【微播易】2024文旅行业社交媒体AI营销解决方案.pdf

1、202441234CONTENTS“元数青年”“亲子家庭”“中产一族”“乐活一族”成为文旅行业新增长人群，他们在文旅需求、旅游体验、决策路径和触媒习惯等方面都发生巨大变革。01元数青年（Z世代+小镇青年）亲子家庭乐活一族中产一族TA年龄：18-30 岁占比：28%年龄：31-40 岁占比：27%TA年龄：40-50 岁占比：26%年龄：50岁+占比：19%Citywalk/节假日和寒暑假成为用户主要出游所选时间段44.2%31.4%13.7%10.7%1-34-67-99N=322298.0%86.0%16.1%N=32221-6国内游和周边游是旅游用户倾向性较高的选择2023.6.15-6.

2、24N=30002023.4N=322253%+63%+53%+KOL/KOC82%+53%+/APP/3.82.92.42.7APP7.4%10.7%10.7%12.5%14.6%15.9%21.4%28.4%29.3%36.8%37.4%42.7%46.9%54.8%59.4%/5APP/OPPO&202368.461.858.9595247.966.760.961.15320.734.132.832.446.367.949.24542.835.355.448.645.541.335.318-2930-3940-4950-5960获取旅游信息和建议的渠道（%）N=3000Mob/OPPO&

3、202355.8%58.8%64.6%65.1%65.8%66.1%67.9%74.3%/vlog内容信息对用户旅游意愿的影响内容信息对用户旅游预算的影响本章重点围绕抖音和小红书平台，分析平台文旅营销优势，文旅行业的营销策略，拆解营销打法，同时从平台文旅内容创作者分布和内容本身进行分析，找到主流平台上的文旅营销重点。027970.7%6971.3%/4294.5%2023Q1Q3IP/SEO/SEM&+POIVRVR0203不倒翁小姐姐抖音VR带逛大唐不夜城city walk东方甄选“漫步北京”文旅游玩走播04我老板是高圆圆抖音直播间01本地化达人当地特色文旅探店直播/+LBS1.5100%2

4、4GMVGMV+120%+120%77%53%GMV+46%POI/POI0.0%4.0%8.0%12.0%16.0%20.0%/2.4%18.1%8.1%6.6%6.1%3.0%2.9%2.4%145%18.1%8%6.6%6.1%2024220239VS120239131%202392.510.0%5.3%43.6%51.1%KOCTOP1017.3%26.2%34.8%43.7%53.6%63.1%73.0%82.6%92.5%102.3%TOP10男性女性39.6%60.4%60%40%KOCTOP320242/+#Vlogvlog+01TA02#039500UGCSEMBKFSBKF

5、S+IPIPSOV/SOC/XXXXSOV70%7*24HB/KKOL-KOS-B-B-KOL/KOSSFSEARCHSOV/SOCFEEDS/DMPCTR/KOS =+KOSKey Opinion Sales&KOSKOSKOS11.7%11.4%10.0%8.4%0.0%2.0%4.0%6.0%8.0%10.0%12.0%7%7%530%11.7%10%3.3%2.4%2%0.9%11.7%10.0%3.3%2.4%2.0%0.9%202420.1%1.7%7.9%90.3%KOCTOP1068.1%31.9%KOC90%TOP320242男性女性68.1%31.9%100W20-100W

6、5-20W5W1KOS+Tips2KOS3/4+Citywalk+citywalk+本章从政策推动、文旅融合、营销升级和AI赋能四个方面进行文旅营销新风向的探索。其中AI赋能文旅行业并已在用户出行前、出行中和出行后进行大规模的应用，帮助文旅品牌更科学更智能的进行全域营销。03201920242024202320222021202020192023.092023.055G+2023.045G5G2023.022023.013100IPAI2023City Walk51.09%58%58.80%58.98%62.43%66.80%N=1738/KOC70&80KOL240010热话题+氛围感+内容