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With the development of the Internet and social economy as well as the change of people's tourism concepts, tourism has become a booming emerging industry, driving the development of the tertiary industry. With the rapid expansion of tourism market, tourism modes have also been diversified. Traditional group tourism has not met young people's need of individualization and autonomy due to its single way. Customized tours, self-guided tours and semi-guided tours have gradually penetrated into people's lives. Among them, emerging semi-guided tourism products have been favored in the tourism consumer market. However, semi-guided tour is in its infancy in China, and there are still problems in its product design targeting and marketing strategy. Therefore, this work took Guangzhou tourism consumers as the research object, and combined with the theory of marketing after market segmentation to obtain first-hand data, which adopted questionnaire survey method and interview method. Finally, it carried out market segmentation through data mining and put forward suggestions for problems existing in the marketing strategy of Guangzhou semi-guided tourism products. Keywords—Semi-guided tour; Market segmentation; Marketing strategy

Market Segmentation and Marketing Strategy of Semi-guided Tourism Product —Taking Guangzhou Tourism Consumption Market as an Example