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《2013 GroupM Knowledge - CIC White Paper on Travellers - The Rise of Social Travel》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。
1、TheRiseofSocialTravel2013GroupMKnowledge-CICWhitePaperonTravelPrefaceTourismrevenuesinChinaareexpectedtoreach2.9trillionyuanin2013,withagrowthof120%infiveyears.TheriseofChinesesocialmediabecomesthemostimportantboosterwhichdrivesitintopeople’slives—Wheretogo?Howto
2、getthere?Whatareyoulookingfor?WhatdoyouwanttoexperienceandHowyouexperienceit?Travelhasbecomethehottesttopiconsocialmediaandstimulatesmodernpeople’sdesirefortravel.Tothosebrandmanagers,it’sagoldenopportunitywhenpeopleareonajourney.Leavingbehindfamiliarenvironmenta
3、ndescapingthenormalpaceoflife,peoplesetoutajourneyinacheerfulmoodandwithabulgewallet.Theysearchforallsortsofpossibilitiestobroadentheirlifeexperience,whichisaperfectopportunityforbrandtocommunicateandbuilduprelationshipwiththem.Welookintothebusinessopportunityint
4、ravelthrough29.6milliontravel-relatedpostsandover10thousandtravelenthusiasts.Fromtravelers’perspectives,thinkingabouttheirconcerns,abrandcanprovidevaluableserviceanduniqueproducttothem.Notonlyintravelcategory,almostallbrandscanuseittobuildtheirbrandexperiencevias
5、uchagreatopportunity.©2013GroupMKnowledge
6、CIC2ChapterITravelIndustryOverviewP6-10ChapterIIConsumerInsight&CaseStudyP11-61©2013GroupMKnowledge
7、CIC3ResearchMethodologyMethodology•BasedonthedeepanalysisofChineseonlinetravelcategoryfromGroupMandCIC,thiscollaborativeI
8、WOMWhitePaperontheTravelIndustrygivesanoverviewofChina’stravelmarket(fromsocialmediaperspectives),alongwithafocusonkeyconsumersegments,onlineplatformsandhottopicsrelatedtothetravelindustry.•CICmonitoredandcollectedtravel-relatedcontentacrossChina’smainstreamsocia
9、lmediawithitsdevelopedadvancedtextminingtechnologyanduniqueanalysismodel.Besides,withCIC’srichexperienceonIWOMresearch,theprofessionalresearchconsultantteamanalyzedmillionsofbuzzrelatedwithtravelthenmadeafocusedresearchonthetravel-relatedverticalweb,BBS,travelrev
10、iewsitesandSinaWeibo.DataSource•GroupMKnowledgeprovidedmacrotravelindustrydataandtrendanalysis.•AllsocialdatawascollectedfromtheCICTravelPanel.©2013GroupMKnowl
