随着当代社会信息化程度的不断提高，信息技术日新月异，电子商务已经成为了人们工作和生活中不可或缺的组成部分。旅游行业经营者为了满足消费者日益增长的需求，积极投入资源和资金建设发展旅游电子商务平台。然而，传统旅行社在电子商务营销策略上存在着营销策略落伍、营销管理落后的问题，使其在与互联网旅行社的竞争过程中对消费者缺乏吸引力和粘合度，市场份额不断下降，迫切需要对旅行社电子商务营销策略进行深入研究。 在对以往旅行社电子商务营销策略文献进行有效梳理和深入分析消费者需求动态变化的基础上，以国旅上海公司为案例进行了深入调研，并运用问卷调查和分析等方法，提炼出国旅上海公司在电子商务营销策略方面存在的问题，剖析了其内在的原因。最后，提出了国旅上海公司电子商务营销策略的优化方案及方案实施策略。 本文共分为六章。第一章主要阐述了写作的背景、目的、意义及研究方法；第二章对于旅行社电子商务的定义、营销的概念、旅行社电子商务营销策略的理论和方法等方面的文献进行了梳理与回顾，介绍了本文分析的理论基础；第三章对旅行社电子商务发展现状和营销策略进行了比较，分析了传统旅行社电子商务营销策略与互联网旅行社电子商务营销策略存在的差异和差距；第四章探讨和分析了国旅上海公司的电子商务运营体系、电子商务营销策略主要存在的问题；第五章提出国旅上海公司电子商务营销策略优化的具体方案和实施策略；第六章是结论和展望。 本文基于前人研究成果的基础上, 以4Ps和4Cs营销理论为依据，在精准营销和消费者体验等领域又进行了新的研究和探索。本文的研究结果可以对国旅上海公司以及正在向旅行社电子商务转型的传统旅行社，在旅行社电子商务营销策略方面提供商业价值和使用价值等方面的帮助，继而助力我国旅行社电子商务运营和管理水平的全面提升。

With the continuous improvement of information construction and rapid development of information technology, e-commerce has become an indispensable part of people's work and life. To satisfy the increasing demand of consumers, the travel industry operator actively invests capital and resources in developing tourism e-commerce platform. However, because the marketing strategy is outdated and the marketing management is backward, traditional travel agencies lack appeal to consumers and keep falling of market share in the competition with online travel agencies. It is urgently to conduct an in-depth study of the e-commerce marketing strategy of travel agencies. Based on the review of e-commerce marketing strategies of travel agency and analysis of dynamic changes of consumer demand, the author used questionnaire survey to study the problems existing in the e-commerce marketing strategy of CITS Shanghai and explain the internal cause of the issues. Finally, the author puts forward the optimization scheme of CITS Shanghai. The thesis includes seven chapters. The first chapter mainly expounds the writing background, purpose, significance and research method. The second chapter reviews the definition of travel agency e-commerce, the concept of marketing, and the e-commerce marketing strategy of travel agency to introduce the theoretical background of the paper. The third chapter compares the e-commerce development status and e-commerce marketing strategy of travel agencies to find the difference between the traditional travel agency and online travel agency. The fourth chapter discusses the problems existing in the e-commerce operation system and e-commerce marketing strategy of CITS Shanghai. The fifth chapter puts forward the specific plan and implementation strategy to optimize e-commerce marketing strategy of CITS Shanghai. The sixth chapter makes the conclusion and prospect. Recognizing the importance of classical marketing literature, the current study adopts well-known marketing models, the 4Ps and 4Cs, as explained in Chapter 2. Additionally, it explores emerging marketing fields, including precision marketing and consumer experiential marketing. The results present here not only can help CITS Shanghai Company to improve its on-line marketing competitiveness, but also hopefully, provide commercial values to other traditional travel agencies/operators in China.