Liang Jian tourism e-commerce web2.0 ERA Network marketing new trend

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In China's growing prosperity today, the development of science and technology and the prosperity of the network has a profound impact on all industries, young vulnerable and resilient learning ability of the tourism industry. The combination of tourism and the network will be like the aviation era for the tourism industry after the Second World War, will be in the new business organization, new mode of operation, new ways of communication and new technology means to the tourism industry into a new wing. Therefore, the tourism network marketing is imperative. This is the trend of our industry, and it seems to be more than a trend at the moment. A variety of tourism enterprises, traditional or new, large or small, if not timely and reasonable according to their own situation to introduce advanced development ideas and technology tools, will be seriously impacted.

As early as 1999, global network E-commerce sales have reached 140 billion U.S. dollars. Among them, the tourism network sales amounted to more than 27 billion U.S. dollars, accounting for global network sales of 20%. Around the world, more than 170,000 tourism enterprises to provide comprehensive, professional, characteristic of tourism services, the world about more than 85 million people enjoy the service of tourism websites, global tourism Network Marketing for 5 consecutive years with more than 350% of the speed of rapid development. The internet age is creating a miracle of tourism marketing. And China, also at that time, appeared the first batch of network technology to expand the marketing of tourism enterprises, the establishment of a large number of tourism websites, travel booking service providers, a large number of domestic and foreign capital into China's tourism e-commerce market, has contributed to China's tourism industry in accepting and catering to the world trend in the coming years. For example, Ctrip, Art Dragon and other enterprises in this round of trends in the first taste of the fruit of victory.

At first the network marketing cautious operators, but also more and more recognized that this trend is not subversive, but it is the decisive force for the development of tourism enterprises to achieve breakthroughs. The most important thing in modern marketing is the communication and exchange of information between supply and demand, and the Internet has the magical function of transcending time and space to connect tourism enterprises with consumers, so that the exchange of information becomes easy.

First, tourism network marketing makes it possible for any travel company to provide global marketing services 24 hours a day, 7 days a week. Secondly, the multimedia function of Internet makes tourism Network marketing can concentrate on the forms of media such as graph, text and sound, create virtual environment, spread tourism information three-dimensional, and make tourism Network marketing have the outstanding characteristics of virtual marketing. Third, the Internet has the maximum interactive free space of human society. Whether it is a tourist company or a tourist, you are free to publish and find information and communicate freely and interactively on the internet. Therefore, tourism Network marketing both direct marketing, target marketing, two-way interactive marketing, participatory marketing characteristics. Four, tourism network marketing has a high degree of integration, it can be the production of tourism products, sales, channels, promotions, market research, consulting, trading, settlement, complaints and other almost all tourism business sweep. Five, tourism network marketing has unparalleled efficiency, highlighting the surface is now the largest amount of information, the highest accuracy, update fastest, the fastest delivery. Six, tourism Network marketing is the most economical, not store sales save rent, utilities, labor costs and other large costs, less physical exchange to save printing costs and postal costs, all of which greatly reduce operating loss.

Although the characteristics of tourism Network marketing is outstanding, the advantages are obvious, but at present, the overall development level of China's Tourism enterprise network Marketing is still low, there are still many problems in the network hardware and software. Most of the tourism enterprises do not know the network marketing, did not realize that the network e-commerce is profoundly changing the traditional marketing methods, not according to marketing principles to guide the construction of Tourism Network Marketing system, so still make their own travel site basic stay in the initial stage of the portal site, mainly in the release of tourism News, This paper introduces the traditional media functions of tourism enterprises and tourist routes. Tourism Business site is not professional, the characteristics of the industry is not prominent, single function, lack of characteristics, network competition awareness is not strong, which makes the vast majority of tourism enterprises in the content and services can not show tourism-specific charm. Relevant tourism network of online tourism enterprises, the number of Internet tourism products are too few, small distribution space, online browsing content too little, network utilization is not high, tourism network marketing function is weak, the level of marketing strategy is not high, inefficient.

From the same network of five years of development left traces, we are fortunate to be able to clearly touch the thousands of tour operators in the attempt to use E-commerce model to improve their business mode of tourism business has had a variety of thinking, experienced a variety of successes and failures. The operators of tourism enterprises have different understanding of e-commerce, the use of different tools, contact partners and customer levels are different, will have a corresponding impact on the practice of tourism e-commerce. However, in any case, the market-oriented e-commerce is flexible, each tourism enterprises must be able to start from their own to find a suitable way to improve the efficiency and operational level.

