Research On The Tourism Enterprises' Network Marketing Based On Web2.0

Compared with web1.0, web2.0 is a new conception, which was first proposed by an American, Tim O'Reilly, in 2004. It stresses decentralization which relies on individuals; pays attention to the group intelligence which bases on every single person; breaks through the false information bottleneck of Internet; Finally, with the self-organization synergies between individuals and groups, it strives to build a real interactive network society. To some extent, these characteristics of web2.0 can ease the current marketing problem of tourism enterprises, such as, poor authenticity of the information, less individuation, tourists' weak initiative status, and so on. So, web2.0 can be seemed as a new perspective to solve the problem in the tourism enterprises' marketing.On the basis of analysis of previous studies, the article makes a clear summary of web2.0 from the following three perspective, the core model and the quintessence, and finally gives the writer's own idea. With the comparison between web2.0 marketing and the traditional network marketing, we consider that web2.0 network marketing enriches and expands the basic marketing theory of the traditional network marketing, provides some innovative network marketing models, and gives an an important guide to the tourism enterprises' network marketing practice.At present, blog marketing, RSS marketing are the main model of web2.0 marketing. Given its own development maturity, the paper concludes that blog marketing can be promoted now. And then, according to the own attributes of tourism industry, the author explores four sub-models of blog marketing in tourism industry: marketing based on the portal blog platform, marketing based on enterprises' self-built blog platform, marketing based on the third-party blog platform, marketing based on the personal blog platform. The article analyses every model from the implementation reason, marketing processes, and marketing evaluation.The marketing model which based on the portal blog platform is mainly through the tourism enterprises' integration of the bloggers' feeling in Sina, Sohu, Netease, Tencent, and so on. And then, with the continuous feedback, improvement, tourism enterprises consolidate their existing generated markets. The potential tourists who subscribe the RSS and search from engine will be influenced by their blogger friends. On one hand, tourism enterprises can predict the potential tourists' needs, implementing the demand-oriented marketing activities at a low cost; on the other hand, this can lead to new marketing model, from one part of tourists to the other.Under the environment of the marketing model which based on the enterprises' self-built blog platforms, tourism enterprises make its thorough communication come true with their own blog platforms and realise effective and large communication with their partners or tourists with the RSS- subscribing and engine-searching.Under the environment of the marketing model which based on the third-party blog platform, tourism enterprises make their blog marketing plan to blog service providers and realise special blog marketing through choosing the proper blog service providers.Under the environment of the marketing model which based on the personal blog platform, tourism enterprises make use of the famous stars, tourist entrepreneurs, network stars to expand tourism enterprises' public influence and finally reach the effect of the blog marketing.