顾客旅程视角下滑雪品牌线上营销优化研究

在“互联网+”背景下,电子商务通过营销推广与服务机制有力地推动体育旅游的发展.营销推广层面,精准营销利用大数据分析和用户画像技术,针对不同消费者精准推送个性化产品和 ...

在户外运动产业蓬勃发展的浪潮中,本文以“AI技术+ 私域流量+ 垂直整合”为核心,为户外服装企业打造了一套覆盖生产,管理,营销,交易全链条的数字化解决方案.

通过大数据分析，可以精准捕捉游客偏好，实现冰雪旅游信息的定制化推送，从而突破传统传播渠道的束缚，显著提升品牌知名度与影响力。例如，针对热爱冰雪运动的游客，可以推送 ...

平台经济不仅消弭了城乡地理区位与营业时间的限制，通过全时全域的连接网络实现了消费机会的均等化，更依托无线的虚拟货架效应有效解决了滑雪、马术等小众长尾品类的供需错 ...

短视频主要以健身的训练方式和健身知识为主要内容发布短视频，并且以直播的功能在线与用户交流及教授，与用户同步进行健身行为，针对人们的问题及需求提出建议与解答，更直接的 ...

Abstract Influencers are not just sources of inspiration, they are also architects of brands and experiences. This study examines how influencers impact every stage of the travel customer journey: from before, to during and after the travel experience. Analyzing data from 538 active social users with SEM, particularly SmartPLS v.4, it demonstrated that influencers’ play a crucial role in shaping travelers’ behavior, especially in the planning stage. Active engagement with influencers’ content improves customer experience and strengthens the relationship. Co-creation emerges as a vital factor that enhances the customer experience by allowing consumers to influence their travel plans. When travelers interact with content, they are not merely following instructions, they are crafting their own story. The findings highlight that co-creation accelerates bonds, increases memory retention, and the likelihood of recommendation. The key message is clear, brands and influencers should foster dialogue instead of monologue to create memorable experiences. The study offers new perspectives on influencers strategy, suggesting active practices of engagement and authenticity in content, aiming to enhance the experience through co-creation.

In today's digital landscape, the rise of chatbots in customer service has become a hot topic-and for good reason. These AI-powered tools are changing the way companies interact with their customers, offering faster, more personalized support than ever before. This paper takes a deep dive into how chatbots are shaping customer satisfaction and building brand loyalty in an AI-driven service environment. As artificial intelligence becomes more widely adopted, it's clear that businesses are on the brink of transforming the customer service experience. The journey begins by looking at what chatbots can do-from delivering quick answers to tailoring assistance to each customer's needs. Their ability to manage routine questions allows human agents to focus on more complex problems. The result?Shorter wait times, faster resolutions, and a noticeable boost in customer satisfaction. But the story doesn't end there. This paper also looks at the long-term effects of using chatbots. It explores how the satisfaction customers feel after positive chatbot experiences can turn into lasting loyalty to a brand. By reviewing real-world examples and data-driven research, we uncover how companies that embrace chatbot technology are not only improving day-to-day interactions but also deepening customer relationships and loyalty over time.

Though firms are making substantial investments in the customer journey (CJ), the return on these investments remains tenuous, yielding a critical need for enhanced CJ-related accountability. Addressing this gap, we develop the concept of ‘customer journey value’ (CJV), defined as the perceived value of a customer’s journey to the customer and the firm, which facilitates the development of accountability in this regard. We also develop a social exchange theory-informed framework of CJV, which proposes customer- and firm-based customer engagement value (CEV) as core CJV antecedents. In turn, CJV is predicted to yield the customer-based consequences of attitudinal and behavioural brand loyalty and the firm-based consequences of enhanced customer lifetime value, as formalized in a set of propositions based on the framework. We conclude by outlining pertinent implications that arise from our analyses.

