大数据背景下在线旅游业营销传播战略研究

发布时间：2018-01-27 12:20

本文关键词： 在线旅游大数据精准营销传播战略　出处：《吉林大学》2017年硕士论文　论文类型：学位论文

【摘要】：《2016中国旅游业发展报告》显示,中国已经成为世界旅行市场中重要的部分,我国境内外旅游人数和消费额均处于世界第一。“互联网+”时代,传统旅游向线上拓展,在线旅游已经成为我国旅游市场的主要形式。与此同时,旅游市场竞争也日趋激烈,旅游产品的营销传播责任和考验日益加重。近年来,大数据蓬勃发展,大数据营销成为基于互联网的电子商务平台宣传品牌、树立形象、参与竞争的重要手段,也为传统营销提供了精准化的新思路。对于同样处于互联网环境下的在线旅游业,应该认识到大数据营销的重要,掌握大数据的研究分析方法,并学会利用大数据指导营销传播活动,制定全面精准的营销战略,将大数据的优势渗透到旅游产品营销的各个环节,从而形成智能化、精准化、现代化的旅游产品营销模式,助力企业占领市场竞争高地。在本文的绪论中,笔者详细回顾了学术届对大数据营销的研究现状以及在线旅游行业的发展状况,通过大量文献分析,结合前人研究成果,确定以大数据为切入点,探讨在线旅游业在信息技术时代的营销战略范式。第二章全面介绍了大数据营销的特性及应用价值。分析得出大数据营销作为科学性与人文性交叉的学科,具有从“点对面”到“点对点”的精准化用户导向,以及从用户主观信息挖掘到受众客观行为分析的本质特征。与此同时,论述了其在分析用户行为需求、精准定位用户等七个方面的应用价值。在文章的三、四章中,笔者深入分析了旅游业营销模式的演进和大数据营销模式的应用现状。具体从旅游行业整体、消费者市场、竞争环境三个维度探讨了营销哲学的变更脉络,分析了在线旅游行业大数据应用的现状和存在的问题,为下文探讨在线旅游业精准营销战略的总体模式奠定了基础。第五章以前四章的分析探讨为基础,尝试从数据层、产品层、用户层和营销推广方式四个层面梳理出在线旅游业大数据营销的精准化战略布局,试图细化大数据营销应用到在线旅游业推广时的每个环节,从而对行业运营提供指导建议。笔者相信,对于大数据营销的探讨才刚刚起步,借助技术的推力,无论是在线旅游业还是处于市场竞争中的各个行业,都将迎来更广阔的发展天地。
[Abstract]:The China Tourism Development report 2016 shows that China has become an important part of the world travel market. The number of domestic and foreign tourists and the amount of consumption are in the first place in the world. The traditional tourism expands to the line, the online tourism has become the main form of our country's tourism market. At the same time, the competition of the tourism market is becoming more and more intense, and the marketing and communication responsibility and test of the tourism products are becoming more and more serious in recent years. Big data vigorous development, big data marketing has become an Internet-based e-commerce platform to promote the brand, establish an image, an important means to participate in the competition. For online tourism, which is also in the Internet environment, we should recognize the importance of big data marketing, grasp big data's research and analysis methods. And learn to use big data to guide marketing and communication activities, formulate a comprehensive and accurate marketing strategy, the advantage of big data infiltration into all aspects of tourism product marketing, so as to form intelligent, accurate. In the introduction of this paper, the author reviews in detail the research status of big data marketing and the development of online tourism industry in academic circles. Through a large number of literature analysis, combined with previous research results, determined to take big data as the starting point. This paper discusses the marketing strategy paradigm of online tourism in the age of information technology. The second chapter comprehensively introduces the characteristics and application value of big data marketing, and draws the conclusion that big data marketing as a scientific and humanistic cross-discipline. It has the essential characteristics from "point opposite" to "point to point", and from user's subjective information mining to audience's objective behavior analysis. At the same time, it discusses the needs of user's behavior. In the third and fourth chapters, the author deeply analyzes the evolution of tourism marketing model and the application status of big data marketing model. Specifically from the tourism industry as a whole. The three dimensions of consumer market and competitive environment discuss the changing context of marketing philosophy, and analyze the current situation and existing problems of big data application in online tourism industry. For the following discussion of the online tourism precision marketing strategy of the overall model laid a foundation. 5th chapter before the four chapters of the analysis and discussion as the basis, try from the data layer, product layer. User layer and marketing promotion way four levels combing out the online tourism big data marketing precision strategic layout, trying to refine big data marketing application to online tourism promotion of each link. The author believes that the discussion of big data marketing has just started, with the help of the push of technology, whether online tourism or in the market competition in the various industries. Will ushered in a broader world of development.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F592;G206

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