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网红营销:疫后旅游精准突围的重要抓手

2020-03-04 绿维文旅 标签:

WANGHONGSHIHULIANWANGSHIDAIDECHANWU。SUIZHECHANYERONGHEDEBUDUANJIAKUAI,GAIBIANZHEDAJIADUICHUANTONG“WANGHONG”DEDANYILIJIE。WANGHONGBUZAIJUXIANYU“REN”,ZHONGDUOTESEHUAMINGXIAN,FUHEDAZHONGLIEQI、LIEXINXINLI,HUOZHEJUYOUYISHUMEIGANDENGTEZHENGDE“SHIWU”“CHANGSUO”YECHENGWEILEWANGHONG。

TUPIANLAIYUANSHETUWANG

XINGUANYIQINGQIJIAN,WANGLUOCHENGWEISHENGHUOBIXUPIN,JIASULEWANGHONGXIANXIANG。JIANGSHI、LAOSHI、DAOGOUFENFENCHENGWEIWANGHONG,JIULIANYINGHEFANGKONGDE“DALABACUNZHANG”YECHENGWEIWANGHONGJIAHUA。DUANSHIPINHESHIPINZHIBODENGXINGSHIGENGSHIDAFANGGUANGCAI,GENJUDOUYINFABUDE2020NIANCHUNJIESHUJUBAOGAO,1YUE24RIDAO2YUE7RI,HUATI“ZAIJIALVGEYOU”XIANGGUANSHIPINZAIDOUYINSHANGLEIJIBOFANG21YICI——KETING、CANTING、CESUO、WOSHIDENGFENFENCHENGWEIWANGHONGDAKADEREMEN“JINGDIAN”,GUANGDAWANGYOUCUISHENGLE“SHINEIYOU”ZHEIZHONGLVYOUXINFANGSHI。ZHENKEWEIZHAIJIABUCHUMEN,NANNAILVYOUXINA。

TUPIANLAIYUANDOUYINSHUJU

ZAIJIDADESHANGYEQIANLITUIDONGXIA,GEXINGGEYEKAISHIYUNYONGWANGHONGYINGXIAOJINXINGXUANCHUANTUIGUANG。MIANDUITURUQILAIDEYIQING,SHITISHANGCHANGYOUYUKELIURUIJIAN,YEQIDONG“DAIHUOZHIBO”MOSHI。BIRUYINTAIBAIHUOLIANHETAOBAOTUICHU“DAOGOUZAIJIAZHIBOJIHUA”,QIZHONG,YASHILANDAI、LANKOU、KEYANSHI、YUEMUZHIYUAN、IOPE、JIFUZHELI、Nike、FILA、VANS、BAODAOYANJINGDENG50DUOGEPINPAIZHUANJUJIARU“DAOGOUZAIJIAZHIBO”。YENEIKANLAI,YIQINGCUSHISHANGCHANGXUNQIUDUOTUJINGBUJUXIANSHANG,“XIANSHANGZHIBO”CHENGWEISHISHUIDEZHONGYAOFANGSHI,YAOTANSUOBIAN“JIJIU”WEISHANGCHANGXINDEZENGZHANGDIAN。

NEIME,ZAIZHEICIXINGUANYIQINGZHONGBAOSHOUZHONGCHUANGDELVYOUXINGYE,RUHEJIELIWANGHONGYINGXIAO,ZHUAZHUHOUYIQINGSHIDAIDEJIYUNI?

TUPIANLAIYUANSHETUWANG

1

WANGHONGJINGJIBAOFA

手机买彩票2019NIAN,YILIJIAQI、WEIYA、LIZIQIDENGWEIDAIBIAODETOUBUWANGHONG,SHIWANGHONGJINGJIYINGLAILEBAOFADIAN。DASHUJUJIAOYIPINGTAITONGJIXIANSHI,2019NIAN“DAIHUOYIGE”LIJIAQIZHUANLEJIANGJIN2YIYUAN,WANGHONGLIZIQIZHUANLE1.6YI。YI2018NIANSHANGSHIGONGSIJINGLIRUNZHIBIAOKAN,2123JIAGONGSIJINGLIRUNBUJILIZIQI,YEJIUSHISHUO,QUANBUAGUGONGSIYOULIUCHENGYISHANGYINGLINENGLIBUJIYIMINGWANGHONG。

