Research On Marketing Communication Strategies Of Online Tourism In The Era Of Big Data

According to the Chinese Tourism Industry Development Report 2016,China has become an important part of world travel market,with its number of domestic and overseas tourists,and their expenditures being the top of the world.In the era of“Internet Plus”,traditional tourism develops into online tourism which has become the main form of Chinese travel market.Meanwhile,competition in travel market becomes increasingly fierce,so that marketing communication of tourism products faces greater challenges.In recent years,with the rapid development of Big Data,Big Data Marketing has become an important way for internet-based e-commerce platforms to promote their brands,set up their images and get involved in competition.Besides,it also provides precise new ideas for traditional marketing.As for the online tourism which is also internet based,Big Data Marketing is crucial too.We should master the research and analytic techniques of Big Data,and use it to guide marketing communication activities and formulate comprehensive and accurate marketing strategies.By applying the advantages of Big Data to each link of tourism products marketing,we can formulate an intelligent,accurate and modern marketing model,to help enterprises occupy heights of marketing competition.In the introductory part,current research status of Big Data Marketing and development status of online tourism industry are reviewed elaborately.By reviewing a flood of literature and analyzing previous research results,this paper determines to use Big Data as the starting point to inquire into the marketing strategy paradigm of online tourism in present information technology era.Chapter 2 introduces the characteristics and the application value of Big Data Marketing in detail.It can be drawn that as a inter-discipline of science and humanity,Big Data Marketing has an accurate user orientation from “point-to-side” to“point-to-point”.It can dig out and analyze audiences' objective behavior from its users' subjective information.At the meantime,its application value on 7 aspects,including analyzing users' requirements,locating potential users,etc.,is discussed in Chapter 2.In Chapter 3 and 4,the progress of tourism marketing model and its current application status are analyzed thoroughly.The development venation of marketing philosophy is discussed from three aspects: the tourism industry as a whole,the consumer market and the competition environments.These two chapters also analyze the application of Big Data to online tourism and existential problems,in order to set down basis for the discussion about the overall model of online tourism's accurate marketing strategies.Based on Chapter 1-4,Chapter 5 tries to summarize a precise strategic layout for the Big Data Marketing of online tourism from four aspects: data layer,product layer,user layer and marketing methods.It tries to refine each step of Big Data Marketing's application to online tourism promotion,in order to give guidance to tourism industry operation.This paper believes that discussions concerning Big Data Marketing just start.By aid of technology,it will embrace greater development both in online tourism and other industries which are in fierce market competition.