智慧营销驱动下大型传统旅行社数字化转型提升策略——基于数据中台与用户运营双重视角

Digital Transformation and Improvement Strategies for Large Traditional Travel Agencies Driven by Smart Marketing—Based on the Dual Perspectives of Data Middle Platform and User Operation

摘要: 在数字经济蓬勃发展的当下，大型传统旅行社数字化转型迫在眉睫。本研究从数据中台与用户运营双重视角出发，深入剖析大型传统旅行社数字化转型现状，发现虽有进展但仍面临数据整合利用难、用户运营粗放等问题。借助数据中台可整合多源数据、挖掘数据价值，精准洞察市场与消费者需求；强化用户运营能够提升用户体验与忠诚度。基于此，提出构建完善数据中台体系、以用户为中心精细化运营等策略，助力大型传统旅行社在智慧营销驱动下加速数字化转型，提升市场竞争力，实现可持续发展。

Abstract: With the booming digital economy, the digital transformation of large traditional travel agencies is imminent. This study, from the dual perspectives of data middle platform and user operation, deeply analyzes the current status of digital transformation of large traditional travel agencies and finds that although there has been progress, they still face problems such as difficulty in data integration and utilization and extensive user operation. With the help of data middle platform, multi-source data can be integrated, data value can be mined, and market and consumer needs can be accurately understood; strengthening user operation can improve user experience and loyalty. Based on this, strategies such as building a perfect data middle platform system and user-centered refined operation are proposed to help large traditional travel agencies accelerate digital transformation driven by smart marketing, enhance market competitiveness, and achieve sustainable development.