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随着互联网的普及,人们上网产生的数据日益累积,大数据时代已到来,而与之相对应的精准营销也有了实现的可能。在营销计量化成为趋势的今天,随着游客群体需求的个性化、消费的理性化及人际传播式效应作用力的加大,精准营销已经越来越成为旅游业需要关注探索的营销模式。本文将大数据时代作为背景探讨旅游业的发展,并引入精准营销的概念,通过分析大数据时代旅游业进行精准营销面临的困难与挑战,提出大数据背景下旅游业实施精准营销的建议。
With the popularization of the Internet, the data generated by the Internet are increasingly accumulated, the era of big data has arrived, and the precise marketing corresponding to it has also been realized. With the quantification of marketing becoming a trend today, with the personalized needs of tourists, the rationalization of consumption and the effect of interpersonal communication effect, precision marketing has increasingly become the marketing model that tourism needs to explore. This article explores the development of tourism in the era of big data and introduces the concept of precision marketing. By analyzing the difficulties and challenges the tourism industry carries out in precision marketing in the era of big data, this paper puts forward some proposals on how to implement accurate marketing in the context of big data.