摘要 随着现代科学技术的迅速发展,现代网络技术已经应用于我们生活的各个方面。虽然旅游业发展迅速,已经成为世界第一大产业,但在未来的发展过程中,旅游业要想取得竞争优势,就必须改变传统的营销方式。旅游业要充分利用互联网的优势,开展现代网络营销占领更大的市场份额。目前,现代网络技术与旅游业的联系日趋密切,网络营销在我国已经逐渐成为旅游业新的营销形式,并且日益展现出蓬勃的发展潜力。但是,我国旅游业由于应用网络营销的时间较晚,加上实际中一些客观因素的影响,旅游业网络营销存在着诸多问题,从而严重制约了旅游业网络营销的开展。基于此,本文旨在通过阐述旅游业网络营销的内涵,梳理和分析我国旅游业实施网络营销存在的问题,提出实施网络营销的有效对策,以促进我国旅游业的持续健康发展。 With the rapid development of modern science and technology,modern internet technology has been applied in various aspects of daily life. In recent years,tourism has gradually become a new industry in our country＇s national economy. In the process of future development,tourism must change the traditional marketing model in order to obtain the competitive advantage. To be specific,tourism must fully utilize the advantage of internet technology to carry on the modern online marketing to occupy larger share of market. Currently,the relations between modern internet technology and tourism have become increasingly close. Marketing online has been adopted in China,becoming a new marketing model,and increasingly showed its development potential. However,as for the lag of introducing marketing online and influence of other objective factors in reality,marketing online in tourism still has many problems,seriously restraining the carrying out of marketing online in tourism. To this end,the thesis is aimed at putting forward the effective strategies of marketing online through expounding the connotation of marketing online in tourism,summarizing and analyzing the problems of carrying out marketing online in tourism in order to promote the sustained and healthy development of tourism in our country.