Network marketing of tourism enterprises

The competition in the modern tourism industry has become more and more fierce, and various tourism companies have been established like mushrooms after rain. This is a strong competition for each tourism company. How to take the lead in the competition and win the competition is the problem of the company's marketing strategy.

Nowadays, tourism companies are not only expanding publicity in reality, but also expanding publicity on the Internet is a very important marketing strategy.

With the continuous progress of the times, more and more people like surfing the Internet, and their ways to acquire knowledge on the Internet are more effective and rich, so online marketing in the tourism industry has become a very important part of company publicity.

Tourism network marketing, based on it technology, has driven a radical change in tourism marketing.

It integrates media and trading places, and uses the Internet to conduct tourism marketing activities, thus giving the tourism marketing combination a brand-new connotation.

Tourism enterprises and tourism destinations should implement the following marketing mix strategies: 1. Tourism promotion strategy Tourism online promotion is to give full play to the interactive communication function of the Internet and promote tourism enterprises and products and the image of tourism destinations with rich online communication methods.

The main methods are as follows: (1) to organize online travel enthusiasts salons and travel clubs through network public relations, recruit members, and hold a variety of online networking activities to attract tourists to participate, publicize tourism enterprise culture and tourism products, and cultivate tourism hobbies, so as to deepen tourists' impression of tourism enterprises and stimulate tourists' desire for consumption.

(2) Online advertising promotion There are three main forms of advertising promotion on the Internet: one is to directly publish various standardized information about tourism enterprises and tourism products, and display them in front of online customers through a tourism product window composed of three-dimensional images such as shape, shadow, sound and color; The second is to promote sales with cartoons that are informative, informative and interesting.

(3) The promotion of virtual online games attracts customers to participate in virtual online travel, so that customers can feel the charm of tourism products and the image of tourism enterprises through online games.

2. Carrying out the strategy of tourism product image. The characteristics of tourism products are that their production and sales are in the same place, and the main body is invisible. Tourists can't touch the entity of tourism products before buying.

Although tourism network marketing cannot change this essential attribute of tourism products, it can give tourism products a unique form-virtual product image

Therefore, in the tourism network marketing of tourism enterprises or tourist destinations, the image strategy of tourism products should be promoted first.

The strategy of tourism product image is to make full use of the multimedia function of tourism network to display the virtual image of tourism products on tourism websites in a three-dimensional and simulated way, so that tourism consumers can see the image of tourism products in cyberspace, understand the value of tourism products, and even feel the charm of tourism products through virtual network tourism.

In order to locate the image of tourism products in the minds of tourists, we should use the instant interactive function of tourism network to develop and design tourism products.

The specific way is to set up a tourist column on the tourism website, and open up pages such as "tourist opinion area", "online tourism consultation area" and "tourism self-design area". Through these pages, we can understand the needs of tourists and solicit their opinions and suggestions on tourism products, especially their suggestions on the development and design of tourism products, so as to develop and design tourism products that meet the needs of tourists.

3. Publicity Strategy of Tourism Product Price The characteristics of tourism product price are its cost fuzziness and price aggregation. Tourists always judge its rationality by comparison before buying tourism products.

Tourism enterprises and tourism destinations should make use of these characteristics to promote the price publicity strategy of tourism products.

The strategy of tourism product price publicity is to make use of the media function and interactive function of tourism network to publicize the tourism product price and product price combination list of each tourism enterprise, so that tourism consumers can see a large number of similar tourism product prices at the same time in the tourism network space, know the reasonable price of tourism products, and get their own satisfactory purchase price through interactive price adjustment.

One of the main ways to carry out the price announcement strategy of tourism products on the Internet is to provide a series of price lists of various tourism products, which should indicate the product combination, and announce the price adjustment table in different seasons and changes in supply and demand.

The second is to open up the price adjustment area of tourism product mix, so that tourists can freely combine their own tourism product mix and get the corresponding product prices.

4. Tourism network channel strategy Tourism network sales is the most revolutionary part of tourism network marketing, which integrates virtual display, virtual consumption, tourism consultation and tourism ordering of tourism products, and allows tourists to sit with tourism product sellers and even tourism product producers for trading activities in a cross-time state.

In this trading revolution, the status of tourism middlemen and agents has been greatly impacted, and direct sales of production enterprises and product retailers have gained more and more market initiative.

In the face of this tourism marketing revolution, tourism enterprises and tourism destination travel network marketing should implement tourism network channel strategy.

