涂玮　丁洁

[摘 要] 旅游团购是旅游企业及旅游地网络营销的新型模式，以国内知名团购网站拉手网为例，借助zipf法则研究旅游地团购产品网络营销规模的空间结构，研究发现：不同旅游地在全国范围内的营销可划分为多个营销结构层次，其中经济发达和资源季节优势明显的旅游地营销规模结构层次较多，经济较落后和资源季节优势不明显的旅游地营销规模结构层次较少；对位序-规模对数散点图回归拟合发现，旅游地营销位序-规模只有少部分为效标度区，大部分为无效标度区。有效标度区内zipf参数显示，9个旅游地zipf参数小于1，内部营销规模相对均衡化；16个旅游地zipf参数大于1，内部营销规模差异较大；差异主要体现在旅游地将自身区域及经济发达区域作为自身的营销重点区域。

[关键词] zipf；团购产品；网络营销；空间结构；研究结论

[中图分类号] F740 [文献标识码] A

Abstract： Offering tourism products for group purchase is a new online marketing pattern for tourism enterprises and tourism districts. Taking Lashou， a well-known group purchase website， as an example， the study analyzes the spatial structure of marketing scale for online group purchase of tourism products. It is found that there are several types of marketing structure level for different sightseeing districts. In the economically advanced areas and regions having apparent advantages in seasonal resources， the levels of marketing scale is more than those economically backward areas and regions with less obvious seasonal resource advantages. With regression fitting of the rank-size logarithmic scatter diagram， the study discovers that the rank-size of tourism destinations is valid only in a small part； most are in the invalid area. In the valid scale area， the zipf parameter of 9 tourism desitnations is smaller than one and the internal marketing scale is even. The zipf parameter of the other 16 destinations is bigger than one with great difference in internal marketing scale. The difference is that the destinations take the local regions and economically developed regions as the key marketing areas.

Key words： zipf， group buying product， online marketing， spatial structure， study conclusion

一、研究背景

互联网以其快速、便捷、覆盖面广等优点成为大众受欢迎的信息获取渠道，旅游业发展几十年，网络营销一直是旅游地的重要营销渠道。目前除了专业旅游网站如携程、芒果、艺龙等传统旅游网站，近几年还出现不少新兴旅游网络如途牛旅游网、悠哉旅游网、驴妈妈旅游网等，各省市也纷纷建立了自己的门户旅游网站。网络团购模式出现以后，旅游产品的营销迅速与团购模式相结合，使得旅游产品不仅仅局限在专业旅游网站，还出现在团购网站，许多团购网站专门开辟旅游度假产品团购专栏，旅游产品的网络营销进入了新的发展阶段。……