国内主题公园的新媒体营销研究

发布时间：2018-02-27 05:15

本文关键词： 主题公园新媒体营销营销理论大唐芙蓉园　出处：《西安外国语大学》2014年硕士论文　论文类型：学位论文

【摘要】：随着网络新时代的到来、移动客户端的普及以及受众习惯的改变，与传统媒体截然不同的新媒体进入了大众视野,其交互性、即时性、个性化与社群化的特征，成为各个行业的新型营销工具。智慧旅游、智慧城市的兴起，国内的旅游业开始打造智慧型景区，在宣传推广方面，已尝试运用网络技术和新媒体资源来树立品牌形象。本文选取旅游业中以特定主题著称的旅游目的地“主题公园”，由于其发展进入了饱和期，如何适应激烈的市场竞争，如何高效精准定位客源市场，如何吸引更多受众，打造园区品牌，是目前主题公园营销方面亟待解决的问题。目前，学术界针对新媒体的研究颇多，但是很少有对其营销体系的系统性研究，主题公园方面的研究更是鲜少涉及，局限于网络营销、微博营销等单方面研究。本文以国内主题公园的新媒体营销为研究课题，首先对主题公园、旅游产业和新媒体的相关文献和著作进行梳理研究，总结国内外的相关研究进展。其次，在上一阶段的基础上，借助营销理论体系，建立主题公园新媒体营销的理论基础，对其基础概念、营销环境、营销战略、消费行为、市场细分、目标市场确定、营销组合策略、具体营销方式进行介绍。第三，实践操作阶段，本文选取西安市“大唐芙蓉园”为案例目的地，，通过问卷调查和线上线下信息搜集，确定目的地所处的营销发展阶段。对“大唐芙蓉园”过去营销情况的总结，提出传统媒体营销的弊端，从而引出新媒体营销方式的介绍。第四，新媒体营销方式的价值评估阶段，本文从广告传播及营销平台运营的角度，建立了网络视频传播效果评估指标体系和微博营销价值评估指标体系，通过横纵向对比分析，提出目的地在新媒体营销方面存在的不足。最后，针对分析结果，确定相应的营销工具，既巩固已有的新媒体平台，开拓电子商务、APP等新平台。并提出相应的推广策略。
[Abstract]:With the advent of the new era of network, the popularity of mobile clients and the change of audience habits, the new media, which is completely different from the traditional media, has entered the public view, which has the characteristics of interactivity, immediacy, personalization and communitalization. It has become a new marketing tool for various industries. With the rise of smart tourism and intelligent cities, domestic tourism has begun to build intelligent scenic spots, and in the area of publicity and promotion, We have tried to use network technology and new media resources to set up the brand image. This paper selects the tourism destination "theme park", which is famous for its specific theme, because its development has entered the saturation period, how to adapt to the fierce market competition, How to effectively and accurately locate the guest market, how to attract more audiences and build the brand of the park are the problems that need to be solved urgently in the marketing of the theme park. At present, there is a lot of research on the new media in academic circles. However, there are few systematic studies on its marketing system, and few researches on theme parks, which are limited to unilateral research such as network marketing, Weibo marketing and so on. This paper focuses on the new media marketing of domestic theme parks. First of all, the theme park, tourism industry and new media related literature and works were combed, summarized the domestic and foreign related research progress. Secondly, on the basis of the previous stage, with the help of marketing theory system, Establish the theoretical basis of new media marketing in theme park, introduce its basic concept, marketing environment, marketing strategy, consumption behavior, market segmentation, target market determination, marketing combination strategy, specific marketing methods. In the practical operation stage, this article selects "Datang Furong Garden" as the case destination, through the questionnaire survey and the on-line and offline information collection, determines the marketing development stage of the destination, summarizes the past marketing situation of "Datang Furong Garden". This paper puts forward the disadvantages of traditional media marketing, which leads to the introduction of new media marketing mode. 4th, the value evaluation stage of new media marketing mode, this article from the perspective of advertising communication and marketing platform operation, This paper establishes the evaluation index system of network video transmission effect and Weibo's marketing value evaluation index system, through the horizontal and longitudinal comparative analysis, points out the shortcomings of destination in new media marketing. Finally, in view of the analysis results, The corresponding marketing tools should be established to consolidate the existing new media platforms and to open up new platforms such as E-commerce app and so on. The corresponding promotion strategies are also put forward.
【学位授予单位】：西安外国语大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：G206;F592.7;F274

【共引文献】