理想中的生活課件

向往的生活同路人團隊指導(dǎo)老師：成員：向往的生活同路人團隊指導(dǎo)老師：成員：01Projectoverview項目概述03marketing市場營銷目錄COMPANY02Businessmodel商務(wù)模式04Graphiccollection圖文合集01Projectoverview項目概述03marketPART01Projectoverview項目概述PART01Projectoverview項目概述向往的生活Yearninglife

項目主題在旅游電商的基礎(chǔ)上主打觀光農(nóng)業(yè)類型的的旅游電商。項目特色主打觀光農(nóng)業(yè)，將項目模塊化，針對不同群體，集合項目模塊于不同群體，達到大家好，才是真的好的目的觀光農(nóng)業(yè)一種以農(nóng)業(yè)和農(nóng)村為載體的新型生態(tài)旅游業(yè)。隨著時代進步，人們渴望多樣化的旅游，希望能在典型的農(nóng)村環(huán)境中放松自己。也是農(nóng)業(yè)與旅游業(yè)邊緣交叉的新型產(chǎn)業(yè)。向往的生活Yearninglife項目主題在旅游電商的基向往的生活Yearninglife

我們在觀光農(nóng)業(yè)這種新型的旅游上建設(shè)專門的網(wǎng)站，與線下的農(nóng)業(yè)觀光點合作，將農(nóng)業(yè)資源細分為不同的方面，如種植業(yè)，畜牧業(yè)等，并對這些方面建立不同類型的旅游點，用戶只需要在網(wǎng)站輸入關(guān)鍵詞就可以找到對應(yīng)類型旅游的介紹，這樣就會吸引游客前來參觀旅游。同時網(wǎng)站也針對不同的人群提供不同的旅游方式作為參考，讓旅客體驗農(nóng)業(yè)與農(nóng)村文化的同時也能更接近自然，在旅游的過程中放松自我，釋放壓力。項目介紹向往的生活Yearninglife我們在觀光項目背景Projectcontext01020304項目背景

因此，對于海南這么一個以農(nóng)業(yè)和旅游業(yè)為產(chǎn)業(yè)主體的省份，急需一個將這兩個產(chǎn)業(yè)相結(jié)合的針對性旅游網(wǎng)站。項目背景

《向往的生活》節(jié)目的熱播，吸引了一大批觀眾對原生態(tài)農(nóng)村生活的關(guān)注，由此，對于網(wǎng)站的建設(shè)有了人群基礎(chǔ)。項目背景

目前，國內(nèi)的旅游性網(wǎng)站很多，但大多綜合性高，沒有單單針對觀光農(nóng)業(yè)類旅游的網(wǎng)站。向往的生活

隨著工作、生活節(jié)奏的加快，現(xiàn)代人所面臨的壓力越來越大，更多的人想體驗在節(jié)奏緩慢的接近自然的農(nóng)村生活。項目背景Projectcontext01020304項目背PART02Businessmodel商業(yè)模式PART02Businessmodel商業(yè)模式服務(wù)對象Serviceobject需求方面

在傳統(tǒng)業(yè)務(wù)這一塊，我們面向所有愛好旅游并關(guān)注旅游咨詢的大眾網(wǎng)友。他們在查詢?yōu)g覽傳統(tǒng)旅游資訊的同時，也會關(guān)注到我們的特色業(yè)務(wù)，從而成為特色業(yè)務(wù)的潛在客戶。在特色業(yè)務(wù)這一塊，我們的客戶群面向的是平時工作壓力較大、而假期時不想到城市的娛樂場所而想去一些比較特別的地方放松的人群。

供給方面

海南省是一個獨具特色的以旅游業(yè)為主的島上城市，位于海南省的旅游資源可算是頗為豐富，為了使旅游資源被最大化的利用，旅游行業(yè)的經(jīng)營者，如旅游景點、餐廳、旅館、旅行社、旅游裝備租賃商、農(nóng)家樂、有閑置土地和農(nóng)具的農(nóng)民等，他們希望更多的展示自己的信息，從而帶來更多的收入。服務(wù)對象小結(jié)

