CAJ | 학술논문

随着我国在线旅游基本布局的稳定，主要细分市场竞争日趋激烈，在线旅游市场面临着更深层次细分。本文将在互联网环境下诞生的长尾理论引入在线旅游市场分析之中，对在线旅游产业链中的各关键要素进行剖析，对在线旅游产品标准化与定制化的演变进行分析。研究结果显示：虽然在线旅游市场是一个长尾化的市场，但并不意味着是无限细分的市场，必须从无限的旅游产品中根据有限的消费需求选择最适合消费者需求的产品；网络媒介与旅游媒介加速了在线旅游市场细分，旅游供应商面临销售渠道抉择，传统与在线代理商都亟待转型，标准化产品与定制化产品共存符合在线旅游市场发展的基本要求。
수착아국재선여유기본포국적은정，주요세분시장경쟁일추격렬，재선여유시장면림착경심층차세분。본문장재호련망배경하탄생적장미이론인입재선여유시장분석지중，대재선여유산업련중적각관건요소진행부석，대재선여유산품표준화여정제화적연변진행분석。연구결과현시：수연재선여유시장시일개장미화적시장，단병불의미착시무한세분적시장，필수종무한적여유산품중근거유한적소비수구선택최괄합소비자수구적산품；망락매개여여유매개가속료재선여유시장세분，여유공응상면림소수거도결택，전통여재선대리상도극대전형，표준화산품여정제화산품공존부합재선여유시장발전적기본요구。
With the stability of the basic layout of China′s online tourism, competition between the main market seg-ments become increasingly intense, and the online market is undergoing segmentation at a deeper level.This thesis tried to introduce the long tail theory emerged out of the internet environment into the analysis of online tourism market, in or-der to explore the key factors in tourism industry chain and analyze the evolution of standardization and customization of online travel product.Studies show ：though the online tourist market is a long tailed market, it does not mean that the online tourist market can be unlimitedly segmented, we must select the products that best fit consumers′needs from an unlimited number of tourism products according to the limited consumer demands; the network medium and the tourism medium have accelerated the segmentation of the tourist market, the travel suppliers are facing the choice of the market-ing channels, and the traditional as well as the online agencies are anxious to transform and the coexistence of standard-ized products and customized products of online tourism will meet the requirements of the development of the online tour-ist market.