旅游企业APP免费运营模式研究  

A Study on the APPs' Free Operation Modes of the Tourism Enterprises

作　　者：李嘉琪[1] 邹光勇[1] 

机构地区：[1]上海商学院旅游与食品学院,上海201400

出　　处：《旅游论坛》2015年第6期52-59,共8页Tourism Forum

摘　　要：移动互联网的崛起使得旅游电商企业已处在争夺APP用户流量的白热化竞争阶段,以免费经济学为理论基础,首先根据旅游APP的功能将其分成预定类、分享类、攻略类和工具类四大类,然后提出符合旅游APP自身发展特征的免费运营模式,并针对每一类模式做出特征分析,最后对各类旅游APP的运营趋势和盈利性进行研究。研究认为:免费服务加增值业务、一站式加平台细分化的模式将成为旅游APP未来发展的必然趋势,并以此为基础,为旅游APP行业未来的运营发展提供了有效的建议,即差异化产品、优化用户体验和宣传自身品牌。With the rise of mobile Internet , tourism electronic business enterprises have been competing for APP users seriously. First of all, the study takes free economics as the theoretical basis and devides tourism APPs into 4 major categories including the reservation, sharing, strategies and tools according to the functions and characteristics. Then, it puts forward the free operation modes which are suitable for their development and make the characteristics analysis for each kind of mode. Finally it takes the trend of operation and profitability of every categories of tourism APPs for research. The study proposes that free service and value-added service, a one-stop platform differentiation mode will become the inevitable trend for the future development of the tourism APPs. Last but not least, based on the results of the study, there are some effective suggestions provided for the future operation and development of the tourism APPs, which are differentiating products, optimizing the users＇ experience and promoting their brands. The main contribution of this study is to put forward the free operation modes and trend of development according to the classification of tourism APPs.

关 键 词：旅游企业 旅游APP 免费经济 运营模式 

分 类 号：F592[经济管理—旅游管理] F49[经济管理—产业经济]