随着数字技术的不断发展与变革，以互联网及移动互联网为代表的信息技术 不断改变着人们的生活方式和商业模式。当前正处于Web2.0时代，消费者的议 价能力和话语权逐步提高，科学高效的数字化营销体系是企业发展的重要保证。 对于旅游行业而言，游客的消费习惯被数字技术深刻地影响，旅游的方式和选择 也越发多元，旅游景区使用传统的营销方式很难获取更多流量而且效率低下。越 来越多的景区开始采用数字化营销模式，大丰荷兰花海旅游度假区也不例外。 论文以大丰荷兰花海旅游度假区的数字化营销为研究对象，并提出优化策 略。论文首先梳理了数字化营销涉及的相关理论，并界定了数字化营销的概念。 之后借助于问卷调查法和IPA分析法开展景区数字化营销的效果评价，结合景区 的数字化营销现状，得出了存在的问题并总结了归因。最后，根据科特勒的5A 模型，对荷兰花海的数字化营销提出优化策略并提出了优化策略的保障条件。 论文的研究成果表明，通过围绕既定的品牌定位，重点提升产品结构的产品 优化；官网、OTA渠道、社会化营销、新型分享型APP等渠道优化；强化线上 线下融合、加强互动活动、维护社群关系、建立完善的意见反馈搜集通道的客户 关系优化；活动促销、网络拼团、限时折扣、会员优惠和裂变式营销等促销策略 优化；利用多种数字化营销渠道获取数据进行数据分析优化等五个方面优化措 施，将有效提升大丰荷兰花海旅游度假区数字化营销的客户粘性和营销业绩。 论文的研究成果不仅仅只解决大丰荷兰花海旅游度假区的个案困境。当前， 景区的数字化营销面临着顾客满意度、顾客忠诚度和转化率低的通病，论文提出 的优化策略，对于同类型景区的发展具有借鉴意义。 关键词：大丰荷兰花海，旅游景区，数字化营销，策略优化 MBA学位论文 大丰荷兰花海旅游度假区数字化营销策略优化 II RESEARCH ON OPTIMIZING THE DIGITAL MARKETING STRATEGY OF DAFENG ECO VILLAGE Abstract With the continuous development and advancement of digital technology, the Information Technology represented by Internet and mobile Internet, is changing people's life and business model rapidly. At present, in the era of Web2.0, the voice and power are shifting to consumers, they tend to bargain the price and have their own voice, a scientific and efficient digital marketing system is an important factor for the development of enterprises. For tourism industry, the digital technology may influence consumers’ spending habits deeply, and in nowadays tourisms have more ways to make their options. It is difficult and inefficient to attract current consumers by using the traditional marketing methods. So more and more tourist resorts are prefer to use the digital marketing strategies, so does the DaFeng Eco Village Vacation Resort. This paper takes the digital marketing strategies of Dafeng Eco Village Vacation Resort as study subject, and gives optimization strategies. Firstly, this paper elaborates the related theories of digital marketing, and defines the concept of digital marketing. Then, it analyses and evaluates the effectiveness of digital marketing with the effect of questionnaire survey and IPA analysis method, and finds out the existing problems and reasons to these problems. In the end, according to Kotler's 5A model, the paper gives optimization suggestions for the digital marketing strategies of DaFeng Eco Village Vacation Resort, and puts forward the guarantee conditions of optimization strategies. The research results of this paper shows five optimization measures, including focus on product optimization of product structure based on established brand positioning; and strengthen online and offline integration, strengthen interactive activities, maintain community relations; and establish a perfect channel for collecting feedback on customer relationship optimization; and optimization of promotion strategies such as activity promotion; and online group building, limited time discount, member discount and fission marketing, and using a variety of digital marketing MBA学位论文 大丰荷兰花海旅游度假区数字化营销策略优化 III channels to obtain data for data analysis and optimization, which will effectively improve customer satisfaction and loyalty of digital marketing. The research results of this paper are not only to solve the case dilemma of DaFeng Eco Village Vacation Resort. At present, the digital marketing of most tourist resorts is facing the common problems of low customer satisfaction and loyalty. The optimization strategies put forward in this paper can also be used for reference for similar tourist resorts. Keywords: DaFeng Eco Village, tourist attraction, digital marketing, strategy optimization MBA学位论文 大丰荷兰花海旅游度假区数字化营销策略优化 IV 目 录 中文摘要 ..................................................................................................... I Abstract ...................................................................................................... II 第一章 前言 .............................................. 1 1.1 研究背景和问题 .............................................................................................. 1 1.1.1 研究背景 ................................................................................................. 1 1.1.2 研究问题 ................................................................................................. 2 1.2 研究目的和研究意义 ...................................................................................... 4 1.2.1 研究目的 ................................................................................................. 4 1.2.2 研究意义 ................................................................................................. 4 1.3 研究框架和研究方法 ...................................................................................... 5 1.3.1 研究框架 ................................................................................................. 5 1.3.2 研究方法 ................................................................................................. 6 1.4 论文创新点 ...................................................................................................... 7 第二章 基础理论与研究综述 ................................ 8 2.1 数字化营销概述 .............................................................................................. 8 2.1.1 数字化营销的内涵 ................................................................................. 8 2.1.2 网络时代的发展历程 ............................................................................. 9 2.1.3 数字化营销的主要方式 ......................................................................... 9 2.2 相关理论基础 ................................................................................................ 18 2.2.1 数字化营销相关理论 ........................................................................... 18 2.2.2 网络时代消费者行为分析的基础理论 ............................................... 20 2.2.3 营销有效性的IPA理论 ....................................................................... 21 2.3 数字化营销的研究综述 ................................................................................ 22 2.3.1 数字化营销的内涵 ............................................................................... 22 MBA学位论文 大丰荷兰花海旅游度假区数字化营销策略优化 V 2.3.2 国内外研究现状 ................................................................................... 23 第三章 大丰荷兰花海旅游度假区数字化营销的现状及问题 ..... 26 3.1 数字化营销的现状 ........................................................................................ 26 3.1.1 景区概况 ............................................................................................... 26 3.1.2 景区的数字化营销策略 ....................................................................... 26 3.2 数字化营销策略的效果评价 ........................................................................ 33 3.2.1 评价方法选择 ....................................................................................... 33 3.2.2 指标的选取 ........................................................................................... 33 3.2.3 数据来源与检验 ................................................................................... 36 3.2.4数字化营销效果评价 .......................................