| ACKNOWLEDGEMENTS | 第4-5页 |
| ABSTRACT | 第5页 |
| 摘要 | 第6-7页 |
| LIST OF ABBREVIATIONS | 第7-16页 |
| 1 INTRODUCTION | 第16-21页 |
| 1.1 Research Background and Significance | 第16-18页 |
| 1.1.1 Research Background | 第16-18页 |
| 1.1.2 Research Significance | 第18页 |
| 1.2 Research Content | 第18-20页 |
| 1.3 Research Outline and Methods | 第20-21页 |
| 2 LITERATURE REVIEW | 第21-33页 |
| 2.1 Marketing and Marketing Tactics | 第21-23页 |
| 2.2 Domestic and Foreign Researches Online Travel Marketing and MainViews | 第23-29页 |
| 2.2.1 Domestic and Foreign Researches on Travel Marketing | 第23-24页 |
| 2.2.2 Researches on Holiday Destination Marketing | 第24-26页 |
| 2.2.3 Study on the O2O Model of Tourism | 第26-29页 |
| 2.3 Approaches and Tools for Marketing Tactics Analysis | 第29-33页 |
| 2.3.1 PEST analysis | 第29页 |
| 2.3.2 Porter’s Five Forces | 第29-31页 |
| 2.3.3 BCG matrix | 第31-33页 |
| 3 THE DEVELOPMENT AND BASIC INFORMATION OF M | 第33-62页 |
| 3.1 An Introduction to M | 第33-44页 |
| 3.1.1 History of M | 第33-35页 |
| 3.1.2 M’s Current Situation and Major Business | 第35-39页 |
| 3.1.3 Holiday Business of M | 第39-44页 |
| 3.2 M’s Macro Marketing Environment | 第44-56页 |
| 3.2.1 Macro Environment | 第44-48页 |
| 3.2.2 Industry Environment and Competition | 第48-56页 |
| 3.3 Holiday Business Marketing Tactics Problem of M | 第56-62页 |
| 3.3.1 Product Homogeneity of M’ Holiday Business | 第56-58页 |
| 3.3.2 Online and Offline Synergy Effect Problem of M’s Headquarter | 第58-62页 |
| 4 HOLIDAY BUSINESS DEVELOPMENT AND PROMOTION TACTICS OF M | 第62-74页 |
| 4.1 M’s holiday Destination Development Tactics | 第62-71页 |
| 4.1.1 Cruise Destination Development Marketing Tactics | 第66-69页 |
| 4.1.2 Hongkong and Macau Tour Development Marketing Tactics | 第69页 |
| 4.1.3 Thailand Tour Development Marketing Tactics | 第69-70页 |
| 4.1.4 Other Destination Tour Business Development Marketing Tactics | 第70-71页 |
| 4.2 O2O Marketing Promotion Tactics of M’s Holiday Business | 第71-74页 |
| 5 MARKETING TACTICS AND IMPLEMENTATION PLAN OF M’S HOLIDAYBUSINESS | 第74-88页 |
| 5.1 Organizational Structure and Personal Guarantee of M’s Marketing TacticsImplementation | 第74-75页 |
| 5.2 Technology Platform and Implementation Plan of M’s | 第75-80页 |
| 5.3 Product Control Implementation Plan of M’s Marketing Tactics | 第80-83页 |
| 5.3.1 The Control of Production Process | 第80-82页 |
| 5.3.2 The Control of the Product’s Period of Validity | 第82-83页 |
| 5.4 O2O Implementation Plan of M’s Marketing Tactics | 第83-88页 |
| 6 CONCLUSION AND EXPECTATION | 第88-90页 |
| 6.1 Conclusion | 第88-89页 |
| 6.1.1 The Main Discovery of This Thesis | 第88页 |
| 6.1.2 Inspiration and Suggestion | 第88-89页 |
| 6.2 Expectation | 第89-90页 |
| 6.2.1 Deficiencies of the Thesis | 第89页 |
| 6.2.2 Research Direction in the Future | 第89-90页 |
| REFERENCES | 第90-93页 |