PurposeEffective customer journey design (ECJD) is considered a key variable in customer experience management and an essential source of brand meaning and pro-brand behavior. Although previous research has confirmed its importance for driving brand attitudes and loyalty, the role of consumer-brand identification as a social identity-based influence in this relationship has not yet been discussed. Drawing on construal level and social identity theories, this paper aims to investigate whether effective journeys and the resulting overall journey experience are equally powerful in driving brand loyalty among customers with different levels of consumer-brand identification.Design/methodology/approachThe present article develops and tests a research model using data from the European and US service sectors (N = 1,454) to investigate how and when ECJD affects service brand loyalty.FindingsAcross two cultural contexts, four service industries and 33 service brands, the results reveal that ECJD is a crucial driver of service brand loyalty for customers with low consumer-brand identification. Moreover, the findings show that different aspects of journey effectiveness positively impact the valence of customers’ experience related to those journeys – a process that is ultimately decisive for their brand loyalty.Originality/valueThis study is unique because it generates theoretical and practical knowledge by combining the literature streams of customer journey design, customer experience and branding. Furthermore, this work demonstrates that consumer-brand identification is a critical boundary condition to be considered in the relationship between ECJD and brand loyalty in services.

In modern marketing, researchers are focused on the omnichannel approach due to the growing number of communication channels and sources of consumer information about brands. This paper examines the complexity and multifactorial nature of the omnichannel approach in the formation of customer experience and marketing communications in the digital environment. The article discusses the concept of a “Consumer Journey Map”, which reflects the stages of making a purchase decision, after-sales interaction and the customer experience formed within this path. This approach allows you to define and analyze the touchpoints with the consumer and information messages at each stage of the consumer journey in order to create a positive brand image. The consumer’s journey is formed by the sequential passage of a number of points of contact, which may belong to the brand, its partners or be independent. This affects the degree of brand control over the information at each of these points. Particular attention is paid to the complexity of tracking the entire variety of contact points through which the customer passes on the way to making a purchase. The management of this variety of points from the standpoint of a single communication environment of brand and consumer interaction is the subject of omnichannel marketing research. Within the framework of this study, the author considers the evaluation of the effectiveness of marketing channels at the stage of preparation for purchase. These channels may be underestimated, since in terms of direct return on marketing investments, they lose to the final pre-purchase channels, but they play a key role in shaping the customer experience leading to subsequent purchases. The article presents the results of a study of online communication based on a company providing educational services. This study demonstrates the relationship between the volume of investments in paid promotion channels and the total revenue from online channels. The results of the study emphasize the importance of the omnichannel approach in modern communication, where the buyer interacts with the brand in various channels and perceives communication as a single continuous process, even when switching from one channel to another.

Abstract Brand communication is entering a new era. Immersive technologies such as augmented reality (AR) ) and virtual reality (VR) enable memorable experiences along the entire customer journey as the combination of real and virtual elements creates innovative forms of consumer-brand interaction. Read in our interview how to implement successful immersive campaigns that people care about and share on social media. Julian Weiss, co-founder and CEO of Hamburg-based agency headraft, expects many more XR (extended reality) applications as “retailing will increasingly become an experience space.” He sees their greatest potential in a symbiosis of real and virtual elements.

This paper analyses the changing buyer behavior and its impact on how companies consider their funnel including their marketing, sales and customer service execution. The outcome of these changes to buyer behavior is brands are missing their revenue goals and with no real strategy in place to change this they execute “random acts of marketing” or hire more salespeople to fix the problem. Neither of those actions is going to create sustainable, predictable and repeatable revenue generation machine they are looking for. Instead they need to consider a new metaphor instead of the funnel and in this paper, we suggest that the Cyclone and the Cyclonic Buyer Journey provides marketers and sales leaders an opportunity to redesign their marketing and sales execution to match the way people buy products and services today. Marketing and sales leaders must improve their ability to create an experience for their prospects by providing a more designed and strategic buyer’s journey with the tools, techniques and technology at their disposal. The Cyclonic Buyer Journey provides a methodology creating a strategy for each of the eight stages of the new prospect’s buyer’s journey and gives leaders a map showing how to apply that strategy, what tactics to deploy, what metrics to track and what technology to leverage to get prospects through their buyer’s journeys in more efficiently and effectively. The result of using this approach is more leads, better quality leads, more sales opportunities, a higher close rate on those opportunities, a shorter sales cycle, and more consistent revenue goal attainment.

