基于搜索引擎平台的在线旅游互动营销整合模式研究

近年来，在线旅游领域中专业垂直搜索引擎的兴起及其影响力令人瞩目，旅游垂直搜索引擎在极大方便旅游者在线消费和旅游供应商信息发布的同时，日益彰显出其过滤与筛选信息的网络话语权力。但在当今消费日益个性化的体验经济时代，以经济效用最大化和产品组合为核心价值的垂直搜索结果并不能实现真正的顾客满意，甚至有时在SEO的人为干扰下误导消费者．立足于消费者和服务商双方利益最大化目标，探索了一种以专业垂直搜索引擎为导引，能够全面整合门户网站、专业网站、论坛社区及博客等多重链接的营销模式，该平台通过供需双方的互动沟通，将信息搜索和消费者关注点引向主题不断深化的开放式社会媒体和支持决策的专业数据窗口．通过平台的互动沟通功能，不断将消费者的出游意愿清晰化，不断触发与旅游决策相关联的专题新闻、博客／论坛、游记评论的多重链接，营造感性化色彩浓厚的旅游软营销氛围;并能根据旅游者的消费介入需要，将搜索链接持续深化地引向对专业网站进行分析整合后形成专业数据窗口，为其消费决策提供关键的信息支持．该跨平台营销模式所具有的中立性和互动性能较好地提升消费者的网络体验、信任度和消费决策质量．

On the Integration Mode of Interactive Marketing for On-line Travelling Based on Search Engine Platform

It is significant that vertical search engines are rising with great influences. While facilitating the tourists online con- sumption and the suppliers information dissemination, vertical search engines for traveling are highlighting the networks discursive power of filtering information. However, some intensive researches indicate that vertical search engines which focus on the maximization of economic benefits and the core value of product portfolio may not achieve customer satisfaction in a true sense, even worse, may mislead the consumers with the personal interference of Search Engine Optimization（SEO）. Aimed at the maximization of the interests of both the consumers and the suppliers, this article, under the guidance of professional vertical search engines, explores the marketing model which can fully integrate multi-link such as portal website, professional website, forum community, blog and micro-blog. Through the interactive communication between both sides of supply and demand, the platform will lead information search and consumers concerns to the theme-deepening social media and decision-supporting professional data windows. The cross-platform marketing model characterized with neutrality and interaction can upgrade the quality of the consumers online experience, confidence and decislon-making.