【研报】微播易-2024年文旅行业社交媒体AI营销解决方案-2024.4.pptx

·2024 4

1234CONTENTS

“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N=322244.2%31.4%13.7%10.7%1-3 4-67-9 916.1%N=322298.0%86.0%1-6国内游和周边游是旅游用户倾向性较高的选择2023.6.15-6.24N4N=3222

53%+63%+53%+KOL/KOC82%+53%+

/APP/3.82.92.42.7APP7.4%10.7%10.7%12.5%14.6%15.9%29.3%28.4%21.4%36.8%59.4%54.8%46.9%42.7%37.4%//5APP/OPPO2023

58.95947.966.761.860.961.1552320.734.132.832.446.368.467.94555.4498.645.5421.335.318-2930-3940-4950-5960获取旅游信息和建议的渠道（%）N=3000Mob/OPPO202358.8%55.8%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。02

7970.7%6971.3%/4294.5%2023Q1—Q3

IP/SEO/SEM++POI

VRVR0203不倒翁小姐姐抖音VR带逛大唐不夜城citywalk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% 24GMVGMV+120%+120%+46%77%53%GMV

POI//POI

0.0%4.0%8.0%12.0%20.0%16.0%/2.4%18.1%8.1%6.6%6.1%3.0%2.9%?2.4%?45%118.1%8%6.6%6.1%2024220239VS1131%??2023 92023 92.5?1

0.0%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#039500UGC

SEMBKFSBKFS+IPIPSOV/SOC

/……/…………XX……XX??SOV70%?7*24H

B/KKOL-KOS-B-B-KOL/KOSSFSEARCHSOV/SOCFEEDS/DMPCTR/

??????

KOS =++KOS—— KeyOpinionSalesKOSKOSKOS?……??

11.7%11.4%10.0%8.4%4.0%2.0%0.0%6.0%8.0%10.0%12.0%7%??30%7%11.7%510%3.3%2.4%2%0.9%11.7%10.0%3.3%2.4%2.0%0.9%20242

0.1%1.7%.9%790.3%KOCTOP10?68.1%31.9%KOC90%TOP320242男性女性68.1%31.9%100W20-100W5-20W5W

?? 1 KOS ?++??++?Tips 2 KOS ?? 3 / 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。03

2019 ~20242024202320222021202020192023.092023.055G+2023.045G5G2023.022023.013100?

IPAI

2023CityWalk?66.80%62.43%58.98%58.80%58%51.09%· N=1738

/KOC7080KOL240010

热话题+氛围感+内容力多向触达，强心智BKF+S

KOSUGC/AI

1.8

UG