Abstract Customer journey mapping is a strategic business tool that helps companies illustrate and comprehend their customer’ experiences as they interact with company’s brands across multiple touchpoints. The wide spread of digital channels, as well as the huge amount of customer data that is generated, makes it possible to improve customer journey mapping by using artificial intelligence and advanced analytics. Artificial intelligence-supplied customer journey can detect hidden patterns, foretell prospective consumer behaviors, and present personalized mediations. None of this would be possible if businesses have to rely solely on human analysts. Artificial intelligence agents, which adaptively perform arduous tasks by utilizing reasoning with minimal direct supervision, differ from generative AI systems (such as language models that answer specific questions and/or image generation), because they can perform a variety of actions while at the same time being reliable enough that, under certain circumstances, the customer can trust them enough to act effectively and autonomously on complex tasks on their behalf. As a result, businesses are constantly investing in artificial intelligence-based customer journey (mapping) to increase their competitive advantage. Despite the above mentioned, the academic literature about artificial intelligence (agents) and customer journey (mapping) remains insufficient. Existing research on the topic deal with specific artificial intelligence techniques, like natural language processing for sentiment analysis or computer vision for touchpoint tracking, or is limited to conceptual frameworks. The main objective of the paper is to explore artificial intelligence (agents) and their application during the customer journey and how this changes the journey for consumers.

The era of the data economy, driven by digital technologies such as big data, blockchain, and cloud computing, has arrived. It is essential to leverage the digital economy to promote the high-quality development of the ice and snow sports tourism industry. This paper employs methods such as literature review and inductive reasoning to argue that the digital economy enhances the high-quality development of the ice and snow sports tourism industry through three main aspects: improving supply efficiency, achieving industrial transformation, and promoting industry integration. However, China’s ice and snow sports tourism industry faces several challenges, including inadequate institutional supply, a lack of high-quality talent, traditional operational models, and a singular investment body. To address these challenges, this paper proposes several strategies: strengthening government leadership to create a suitable policy environment; establishing a talent cultivation system to support the upgrading of the ice and snow sports tourism industry; empowering the industry through technology to promote integration; and fostering a collaborative approach among diverse stakeholders to innovate the industry’s business models.

Purpose: In today’s digital age, customers are inundated with many sports marketing messages, prompting businesses to adopt data-driven marketing strategies to minimize dissatisfaction and engage customers on a deeper level. At the core of these strategies lies personalization, a powerful technique that enables sports marketers to tailor their messages and offers according to individual preferences. This study investigates the influence of AI on enhancing personalization and improving customer engagement in this domain. Methodology: Data was gathered using a questionnaire created by the researcher. This was done through simple random sampling from 210 people who are interested in digital sports and digital sports marketing. The research employed a quantitative approach and structural equation modeling (SEM). The model was developed using Smart PLS TM3 software and evaluated in two sections: measurement and structural model. Findings: The results indicated a good fit for the model, with a reported GoF index of 0.44, demonstrating substantial validation power. Findings from 210 respondents revealed that AI technologies can enhance personalization and customer interaction in digital sports marketing. However, challenges such as privacy concerns and dissatisfaction with non-human interactions need to be managed in this process. Originality/value: By emphasizing the integration of AI in digital sports marketing, this research contributes to the literature and provides a robust framework for future studies. As the sports industry increasingly embraces digital transformation, understanding the role of AI in shaping consumer experiences becomes crucial. This study addresses the current research gaps and highlights AI's potential to redefine marketing strategies in a competitive landscape.

The paper analyzes the growing importance of sports marketing as a key factor in the development of modern sports organizations and its influence on consumer behavior and brand perception. The study examines socio-demographic differences in attitudes towards sports, digital promotion, sponsorship, and the role of social media in creating consumer engagement. Data were collected through an online survey of 107 respondents, using a Likert scale to measure attitudes. The results indicate that most respondents recognize marketing as essential for the success of sports organizations, especially through creative campaigns and digital channels. However, traditional sponsorship still plays a significant role in shaping audience trust and engagement. The findings highlight the need for integrating innovative digital marketing strategies to strengthen consumer relations and improve brand visibility in the sports industry.

