摘要
移动互联网时代,社交网络成为推动移动互联网迅猛发展的生力军,大数据时代的到来,为面向终端用户的行业带来全新的业务增长点。在线旅游企业通过洞察社交网络,获取大数据,从而精准预测旅游者行为。本文首先阐明在线旅游企业实施大数据营销的重要价值;其次,以'携程旅游网'为例介绍在线旅游企业实施大数据营销的案例,重点分析其成功的经验及其存在的问题;再则,提出在线旅游企业发展大数据营销的策略:①加强创新,开展定职营销;②打造旅游利器,增强用户体验;③加强旅游保障,完善品牌建设;④运用新媒体进行旅游产品宣传。最后,总结了本文的主要内容及其结论并对在线旅游企业进一步实施大数据营销提出进一步研究的建议。
In the era of mobile internet,social network becomes the vital force to push booming development of mobile internet,as the coming of big data,it brings completely new business growth points for the industries facing the end users.Online travel companies gain big data through having insight into social network,thus forecast travelers’ behavior accurately.This article,to start with,elaborates on the important value that online travel companies put data-driven marketing mode into effect;Then,take Ctrip as an example and introduce the case of online travel businesses carrying out the big data marketing,focus on the successful experiences and existential problems;Furthermore,propose the strategies about online travel enterprises developing data-based marketing:Firstly,enhance the ability of innovation,promote personalized marketing;secondly,make powerful devices and improve user experience;thirdly,strengthen tourism safeguard and perfect brand building;fourthly,use new media to advertise tourism products.At last,summarize the main content and conclusion of the paper,as well as giving suggestions about online travel forms further implementing data-oriented marketing for the future study.
作者
张岚
何雪莹
Zhang Lan;He Xueying
出处
《金融管理研究》
2018年第1期1-17,共17页
The Journal of Finance and Management Research
关键词
大数据营销
在线旅游企业
策略建议
Big Data Marketing
Online Travel Companies
Tactics Suggestions
