摘要
当前疫情常态化逆推“旅游”+“电商直播”融合发展,但万众旅游电商直播乱象横生。研究选取国内著名旅游直播平台作为案例,采用文本分析和深度访谈方法,探讨了“旅游”+“电商直播”的营销学逻辑。研究发现:①“旅游”+“电商直播”本质上是营销学层面的渠道创新,核心是产品优化与拓展;②旅游电商直播规范管理的关键是把握内涵,制度推进,有效监管。研究结论丰富了旅游信息化研究成果,为旅游直播电商的理性发展提供了参考。
The current normalization of the NCP epidemic reverses the integration of"tourism"+"e-commerce live broadcast",but the live broadcast of travel e-commerce is chaotic.The study selects a famous domestic tourism live broadcast platform as a case study,and uses text analysis and in-depth interview methods to explore the marketing logic of"tourism"+"e-commerce live broadcast".The study found:①"Tourism"+"e-commerce live"is essentially channel innovation in marketing,and the core is product optimization and expansion;②The key to the standardized management of tourism e-commerce live broadcasting is to grasp the connotation,promote the system and effective monitoring.The research conclusion enriches the research results of tourism informatization and provides a reference for the rational development of tourism live broadcast e-commerce.
作者
叶廷
黄科
YE Ting;HUANG Ke(Guangzhou Huaxia Vocational College,Guangzhou 510935,China;Jinan University,Guangzhou 510632,China)
出处
《广东交通职业技术学院学报》
2020年第4期56-59,共4页
Journal of Guangdong Communication Polytechnic
基金
广东省教育厅2019年度省普通高校特色创新类项目(项目编号:2019GWTSCX081)。
关键词
营销学
电商
直播
旅游
供给侧
marketing
e-commerce
live broadcast
tourism
supply side