Tourism network channel strategy is to establish a network sales channel covering the target market area with large-scale professional tourism websites as the marketing center, so as to provide convenient services to various customers 24 hours a day.

The main way to carry out the tourism network channel strategy is to gradually establish sales agent outlets in the target markets at home and abroad in accordance with the strategic plan of market development within the scope of domestic and international tertiary markets and opportunity markets of tourism enterprises and tourist destinations.

These sales agent outlets have established a closed sales service network with the professional websites of their tourism enterprises, and established a safe and efficient online settlement system for tourist cards and tickets with banks, thus ensuring the smooth flow of business exchanges such as tourism information, product sales, commodity routes and fund settlement.

Tourism internet marketing strategy plans to focus on developing tourism network marketing, which is a huge high-tech project that needs technology, capital and equipment, as well as a systematic economic project that needs ideas, talents and wisdom.

No matter a tourist enterprise or a tourist destination, it is necessary to fully understand the necessity and urgency of tourism network marketing and seize the tourism network information market from the height of global strategy, seize the strategic focus of developing tourism network marketing, strike hard, establish a set of tourism network marketing system that has taken shape as soon as possible, and shorten the gap with developed regions and countries in the world.

Here, take internet marketing strategy as an example to make key planning.

1. What are the new trends of tourism network marketing?

In the Internet era, the Internet tourism mode is to actively perceive information such as tourism resources, tourism economy and tourism activities by using new technologies such as cloud computing and Internet of Things. Through the Internet, mobile Internet, and with the help of portable Internet terminals, the timely release, timely understanding, timely arrangement and adjustment of work and plans are realized, so as to realize the intelligent perception and utilization of all kinds of tourism information. So what kind of influence does the Internet tourism model have on tourism?

1. Tourists' choices will be more diversified.

2. Tourism services will be more personalized.

3. Online and offline interactions will be frequent.

4. Tourism marketing will be more accurate.

5. The utilization of idle tourism resources will be more common.

6. The tourism business model will be more complicated.

7. The competition among tourism enterprises will be more intense.

8. Tourism destination management will be more intelligent.

With the development of Internet technology, people's lives have become faster and more convenient. Internet tourism can save a lot of intermediate links, manpower and material resources, cost and efficiency.

2. The status quo of tourism network marketing

With the development of society, tourism has become one of the strongest and largest industries in the global economy. The industrial position and economic role of tourism in urban economic development are gradually strengthened, and the role of tourism in driving urban economy, promoting social employment and promoting culture and environment is increasingly apparent. Tourism is one of the pillar industries in China. In 2008, the American tourism industry in China suffered from financial crisis, various unexpected events and unfavorable factors, and suffered an unprecedented test. Facing the severe market situation, the tourism industry in China, China has maintained a steady development. In the whole year, it received 130 million inbound tourists, and the foreign exchange income from international tourism was 40.843 billion US dollars, down by 1.4% and 2.6% respectively over the previous year. The number of domestic tourists was 1.712 billion, and the income was 874.93 billion yuan, up 6.3% and 12.6% respectively over the previous year. China citizens left the country 45.8444 million times, an increase of 11.9% over the previous year; The total tourism revenue was 1.16 trillion yuan, up 5.8% over the previous year. In the first three quarters of 2009, the American tourism industry in China withstood the huge impact of the international financial crisis and influenza A (H1N1). The favorable factors in the operation of tourism economy have increased obviously, and the overall growth momentum is good. The three major markets maintained two liters and one drop. In the domestic market, in the first three quarters of 2009, the number of domestic tourists was 1.45 billion, up 11% year-on-year, and the domestic tourism revenue was 740 billion yuan, up 10% year-on-year. In the entry market,In the first three quarters of 2009, the number of inbound tourists was 94 million, down 3% year-on-year, and the foreign exchange income of inbound tourism was 28 billion yuan, down 7% year-on-year. In terms of outbound market, preliminary statistics show that the number of outbound tourists in the first three quarters of 2009 was 35 million, up 2.4% year-on-year. From the perspective of industrial fundamentals, China's American tourism industry is in a state of comprehensive recovery, with its operating conditions greatly improved, tourism employment maintained stable and tourism investment continued to be active. The prosperity of tourism is in a state of comprehensive and substantial recovery. Although the financial crisis in 2008 brought about the weakness of global aggregate demand and adversely affected China, the main opportunities and basic environment faced by China's tourism industry have not changed, and the overall development trend of tourism industry cannot be changed or reversed. China's fundamentals China's economic and social development has not changed, and the driving force of tourism development is still strong. China and China have been opening wider to the outside world, and various reforms have been steadily promoted. The income of urban and rural residents has continued to increase, and the potential of residents' tourism consumption demand is still huge. The solid foundation laid in the 30 years of reform and opening up will strongly support the development of China and the tourism industry in the United States. At the same time, on December 1, 2009, the State Council's Opinions on Accelerating the Development of Tourism was officially released, which proposed for the first time to cultivate tourism into a strategic pillar industry of the national economy and put forward five measures, which pointed out the direction for the upgrading of tourism industry. This will bring new development opportunities for China, and the tourism industry in the United States. It is predicted that the recovery trend of China will be obvious in 2010, and the growth of American tourism will be obvious.The industry growth rate will increase to 16.5%, and the industry will resume rapid growth. The Report on Investment Analysis and Prospect Forecast of China Tourism Market in 2010-2015 issued by CIC consists of 22 chapters. This paper first introduces the definition, types, industrial characteristics and position of tourism in the national economy, then analyzes the related industries and factors that promote the development of tourism and the current situation of international and domestic tourism, and makes a detailed analysis of China's inbound tourism market. Then it introduces the development of eco-tourism, golden week tourism, red tourism, hot spring tourism, tourist towns, theme parks, incentive tourism, industrial tourism, agricultural tourism, science and technology tourism and self-driving tourism. Subsequently, the report carries out market segmentation and consumer analysis, e-commerce application and construction analysis, tourism resources analysis, industry competition analysis and industrial chain composition analysis.

