重返国际市场的中国游客

202391Who-What-Where22:; 2023332002023:42023300% +2023700% +20192023JanFebMarApr 2019vs 2023MayJun; 5202332%+30,000 RMB+6##44%3572%#202311-630RMB30,000/////////////////55%2023(11– 630) 72%#7PSYCHOGRAPHICS MEDIA PRACTICES 推动特定人群的消费者旅程，从大量媒介触点中选择关键的决策点来切入并影响消费者TRAVEL PREFERENCES CONTENT PROMPTS DEMOGRAPHIC POPULATIONS 8116302023718312023925101473120231N/A25.3~7354255612~147N/A80.8590.36102Q1Q2H292023 Q12023 Q22023 H2202320242024 Q1ICE BREAKINGTRIALRECOVERY & THRIVINGSOAR UP101120192020202120222023 1-72,5457766155071,239: AdPower (, , , ), (), CODC()35%30%22%12%10%25%49%11%34%49%76%17%64%-70 %-21%-18%+145%15%6%17%18%77635%30%22%12%10%25%49%11%34%49%76%17%64%-21%-18%+145%15%6%17%18%122022 20235 “G‘day ”202332022 11, 2000 2 : BOSS40002023120233 318” 1202331314/IPKOL/OTA/CDP/CRMIP 20235 JDG20236 KOL " " 1000 1.5 “ ” MerkleDTCKOLCDP/CRM:, 2023; CCL, 20234-782%48%38%8%6%30%30%30%vlog10%15数据来源: 千瓜, 爱彼迎, 携程集团931%77% 874%。1620241720232024DTCKOL182023 5PCCS: CCS, Quest Mobile, , CCL,QUESTMOBILE17CCL& & & 2018-24 8K+: CCS, Quest Mobile, :///25-35 15K+ & 35-50 40K+ & 30-4515K+ & 50-6510K+ & 215.8 Quest Mobile 18RMB3k20237app; Journal of Tourism Futures, The effect of social media on travel planning process by Chinese tourists: the way forward to tourism futures, 20220.7 OTA)2223&---UGC/PGC/-PGC--&&-KOL-FRESH SAFARIST年轻初游••••••15:### :###:###Fresh Safarist5th1.2.3. 4. 5. 6. 7. 8. 9. 10.80%21-2442%: 2023925-10147211 周年轻人旅游2526#"-20#10###Hello KittyJR10,000 RMB/7 Airbnb##plogrepo#Fresh Safarist: CCS, Quest Mobile; --EXPERIENCE HUNTER28•••••1.2. 3. 4. 5. 6. 7. 8. 9. 10.15Experience Hunter72% & 53%2nd1 周: 2023925-101472129Experience Hunter” Bilibilivlog"-32#ultra###20,000 RMB/5 Instagram, Naver, Kakao talk;#Plog & #: CCS, Quest Mobile; --ELITE CONNOISSEUR小群体31••••••1.2. 3. 4. 5. 6. 7. 8. 9. 10. 15Elite Connoisseur精英探享72%一线&新一线53%年龄 35-401st1-2 周: 2023925-101472132Elite ConnoisseurDTC ”-38VIP##850,000 RMB/10 # DTC plog: CCS, Quest Mobile; --FAMILY JOY34小群体1 周••••••1.2. 3. 4. 5. 6. 7. 8. 9. 10. 15Family Joy幸福之家74%一线&新一线39%年龄 36-403rd: 2023925-1014721Family Joy.-2, #plog#&&&##40,000 RMB2 & 2 /6 5plog: CCS, Quest Mobile; --35SHINING SILVER372-3 ••••••1.2. 3. 4. 5. 6. 7. 8. 9. 10. 15Shining Silver75%&62%50-554th: 2023925-101472138Shining Silver & plog30,000 RMB/10 plog“”-63: CCS, Quest Mobile; --DTC, , , KOL, , , KOL, , UGC&(CCS\CCL\Merkury)()&(\Merkury)& (Merkle\Merkury) 20239Maggie LinIntegrated Strategy LeadMaggie.Lin1@dentsu.comMax LeeIntegrated Planning LeadMax.Lee@carat.comAmi QianCEOAmi.Qian@carat.com