The current situation of tourism network marketing

In the rapid development of the network and e-commerce today, tourism enterprises are also actively involved in the tide of network marketing. Tourism products as a special service products, with production and consumption synchronization, long-distance consumption, consumers can not be pre-perception of the product and other characteristics, which make it become the most suitable for online inquiry, browse, buy one of the types of products. However, at present, China's tourism network marketing does not play to the advantage, is still at a low level.

To accelerate the development of tourism online marketing, the following aspects must be done: first, change the stereotypes of enterprises and customers; second, strengthen the construction of network infrastructure; third, accelerate the development of the security and convenience of the network payment system; fourth, accelerate the improvement of the logistics industry.

However, the development of these external environments still takes time. Therefore, many tourism enterprises hold a wait-and-see attitude considering the ratio of capital and talent input to output. In fact, in order to accelerate the development of tourism network marketing, we must rely on the tourism enterprises themselves on the "existing" network environment "full, effective" utilization. As the saying goes, "change those you can change, accept those you can not change." Tourism enterprises only the development of the current stage of network marketing, in order to continuously accelerate the improvement of the external environment, so that in a virtuous cycle to a higher level of development. To do this, the key lies in market segmentation.

Market segmentation in order to carry out a wise and accurate market positioning, so as to carry out targeted product design, image shaping, to reduce the blindness of its publicity and promotion and unpredictability, and really give life to the site, establish its brand, the formation of its loyal users. On the other hand, only after market segmentation can we find a suitable way to solve the shortcomings in logistics and capital payment. Different users have different characteristics, you can find ways to ease the e-commerce "barrier" to its characteristics. For example, if located in the university market, you can consider setting up joint sites with universities, credit management of student advances without having to stick to electronic money payments.

At present, the user structure of the Internet lacks breadth, in the age of young people, 21-35 years old accounted for 85.8%. This is one of the factors restricting the development of Internet marketing. What we must do at this stage is to develop this youth market. In this group of people, college students travel market is a huge potential market.

All things are ready only the east wind

College students active thinking, energetic, like to understand the new environment, and hope to make friends with like-minded people. Freshman and sophomore students tend to organize group tours to strengthen communication among students and broaden their horizons after adapting to college life; junior and senior students tend to want to use their time to travel before they go to work, and they do not have a lot of money but have the time to go to the famous mountains and rivers with like-minded friends to feel physically and mentally intoxicated and happy during the college period. Graduate students and doctoral students are usually more concentrated in their studies and research, but basically the pressure of fixed courses is very small. According to their own schedule and their friends or groups of three or five, or pairs of pairs to the natural scenery and have certain cultural connotations of the attractions to relax themselves. In short, college students have a general desire to travel.

For an average family, its education spending is generally not less than 30 percent of the total family income. "How bitter can not suffer the child", "can not let the child lose at the starting line", "knowledge-based economy needs to have a real talent for the full development of talent", these concepts have been firmly imprinted in the parents These concepts have been firmly imprinted in the parents' concepts. Parents always spend as much as they can on their children's life and comprehensive quality improvement. In addition, many college students also take advantage of their vacation to engage in various part-time jobs. For example, tutoring, sales promotion, social research, substituting classes, helping tutors with their projects, and so on. Scholarship is also a considerable income. It is easy to see that students in colleges and universities do not earn a lot of money, but they still have a stable financial source, and most students within colleges and universities can afford to travel short and medium distances at least once a year. The vast majority of college students believe that travel is an excellent cultural and recreational programs, not only can enjoy the body and mind, but also can increase knowledge, make friends, cultivate sentiment.

Weekends, holidays, summer and winter vacations are the leisure time of college students. In addition to the great pressure of reviewing when the exam is approaching, the rest of the time can be freely disposed of. For the graduating class students who are about to enter the society, the main task of the last half semester is to look for a job, which is usually oriented at the end of May, and June is basically a farewell party with more concentrated leisure time.

From the above analysis, it is easy to see that college students have both the desire to travel, but also has a certain financial ability to pay and sufficient leisure time. For tourism enterprises, it is a "everything is ready, all we need is" a huge potential market. At the same time, college students generally belong to the upper middle class income earners in society. From the ability to pay, they will be the main consumers of tourism. Corporate Web site to cultivate a number of loyal college student visitors, will undoubtedly lay a solid foundation for its future network marketing.