因而這兩方面用戶群體可以通過我們網(wǎng)站這樣一個中介平臺，使得供與需達到一個匹配，從而得到雙贏。服務(wù)對象Serviceobject需求方面在經(jīng)營內(nèi)容Scopeofoperation02010304030201“向往的生活”旅游網(wǎng)站是基于C2C和B2C電子商務(wù)的、結(jié)合獨具海南民族特色的活動項目，將活動項目模塊化，給不同旅游群體帶來新鮮體驗的旅游網(wǎng)站。體驗的形式體驗服務(wù)的內(nèi)容私人訂制周邊服務(wù)旅游信息展示服務(wù)住宿推薦服務(wù)餐飲推薦服務(wù)主營業(yè)務(wù)配套業(yè)務(wù)經(jīng)營內(nèi)容Scopeofoperation02010304體驗服務(wù)的內(nèi)容Experiencetheservicecontent家庭式群體農(nóng)場①捕魚②滑草運動③乘王蓮④制作農(nóng)家飯⑤小冒險（平衡力木樁闖關(guān)游戲）

白領(lǐng)群體農(nóng)場①制作農(nóng)家飯②騎馬③射擊學(xué)生群體農(nóng)場①農(nóng)業(yè)知識的滲透②插秧③耕作④水上娛樂四類農(nóng)場均含有項目①賞花②摘果③散步觀景④踏水車老年群體農(nóng)場①垂釣②國粹③下棋體驗服務(wù)的內(nèi)容Experiencetheservice收入來源Sourceofincom50%79%88%95%農(nóng)舍主交易額的提成收入旅游商家的會員費旅游商家的廣告投放收入農(nóng)舍主注冊會員費50%私人訂制的費用收入來源Sourceofincom50%79%88%95PART03marketing市場營銷PART03marketing市場營銷市場分析Marketanalysis我國旅游電子商務(wù)發(fā)展現(xiàn)狀在我國旅游電子商務(wù)發(fā)展進程中，由于旅游電子商務(wù)網(wǎng)站發(fā)展迅速，旅游電子商務(wù)線上線下的發(fā)展與聯(lián)系已經(jīng)成為了現(xiàn)在大多數(shù)人出行的必需品。觀光農(nóng)業(yè)近十年的發(fā)展狀況進入21世紀后，觀光農(nóng)業(yè)不再局限于大規(guī)模開發(fā)規(guī)劃模式，各地又有了新的探索，更加強調(diào)生態(tài)型、休閑型、科技型，更加多元化。市場分析Marketanalysis我國旅游電子商務(wù)發(fā)展現(xiàn)市場分析（宏觀）Marketanalysis（macro）經(jīng)濟環(huán)境（1）我國在網(wǎng)民規(guī)模方面超過亞洲平均水平8.1個百分點（2）我國網(wǎng)民年齡主體在10-39歲（3）我國網(wǎng)民職業(yè)結(jié)構(gòu)比重大多在學(xué)生群體（4）在線旅行預(yù)訂業(yè)務(wù)競爭已進入“紅海”技術(shù)環(huán)境（1）電子商務(wù)應(yīng)用不斷普及和深化（2）電子商務(wù)在支付行業(yè)、認證行業(yè)、物流行業(yè)都相應(yīng)的互相融合發(fā)展（3）電子商務(wù)在安全方面也有跨越式的發(fā)展。政治環(huán)境社會環(huán)境中國已連續(xù)四年成為世界第一大出境旅游消費國，對全球旅游收入貢獻平均超過13%。此數(shù)據(jù)表示，旅游已經(jīng)成為大多數(shù)人減壓休閑的娛樂方式了。如今政府對旅游業(yè)加大了支持力度。電子商務(wù)作為旅游信息化發(fā)展中的重要力量，旅游產(chǎn)品的獨特性是旅游業(yè)成為最適合開展電子商務(wù)的行業(yè)之一。市場分析（宏觀）Marketanalysis（macro）市場分析（微觀）Marketanalysis(micro)

顧客方面競爭者方面社會公眾方面工作團隊自身方面微觀環(huán)境分析（1）家庭式群體——父母帶著孩子（2）學(xué)生群體（3）白領(lǐng)群體（4）老人群體主要競爭者是現(xiàn)在市場上占比重過多的綜合性網(wǎng)站，例如，攜程網(wǎng)、去哪兒網(wǎng)、螞蜂窩網(wǎng)團隊重視金融公眾、媒體公眾、政府公眾及地方公眾的關(guān)系，與之產(chǎn)生良好的互動性，為網(wǎng)站的推廣創(chuàng)造一個良好的環(huán)境。最重要的是，要富有社會責任感。團隊的發(fā)展需要有一個明確的方向，同時向自己所設(shè)定的方向穩(wěn)步前進。加強團隊與各個方面的協(xié)調(diào)工作，提高工作效率，保證項目的順利進行。市場分析（微觀）Marketanalysis(microSWOT分析