ZAIJINRI“NVXIEWANG”XINGQILIU(002291.SZ)FABUDE2019NIANYEJIKUAIBAOXIANSHI,2019NIANSHIXIANYINGYESHOURU22.74YIYUAN,TONGBIZENGZHANG48.48%;GUISHUYUSHANGSHIGONGSIGUDONGDEJINGLIRUN1.76YIYUAN,TONGBIZENGZHANG1871.45%。XINGQILIUCHENG,YEJIZENGZHANGSHIYINGONGSIKANHAOHULIANWANGYINGXIAOXINGYE,ZHIDINGLE“DAZAOSHISHANGIPSHENGTAIQUAN”DEZHANLVE,NIKAIQIJINGYINGXIEFUYIJIHULIANWANGGUANGGAOYEWUSHUANGLUNQUDONGMOSHI。JIEZHI2019NIAN,GONGSIQIANYUEFUHUAKOLCHAOGUO50REN,QUANWANGFENSISHULIANGCHAOGUO1.5YI。SUIZHEMCNKUAISUFAZHAN,SHISHANG、MEIZHUANGDENGCHUIZHISAIDAOXIANSHICHUJUDADECHENGZHANGXING,GONGSIWANGJIEZHUMCNYUNYINGDEXIANFAYOUSHIXIANGXINGYEGAOSUCHENGZHANGHONGLI。

DUIYULVYOU、JIUDIANDENGDISANCHANYEERYAN,CHONGFENLIYONGWANGLUOYINGXIAO,JIANGLVYOUMUDEDI、ZHUSUCHANGSUODENGDAZAOCHENGWANGHONG,YENENGGOUJIDADITISHENGJINGJIXIAOYI。YIXINJINWANGHONGCHENGSHIZHONGQINGWEILI,SUIZHEHONGYADONG、ZHANGJIANGSUODAO、CHUANLOUQINGGUILIZIBAZHANDENGJINGDIANZAIWANGLUOZOUHONG,2019NIANSHIYIZHANGJIA,ZHONGQINGYI3859.61WANRENCIZHAIQUQUANGUOJIEDAIYOUKEZUIDUODECHENGSHI,TONGBIZENGZHANG10.6%;SHIXIANLVYOUZONGSHOURU187.62YIYUAN,TONGBIZENGZHANG32.8%。

绿维文旅认为,以互联网大数据为依托,通过网红进行营销,能够极大地提升旅游营销效果。首先,专业的网红背靠MCN机构,拥有专业的内容创意团队、拍摄团队与营销投放团队,能够最大化营销效果。其次,每个网红都拥有不同的标签和深耕领域,吸引的粉丝也是对其主攻领域有较大兴趣的用户。运用旅游网红进行营销宣传,能够将产品精准地传达给目标客户。此外,旅游网红群体也有细分领域,如亲子旅游网红、户外旅游网红、乡村旅游网红等,这些细分能够帮助旅游企业更加精确地筛选广告投放对象。

TUPIANLAIYUANTUCHONG

2

WANGHONGYINGXIAOXUDIEDAISHENGJI

手机买彩票ZAIYIDONGHULIANWANGDEFAZHANYUXINMEITIDECHUXIAN、GONGXIANGJINGJIDESHENGXINGHESHANGYEHUAYINGXIAOSIWEIDEQUDONGDENGCHUANGXINYINSUDECUIDONGXIA,WANGHONGJINGJIJIANGXIANGCHANPINCHUANGXIN、SHANGYEMOSHIDIANFUDENGFANGXIANGFAZHAN。SUIZHEWANGLUOPINGTAIGONGNENGDEYOUHUAYUWANSHAN,XINSHENGDAIXIAOFEIBIANHUADETUIDONG,LVYOUXIAOFEIKAISHIZHUIQIUGEXINGHUA、QINGGANBIAODA、SHENGHUOHUALVXING、DIEDAISHIXIAOFEI。

