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最近爆火的「私域流量」,对旅游企业意味着什么?


来源:  作者:管理员  日期:2019-06-09   点击:845 江苏快3


QUNIANWAICHUCANJIALEYIXIEHUIYI,TINGDAOZUIDUODEHUATIJIUSHIZENGZHANG,RUHEHUODECHIXUZENGZHANGCHENGWEI 2018 NIANHENDUOQIYEGUANXINDEHUATI,WOYEZAIYIXIECHANGHEFENXIANGGUODUIYUXINLVYOUZENGZHANGDELIJIE,NIKEYIDIANJIWENMOLIANJIE,CHAKANWANZHENGNEIRONG。

ZHEIJITIAN,TINGDAOSHENBIANDEPENGYOUFANFUTIQI“SIYULIULIANG”ZHEIYANGYIGEXINCI,RENZHENXUEXILEYIXIA,FAXIANDUIYULIULIANGBIANHUADELIJIEZAIDICENGSHANGQISHISHIYIZHIDE,LIULIANGSHIYIQIESHENGYIDEBENZHI,CONGQUNIANDAOJINNIAN,WODUILIULIANGDEBIANHUAYEYOUYIXIEZIJIDEGUANCHAHECHANGSHI。

什么是私域流量?

江苏快3JIANDANLAISHUO,JIUSHITONGGUOGONGZHONGHAO、WEIXINQUN、SIRENHAO、XIAOCHENGXUCHENDIANXIALAI,QIYEKEYIZIJIZHANGWODELIULIANG,TADETEDIANSHIKEYIFANFULIYONG,WUXUFUFEI,YOUNENGSUISHICHUDA,XIANGDUIYUTOUTIAO,DOUYIN、XIMALAYADENGZIMEITIQUDAODELIULIANGYIJITAOBAO、JINGDONG、BAIDU、XIECHENG、MAFENGWOZHEIXIEGONGYULIULIANGPINGTAI,TASHUYUSHANGJIADE“SIYOUZICHAN”。

私域流量背后透露新旅游的哪些变化?

1.流量困境和获客成本

江苏快3YIGEPUBIANDEGONGSHISHIJINTIANDAJIADOUSHOUDAOLELIULIANGZENGZHANGDEKUNJING,WULUNSHIDADAOOTAHAISHIXIAODAOHUOYUEZAILVYOUPINGTAISHANGDEZHONGXIAOLVXINGSHE,SUIZHEZAIXIANLVYOUDEFAZHANJINRUCHENGSHUQI,QUDAODUANDEGEJUCHUXIAN,CEMAYANGBIANYILUKUANGBENDEJIEDUANYIJINGGUOQU,JINGGENGXIZUODESHIDAIZHENGZAILAILIN。

江苏快3JINTIANLVYOUXINGYEDEHUOKECHENGBENYEZAIBUDUANTIGAO,WULUNSHILAIZIXIANSHANGDEDINGDANHAISHIXIANXIADEMENDIAN,OTADEJUNDANYONGJINYIJINGGAODA10%,MAFENGWOPINGTAIYONGJINZAI2%DAO4%,ZHISUOYIXIANGDUIJIAODI,DUOBANYINWEIPINGTAIHAIZAIJIANSHEQI,LAIZIOTAHEOTPDEHUOKECHENGBENBUDUANTIGAOSHIBUKENIDEQUSHI。

江苏快3ZAIZHEIZHONGQINGKUANGXIA,CONGMINGDESHANGJIAHUOXUBUZHIDAOSHENMESHIGONGYUDAOSIYU,DANKERENDEWEIXINHAOYIJINGJIAQILAILE。

2.从流量思维到用户思维

江苏快3GUOQUJINIAN,BANSUIYIDONGHULIANWANGYONGHUKUAISUZENGZHANGHEZHONGGUOLVYOUCHANPINGONGYINGCONGXIANXIABANDAOXIANSHANGDELIANGBOHONGLI,ZAIXIANSHANGCHANPINGONGJIXIANGDUIXIQUEDEJIEDUAN,LIULIANGXIANGDUIBIANYI,JIASHANGZIBENDEJINRU,JIHUHENSHAOYOULVYOUQIYESHI“ZHENXI”LIULIANGDE,“TANGZAILIULIANGLI”ZHANGDADEGONGSI,BINGBUNENGGANSHOUDAOMEIGEUVBEIHOUDECHENGBENHEJIAZHI。

