[China Glass Network] According to the China Internet Network Information Center released in Beijing in January 2012, the "29th Statistical Report on Internet Development in China" said that as of the end of December 2011, the number of Internet users in China had reached 513 million, second only to the United States. , ranking second in the world. At present, the online sales of the tourism network has accounted for more than 20% of the total global e-commerce sales, second only to online book sales.
Tourism network marketing is a marketing campaign that uses the carrier of electronic networks. At present, the investment in many scenic spots in China on the Internet is far from the concept of tens of thousands and hundreds of thousands. The digital scenic spots such as Jiuzhaigou, Huangshan and Zhangjiajie have invested millions in the Internet. Although not all scenic spots can have such a large investment in the Internet, everyone understands that it is a habit for tourists to understand the situation through the network. Faced with the formation of such habits, the informationization of scenic spots naturally becomes the trend of the times.
The way of the king, the skill of the murder. "Tao" represents the way of thinking and direction of the world, "surgery" refers to the skills or means of individual people and things", the two should be an organic whole, highly consistent. However, in tourism network marketing, the separation of Tao and surgery The phenomenon is serious - heavy and medium-sized scenic spots, the big brand scenic spots are too biased, and mistakes are inevitable.
One of the three differences: understanding the deviation of online advertising advantage
Although the Internet age has arrived, we still have to pay attention to the fact that the Internet is not multifunctional. Correct understanding of the advantages of Internet advertising is a necessary step in network marketing.
Several advantages of online media over traditional media: wide spread, strong interactivity, strong targeting, accurate statistics, real-time, flexible, low cost and strong senses. While the tourism industry conducts publicity and marketing on the Internet, its advantages are roughly three points. One point is measurable control; one is very suitable for precision marketing; the third is widely told that the tourism network has the role of “educationâ€.
The third difference: understanding the deviation of website infrastructure
Many people think that just doing a website and then spending money to do Baidu promotion is doing network marketing, but in fact it is not so simple. There are two basic deviations: First, website optimization, to improve the speed of website opening. According to the well-known website's 8-second law, users visit the website and wait for the website to open for more than 8 seconds. More than 50% of the users will give up waiting, and the company will lose more than 30% of the customers. Second, the website information maintenance should be sufficient. Consider the needs of users.
Think about it, the keywords of a website promotion are varied. At first glance, there is no intention of traveling. Finally, someone with a tourist demand has arrived at the site. After clicking for a long time, the site has not been opened. It is hard to open the site and I don’t know how to Find your own tourist route, so simply turn off and then change the home site. This is a good explanation for why travel advertising is spent a lot, and the results are few.
Three differences: understanding the deviation of website security performance
E-commerce has always lacked security mechanisms, and travel e-commerce is also inevitable. However, most domestic travel websites still lack awareness of security certification, which causes website complaints to occur. However, most of the tourism industry colleagues do not know that if you want to attract overseas tourists and do a good job in overseas travel network marketing, the first thing to do is to secure the website and give the overseas consumers a safe and reliable signal and build trust. Degrees to further interest in your scenic introduction. In fact, overseas consumers have an inherent online consumption habit. When they visit an e-commerce website, they first pay attention to whether the website has website security certification. This is an important rule of trust.
One of the two mistakes: I think the travel network is just a new type of media.
The tourism network should be a global community. While advertising, pay attention to the downtown, salons and other venues in the Internet community, and find individual key figures (internal, team, club) in various Internet communities. The two rules of adhesion, by creating additional behaviors on the various travel network platforms that echo the theme marketing, these tiny details can affect the overall communication effect.
Two wrong two: think that the travel network is just a new battlefield
The tourism network has the following basic points: time spanning, spatial leaping, diversified forms of communication, one-to-one interactive marketing, personalized customization, relatively easy to construct feedback mechanism, and free publishing. The Internet is a communication tool and a tool for communicating with tourists. Whether the tool is skilled or not determines whether the scenic spot can be used in the next round of competition in the industry.
One of the misunderstandings that travel agency websites are more likely to fall into is the accumulation of mature line products, which gives visitors a illusion that I will not use the group tour, then this website has no reference to me. !
Second, the homogenization line products are serious, and tourists are introduced to the idea of ​​price comparison. According to a closer survey, more than 80% of visitors who use the Internet admit that more than three websites will be compared. More than 90% of the tourists said that in the case of basically the same content, first of all, the travel agency with lower price will be selected for consultation. This is also a major drawback brought by network applications. Once it becomes a habit, a new round of price competition will be formed.
Nowadays, the status of tourism network marketing is no longer a dispensable. The network has become a big source of consumers' access to tourism information. Do a good job in tourism network marketing, gradually eliminate some misunderstandings and gradually improve and improve. Can get better development.
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