How to do the network marketing of travel network?

Network marketing is a marketing activity that takes the Internet as the main means to achieve certain marketing purposes. So for the tourism industry, it is the industry that needs word-of-mouth communication and experience communication most. Word-of-mouth and experience communication are inseparable from the network environment. On the premise of confirming this, how should the tourism industry conduct online marketing?

First, online community marketing. Network is not only a kind of media, but also a platform with the functions of integration, interaction and participation. At present, the online marketing carried out by many travel agencies is still limited to the advertising stage, and the platform application awareness is not enough, so it is impossible to form the word-of-mouth effect of scenic spots through the network, and the core value of the brand cannot be reflected. In fact, there are many means of network marketing, such as network news, blog, forum topic marketing, SNS community and so on. The key is to see how to use these means to achieve the purpose of enterprise marketing.

Second, online video marketing. In fact, online video marketing is a new form of online marketing in recent years, which has developed very rapidly. Like blog marketing, emphasizing the interaction of netizens requires careful planning.

Compared with other marketing methods, video marketing has many advantages:

First, a good video can spread horizontally among the audience and spread in the form of virus without relying on media promotion.

Second, the current price of video marketing is also quite low. The production cost of a video advertisement may only need a few hundred or even tens of thousands of yuan, which is less than one tenth of that of similar TV advertisements, but the communication effect is not inferior.

Third, excellent video marketing can interact with users, get rid of the compulsion of TV advertisements, extend the brand connotation and strengthen the communication effect. Companies can cooperate with professional video website companies to share photos, videos, texts and other information during the trip by doing online video activities or collecting tourists' videos. Through these publicity, the reputation of scenic spots among potential consumers can be improved very quickly.

Generally speaking, China's tourism network marketing is still in a very primary stage, and the bottleneck of information service is still quite serious. China's tourism information service can not meet the needs of consumers mainly in the following two aspects: First, the application of infrastructure is poor, and the online information update is slow. Many tourist attractions don't have their own independent domain names, but only link several web pages on various websites, so tourists can't keep abreast of the new programs and new trends of the attractions in time and can't communicate with them online. Secondly, the network service ability is weak, and the network service of tourism enterprises is still in a passive state, which has not effectively captured tourists.

Framework of tourism network marketing scheme;

1, target location.

2. Overview of information integration planning of scenic spots; According to the questions that travel agencies may encounter when answering tourists' inquiries, provide detailed and practical answers to questions related to scenic spots; Tourism traffic information (including main flights, ships, trains, bus shifts and road networks); The directory and address of the official tourist consultation center and the services it provides; Reservation function; Tourism product database query (hotels, attractions, restaurants, attractions and other information, it is best to provide quotations); Release tourism promotion information (when the scenic spot launches preferential activities and free coupons, notify the travel agency and push it to the tourist market through it); Provide scenic spot pictures, introduction texts, tourism literature works and multimedia video materials with unlimited copyright (so that travel agencies can download them from the website and use them for free in their own promotional materials).

3. Use network promotion tools: (1) E-mail (2) Online forum (3) Attractions webpage/site (4) Sending greeting cards (5) Travel news and comments (6) Online chat room (7) Consultation form (8) Sales database (9) Search engine optimization (10)SNS.