JINTIANCONGLIULIANGSIWEIDAOYONGHUSIWEI,JIUSHIKANDAOLESHUZIDEBEIHOUSHIMEIYIGEZHENSHIDEREN。

3.从单次交易到终身价值

GONGYULIULIANGSHICONGDADEPINGTAIYIKAOMEICIDELIULIANGFUFEILAIHUODEMEIGEDINGDAN,YONGDANCIHUOKECHENGBENLAIHUODEDANCIJIAOYI,ZHEIJIUHAOBIYUGANGLIFANGSHUI,YIBIANJINSHUI,YIBIANCHUSHUI,LIULIANGZAIYUGANGLIGUOLEYIDAOJIULIUCHULE,QIYEHEYONGHUDEGUANXISHIDANCIDE。

JINTIANDELVYOUQIYEYIJINGGUANZHUDAOYONGHUDELVXINGXIAOFEISUIRANSHIDIPINDE,DANSHINIANRENJUN1- 2 CIDELVXINGJIHUCHENGLEDOUSHINIANQINGRENDEGANGXU,CIWAIHAIYOUMEIGERENDETUIJIANHEFENXIANG,YONGHUDUIYUQIYEDEJIAZHIYUANYUANBUZHIDANCIDEDINGDANJIAOYI。

SIYULIULIANGJIUSHIGUANZHUYONGHUZHANGQIJIAZHI,QIYEHEYONGHUYIJINGBUSHIYICHUIZIMAIMAI,ZHELITIGAOMEIGEYONGHUDEZHONGSHENJIAZHIGONGXIAN。

江苏快3KEHUZHONGSHENJIAZHI(LTV:Life time Value):YOUSHIBEICHENGWEIKEHUQUANSHENGMINGZHOUQIJIAZHI,ZHIDESHIMEIGEYONGHUZAIWEILAIKENENGWEIGAIFUWUDAILAIDESHOUYIZONGHE。

KEHUHUOQUCHENGBEN(CAC:Customer Acquisition Cost):SHIHUODEDANGEKEHUDEPINGJUNFEIYONG。

旅游企业适合做私域流量吗?

SIYULIULIANGXIANGDUIGONGYULIULIANGYOUJISHICHUDA、FANFULIYONG、WUXUFUFEI、JIANJUZHUANHUAXIAOGUOHEPINPAIJILEIDEYOUSHIHETEDIAN,DANHUODEHEYUNYINGSIYULIULIANGBINGBURONGYI,RUGUOMEIYOUDUILIULIANGHEYONGHUGUANXIDEWANZHENGLIJIEYIJITIXIHUADEYUNYINGSILU,JIURONGYILUNWEIGUANGJIAHAOYOUKUANGFAGUANGGAOZHIDAOBEIYONGHULAHEIDEJIEJU。

基于私域流量的特点决定,适合做私域流量的行业应该具备高客单价高毛利、非标品、决策周期长、决策困难大、同时消费频次适中、适合分享的特点,对应旅行度假市场,是比较适合的。

旅游企业怎么构建自己的私域流量?

江苏快3JINTIANWOMENHUIFAXIAN,YONGHUZHIYOUZAIYUDINGLVYOUCHANPINDESHIHOU,CAIHUIDAKAIXIECHENG、FEIZHUHUOZHEXIANGDAOXIANXIAMENDIAN,ZAIXIAOFEIJUECEXINGCHENGZHIQIANDEJIEDUAN,YONGHUZHUYILIBEIWUXIANDIFENSANLE,FENSANDAOLEJINRITOUTIAO、DOUYIN、ZHIHU、SOUHU、PENGYOUQUAN、DEDAO、AIQIYI、XIMALAYADENGDENGNEIRONGPINGTAI。

注意力所在的地方就是流量,私域流量构建的第一步就是去找公域,从所能触达到的大海里架一根管道引流到自家的“小鱼塘”,这个阶段,用户在哪里我就去哪里。

旅游度假 海边

通过不同平台的占位和内容分发,直接引导到交易是不现实的,所以现在抖音上并没有直接做旅游的交易跳转,这个转化率一定不会高,挑战了用户从决策-交易的转化时间,这个阶段需要传递出给用户的关注价值,引流到自己的公众号或私人号,最推荐的依然是私人号,公众号的入口深度和打开频次都让你和用户的距离越来越远,而私人号就直接多了,这个阶段要想清楚,“用户为什么要添加我”,我能给到用户什么样的价值。

江苏快3ZAIDENGDAIYONGHUJIAHAOYOUZHIQIAN,YIRANYOUYIXIEZHUNBEIGONGZUOYAOZUO,BIRUWEILERANGSIRENHAOGENGJIEJINZHENSHIYONGHU,XUYAOTIQIAN“YANGHAO”,ZENGJIAXIAOFEI、ZHUANZHANGHEHAOYOUHUDONG,PENGYOUQUANNEIRONGJIANSHEDENG。

