How to do a good job in tourism network marketing?

In recent years, network marketing has been a hot topic in tourism organizations, and the network, as an important carrier, is also an indispensable part of the marketing plans of various tourism organizations. First, determine the accurate target audience.

The key link of tourism marketing is the positioning and segmentation of the target market. Only by accurately positioning the tourist market can we ensure the accurate and effective communication of marketing ideas. If the target market crowd is widely distributed, it is necessary to divide the region or subdivide the crowd to ensure that every marketing plan accurately focuses on the target audience. Of course, it would be better if there are some marginal benefits, but the target audience must ensure the effect.

When determining the target market, the easy mistake is to hope that an online marketing plan will cover all netizens at the starting point, which will make it easy to cast a net and catch small fish.

Second, do a good job in SWOT analysis of its own status quo.

In network marketing, knowing the target audience accurately and knowing yourself comprehensively is the real knowing yourself and yourself. SWOT is a good analytical tool to know yourself. In the SWOT analysis, I mainly understand as follows:

1, overall analysis: industry analysis, market characteristics, consumption trend analysis,

2. Advantages: advantages in resource characteristics, basic conditions, economy and policies.

3. Disadvantages: disadvantages in terms of resource characteristics, basic conditions, economy and policies.

4. Opportunity: market probability and grasp.

5. Threat: the biggest threat and risk factor in market competition.

Third, find the most suitable channels and ideas.

To find channels according to the target audience, we should not classify them according to specific channel types, nor should we blindly pursue the latest and most fashionable online media forms. When looking for suitable channels, we need to pay attention to the following points:

1, marketing strategy:

Take the customer's demand as the starting point, and organize various marketing activities in a planned way. At present, all kinds of urban tourism marketing schemes are in full bloom, and all kinds of online marketing methods are more or less involved. Targeted channel selection can effectively transmit tourism product information to the target market. Therefore, considering the information intake preference of each market segment, we should not only consider the cost, but also consider the channel preference of information communities in different markets. In particular, we should fully realize that Weibo, community and other forms of online media have low cost and produce better results than traditional media.

2. Brand positioning:

Based on the characteristics of resource products, aiming at the target market, we should create a brand that is conducive to the correct cognition of mass tourism consumers, but we need to further strengthen the differentiated characteristics, and the brand positioning in the network marketing scheme is gradually improving.

3. Market strategy:

According to the target source market, formulate corresponding market strategies such as products, prices, channels and promotions. At present, due to the characteristics of network IP positioning, we can directly customize the accurate target audience through IP positioning and preference characteristics, and select relevant online media and powerful resource channels to accurately market the target population.

For example, Qingdao's "20 1 1" Happy Qingdao "theme network publicity and promotion plan carries out accurate marketing for the source and crowd of tourists, locks in the regional crowd, accurately locates the high-end crowd, and screens the travel preferences of online registered members' personal links to achieve accurate delivery and produce the most direct and maximized promotion effect.

4. Creative theme:

The innovative idea of marketing tactics is not only the creativity of product strategy, but also the multi-dimensional market tipping point of brand creativity, advertising creativity and corporate image creativity. Don't use empty propaganda language, without considering the needs of tourists. Propaganda language likes to use big and comprehensive parallelism sentences, such as "nourishing the heart and clearing the heart", "Spring is * * summer is * * autumn is * * winter is * *", which is too beautiful and poetic, and the traces of literary youth in the 1980s are too heavy. Unfortunately, now is an era of fast food and big information, which has fallen behind the times.

5, a variety of network creative forms * * * with:

Whether it is public relations communication or interpersonal communication, we can use various forms of online media.

For example, in the marketing scheme of 20 12 Nantong online annual meeting, in the network marketing scheme of Nantong online annual meeting, a variety of new media forms such as live video, Weibo interview, game interaction and ticket grabbing activities are mixed and combined to form a three-dimensional marketing model according to the network characteristics. Four. Action plan and implementation

Including "online media collection, forum interaction, online media hype, word-of-mouth communication, event marketing, online essay writing, live video, game implantation, micro-video marketing" and other online marketing implementation programs, each with its own characteristics. V. Overview of network marketing

Whether it meets the expected KPI data: the expected quantifiable indicators of total tourism revenue, year-on-year growth rate, number of domestic and foreign tourists received and year-on-year growth rate during the planning period.

Seeing that some online marketing schemes don't have enough data analysis on the results, they often pay attention to whether the pages are beautiful. As for the traffic data, they don't pay attention to the accurate number of tourists and other data, and then write a beautiful summary report with screenshots. This form is greater than the content. This practice still exists.