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到到网的点评杀伤力

到到网推出有一年多的时间了,大家都知道是Tripadvisor的中文站,这个模式也被大家认为是旅游业的“大众点评网”。

目前专注于酒店点评,网站上已经显示超过三千万条游客评论,横向也有机票比价,旅游指南,但是国内旅游攻略数量还很少。三千万条的评论,但是整个网站貌似才有不超过三万五千家酒店数据,那平均一家酒店有几百条评论?目前整个评论体系好的评论远远多于负面的,或者说不好的口碑,而且很多评论质量真的很高,几乎是一片体验博文。

但是我们用户真正需要的是最真实的口碑,怎样控制用户,酒店方,竞争对手之间的博弈? 到到网和大众点评不同的是,大众点评的盈利点很大一部分是饭馆本身,如果一家餐馆在点评网做广告,有了差评怎么办?不做广告,有了差评,通过做广告可以删除,那用户相信谁?到到网则把流量引向其他在线酒店预订网站,自己和酒店不直接产生利益,当然不排除其他形式。如果到到网的评论对用户的购买起到一定的参考作用,甚至是决定性作用时,酒店就开始需要关注了,近期到到网推出的酒店CRM就可以了解到到网对这方面的努力和方向。

到到网现在的解决办法是提高评论的门槛,除了能限制字数,限制敏感词,其他的比如非商业性,原创性,独特性,和旅游的相关性等都比较主观,这样不仅加大了对评论审核的难度,也降低了用户对评论的积极性,当然,你可以告诉我这样是为了保证评论必须牺牲的。但是,这样你觉得能解决根本问题吗?我觉得比较难,缺点和优点一样明显,提高评论的真实性同时,也提高假性评论的伪装度。

如果某个竞争对手写一个不好的评论,可以把这些处理的很好。我有一个还不太成熟的解决方案,本来想和大家分享,但是今天公司这边事情多,晚上回家再补上。当然,没有绝对100%的解决方案,但是至少能把评论的质量提升20%。欢迎大家谈谈自己的想法。

Ps:到到网的seo一直偏重链接(购买链接)这块,其实内容有很多的工作可做,当然,优秀的导航站,大预算的SEM,评论API等等,这些面前,SEO就显得很弱小了,不过到到网还在招SEO人才。

本文没有抨击到到网的意思,反而觉得这个模式非常不错,甚至会超越机票比价的未来,仅为个人对这个点评模式的思考。

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