Tourism Network Marketing is required to support the combination of strategies, because tourism network marketing is based on it technology, set the media and trading venues in one, the use of the Internet for tourism marketing activities, so the use of marketing mix strategy to be able to more in-depth and comprehensive contact with this new model.

All marketing should be tightly around their products, targeting the target customers in the enterprise products and corporate image, online marketing is more so. Many tourism enterprises are easy to be in the complex network environment, by other people's business style influence, and changed the initial marketing direction. Therefore, in the use of marketing mix strategy, we need to adhere to in the following three directions of continuous efforts:

Tourism Product Image Strategy

Tourism products are characterized by their production and marketing of the same land, the main body is invisible, tourists before buying is not touch the tourism product entity. Although tourism network marketing can not change the nature of tourism products, but can give tourism products unique form-the image of virtual products. Therefore, in Tourism network marketing, the first push tourism product image strategy.

The strategy of tourism product image is to make full use of the multimedia function of tourism network, the virtual image of tourism products will be displayed on tourism website, which can make tourism consumers see the image of tourism products in cyberspace, realize the value of tourism products, and can even feel the charm of tourism products through virtual network tourism.

A better example of this is the construction of the Web2.0 model of the same travel tourism network (www.17u.com), making full use of the network environment, and constantly emphasizing sharing and interaction. The content created by the user becomes the main content of the website, which is enhanced by the Web1.0 mode in both credibility and affinity. And many of the successful travel shop experience, the use of these content to the image of tourism products to fill, so that users have a more realistic sense, is a very important one.

Second, the tourism product price publicity strategy

The price of tourism products is characterized by its cost ambiguity and price aggregation, and tourists always have to judge the rationality by comparison before they buy tourism products. Therefore, the network marketing of tourism enterprises should make full use of these characteristics, promote the tourism product price publicity strategy. The main practice of promoting the price publicity strategy of tourism products online is as follows: The first is to provide a variety of Tourism products Series Price list, these price list to indicate the product mix, and the light season festival and supply and demand changes announced price adjustment table, the second is to open up a combination of tourism products to adjust the price zone for tourists to freely combine their own needs of the tourism product portfolio, and obtain the corresponding product price.

Price is one of the most important contrast factors in the process of tourists ' purchasing and buying tourism products, and it is also the most competitive part of tourism enterprises. Therefore, in the price of publicity is not blindly than low, and to follow the price and product quality at the same time publicity strategy, so that tourists see prices at the same time, can also see the product of the distinctive quality, this is the most sensible and most effective approach.

Third, the Tourism network channel strategy

Tourism network Sales is the most revolutionary part of tourism network marketing, it will be the virtual display of tourism products, virtual consumption, tourism consulting, tourism ordering set in one, and in the State of space and time to allow tourists and tourism products vendors and even travel products producers sit together for trading activities. In this trade revolution, the status of travel brokers and agents has been greatly impacted, production enterprises direct marketing and product retailers to obtain more and more market initiative. In the face of the tourism marketing Revolution, the network marketing of tourism enterprises must promote the tourism network channel strategy.

Tourism Network channel Strategy is a large-scale professional tourism website for the marketing center, the establishment of coverage of the target market area of the network sales channels, so that 24 hours to all kinds of customers to provide the latest services. At present, some large tourism enterprises already have their own distribution system, and the construction of a reasonable and effective distribution system requires strong financial and technical support, so it is unwise for small and medium-sized tourism enterprises to build distribution system alone. And rely on large-scale tourism website professional distribution system, can greatly reduce costs, but also help small and medium-sized tourism enterprises to play a joint advantage, improve profitability.

In addition, the development of tourism Network marketing is a need for technology, capital and equipment of the giant High-tech engineering, but also a need for ideas, talent, intelligence system economic engineering. So whether it's a tourist business or a tourist destination, must stand in the height of globalization strategy fully understand the tourism network marketing, the necessity and urgency of seizing the tourism network information market, grasping the strategic focus of the development of tourism Network marketing, heavy attack, as soon as possible to establish a form of tourism network Marketing system, To give full play to its advantages and shorten the gap with developed regions and developed countries in the world. Therefore, we can be sure that the face of global tourism Network marketing trends, calm response, positive action of the tourism enterprises will win the leading position!