基于大学生旅游市场的社交网络平台营销策略研究外文翻译资料

Study on Marketing Strategies of Social Network Platform That Based on the University Students Tourist Markets

At present，tourism consumption is becoming a hot spot of consumption of university students．With the expansion of higher education，A growing number of students college students，travel market in China has gradually become a new bright spot in the tourism market．However，due to the Specificity of the tourism market of university students so that most travel agents do not have to enter the market，therefore，students explore the development of the tourism market of great importance，this paper analyzes the characteristics of the tourism market of university students，combined with the status of the tourism market of university students，the use of marketing the feasibility of the theory of the development strategy．

College students is the most active groups in social networking, with social networking platform it put forwards a good opportunity for open students tourism market. From the concept and value of social networks, this paper briefly expounds vertical segmentation, and in the light of the problems existing in the college tourist market, combining the social network service, and design the core value of a college tourist market based on the social network platform, that to develop a series of marketing activities to open college tourist market.

After more than 10 years of development, Chinas Internet is in full transition to the web2.0 era, and web professional trends are becoming evident, paying more attention to emphasize vertical interactive, an interactive that provides specific services targeting special groups. As a platform for interactive dating, social networks, such as Facebook and RenrenInc, stand out from the many online media. This article points out social network platform promotion strategy for students tourism market.

1. DEFINITION OF SOCIAL NETWORKS AND VERTICAL SEGMENTATION

In1967,Harvard University psychology professor Stanley Milgram (1933~1984) founded the theory of six degrees of segmentation , a theory insisting that everybody through up to six people can meet any stranger, every individuals social circle is constantly enlarged and eventually becomes a large network.

1.1 The Concept and Value of Social Networking

SNS (Social Networking Services) is an internet application service which intends to build social networks.

The core of SNS services, in which users can make new friends, lies in the communication and feedback between the friends. Building a social network platform based on college studentsrsquo; tourism market, can be effective in improving students travel enthusiasts travel motivations and the platform allows users to gradually fall in love, can contribute to irregular travel activities through various applications that unite college students from different places and different areas, and can get deeper information about destination through mutual understanding and integration, making college students rsquo;travel more active and more interesting.

1.2 Vertical Division of Social Network

Vertical model has characteristics of specialization, from a point to line. The vertical division of social network strengthens the market segments for audiences in professional social network and meeting various demands of different groups.

According to Research data show that the main way of Chinese user to get tourist information is: recommendation of friends and family (66.6%) professional travel sites (45.2%) search engine (44.4%) newspapers and other traditional media (35.4%), etc.

Different from other types of network communities, social networks based on college students market build a network where we communicate with acquaintances. Moreover, compared with the underline communication, networks collect more popularity and have less cost. It can solve trust problems, and can also provide more reference for policy makers through the increasing participation of people.

2. SITUATION AND THE MAIN PROBLEMS OF COLLEGE STUDENTrsquo;S

TOURISM MARKET IN CHINA

2.1 Situation of College Studentrsquo;s Tourism Market in China

College tourists are independent and special parts of the whole travel markets. They are generally between 18 to 23 years old. They are in the stage of acquiring knowledge interesting and desiring. They want to learn more about the culture, history, economics, religion, science, ethics and others making them enlarge knowledge. For college students who are groups of consumers and are groups of receiving grants, travel is a high cost consumption, which makes college students who have travel motivation hard to achieve their trips.

2.2 Mainly Problems

2.2.1 PRODUCT DOES NOT MEET THE NEEDS OF STUDENTS

Most products are simple combinations of sights and transportation, which in common, and lack characteristics.

2.2.2 THE MARKETING WAYS OF TRAVEL AGENCIES ARE NOT RECEIVED BY MOST COLLEGE STUDENTS

The marketing ways of travel agencies can meet demands of most college students, because ,although the marketing way of many travel agencies are newspapers, personnel and other forms, students browse news, webs, and information mainly by internet, broadcast, interpersonal communication, few of them take the initiative to buy newspapers. Moreover, college students have a strong sense of self-protection making them difficult to credit certain travel agencies in short time.

2.2.3 PRICE OF THE TRAVEL AGENTS TO UNACCEPTED

Travel prices are dominated by group Packages, travel itinerary designed mostly conventional lines, the price of a total price, less flexible, difficult to accept.

3. STRUCTURE AND PROMOTION STRATEGY OF SOCIAL NETWORKING PLATFORM

3.1 Main Forms, Function Analysis and Characteristics

With the web2.0 era, technology matures. Mainstream SNS Station system already has the basic fu

剩余内容已隐藏，支付完成后下载完整资料

资料编号：[503225]，资料为PDF文档或Word文档，PDF文档可免费转换为Word