LVWEIWENLVRENWEI,HOUYIQINGSHIDAI,WANGHONGYINGXIAOJIANGHUIDIEDAISHENGJI,JUYOUGENGJIAJINGZHUNHEGENGJIAGEXINGHUADETEDIAN。BIRUWANGHONGZHIBOJIYUZIDAILIULIANG,KEWEILVYOUMUDEDIZUOZHIBOTUIGUANG;WANGHONGDAILIZHUANHUAWANGHONGXIAOYING,SHIXIANTUIGUANGHESHOUYISHUANGFENGSHOU;KAIFAXILIEWEIDIANYING、DUANSHIPINDENGWANGHONGSHIPIN,HUOQUGENGDUOZHANXINGFENSI;JIYULVYOUMUDEDI、LVYOUCHANPIN,DAORUWANGHONGJIEQING。

手机买彩票ZAIZHEIGEBEIJINGXIAZUOHAOLVYOUYINGXIAOXUYAOCONGSANGEFANGMIANZHESHOU:

手机买彩票YISHIHUOYONGDOUYIN、WEIXIN、WEIBODENGXINMEITISHEJIAOPINGTAI,WAJUELVYOULINGYUDELIULIANGWANGHONG,SHUCHUCHUANGYIXINYINGDELVYOUDUANSHIPIN、WENANTUPIANDENGNEIRONG,BUDINGQIKAIZHANWANGHONGLVYOUYINGXIAOHUODONG,YINGZAOYUQIANZAIKEHUQUNTIHUDONGDELIANGHAOFENWEI。

手机买彩票ERSHISHANYULIYONGLVYOUMUDEDIDEREDIANSHIJIAN、MINGRENXIAOYINGDENGDUYOUZIYUAN,LIANHEMCNJIGOUCEHUALVYOUYINGXIAOSHIJIAN,JIEZHUREDIANSHIXIANYINGXIAOXUANCHUAN。

SANSHIPEIYULVYOUWANGHONGFENSIQUN,BUJINZHENDUIWANGHONGRENWUDEFENSIQUN,HAIBAOKUOWANGHONGJIANZHU、WANGHONGJINGDIAN、WANGHONGMINSUDENGDEFENSIQUN,DINGQIZAIQUNNEIYUFENSIHUDONG,YONGFENSIXIAIDEFANGSHIXUANCHUANLVYOUCHANPIN,CONGERYUQIJIANLIQINGGANLIANJIE,ZENGQIANGFENSIZHANXING。

TUPIANLAIYUANSHETUWANG

3

WANGHONGYINGXIAOXULIANGSHENDINGZUO

手机买彩票BUJUYIHOULVYOUSHICHANGHEWENLVXINXIAOFEI,LVWEIWENLVTICHU“DAORUZHUANYEJIGOU,DAORUWANGHONGZIYUAN,WANGHONGDAKADIFUHUA,DUANSHIPINZHIZUO,WANGHONGZHENGHEYINGXIAO”DENGWANGHONGYINLIUTIZHENFANGAN,JUJIAOYANQIUJINGJI,DAZAOLVYOUXINXINGXIANG。

针对旅游景区、旅游小镇和旅游目的地营销,首先要破同质化,忌好高骛远脱离实际,更要创新升级。绿维文旅集团手机买彩票及合伙人紧紧把握时代脉搏,掌握前沿科技和文创IP,深入旅游景区实践,总结出了“一站式网红”新媒体营销方法,主要原理是运用新媒体技术和资源,针对各个旅游项目的具体情况,量身定做一整套的营销方案,并实施执行,精准打击,取得良好效果。

QIFUWUHEXINSHIYIZHANSHIYUANCHUANGWANGHONGIPJINGDIANDAZAOFUWU,JIANCHIHAOCHANPINZIRANHUISHUOHUA,HUIGUIYINGXIAOYUANDIAN,GENJUJINGQUDETEDIANHEWENMAI,RONGHEDANGQIANDEWANGHONGREDIANCHAOLIU,DICHENGBENQIANGCHUANGYIWEIJINGQUDAORUZHUANSHUDEWANGHONGIPCHANPIN,XINGCHENGJINGQUJUYOUCHAOJIMAIDIANDEQUANXINXIYINHEHEXUANCHUANBAODIAN,TONGGUOXINWENJIZHE、WANGHONGDAREN、YIJIANLINGXIU、LVXINGSHEHUWAIQUDAO、XINMEITIGUANGGAODENGZHONGZIMEITI,LIYONGDOUYINDUANSHIPIN、WEIXINDAHAOBAOWEN、BINGDUSHIPINHESHIJIANYINGXIAODENGSHOUDUAN,SHIDEJINGQUDEYUANCHUANGIPTISHENGDECHANPINHUODEHAILIANGPUGUANGHEJINGZHUNYINGXIAO,RANGJINGQUDUANSHIJIANNEIBIANCHENGQUYUWANGHONGLVYOUMUDEDI。