SWOTanalysisSWOT優(yōu)勢（Strength）（1）服務(wù)對象針對性強（2）獨特的信息過濾功能（3）融入C2C的電子商務(wù)模式機會（Opportunity）（1）政府的支持性資金（2）觀光農(nóng)業(yè)的興起（3）人們對自然的追求日益增加（4）產(chǎn)品的新穎化（5）新市場潛力大（6）海南省旅游資源豐富劣勢（Weaknesses）（1）融資困難（2）缺少技術(shù)性人才（3）項目初期發(fā)展受限（4）營銷推廣困難威脅（Threats）（1）中高端人士工作壓力大，極少關(guān)注網(wǎng)上信息（2）同行業(yè)競爭力大（3）旅游方式相對單一（4）投資者選擇多SWOT分析SWOTanalysisSWOT優(yōu)勢（St營銷策略Themarketingstrategy“四個要點”“多種手段”“樹立品牌”針對不同旅游需求的客戶，對其需求進行詳細分析，確定其難度，從而制定出一個合理的價格針對合作商針對廣告商推廣策略營銷手段初期推廣廣告詞設(shè)計社區(qū)實體宣傳在搜索引擎上注冊網(wǎng)站資源合作網(wǎng)絡(luò)廣告電子郵件營銷無線網(wǎng)絡(luò)營銷病毒式營銷動態(tài)卡片傳播電腦、電視、報紙、雜志等媒體推廣QQ/微信群、微信公眾號以及免費電子書傳遞促銷策略根據(jù)當?shù)氐霓r(nóng)村習俗特色來確定其別具一格的農(nóng)業(yè)產(chǎn)品，通過了解和推廣來達到營銷目的整體營銷策略商家營銷策略觀光農(nóng)業(yè)產(chǎn)品策略觀光農(nóng)業(yè)價格策略個人用戶營銷策略營銷策略Themarketingstrategy“四個要PART04Graphiccollection圖文合集PART04Graphiccollection圖文合集創(chuàng)新點與特色InnovationsandfeaturesABC整合各個觀光農(nóng)業(yè)區(qū)特色時時更新觀光區(qū)當?shù)氐穆糜吻闆r提供特色觀光路線和活動私人訂制別具一格的游玩路線。獨立的游客版塊獨特的商戶版塊創(chuàng)新點與特色Innovationsandfeatures初步預(yù)算Preliminarybudget初步預(yù)算Preliminarybudget成果展示網(wǎng)站首頁成果展示網(wǎng)站首頁成果展示網(wǎng)站登錄界面成果展示網(wǎng)站登錄界面成果展示網(wǎng)站特色（項目模塊化）成果展示網(wǎng)站特色（項目模塊化）成果展示網(wǎng)站特色（項目模塊化）成果展示網(wǎng)站特色（項目模塊化）謝謝觀看/hbdx/wh/170212/5219443.html/hbdx/170214/5221957.html/hbdx/170215/5222746.html/hbdx/170215/5222750.html/hbdx/wh/170217/5225013.html/hbdx/wh/170217/5225016.html/hbdx/wh/170218/5225298.html/hbdx/wh/170219/5225781.html/hbdx/wh/170219/5225782.html/hbdx/wh/170221/5227847.html/hbdx/wh/170221/5227849.html/hbdx/170223/5230308.html/hbdx/170224/5230828.html/hbdx/wh/170328/5263967.html/hbdx/wh/170329/5265987.html/hbdx/wh/170329/5266063.html/hbdx/wh/170329/5266077.html/hbdx/170508/5359476.html/hbdx/170508/5359480.html/hbdx/170509/5362311.html/hbdx/wh/170602/5423756.html/hbdx/170607/5438841.html/hbdx/170607/5438846.html/hbdx/170607/5438851.html/hbdx/wh/170607/5439029.html/hbdx/170608/5442006.html/hbdx/wh/170926/5726785.html/hbdx/wh/170926/5726877.html/hbdx/wh/171017/5769241.html/hbdx/171018/5772218.html/hbdx/wh/171110/5834628.html/hbdx/wh/171111/5837237.html/hbdx/wh/171113/5841624.html/hbdx/wh/171120/5861945.html/hbdx/wh/180103/5975433.html/hbdx/wh/180103/5975451.html/hbdx/wh/180103/5975484.html/hbdx/wh/180207/6049468.html/hbdx/180320/6113998.html/hbdx/wh/180321/6116831.html/hbdx/180322/6119673.html/hbdx/180323/6122468.html/hbdx/wh/180324/6124236.html/hbdx/180326/6126789.html/hbdx/180327/6129451.html/hbdx/180328/6132125.html/yy/180329/6134718.html/hbdx/180331/6139670.html/hbdx/180403/6144720.html/hbdx/180404/6147645.html/hbdx/wh/180407/6152073.html/hbdx/180