脉趣新媒体公关2024酒旅行业品牌可持续发展白皮书-1-脉趣新媒体公关2024酒旅行业品牌可持续发展白皮书-2-目录PREAMBLE前言....................................................................................-4-Chapter1Retrospect背景与回顾.....................................................-5-一、【行业】2023-2024年酒旅行业发展动态及趋势.......................-5-（一）行业发展动态：群众出行需求释放，旅游经济加速回暖................................................-5-（二）消费数据分析：“刚需”消费结构放缓，消费者消费趋于理性....................................-6-（三）消费行为分析：性价比至上，绿色环保成为趋势.............................................................-7-1.消费逆行与反向消费...........................................................................................................-7-2.绿色消费和环保践行...........................................................................................................-7-3.需求日趋具象和分化...........................................................................................................-8-二、【平台】2023-2024年社交媒体平台发展动态...........................-8-（一）社交平台自发制造热点...........................................................................................................-8-（二）种草打卡深入受众需求...........................................................................................................-8-（三）用户趋势打造社交代码...........................................................................................................-9-三、【用户】2023-2024年社交媒体用户趋势.................................-9-（一）Z世代人群洞察........................................................................................................................-9-1.重视归属感与情绪共鸣.......................................................................................................-9-2.点到为止的社交互动........................................................................................................-10-3.悦己型消费与分享.............................................................................................................-10-（二）Z世代社交媒体关注新趋势.................................................................................................-11-1.疗愈与养生：重构身心秩序............................................................................................-11-2.人文与艺术：新中式新潮流............................................................................................-12-3.ESG与公益环保：循环消费井喷....................................................................................-12-Chapter2Insight洞察与展望........................................................-13-一、【用户】2024年消费者画像洞察.............................................-13-（一）活在当下者.............................................................................................................................-13-（二）审慎求实者.............................................................................................................................-14-脉趣新媒体公关2024酒旅行业品牌可持续发展白皮书-3-（三）多元体验者.............................................................................................................................-14-（四）敬畏万物者.............................