Tourism marketing is a process of analyzing, planning, implementing, feedback and controlling the economic and social goals of providing effective products and services, satisfying tourists and making enterprises profitable. The starting point of tourism marketing research is the demand of tourism market, and the purpose of research is to obtain benefits. It can be seen that tourism marketing is an important link to obtain benefits and plays an important role in the development of tourism. Two. China and the Present Situation of World Tourism Marketing Development: China ranks first in tourism resources, has the largest domestic tourism market in China, and will become the largest tourist destination country in China in 2020. Under this two-way interaction between supply and demand, China's consumption demand and the American tourism market are constantly expanding, and there is great room for the development of national outbound tourism. In particular, the extension of paid holidays makes people have more leisure time, and the increase of per capita income makes people have more disposable income, all of which create more conditions and opportunities for China citizens to travel. At the same time, with the gradual development of China and the growth of American tourism and population, Chinese tourism consumption has become rational, personalized and diversified. However, in this booming tourism market, there are also some problems in China, such as blind price reduction competition, low-tech marketing strategy, no attention to after-sales service, no good customer relationship, and weak legal awareness. Therefore, in order to form a strong market competitiveness, China American tourism industry must flexibly use the idea of destination integrated marketing and change the focus of marketing thinking from 4PS.(Product, price, promotion, channel) changes to 4CS (customer, cost, convenience, communication), establishes a marketing planning mode from the outside to the inside, and does a good job in marketing. In particular, the arrival of the Olympic Games has brought greater opportunities to China. Taking this opportunity, the tourism marketing in China, China will develop more scientifically, healthily, rapidly and continuously. Third, the future development trend of tourism marketing (1) accelerate the development of tourism network marketing 1. Vigorously develop network marketing. With the rapid development of Internet and e-commerce, the increasingly fierce competition in the tourism market and the diversification of marketing strategies, the tourism industry has also actively changed its old ideas and participated in the wave of online marketing. Tourism network marketing is a marketing activity using electronic network carriers. It is to use the Internet to segment and target the tourism market more effectively, to plan and implement the concepts of distribution, channels, product pricing, services and products more effectively, and to create transactions between tourists and sellers of tourism products. The development of tourism network marketing has two advantages: first, tourism products are a special service product, which has the characteristics of synchronous production and consumption, remote consumption in different places, and consumers can perceive the products in advance, making them one of the most suitable product types for online inquiry, browsing and purchase; Second, the network has the advantages of rich information sources, fast transmission speed, wide coverage, strong autonomy, timely response and more reasonable operation mode, which can effectively reduce the production, marketing and sales costs of products and save customers' energy, time and capital costs. It can be seen that vigorously developing online marketing is one of the inevitable trends of tourism marketing model.Especially after China's successful bid for the Olympic Games, the huge market brought by the Olympic Games has brought rare opportunities for tourism network marketing. 2. Network marketing and traditional marketing need to be closely combined. From the development trend, it is inevitable to implement network marketing, but it is undeniable that at present, China's network marketing is still at a low level, and there are many problems such as the authenticity of information sources, update speed and network security. This makes tourism network marketing still unable to give full play to its advantages and becomes a bottleneck restricting the development of tourism marketing in China. In this transitional period, only by combining network marketing with traditional marketing closely, can we make full use of our strengths and avoid weaknesses.

