基于AARRR模型的在线旅游平台营销模式研究——以携程为例  

Research on Marketing Model of Online Travel Platform Based on AARRR Model——A Case Study of Ctrip

作　　者：孙健云 王东红[1,2] 占二花 李慧妍 熊文洁 Sun Jianyun;Wang Donghong;Zhan Erhua;Li Huiyan;Xiong Wenjie(Hubei University of Economics,Wuhan 430205,Hubei;School of Public Administration,Zhongnan University of Economics and Law,Wuhan 430073,Hubei)

机构地区：[1]湖北经济学院,湖北武汉430205 [2]中南财经政法大学公共管理学院,湖北武汉430073

出　　处：《中国商论》2024年第15期103-107,共5页China Journal of Commerce

基　　金：教育部高校思想政治工作创新发展中心(武汉东湖学院)(WHDHSZZX2023107)阶段性成果;湖北经济学院省级大学生创新创业训练计划(S202311600038X)资助。

摘　　要：随着科技的进步,互联网技术发展迅猛,AARRR模型是基于互联网时代背景提出的一种新的获客方法体系。携程作为OTA平台的行业龙头,具有一定的代表性,在用户获取、用户激活、用户留存、获得收益和推荐传播等AARRR模型的五个方面有较为全面的布局。研究表明,携程在实体店经营策略、定价模式和个性化产品设计方面有待创新,场景营销和自身软件内容信息建设亟须加强,信息安全、社区功能和客服售后服务需进一步完善,同时需强化交叉营销和国际市场业务扩展,促进强关系口碑传播和危机公关提质。With the advancement of science and technology and the rapid development of Internet technology,the AARRR model emerges as a novel system for customer acquisition based on the background of the Internet era.As the industry leader of the OTA platform,Ctrip is quite representative and has a comprehensive layout infive aspects of the AARRR model,such as user acquisition,user activation,user retention,earnings,and recommendation communication.It is shown that Ctrip needs to innovate in its physical store business strategies,pricing models and personalized product design,strengthen scenario marketing and own software content information construction,and further improve information security,community functions,and customer service after-sales services.At the same time,it also needs to strengthen cross-marketing and international market business expansion,promote strong-tie oral communication,and improve the quality of crisis public relations.

关 键 词：AARRR模型 OTA平台 在线旅游平台 携程 互联网 

分 类 号：F270[经济管理—企业管理]