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小程序商城丨民宿行業(yè)如何利用小程序開拓渠道
時(shí)間：2019-02-25 18:09:58
文章發(fā)布：李陽
原創(chuàng)作者：未知
來源：互聯(lián)網(wǎng)

截止2018年6月，微信小程序的個(gè)人用戶已達(dá)到2.8億，小程序的數(shù)量也已超過100萬，在兩年不到的時(shí)間里微信小程序?qū)崿F(xiàn)了指數(shù)級(jí)的增長，已成為了互聯(lián)網(wǎng)市場重要的生態(tài)場景之一。


在互聯(lián)網(wǎng)起步時(shí)，我們的互聯(lián)網(wǎng)市場其實(shí)是落后于西方國家的，但是由于技術(shù)的更迭，移動(dòng)互聯(lián)網(wǎng)的崛起讓我國實(shí)現(xiàn)了彎道超車，而且因?yàn)橐苿?dòng)互聯(lián)網(wǎng)的崛起，也影響到傳統(tǒng)的商業(yè)市場，通過移動(dòng)互聯(lián)網(wǎng)的改造使得我國在移動(dòng)互聯(lián)網(wǎng)商業(yè)市場成為了新的爆發(fā)點(diǎn)。


面對這種潮流，民宿行業(yè)應(yīng)該怎樣應(yīng)對移動(dòng)互聯(lián)網(wǎng)的影響呢?


小程序商城丨民宿行業(yè)如何利用小程序開拓渠道-藝源科技


下面為你整理了民宿行業(yè)如何調(diào)整自己應(yīng)對新的競爭形勢的幾點(diǎn)建議。


民宿行業(yè)的現(xiàn)狀：


1.管理非標(biāo)準(zhǔn)化，質(zhì)量參差不齊


民宿行業(yè)由于大多數(shù)由個(gè)人、家庭為單位進(jìn)行經(jīng)營管理。缺乏酒店行業(yè)的管理經(jīng)驗(yàn)、管理人才，所以其難以進(jìn)行標(biāo)準(zhǔn)化管理的推廣。


2.市場占比小，但前景可期


民宿行業(yè)同酒店相比，接待能力較差，體驗(yàn)、服務(wù)非標(biāo)準(zhǔn)化，對周邊糧油市場的依賴性強(qiáng)等特點(diǎn)。使得民宿行業(yè)在旅游市場中占比小。但是隨著市場的發(fā)展，人們對旅游的需求更多元化，個(gè)性化需求越來越豐富，民宿行業(yè)的市場前景還是非常明朗的。


3.信息化程度低


由于民宿行業(yè)的特性導(dǎo)致各民宿自身的市場供應(yīng)不足，無動(dòng)力也無資金去進(jìn)行傳統(tǒng)的信息化改造，例如客戶管理系統(tǒng)、預(yù)定系統(tǒng)等。更多的是依靠人工管理。


4.對傳統(tǒng)OTA平臺(tái)依賴大


由于民宿一般資金較少，市場潛在客戶人群較少，因此無力進(jìn)行獨(dú)立的渠道開發(fā)。一般借助OTA平臺(tái)如去哪兒等，也因此必須要承受平臺(tái)的各種費(fèi)用，在市場競爭態(tài)勢中處于劣勢的位置。


在傳統(tǒng)的互聯(lián)網(wǎng)生態(tài)中，這些問題著實(shí)不好解決。但是隨著移動(dòng)互聯(lián)網(wǎng)以及微信小程序的發(fā)展讓我們看到了這個(gè)問題新的解決辦法。


民宿行業(yè)如何利用小程序開拓渠道?民宿行業(yè)怎樣利用好微信小程序這波紅利?


我們做簡單解讀：


1.民宿純小程序


對民宿主現(xiàn)有產(chǎn)品的功能進(jìn)行延伸，開發(fā)一個(gè)與現(xiàn)有app相輔相成的小程序。小程序有大量的訪問量后，再根據(jù)用戶特性進(jìn)行商業(yè)變現(xiàn)。


2.民宿內(nèi)容電商


可在自有公眾號(hào)等內(nèi)容平臺(tái)發(fā)布優(yōu)質(zhì)內(nèi)容，并在文章中插入小程序卡片或小程序碼。通過內(nèi)容激發(fā)讀者的購買沖動(dòng)，引導(dǎo)其進(jìn)入小程序購買商品，從而實(shí)現(xiàn)“內(nèi)容→購買”的轉(zhuǎn)化。


3.民宿社群電商


通過一系列社交玩法，讓小程序在微信等社群中散發(fā)開來，從而引發(fā)購買行為。內(nèi)容和社交電商實(shí)質(zhì)上，是將以往的H5商城或第三方購物平臺(tái)替換成小程序。但因小程序的觸達(dá)更快更準(zhǔn)確，所以內(nèi)容和社交的引流效果會(huì)好非常多，民宿行業(yè)非常需要社群。


4.民宿O2O服務(wù) 管理好客戶


利用小程序線上的強(qiáng)引流性，將用戶引導(dǎo)到線下門店，促成轉(zhuǎn)化。以民宿商家為例，消費(fèi)者從附近的小程序、社交分享、文內(nèi)廣告等途徑進(jìn)到店內(nèi)的小程序，領(lǐng)取抵扣券后前往消費(fèi)。


消費(fèi)后，店家還能留存用戶信息，建立會(huì)員體系，進(jìn)一步了解用戶的消費(fèi)習(xí)慣、偏好等，針對性地做喜好推薦、會(huì)員優(yōu)惠等。目前，通過小程序發(fā)放優(yōu)惠券引流的典型例子有：星巴克用星說、麥當(dāng)勞等。


5.民宿特色商城 做增值產(chǎn)品


也就是“小程序聚合平臺(tái)”。前期收錄所有小程序，進(jìn)行免費(fèi)展示。待知名度、訪問量和轉(zhuǎn)化量做起來后，轉(zhuǎn)為收費(fèi)模式(攤位費(fèi)、推廣費(fèi))。


6.解決民宿行業(yè)的痛點(diǎn)：減少OTA和其他線上的開支


利用自有入口，小程序完全能夠?qū)崿F(xiàn)在線支付，根本不需要支付更多第三方平臺(tái)服務(wù)費(fèi)。當(dāng)然，為了給民宿在線預(yù)訂服務(wù)小程序更大的曝光率，商家也可以根據(jù)需要增加分銷的功能等，粉絲每推薦成功一人入住即可享受優(yōu)惠或者紅包、積分等。


小程序開發(fā)
標(biāo)簽： 微信小程序
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