1、202391Who-What-Where22:;2023332002023:42023300%+2023700%+20192023JanFebMarApr 2019vs 2023MayJun;5202332%+30,000 RMB+6#44%3572%#202311-630RMB30,000/55%2023(11 630)72%#7PSYCHOGRAPHICS MEDIA PRACTICES 推动特定人群的消费者旅程，从大量媒介触点中选择关键的决策点来切入并影响消费者TRAVEL PREFERENCES CONTENT PROMPTS DEMOGRAPHIC POPULATIONS 81163

2、02023718312023925101473120231N/A25.37354255612147N/A80.8590.36102Q1Q2H292023 Q12023 Q22023 H2202320242024 Q1ICE BREAKINGTRIALRECOVERY&THRIVINGSOAR UP101120192020202120222023 1-72,5457766155071,239:AdPower(,),(),CODC()35%30%22%12%10%25%49%11%34%49%76%17%64%-70%-21%-18%+145%15%6%17%18%77635%30%22%12%1

3、0%25%49%11%34%49%76%17%64%-21%-18%+145%15%6%17%18%122022 20235“Gday”202332022 11,2000 2 :BOSS40002023120233 318”1202331314/IPKOL/OTA/CDP/CRMIP 20235 JDG20236 KOL 1000 1.5“”MerkleDTCKOLCDP/CRM:,2023;CCL,20234-782%48%38%8%6%30%30%30%vlog10%15数据来源:千瓜,爱彼迎,携程集团931%77%874%。1620241720232024DTCKOL182023 5PC

4、CS:CCS,Quest Mobile,CCL,QUESTMOBILE17CCL&2018-24 8K+:CCS,Quest Mobile,:/25-35 15K+&35-50 40K+&30-4515K+&50-6510K+&215.8 Quest Mobile 18RMB3k20237app;Journal of Tourism Futures,The effect of social media on travel planning process by Chinese tourists:the way forward to tourism futures,20220.7 OTA)222

5、3&-UGC/PGC/-PGC-&-KOL-FRESH SAFARIST年轻初游15:#:#:#Fresh Safarist5th1.2.3.4.5.6.7.8.9.10.80%21-2442%:2023925-10147211 周年轻人旅游2526#-20#10#Hello KittyJR10,000 RMB/7 Airbnb#plogrepo#Fresh Safarist:CCS,Quest Mobile;-EXPERIENCE HUNTER281.2.3.4.5.6.7.8.9.10.15Experience Hunter72%&53%2nd1 周:2023925-101472129Ex

6、perience Hunter”Bilibilivlog-32#ultra#20,000 RMB/5 Instagram,Naver,Kakao talk;#Plog&#:CCS,Quest Mobile;-ELITE CONNOISSEUR小群体311.2.3.4.5.6.7.8.9.10.15Elite Connoisseur精英探享72%一线&新一线53%年龄 35-401st1-2 周:2023925-101472132Elite ConnoisseurDTC”-38