(2) Strengthen green marketing and promote the sustainable development of tourism. With the enhancement of global environmental awareness, all countries in the world are implementing the strategy of sustainable development, emphasizing that economic development should be coordinated with environmental protection. People began to pursue more environmentally friendly and sustainable green consumption and green marketing. The so-called green marketing means that enterprises take environmental protection as their guiding ideology, take green culture as their values, and take green consumption as their center and starting point in their marketing concepts, marketing methods and marketing strategies for consumers. It requires enterprises to implement the principle of combining their own interests, consumer interests and environmental interests in their operations. Tourism is a resource-based industry, which depends on natural endowment and social heritage, but in fact, it is questioned that tourism is a smokeless industry. Tourists only take pictures and leave footprints. With the development of tourism, many picturesque but sensitive environments in the world have been destroyed, and the problems have become more and more complicated. These phenomena of destroying environmental resources directly affect the development of tourism itself. Therefore, China's American tourism industry must take the road of sustainable development and strengthen green marketing. First of all, establish a green marketing concept with resource values as the core. Secondly, determine the green marketing objectives. Third, establish a green marketing mix strategy. On the basis of establishing the concept and goal of tourism green marketing, the green principle is always implemented in the design, price, packaging, distribution, promotion and sales service of tourism products, and scientific combination is carried out. Finally, carry out green certification. Since 1993, ISO has formulated a series of international standards for environmental management (ISO14000).Greatly promoted the development of tourism green marketing. For example, the green marketing of creating green hotels in Zhejiang and Shandong and the ISO14000 certification of Wuyishan Scenic Area have injected new contents into the green marketing of tourism. Strengthening green tourism marketing is to make tourism really friendly and harmonious with the environment, to conform to the trend of tourists returning to nature and caring for the ecological environment of tourism, to take the road of sustainable development of tourism and to be a marketing strategy with strong vitality. (3) Dig deep into the connotation of tourism culture and carry out tourism brand marketing. Modern enterprises pay more and more attention to brand building, and brand-centered marketing has become the core of modern enterprise competition. Brand marketing refers to the marketing strategy and process brand demand that enterprises use consumers to create brand value and ultimately form brand benefits. The quintessence of brand building in China: American tourism should lie in its long history and rich culture. However, at present, the brand marketing in China and the cultural connotation of tourism products in the United States are far from enough, which makes the life cycle of tourism products unable to be effectively extended. Therefore, we must first dig deep into the connotation of tourism culture, so that tourism products can be in an invincible position. For example, the Qingming Shangheyuan theme park in Kaifeng, Henan Province, is a replica of the Riverside Scene at Qingming Festival by Zhang Zeduan, a famous painter in the Song Dynasty. In the case that the tourism of China theme park is at a low ebb, this theme park can still develop with an average annual income of more than 15 million yuan. At the same time, we should pay attention to the fact that deep excavation is a gradual process, and it is also a process that needs to be constantly integrated with innovative factors.Rather than a constant continuation on the original basis. Secondly, it is the main task of brand marketing to develop and design tourism products, shape and spread brand image on the basis of in-depth excavation of tourism cultural connotation. According to China, according to the requirements of successfully shaping the brand target image, the target market situation and its own comprehensive conditions, it scientifically and reasonably selects and combines communication modes. The selected and combined communication methods should fully, accurately and intuitively display the characteristics of the brand target image, and at the same time give full consideration to the enterprise's own American economy C.

In addition, the tourism public sector (government and tourism administrative departments) should also play a certain role. In marketing, we mainly focus on the overall promotion of regions, provinces and the whole country, thus promoting the orderly and healthy development of tourism.

3. The development trend and countermeasures of tourism network marketing

First, characteristic marketing

Meitu explodes social software such as friends circle and TikTok, and shoots some natural landscapes among online celebrities to become scenic spots, attracting a large number of tourists to punch in at the scenic spots.

Second, event marketing.

