Study On O2O Business Model Based On The Development Of National Tourism Resource

With the national tourism market becoming more and more mature and the policy of the state to the national regions being inclined,the national tourism industry has gradually become the pillar industry of the local ethnic minorities,so the integration and optimization of the industrial structure of the ethnic regions is imminent.For the planning,development,organization and operation of tourism resources in ethnic minority areas,tourism management authorities,tourism enterprises,local residents and tourists play a relevant role.Therefore,a reasonable and creative development and operation mode can play a good role in the in-depth development of tourism resources and the development of tourism market resources.At present,the application of O2 O tourism model in ethnic areas is not yet mature,so it is particularly necessary to study the combination of O2 O business model theory and tourism resource development in ethnic areas.This paper is based on the combination of the O2 O model’s integration,urgency,and relevance of its own characteristics,based on the originality,uniqueness,adherence,diversity and other characteristics of ethnic tourism resources,as well as the problems of O2 O intervention in the development of ethnic tourism resources,Using the O2 O theory to design three models in line with the development of ethnic tourism,respectively,from the perspective of value creation,network innovation paradigm,marketing communication perspective,refine the O2 O business model innovation,and abstract it,and finally exemplify it with three major case studies The rationality and concreteness of theoretical application.Through literature search,the research on tourism O2 O model is limited to the discussion of the interactive marketing model between enterprises and customers or the consumption behavior of tourists,as well as a discussion on the operation model of tourism platform companies.This paper uses O2 O theory to integrate value co-creation theory Industry integration theory and relationship marketing theory form a theoretical analysis framework,which plays a role in the development of ethnic tourism resources and solves various problems in the development of ethnic tourism resources.This kind of analysis perspective is feasible in terms of depth,breadth and accuracy.Through this research,we found that O2 O theory not only fits the value chain,but also has a high degree of integration with the industrial chain.O2 O is more used as a platformcarrier,which is easy for data management and enterprise model upgrade.In addition,the O2 O model has a far-reaching impact on maintaining good customer relations and promoting the enterprise marketing model.We have promoted the application scope of the O2 O model from the traditional marketing model to the industrial chain O2 O and the enterprise value chain O2 O.This is a highlight of this research,and launched the relationship marketing O2 O model.The theories constructed in this study provide ideas for solving the innovation of ethnic tourism development model and realize the further development and creation of the value of ethnic tourism resources.