HEYONGHUDEHUDONGGUANXI,YEJUEBUJINJINTINGLIUZAI“LAXIN”HE“GUANZHU”,HAIXUYAOZENGJIAHUDONGHELIANJIE,XUYAOJIDAOYONGHUMINGQUEDEGUANZHUJIAZHI,RUHECHUANDIJIYONGHUDEJIAZHIGAN,ZHEISHIGOUJIANSIYULIULIANGZUINANDEHUANJIE,BIJINGMEIYOURENXIWANGZIJIDEHAOYOULIDUOYIGEKEFU,YEHENSHAOYOURENYUANYIJINRUYIGEXIANGHUBURENSHIXINXIDUIDIEDEGUANGGAOQUN。

用户在哪里我就去哪里,旅游行业的精准用户依然活跃在今天的旅游平台上。

江苏快3ZHENDUIMEIYIGEFUWUGUODEYONGHU,DOUKEYIYOUYISHIDEHEYONGHUJIANLIQILIANXI,GOUJIANQIYONGHUDEXINREN,CHENGYIYUANDAYUJIQIAO,HEGUKEBUZHISHIMAIMAIGUANXI,HAIYOUQINGGANHUDONGGUANXI,ZENGJIAHUDONGHEFUWUDECHUDIANCONGERHUODEGENGDUODEKENENG,BAOKUOFUGOU、FENXIANGHETUIJIAN。

运营私域流量的核心是什么?

SHIXINREN,XINRENSHISUOYOUFUFEIDEQIANTI,CONGYONGHUKANDAOCHANPINDEDIYIYANDAOZIXUNHEGOUMAIZHIDAOZUIZHONGDECHUXINGHEGUILAI,YONGHUXIAOFEIDEMEIGESHIYONGLUJINGXIADOUBANSUIZHEBUTONGDEQINGXUBIANHUAHEXUQIUZHONGDIAN,ZHIYOUTONGGUOJINGXIHUADEFUWUSHEJI,CAINENGDAXIAOYONGHUDEXINLIFANGYU,GOUJIANQIBICIDEXINRENGUANXI。

NIKEYIDIANJIWENGAO,CHAKANYONGHUXIAOFEILUJINGXIADEFUWULIUCHENGSHEJI

构建私域流量的误区

SIYULIULIANGBUSHIJIAGEHAOYOU,MEITIANFAGUANGGAOXIAOHAOYONGHU,SIYULIULIANGGENGQIANGDIAOYONGHUYUNYING,SHIDUIYONGHUJINGXIHUAGEXINGHUADEGUANXIGUANLI。

SIYULIULIANGBUSHIZHUANKUAIQIANZUOYICHUIZIMAIMAI,GENGGUANZHUYONGHUDEZHANGQIJIAZHI,ZHENCHENGYONGXINDEHEYONGHUZUOPENGYOUHUOXUHENMAN,DANZHEIYANGJILEIQILAIDELIULIANGCAIGENGCHIJIU。

SIYULIULIANGBUSHIGONGYEHUAXILIULIANGDELIUSHUIXIANSIWEI,SIYULIULIANGSHITONGGUOYOUWENDUDEFUWU,GOUJIANHEYONGHUDEZHANGQIGUANXI。

SIYULIULIANGBUSHIJIANRENJIULAWEIXINQUN,MEITIANQIANGPOKANNIDEGUANGGAO,SIYULIULIANGSHIZHENZHENGJIDAOYONGHUGUANZHUDEJIAZHI。

SIYULIULIANGXIANIDEYUANGONGBUSHIDAOGOUBUSHIKEFU,ERSHIYIGEYOUQINGGANYOUWENDUYOUJIAZHIDEREN。

总结一下:

江苏快3SHANGYEDEBUDUANFAZHANSHIJIAOYIXIAOLVBUDUANTIGAODEGUOCHENG,LIULIANGRUSHUI,YIDINGHUILIUXIANGGENGGAOXIAODEFANGXIANG。

SIYULIULIANGTIGAOLECHUDAYONGHUDEXIAOLV,DANQIANTISHIYAOJIDAOYONGHUSHISHIZAIZAIDEJIAZHI,BUSHIWUJIEZHIDEXIAOHAOYONGHU。

SIYULIULIANGDEYUNYINGHEXINZAIYUJIANLIXINRENHEZHANGQIZHUYI,CONGCHANPINDAOFUWU,ZHIYOUJIAZHIGUANSHANGDUIYUSIYULIULIANGDELIJIEHEJIANCHI,CAINENGMANMANZOU,BIJIAOKUAI。



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作者:站长之家编辑
链接:http://www.chinaz.com/web/2019/0701/1027791.shtml
来源:站长之家