The increasingly intense competition in the sports shoe industry requires companies not only to rely on product quality but also to build a strong brand image and optimize digital marketing strategies to sustain consumer loyalty, particularly among athletes. This study aimed to analyze the effect of brand image on repurchase intention and to examine the role of digital marketing as a moderating variable among athlete users of Nike shoes in Semarang City. A quantitative approach with an explanatory research design was employed. Data were collected through an online questionnaire administered to 120 respondents and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The results show that brand image does not have a significant direct effect on repurchase intention; however, digital marketing was found to moderate and strengthen the influence of brand image on repurchase intention. These findings indicate that brand image alone is not sufficient to drive repeat purchases without the support of effective digital marketing strategies. The implications of this study underscore the importance of optimizing digital marketing as a means of communication, interaction, and reinforcement of brand perceptions to enhance consumers’ repurchase decisions, while also providing practical guidance for companies in designing digital-based marketing strategies to increase customer loyalty.

In 2023, the General Office of the State Council issued several measures to unleash the potential of tourism consumption and promote high-quality development of the tourism industry. Local governments actively responded to national policies and promoted the development of cultural and tourism economy. The three eastern provinces are tourist destinations every winter, and their unique scenery and cultural sentiment make the Northeast region stand out during holidays. This winter, Harbin's ice and snow tourism has become popular, even sparking a competition frenzy among other regions in Northeast China and even the National Bureau of Culture and Tourism. This paper uses the SWOT model and PEST model to analyze Northeast China’s natural and human resources, so as to study the help and advantages of digital marketing for its innovation and development, the lessons learned will help to provide a powerful marketing tool and channel for the cultural tourism industry, and promote the creative transformation of the current stage in the development of cultural tourism in Northeast China and throughout the country.

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When the competition in e-commerce rises, it is essential to ensure content is creative as well as effective in driving conversions. Using language generation from LLMs, we suggest a process that includes prompt engineering, multi-objective training and post-processing to make marketing texts engaging and effective for sales. We use a two-step process that applies sentiment modification, boosts diversity and adds calls to action. The way we test offline and online helps achieve a 12.5% increase in click through rate (CTR) and 8.3% increase in conversion rate (CVR). With this solution, creating texts can be automated and it will guide future improvements in live, customized user experiences.

Multi-channel e-commerce environments generate complex customer engagement sequences that traditional funnel analysis cannot effectively model, limiting marketing optimization capabilities. This paper presents an AI-powered framework that leverages deep learning architectures to analyze temporal customer engagement patterns and optimize conversion funnels across heterogeneous marketing channels. We develop a sequential analysis system incorporating LSTM networks with attention mechanisms, transformer architectures for long-range dependency modeling, and graph neural networks for cross-channel interaction effects. The framework processes 847 million interaction events from 2.4 million customers across an 18-month period, implementing real-time optimization through reinforcement learning-based budget allocation algorithms. Experimental validation demonstrates 18.7% improvement in conversion rate prediction accuracy compared to traditional methods, with MAPE ranging from 8.2-12.7% across different customer segments. Marketing ROI increases by 34.7% through optimized channel allocation, while customer acquisition costs decrease by 22.1%. The multi-objective optimization algorithm successfully balances conversion maximization, cost minimization, and customer experience constraints. Our framework provides scalable sequential pattern recognition capabilities and actionable insights for dynamic marketing strategy optimization, advancing the state-of-the-art in AI-driven customer journey analytics.