比如在河北蔚县暖泉古镇的打造过程中,因为古镇的主打产品与室外打树花的产品雷同,竞争激烈,区别室外打树花低端营销,天下第一堡打树花启动了网络整合营销,绿维文旅运营专家从口碑营造、新闻造势、地图优化、百度手机买彩票霸屏、事件炒作、意见领袖发声、话题营销等手段进行互联网导流,短时间内扭转被动市场局面,游客量同比增长2倍,迅速成为蔚县的龙头景区,全方位提升景区口碑。

TUPIANLAIYUANSHETUWANG

针对乡村振兴与文旅产业发展,绿维文旅·旅发网的网红新经济孵化器,以互联网、新媒体、新平台、新营销为基础,全面整合国内文旅行业专家、电商、新媒体等优势资源,创新导入新业态、新产品、新IP、新商业模式、新技术、新媒体,通过新媒体新营销培训、网红达人经纪、网红活动主/承办、网红项目培育与导入等服务模式,全方位激活地方旅游经济。

YIXINMEITIXINYINGXIAOPEIXUNWEILI,LVWEIWENLVYUNYINGZHUANJIAKEGENJUGEDIDEXUYAO,ZHIDINGXIANGYINGDEPEIXUNKECHENG,WEIQIPEIYANGZHUANYEDEXINMEITIYINGXIAORENCAI,CUJINDANGDINONGCHANPIN、FEIYIWENCHUANGCHANPIN、LVYOUCHANPINDENGXIAOSHOU,TUIDONGDANGDIXIANGCUNZHENXING,WENLVCHANYEDEFAZHAN。PEIXUNXINGSHIBAOKUOSHIPINJIAOXUEKECHENGPEIXUN,XIANSHANGYUANCHENGJIAOXUEPEIXUN,XIANXIAZHUANXIANGHUODONGPEIXUNDENG。(KUOZHANYUEDU:SHENGENGYUNYING:LVWEIWENLVYUNYINGJITUANQUANMIANQIHANG)

手机买彩票WANGHONGJINGJITUIDONGYINGXIAOBIANGE,LVWEIWENLVKEWEIGEDIWENLVXIANGMUTIGONGWANGHONGYINGXIAOYIZHANSHIFUWU。

文旅融合手机买彩票新时代,需要规划运营联动发展,绿维文旅与时俱进,2015年成立北京绿维文旅控股集团。经过近5年创新发展与整合,形成了3大业务部门、8大核心控股企业、20家参股企业、50家运营合伙人的发展架构。主要业务涵盖顾问咨询、开发建设、运营管理、投融资、目的地孵化等服务,力争成为中国文旅康养与乡村振兴领域政府与企业的最佳合作伙伴。

HEXINYEWU

FUWUYOUSHI

手机买彩票MUQIAN,PINGTAIYONGYOUYUNYINGHEHUORENTUANDUI60+,ZHUANYECAOPANSHOU100+,YUNYINGGUWENYUSHICAOZHUANJIA300+,WANCHENGLE3000+GUIHUAANLI,500+XIANGMULUODI ,100+CAOPANYUNYINGZIXUN,80+JINGQUJIUDIANTUOGUANYUNYING,50+ZHENGFUQIYETOURONGZI,60+XINGYEHUODONGZIYUANDUIJIEDENG。

泛旅游开发运营服务平台(www.lvfacn.com),整合产业链上下游各类专业资源,通过不同形式支持规划设计,形成可落地的方案,并可为后续的开发运营提供顾问咨询服务。

绿维文旅可为各地在综合投资开发操盘、开发运营管理咨询、创建手机买彩票提升全程辅导、持续经营委托管理、投融资顾问咨询服务、资源对接与活动等方面提供运营服务,助力项目落地开花、持久生长、广结硕果。


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