摘要
移动互联网的触角已经深入到了包括旅游产业在内的各个经济领域,区域流通企业利用移动网络深入开展旅游营销,已经成为一种必然的选择。从研究移动互联网旅游营销的相关理论及具体模式入手,提出了一种基于旅游数据聚类分析的精准营销手段;区域流通企业的精准营销活动能够充分利用移动互联网的联通性,深入了解游客的真实需求,构建旅游产业分类模型,并为游客提供个性化的服务,准确把握住旅游市场定位,促进旅游产业市场推广,提升消费者的客户体验。实证分析结果表明,精准营销手段能够显著提高区域旅游收益和游客的综合满意度水平。
The mobile Internet have penetrated into various economic fields including tourism industry.It has become an inevitable choice for regional circulation enterprises to make use of mobile network to extend tourism marketing.Starting from the theories and specific models of mobile internet-based tourism marketing,this paper puts forward a precise marketing method based on tourism data clustering analysis;by means of the strong connectivity of mobile Internet,the precise marketing activities can enable the enterprises to deeply understand the real needs of tourists,build a classification model of the industry,and provide personalized services for tourists.Besides,they can promote the marketing of tourism industry by accurately positioning the market,and enhance the customer experience.The empirical analysis shows that precise marketing can significantly improve regional tourism revenue and tourists’comprehensive satisfaction.
作者
陶鑫
TAO Xin(Marketing Department of Anhui Vocational College of City Management,Hefei,Anhui,230011,China)
出处
《武汉商学院学报》
2020年第2期18-22,共5页
Journal of Wuhan Business University
关键词
区域流通企业
移动互联网
数据聚类
精准营销
regional circulation enterprises
mobile Internet
data clustering
precise marketing
