中国旅游主管部门官方微博营销的现状、问题与对策研究
发布时间：2018-08-31 15:48
【摘要】：微博客是一种蕴含了巨大能量的新型互联网应用，，它的迅猛发展催生了微博营销的热潮。旅游业如何利用微博这一新型传播方式进行有效营销是值得业界思考的一个问题。旅游主管部门在旅游业发展以及旅游目的地营销等方面都发挥着重要作用，更应该抓住机会，采用先进的理念、专业的管理和微博新媒体的营销平台，构建自己的微博营销体系，使旅游主管部门的官方微博成为旅游系统宣传自身形象、推广区域旅游品牌、网友沟通互动的重要网络平台。 本文首先介绍了微博及微博营销的相关情况，分析了微博与传统媒体的异同；随后分析了旅游主管部门的官方微博及其微博营销的现状，通过对有关用户数据及代表性旅游主管部门官方微博相关数据的对比分析，指出目前我国旅游主管部门的官方微博营销过程中的不足之处有：市场潜力有待挖掘、管理部门不够重视、微博活动效果不明显、博文吸引力不足、营销活动与用户需求的不一致等；最后提出完善旅游主管部门官方微博营销的建议：明确旅游主管部门官方微博的功能定位、重视微博营销的内容、适当把握微博营销的节奏、组建微博营销的专业团队以及注重多种渠道的相互配合等。文章最后构建了旅游主管部门官方微博日常运营管理及营销活动开展的具体操作模型。
[Abstract]:Weibo is a new type of Internet application with great energy. Its rapid development has spawned the upsurge of Weibo marketing. How to use Weibo as a new mode of communication for effective marketing is a problem worth pondering by the tourism industry. Tourism authorities are playing an important role in tourism development and tourism destination marketing. They should seize the opportunity to adopt advanced concepts, professional management and Weibo's new media marketing platform. By constructing its own marketing system of Weibo, the tourism department's official Weibo becomes an important network platform for the tourism system to publicize its own image, promote regional tourism brands, and communicate and interact with net friends. This paper first introduces the relevant situation of Weibo and Weibo marketing, analyzes the similarities and differences between Weibo and traditional media, and then analyzes the current situation of the tourism department's official Weibo and its Weibo marketing. Based on the comparative analysis of relevant user data and official Weibo data of representative tourism authorities, it is pointed out that the deficiencies in the current marketing process of the tourism authorities in China are: the potential of the market needs to be tapped. The management department does not pay enough attention to, Weibo activity effect is not obvious, the blog article attraction is insufficient, the marketing activity and the user demand does not accord with and so on; Finally, the paper puts forward some suggestions on how to improve the marketing of tourism department official Weibo: make clear the function orientation of the tourism department's official Weibo, attach importance to the content of Weibo's marketing, and properly grasp the rhythm of Weibo's marketing. Set up Weibo marketing professional team and pay attention to various channels of mutual cooperation. At the end of this paper, the author constructs the concrete operation model of Weibo's daily operation management and marketing activities.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.6
本文编号：2215447
[Abstract]:Weibo is a new type of Internet application with great energy. Its rapid development has spawned the upsurge of Weibo marketing. How to use Weibo as a new mode of communication for effective marketing is a problem worth pondering by the tourism industry. Tourism authorities are playing an important role in tourism development and tourism destination marketing. They should seize the opportunity to adopt advanced concepts, professional management and Weibo's new media marketing platform. By constructing its own marketing system of Weibo, the tourism department's official Weibo becomes an important network platform for the tourism system to publicize its own image, promote regional tourism brands, and communicate and interact with net friends. This paper first introduces the relevant situation of Weibo and Weibo marketing, analyzes the similarities and differences between Weibo and traditional media, and then analyzes the current situation of the tourism department's official Weibo and its Weibo marketing. Based on the comparative analysis of relevant user data and official Weibo data of representative tourism authorities, it is pointed out that the deficiencies in the current marketing process of the tourism authorities in China are: the potential of the market needs to be tapped. The management department does not pay enough attention to, Weibo activity effect is not obvious, the blog article attraction is insufficient, the marketing activity and the user demand does not accord with and so on; Finally, the paper puts forward some suggestions on how to improve the marketing of tourism department official Weibo: make clear the function orientation of the tourism department's official Weibo, attach importance to the content of Weibo's marketing, and properly grasp the rhythm of Weibo's marketing. Set up Weibo marketing professional team and pay attention to various channels of mutual cooperation. At the end of this paper, the author constructs the concrete operation model of Weibo's daily operation management and marketing activities.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.6
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