价值共创视角下旅游平台营销策略分析——以马蜂窝为例

An Analysis of Marketing Strategies of Tourism Platforms from the Perspective of Value Co-Creation—A Case Study of Mafengwo

摘要: 随着数字化与社交媒体的发展，旅游平台逐步从信息中介转向用户深度参与的共创平台。马蜂窝作为国内领先的旅游内容社区，通过“内容 + 交易”模式构建了以用户生成内容(UGC)为核心的营销生态。本文基于价值共创理论，从用户参与、社交传播、品牌共建与平台机制四个方面，系统分析马蜂窝的营销策略与实践逻辑。研究发现，平台虽在激发用户互动和增强品牌影响方面取得成效，但仍面临创作门槛高、转化效率低、传播链条不畅等问题。为此，提出降低参与门槛、优化传播结构、完善数据运营等策略建议，旨在为旅游平台营销创新提供借鉴。

Abstract: With the development of digitalization and social media, tourism platforms are gradually trans-forming from information intermediaries into co-creation platforms featuring deep user participation. As a leading tourism content community in China, Mafengwo has built a marketing ecosystem centered on user-generated content (UGC) through a “content + transaction” model. Drawing on value co-creation theory, this paper systematically analyzes Mafengwo’s marketing strategies and operational logic from four dimensions: user participation, social dissemination, brand co-construction, and platform mechanisms. The study finds that while the platform has achieved positive outcomes in stimulating user interaction and enhancing brand influence, it still faces challenges such as high content creation thresholds, low conversion efficiency, and fragmented dissemination chains. Accordingly, this paper proposes strategies including lowering participation barriers, optimizing dissemination structures, and improving data-driven operations, with the aim of offering insights into marketing innovation for tourism platforms.