408/6153748.html/hbdx/180409/6155584.html/hbdx/180410/6157902.html/hbdx/180411/6160637.html/hbdx/180413/6165225.html/hbdx/180414/6167934.html/hbdx/180416/6171122.html/hbdx/180417/6174107.html/hbdx/180419/6179243.html/hbdx/180420/6181452.html/hbdx/180421/6183756.html/hbdx/180423/6186298.html/hbdx/180424/6189041.html/hbdx/180425/6191967.html/hbdx/180426/6194912.html/hbdx/180504/6212028.html/hbdx/180507/6218467.html/hbdx/180508/6221309.html/hbdx/180511/6231419.html/hbdx/180512/6234140.html/hbdx/180514/6237714.html/hbdx/180515/6240832.html/hbdx/180516/6260370.html/hbdx/180517/6262505.html/hbdx/180519/6268542.html/hbdx/180521/6271891.html/hbdx/180522/6274694.html/hbdx/180523/6277498.html/hbdx/180524/6279031.html/hbdx/180525/6282294.html/hbdx/180526/6284729.html/hbdx/180528/6287079.html/hbdx/180529/6290154.html/hbdx/180530/6293315.html/hbdx/180531/6296064.html/hbdx/180601/6298547.html/hbdx/wh/180804/6439396.html/hbdx/wh/180804/6439403.html/hbdx/wh/180804/6439412.html/hbdx/wh/180804/6439428.html/hbdx/wh/180804/6439440.html/hbdx/wh/180809/6449712.html/hbdx/wh/180809/6449728.html/hbdx/wh/180809/6449736.html/hbdx/wh/180809/6449765.html/hbdx/wh/180809/6449788.html/hbdx/wh/180809/6449861.html/hbdx/wh/180809/6449866.html/hbdx/wh/180809/6449902.html/hbdx/wh/180809/6449908.html/hbdx/wh/180809/6449925.html/hbdx/wh/180809/6449941.html/hbdx/wh/180809/6449949.html/hbdx/wh/180809/6449988.html/hbdx/wh/180809/6450117.html/hbdx/wh/180809/6450124.html/hbdx/wh/180809/6450139.html/hbdx/wh/180809/6450155.html/hbdx/wh/180809/6450166.html/hbdx/wh/180809/6450188.html/hbdx/wh/180809/6450193.html/hbdx/wh/180811/6454538.html/hbdx/wh/180811/6454546.html/hbdx/wh/180811/6454559.html/hbdx/wh/180811/6454643.html/hbdx/wh/180811/6454673.html/hbdx/wh/180811/6454688.html/hbdx/wh/180811/6454697.html/hbdx/wh/180811/6454723.html/hbdx/wh/180811/6454735.html/hbdx/wh/180811/6454764.html/hbdx/wh/180811/6454784.html/hbdx/wh/180811/6454792.html/hbdx/wh/180811/6454819.html/hbdx/wh/180811/6454833.html/hbdx/wh/180811/6454865.html/hbdx/wh/180811/6454878.html/hbdx/wh/180811/6454903.html/hbdx/wh/180811/6454926.html/hbdx/wh/180813/6457432.html/hbdx/wh/180813/6457452.html/hbdx/wh/180813/6457464.html/hbdx/wh/180813/6457473.html/hbdx/wh/180813/6457490.html/hbdx/wh/180813/6457502.html/hbdx/wh/180813/6457520.html/hbdx/wh/180813/6457527.html/hbdx/wh/180813/6457558.html/hbdx/wh/180813/6457694.html/hbdx/wh/180813/6457819.html/hbdx/wh/180813/6457826.html/hbdx/wh/180813/6457835.html/hbdx/wh/18081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