Self-analysis on consumption

Consumption level

1. Low consumption level and large market size

According to my questionnaire survey, the price level acceptable to students in colleges and universities varies, but the overall level is relatively low:

Specialized students can be accepted

200 yuan 300 yuan below -500$500-800$800-1000$1000+

8%22%35%26%9%

Acceptable price points for undergraduates

Under 200$300- 500$500$500-800$800-1000$1000+

10%21%49%11%9%

Acceptable Price Points for Graduate & Doctoral Students

Under $200$300-500$500 -800RMB800-1000RMB1000RMB and above

13%24%34%22%7%

2. Acceptable forms of travel are mostly self-help

Self-help small package price (entrance fee, transportation fee) group package price

71%8%21%

Consumption psychology

3. Motivation for travel in the social and knowledge-seeking mentality dominates

4. The choice of travel destinations are mostly both natural and human resources of the tourist places.

Sightseeing tours of scenic spots and ancient monuments, sightseeing tours of famous mountains and rivers, adventure and hunting tours, scientific research tours, high-tech tours

44%30%13%8%5%

5. The pursuit of taste, pay attention to service

College students are receiving systematic knowledge in school, the quality of the quality of the continuous improvement of the individuality is being formed. In the pursuit of taste in consumption, pay attention to the quality of service, desire to understand society and gain respect.

6. Consumption structure during traveling

The purpose of college students' traveling is to study and make friends, and they generally don't get involved in enjoyable consumption. They try to be as frugal as possible in terms of food and accommodation, but they are not stingy in terms of spending money on learning about novelties and experiencing exotic cultures.

The new viewpoint of online marketing for college students' tourism market

◆Self-service restaurant

College students are mostly reluctant to accept the ready-made routes designed by travel agencies for them. Before traveling, they tend to discuss the determination of routes repeatedly with their own opinions, hoping to develop routes that can satisfy their needs in various aspects through their own screening. In the past, travel agencies certainly have staff who can provide advice to students, but the amount of information they have is always limited, and inevitably in the process of recommending their own line tilt. The network can take advantage of its own information capacity to do this kind of work better.

First, the site can create a variety of links based on proper categorization. The content of the link involves the six major aspects of the journey food, accommodation, transportation, tourism, shopping and entertainment. In the classification of tourist attractions can first be set up according to the traditional classification methods, such as nature and humanities, nature is divided into geology, geomorphology, meteorology and climate, water bodies, biology, the universe. So that a student only need to click on the three levels of nature a body of water a sea, you can see all the information available to visit the sea.

Secondly, the site should have a search engine based on links. Students only need to intervene in certain conditions, such as geographic location, name and other information can be searched to meet the requirements of tourism information.

Once again, the website should set up a message board that can be updated regularly for each tourism enterprise. Tourism enterprises can promptly submit their recent program arrangements, promotional activities and other information to the moderator, who will edit and publish it. This ensures the timeliness of the information.

Through the above work, the tourism website provides a rich variety of delicious and fresh buffet for college students. In addition to this, it should provide a courteous, enthusiastic and effective service.

After searching for relevant information, students submit their own route designs to the website. The website produces a practical and realistic program according to their requirements. The map logo, route arrangement, optional price feedback to the students, and then through a round of exchanges, the travel agency will be able to produce a specific itinerary for the students. The students can click on the links that require the services of the travel agent according to their actual needs. For example, ticket issuance, bed booking and so on. The itinerary can then move smoothly into the implementation stage.

◆(Network Community Club) Creating a Warm Home

Traveling Supplies Rental and Souvenir "DIY" Function

Exploration and camping are the students' passion, but many traveling tools are not necessary to buy, so the traveling supplies company can set up hammocks, sleeping bags, picnic equipment rental items. Therefore, travel supply companies can set up rental programs for hammocks, sleeping bags, and picnic gear. In addition, some commonly used travel supplies, such as, very handsome travel bag, travel with the convenience of small external audio equipment, video cameras and so on. Since it is difficult for students to pay a large amount of money at one time, travel goods companies can offer this kind of rental business. In addition to this, networks can use their resources to personalize a variety of travel supplies. This is similar to the principle of card customization, for example, the production of uniform T-shirts for students in colleges and universities, students can choose the T-shirt texture, color, pattern, preview and modification of the design, and then send customized information to the enterprise, so that the students not only reflect the individuality of the pursuit of the effect of anticipation, the enterprise also provides a better customized service.

◆Make the universe smaller

Through reasonable design, it can make travelers travel without leaving home. The method of character design in games can be absorbed in this kind of online tourism. Students "sign up" for a tour in front of a computer that integrates sight and sound. When the members of the group "arrived", led by the "guide" to start the tour. The tour guide carefully explains the journey, the members of the group can ask questions, can take pictures, can talk to each other. Through the three-dimensional animation and interactive design, so that students feel really carried out a tour, such as space tourism, can not reproduce the actual historical events, etc., the form of tourism are very suitable for the development of virtual tourism projects. Imagine if you can take a spaceship and partners into space, to the moon, to start a long-dreamed of trip, you will be eager to try it?

But all things, are due to the potential, the potential to get things into, the potential to lose things do not go well. The trend of the line, such as the smooth hand rowing boat; borrowing momentum and action, such as the false ladder to ascend; create momentum for, such as the space for the moon. Potential, strengths, trends. Tourism and the close association of the network is bound to be the trend. How can we not seize this trend, so that this unique landscape more beautiful?

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