基于微信平台的导游人员二次营销效果测试及方案优化  

Test and Optimization of Tour Guide'S Remarketing Model Based on Wechat

作　　者：易婷婷[1] 王晓宁 龚小芳 

机构地区：[1]华南师范大学,广东广州510631 [2]广州商学院,广东广州511363 [3]广州天客信息技术有限公司,广东广州510115

出　　处：《旅游论坛》2016年第6期83-87,共5页Tourism Forum

基　　金：教育部人文社科项目(15YJC630161);华南师范大学青年教师科研培育基金项目(14SK17)

摘　　要：基于移动互联网背景和客户关系理论,提出一种创新性的旅游产品营销模式——基于微信平台的导游人员二次营销,它可以有效利用导游的客户资源,减少营销过程的中间环节,为企业和导游创造更多价值。为检验该营销模式的可行性,通过"天下门票导游平台"对1 000多名导游进行测试,两轮测试的成交率分别为8‰和3‰,超过中国电商成交率1‰的门槛水平;同时,对其中30名导游进行深度访谈,分析该营销模式中参与率、转发率和成交率的影响因素;最后,提出从提高注册门槛、增强价格优势、改进推销方式、优化奖励机制、明确双方责任、提高技术水平等方面对营销模式进行优化。Based on the background of mobile Internet and the theory of customer relationship,this paper put forward an innovative marketing model of tourism products：tour guides＇ remarketing based on the WeChat platform which can effectively utilize the relationship between tour guides and their customers,reduce the intermediary in marketing process,create more value for enterprises and tour guides.In order to examine the feasibility of the marketing model,the author performed a test on more than 1000 tour guides in the ＂ World Tickets Tourism Platform＂,and the turnover rate of two rounds test was 8‰ and 3‰ respectively,which exceeded E-Commerce threshold turnover rate of 1‰.Meanwhile,interviews in depth with 30 guides were conducted in order to analyze the influence factors of the participation rate,forward rate and turnover rate of this marketing model.Finally,some suggestions were put forward to optimize the marketing model by improving the registration threshold,enhancing the price advantage,improving marketing methods,optimizing the incentive mechanism,clearing the responsibilities of both sides and improving the technical level.

关 键 词：微信 导游 二次营销 营销效果 方案优化 

分 类 号：F592.6[经济管理—旅游管理] F724.6[经济管理—产业经济]