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1、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 81163
2、0202371N/A25.37354255612147N/A80.8590.36102Q1Q2H292023 Q12023 Q22023 H2202320242024 Q1ICE BREAKINGTRIALRECOVERY&THRIVINGSOAR UP0202120222023 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%1
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4、CS: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)222
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6、perience Hunter”Bilibilivlog-32#ultra#20,000 RMB/5 Instagram,Naver,Kakao talk;#Plog:CCS,Quest Mobile;-ELITE CONNOISSEUR小群体311.2.3.4.5.6.7.8.9.10.15Elite Connoisseur精英探享72%一线&新一线53%年龄 35-401st1-2 周:2Elite ConnoisseurDTC”-38VIP#850,000 RMB/10#DTC plog:CCS,Quest Mobile;-FAMILY JOY34小群
7、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:2Family Joy.-2,#plog#(,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:2Shining Silver&plog30,000 RMB/10 plog“”-63:CCS,Quest Mobile;-DTC,KOL,KOL,UGC&(CCSCCLMerkury)()&(Merkury)&(MerkleMerkury)20239Maggie LinIntegrated Strategy LeadMaggie.LMax LeeIntegrated Planning LeadMax.LAmi QianCEOAmi.Q