourist flow of
scenic spots to increase, realize the increase in profits of tourism enterprises, enhance
the popularity of scenic spots, and establish the brand of scenic spots.
This paper takes S tourism resort as the research object and adopts a variety of
research methods to study the marketing status, marketing problems, marketing
environment and marketing strategy optimization of S tourism resort in the context of
mobile Internet. Through questionnaire survey and field research, the marketing
status of S resort in the context of mobile Internet is analyzed, and the existing
marketing problems are found. Through internal and external environment analysis,
SWOT analysis, STP analysis and other analysis methods to analyze the marketing
environment of S tourism resort; Finally, based on the above analysis, the marketing
strategy optimization scheme of S tourism resort in the context of mobile Internet is
proposed, and corresponding safeguard measures are put forward according to the
optimization scheme.
Through the research of this paper, it can be found that in the era of mobile
III
Abstract
Internet, the use of new media marketing to promote tourism products is the general
trend, and the platforms and methods listed in this paper have certain reference for the
tourism industry or tourism practitioners.
Key Words: Mobile Internet; S Tourist resort; The marketing strategy
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