The research identifies the problem of enhancing e-commerce sales conversion through TikTok amidst intense content competition. The objective of the study is to develop a machine learning-based marketing strategy to analyze user behavior and categorize them into Non-Purchasers and Purchasers.The method employed includes clustering using K-Means, K-Medoids, and Fuzzy C-Means algorithms, with K-Means demonstrating the best performance, achieving the highest Silhouette Coefficient (0.1857) and the lowest Davies-Bouldin Index (1.9991). Following clustering, classification is performed using Naïve Bayes, Decision Tree, and Random Forest algorithms. The Random Forest model yields the best results with an accuracy of 0.9945, showcasing its effectiveness in predicting sales conversions.The conclusion of this study indicates that K-Means and Random Forest are the optimal methods for clustering and classification, respectively, in understanding user behavior on TikTok. These findings can assist e-commerce players in tailoring their marketing strategies, improving sales conversion rates, and enhancing advertising efficiency

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This paper explores the critical role of predictive an- alytics in optimizing conversion rates for e-commerce businesses. It examines various strategies, technologies, and methodologies used in predictive analytics, their implementation in e-commerce settings, and their impact on key performance indicators such as conversion rates, customer retention, and overall revenue. 

 With the high-level development of the national economy and the continuous improvement of people's living standards, consumers have begun to pursue healthy travel methods, giving rise to a new form of tourism—health tourism. The state has also issued a series of policy documents on health tourism to boost its development. The advancement of internet technology has made the integrated development of online platforms with different industries an overall trend. This analysis shows that when constructing the health tourism product system of Heilongjiang under the "Internet+" background, a complete product system should be built following the basic principles of resource integration and optimization, product innovation and characteristic development, service upgrading and intelligent management, and industrial chain extension and collaborative development. Furthermore, in the product marketing phase, strategies such as shaping brand images, strengthening promotion, achieving precision marketing, optimizing customer service, expanding marketing channels, developing online sales, focusing on cross-industry cooperation, and realizing resource sharing are proposed to optimize the marketing effectiveness of Heilongjiang's health tourism products and fully leverage internet resources.

Given the popularity of electronic media in today’s digital information era, visitors are likely to share their visit experience online with their colleagues or the public, especially on popular social media platforms. Thus, word-of-mouth practice has moved from physical word-of-mouth to online word of mouth, known as electronic word-of-mouth (eWOM). Responding to this new phenomenon, this paper attempts to propose a testable research framework for assessing tourism sports activities experience at the tourist destination. In other words, this paper aims to identify the antecedents of eWOM among tourism sports customers. Methodically, desk research was carried out whereby past literature was exhaustively reviewed to establish a conceptual understanding of tourism sport experience assessments and to consolidate the variables as a working model. In this context, this paper proposed a relational model that explains the effect of the perceived value, satisfaction, commitment and electronic media (e-media) familiarity on eWOM. This model also anticipated the moderation role of e-media familiarity between commitment and eWOM. Theoretically, the proposed framework reduces the gaps related to the construction of research variables for tourism sports experience assessment. Practically, this paper provides sport tourism operators with a comprehensive testable framework that can guide them in understanding their customers’ consumption behaviour assessment process and their electronic word-of-mouth response.

This study examines tourist experiences in mountain hotels within Uludağ, Türkiye’s premier winter tourism destination, by conducting a qualitative analysis of online reviews on TripAdvisor. In winter tourism, electronic word-of-mouth (eWOM) plays a pivotal role, as guest reviews directly impact booking decisions and overall destination appeal. Findings from this study reveal that food quality, room comfort, and staff interactions are crucial determinants of guest satisfaction, while dissatisfaction often arises from limited menu variety, room cleanliness, and issues in common areas. Unique elements of Uludağ’s environment, such as scenic landscapes and winter sports, significantly enhance guest experiences, underscoring the importance of integrating cultural assets into the hospitality offerings. The study highlights the potential of eWOM as a feedback mechanism for mountain hotels to address weaknesses, improve service quality, and better align with customer expectations. These insights suggest that addressing critical areas for improvement and leveraging Uludağ’s unique local features could enhance its competitiveness in the winter tourism market, fostering both customer loyalty and regional development. Acknowledgement: This study is supported by REMODEL project which is funded by the European Union’s Horizon Europe research and innovation programme under grant agreement No 101079203. Views and opinions expressed are however those of the author(s) only and do not necessarily reflect those of the European Union. Neither the European Union nor the granting authority can be held responsible for them.