基于K-means聚类分析5G时代下的数字营销策略研究——以杭州旅游营销为例

Research on Digital Marketing Strategies in the 5G Era Based on the K-means Cluster Analysis——Taking the Tourism Marketing in Hangzhou as an Example

为贯彻落实《关于加快推进5G产业发展的实施意见》,推动5G场景应用,推进5G网络与超高清视频、AR/VR、机器人等技术结合,提升消费者在文化娱乐、在线购物、智能出行等场景的体验等,本文根据数字时代游客行为的3个子层面,对来杭游客的行为和偏好进行K-means聚类分析,将赴杭游客的偏好聚类为个性化推送敏感型、社交媒体和自媒体主动获取信息型、科技交互体验型、依赖出行路径定制+定位推送项目型四类,并以此构建为前端-消费数据挖掘与云计算、中端——数字媒介营销整合、后端——升级云端大数据服务信息平台组成的5G旅游数字营销体系,同时基于杭州旅游休闲产业、产品的特点策划详细方案,为各地的旅游管理、宣传部门和旅游商家提供适应5G时代数字营销的参考策略。

In order to implement the Protocol to Accelerate the Development of 5G Industry,promote the application scenarios of 5G and advance the combination of the 5G network with ultra-high-defi nition video,AR or VR,robotics and other technologies to enhance consumers’experience in cultural entertainment,online shopping,intelligent travel,etc.,this article conducts the K-means cluster analysis on the behaviors and preferences of visitors to Hangzhou based on three sub-branches of visitor behaviors in the digital era,and divides the preferences of visitors to Hangzhou into four categories,including sensitivity-based recommendation algorithm,social media and we-media actively obtaining information,technology interactive experience,and relying on travel path customization and positioning recommended items,and establishes the 5G tourism digital marketing system which is made of the front end of consumption data mining and cloud computing,middle end of digital media marketing integration,and back end of upgrading cloud big data service information platforms.It also provides referencing strategies for tourism management,promotion departments and tourism businesses based on detailed plans formulated according to the characteristics of Hangzhou’s tourism and leisure industry and products to adapt to digital marketing in the 5G era.