中文摘要：

旅游消费者需求的多元化、细分化、个性化成为智慧旅游时代的显著特点,越来越多的个性化旅游产品被旅游电商开发出来以满足其需求。其中,途牛网虽然在个性化旅游产品的开发与设计中表现较为突出,但是在营销中存在产品质量无法确保、品牌认知度相对较低以及成本居高不下等问题。途牛网可通过提高产品服务质量,打造高端定制产品以及优化线上线下销售模式等,使其在旅游电商白热化的竞争中脱颖而出,提高市场占有率。

英文摘要：

With the diversification of tourism consumers＇ demand, segmentation and personalization have become the trends of the online travel, more and more personalized travel products have been developed gradually by tourism electricity suppliers. Although Tuniu network is prominent among them in the development and design of personalized tourism products, there are some problems in the personalized tourism product marketing, such as the quality of the products cannot be guaranteed; the brand awareness is relatively low; the cost is high and some other issues. Tuniu network should improve the quality of their products and services, create high- end and customized products and optimize online and offiine sales model and other ways to make itself stand out in the tourism intense competition among electricity suppliers and to further improve its market share.