The discussion triggered by the marketing of typical events in the first line and the continuous coverage of topics has brought a lot of attention and ticket revenue to the tourist area, and other economic benefits are also remarkable.

Third, multi level marketing.

Multi level marketing makes the scenic spots have special attraction. Every scenic spot strives to make visitors feel immersive.

Fourth, open the door to the world as a tourist city.

Abandoning the previous ticket economy development model, various scenic spots, large and small, are open for free one after another. Although the ticket revenue was reduced by 10 million yuan, it attracted more tourists, extended the stay time of tourists, and gained new development space for catering, hotels, retail and other industries, which eventually brought hundreds of millions of comprehensive income.

4. The concept of tourism network marketing

Tourism middleman refers to an economic organization or individual with legal person status, between tourism producers and tourism consumers, who is engaged in the resale of products of destination tourism enterprises.

Due to the different roles of tourism intermediaries in tourism marketing and the different responsibilities and rights between tourism production enterprises and these intermediary organizations and individuals, the types of tourism intermediaries are diversified.

According to its business model, it can be roughly divided into two categories: tourism wholesalers and tourism retailers. According to the business nature of different tourism intermediaries, people can divide them into distributors and agents.

5. The meaning of tourism network marketing

The significance of tourism promotion; Tourism is a traditional topic as well as a new one. The history of tourism development in a country or a place is basically a driving history of the use of propaganda means, from exploration to adaptation to proficiency. The significance of tourism promotion lies in: 1. Affect the cultivation of national tourism consciousness; 2. It affects the choice of tourist destination; 3. Affect the understanding of tourism by relevant departments and the whole society, including the industrial characteristics of tourism. Comprehensive contribution and influence; 4. It affects the market, the allocation of resources for tourism and the investment and construction of tourism in the United States. China and the United States have a huge tourism consumption market and strong domestic demand, and tourism demand has gradually become a way of life for people. It is normal for holiday scenic spots to be overcrowded. The world is so big and there are so many scenic spots. How do scenic spots attract tourists? In addition to the unique beauty of the scenic spot itself, the transmission and promotion of information on the Internet has a deeper and deeper influence on people's travel choices. In particular, some tepid tourist attractions and new attractions need to enhance their popularity quickly.

6. What are the problems in the new development of tourism network marketing?

How to do a good job in news media marketing in tourism industry involves local resources. From astronomical geography to folk customs. Of course, it's better to be a unique resource. At the same time, it also needs a good, popular, recognized and widely watched media platform, especially for ordinary people. Today, S society is a society in the Internet age, and most of the information people get is obtained from the Internet platform. Nowadays, the era when wine is not afraid of deep alleys can not adapt to the development of society.

How to make full use of local resources, fully display their unique resources and attract more customers. China has a vast territory and rich resources, and there are great differences between climate and geography, folk customs and economic development. Coastal areas should make more fuss about ocean beaches, cold areas should dig resources from frozen snow, and mountainous areas should conquer tourists with geomorphological features. Folk customs are the same. In short, it is to show things that are different from others to the fullest, so that people can see, hear and feel them.

Nowadays, any industry related to ordinary people can not be separated from the support of the media platform, and the tourism industry has to rely on the platform to show it. Like today's headlines, I participated. Tourism can be displayed through a good media platform, which can be said to be half the battle. If nothing else, let's talk about ordinary people Some people show their packaging through their own superior resources and various media platforms, and suddenly they go from a household name.

7. What are the new trends of tourism network marketing?

Today, with the rapid development of the Internet, information technology is especially welcomed by the masses. In today's society, without information technology, it is often difficult to move and nothing can be done. Then the changes brought by information technology to the tourism industry are generally manifested in the following aspects: First, it is more convenient to purchase tickets online;

Second, you can quickly grasp the situation of various tourist attractions;

Third, information technology can be used to purchase scenic spots and specialties;

Fourthly, information technology can be used to find the travel route, reach the destination smoothly and so on.

: 8. The main work of tourism network marketing

1. Be fully responsible for the operation and management of tourist attractions, and achieve two main objectives: operating indicators and improving the brand awareness and reputation of tourist attractions management companies. 2. Improve and implement the rules, regulations and operational procedures, so as to make every management and service of tourist attractions standardized, detailed and efficient. 3. As the general manager of tourist attractions, keep abreast of customer needs and market changes, and directly supervise the formulation and implementation of various marketing schemes in tourist attractions. 4. Supervise the effective operation of the training system for tourist attractions;