摘要：伴随着改革开放的发展,中国旅游行业取得了空前的发展,旅行社队伍也不断壮大。目前中国总的旅行社近20000多家,相关代理机构近三四千家,我国旅行社业的规模是空前庞大。其中有80 %的国内旅行社中大多数是中小型旅行社。而对于那些小规模的旅行社来说他们的运营效率都比较低，针对旅游者需求个性化的趋势, 无疑使其运营效率遭遇了更大的挑战。要想提高运营效率，就必须运用新的营销方法，所以网络营销相继产生。

　　 旅行社网络营销是在传统营销基础上产生的新的一种的营销方式，利用互联网这种方式来实现营销。但是它也并不是“虚拟营销”，而是传统营销的基础上的一直扩展，即传统营销向网络的延伸，这些营销活动都是真实存在的。其中网络营销是旅游企业整体营销战略的一个重要组成部分，它不可能在单一的营销环境而独立存在，网上营销和线下营销是一个相互补充、互相促进的营销体系。

　　　我国的旅行社网络营销在取得重大发展的同时，肯定也存在着不少问题。就针对重庆康辉旅行社大学城分社的网络营销策略进行研究，并在此基础发现其存在的问题，提成一些相应的解决方法。1.旅游产品的全球化目标受到限制2.网络和旅游者互动式沟通尚未发生作用。3.中间渠道在一定程度上还是存在的。4.面对网络虚拟促销对消费者而已缺少特色5.对于企业，网络促销方式是很难行的通的。    本文研究的主要目的就是通过对旅行社网络营销的发展现状和和存在的问题的分析，为旅行社在以后制定正确的网络营销策略提供相关的科学依据，并因此帮助当地旅行社特别是重庆康辉旅行社大学城分社在以后的市场竞争中充分开拓客源、不断提高旅行社的营业利润、不断增强旅行社的核心竞争力，希望网络营销使其旅行社取得经济效益最大化。

关键词：旅游业 运营效率 网络营销策略

ABSTRACT：With the development of reform and opening up, China's tourism industry has obtained the unprecedented development, travel service team is also growing. China's total travel nearly more than 20000, the relevant agency in recent three or four thousands, scale is unprecedented in our country travel agency industry. 80% of the domestic travel agency in mostly small and medium-sized travel agencies. For those small travel agencies for their operation efficiency is low, to counter the trend of tourists demand for personalized, undoubtedly makes greater challenges confronted its operating efficiency. To improve operation efficiency, we must use new methods of marketing, so the network marketing have come.

　　Travel agency network marketing is on the basis of the traditional marketing a new marketing mode, use the Internet to achieve marketing this way. But it is not a \"virtual marketing\", but on the basis of traditional marketing has been extended, an extension of the traditional marketing to the Internet, all these marketing activities is real. One of network marketing is the tourist enterprise overall marketing strategy an important part of, it can't be in a single marketing environment and exist independently, online marketing and offline marketing is a marketing system complement each other, promote each other.

　　Our country travel agency network marketing with major developments in at the same time, must also exist some problems. Just for comfort travel agency university town of Chongqing bureau of network marketing strategy is studied, and based on this, find the existing problems, and takes some corresponding solutions. 1. The globalization of tourism products target limit 2. Network interactive communication and tourists has not yet occurred. 3. The middle channel to a certain extent. 4. In the face of network virtual sales promotion to consumers just 5. Lack of characteristics for enterprise, network promotion way is difficult to do it. Main purpose of this study is through the travel agency network marketing development present situation and the existing problems and analysis, for travel agency in the future to make the right Internet marketing strategy to provide related scientific basis, and therefore help local travel especially Chongqing comfort travel agency university branch in future market competition to fully develop customers, continuously improve the travel agency's operating profit, and continue to increase the core competitiveness of travel agencies, hope that the network marketing to maximize economic benefits its travel.

Keywords: tourism ;operation efficiency;network marketing strategy

随着通讯和计算机技术的发展，互联网的不断普及，使旅游信息的流转不再受时间、空间的限制，旅游资源的拥有者（如航空公司、宾馆等）和最终的旅游消费者之间能够建立起更直接的关系。这无疑对旅行社构成了巨大的新的挑战。作为旅游业三大支柱之一的旅行社，互联网将旅行社推向变革的大潮之中，在此过程中只能顺应社会技术发展的潮流，跟上时代的步伐。这种转变并不意味着旅行社被取代并消失，相反，这是将旅行社推向新的高峰的动力。通过对重庆康辉旅行社大学城分社的网络营销策略研究中可以看到中国旅行社的网络营销还在一个初始的发展阶段，需要改进的地方很多，不只是在网络上发布了广告就是网络营销，这样的认识是很肤浅的：旅行社网络营销一方面，可以让旅行社通过互联网很轻松的获取超大量的信息，这样就加强旅行社与旅游供应商和旅游者三者之间的联系，旅行社也可将传统经营运作方式转换成信息化、简单化、科学化，从而使旅行社经营管理实现现代化；另一方面，互联网也会把旅游供应商和旅游消费者聚集在一起，互通信息，脱离旅行社中介机构，不必依靠旅行社所提供的信息，就可以直接进行买卖活动，旅行社传统的市场将被其他类型的竞争者分割。因此，互联网的运用，既给旅行社的业务发展创造了更多的机会，又使旅行社的传统经营方式受到了极大的挑战，对于旅行社网络营销这个问题，还有很多值得我们去探讨和发现的。人员服务能力和网上服务的质量对于旅行社来说都是很关键的任务，我国旅行社的营销状况还是十分堪忧，与国际上的旅行社存在着很大的差距，要想跟上国际其他旅行社的发展步伐，就必须在本国创造一个良好的市场环境，减少旅行社恶性竞争的发生。并且要有一定的政策保护，使旅行社在国际网络营销的竞争中取得胜利。