山东省旅游局官方微博案例研究

发布时间：2018-06-03 07:44

本文选题：旅游 + 官方微博　；参考：《厦门大学》2014年硕士论文

【摘要】：随着数字时代的到来和微博的快速发展,微博在旅游营销中的应用越来越普遍,为旅游营销带来了新的变革和发展契机。旅游业是集吃、住、行、游、购、娱为一体的产业集群,它在区域经济发展中的巨大作用使得各地区纷纷出台扶持政策,并逐渐形成了地方政府主导旅游业发展的格局。各地旅游政府部门纷纷构建旅游市场网络营销平台,旅游业政府微博大量涌现,初步建立起了旅游局官博体系,并吹响了旅游微博营销的集结号。微博营销已经成为政府旅游营销的重要手段,如何拓展微博营销价值空间,打赢这场战役,是企业面临的主要挑战。以往的研究更多地集中在微博的特性、微博在旅游业中的应用研究、政务微博研究。有关旅游官方微博营销策略的研究也多是定性分析和归纳概括,运用量化方法进行个案研究的并不多见。本文采用内容分析法,以山东省旅游局官方微博为研究对象,探讨旅游业政府微博在发布节奏、内容建设、形式设计、节事旅游宣传方面的运营思路,提出在发布频率上坚持24小时不间断发博,在内容选择上坚持专业性、多样性、趣味性、实用性相结合的原则,在发布形式和发布技巧上,坚持运用多媒体手段、多样化的互动方法、活泼化的微博语言的思路。并结合网络口碑传播的5T理论,提出组建微博运营团队进行内容建设、借势热门话题和名人效应、依靠政府微矩阵及多渠道资源整合、巧用接触点、依托大数据营销的微博传播策略,对旅游官方微博的运营有一定的指导意义和借鉴价值。同时在节事旅游热背景下,提出微博为节事旅游营销服务的三种形式：活动宣传、线上抽奖、新媒体联动。
[Abstract]:With the advent of the digital age and the rapid development of Weibo, the application of Weibo in tourism marketing is becoming more and more common, which brings new changes and development opportunities for tourism marketing. Tourism is an industrial cluster which integrates eating, living, traveling, shopping and entertainment. Its enormous role in the development of regional economy has made all the regions issue supporting policies one after another, and gradually formed the pattern of local government leading the development of tourism. Tourism government departments have set up a network marketing platform, tourism government Weibo has emerged in large numbers, initially established the official blog system of tourism bureau, and sounded the number of tourism Weibo marketing aggregation. Weibo marketing has become an important means of government tourism marketing. How to expand the value space of Weibo marketing and win this battle is the main challenge faced by enterprises. Previous studies have focused more on the characteristics of Weibo, the application of Weibo in tourism, and the study of government Weibo. The research on tourism official Weibo marketing strategy is also qualitative analysis and summary, the use of quantitative method for case study is rare. This paper adopts the content analysis method, taking the official Weibo of Shandong Tourism Bureau as the research object, probes into the operation thought of the tourism government Weibo in the aspects of publishing rhythm, content construction, form design, and tourism promotion. The paper puts forward the principle of combining professional, diverse, interesting and practical in the distribution frequency, insisting on the application of multimedia means in publishing form and skills, and insisting on the principle of combining professional, diverse, interesting and practical in content selection. A variety of interactive methods, lively Weibo language ideas. Combined with the 5T theory of network word-of-mouth dissemination, this paper proposes to set up a Weibo operation team for content construction, seize the hot topic of opportunity and celebrity effect, rely on the government micro-matrix and multi-channel resource integration, and use contact point skillfully. Relying on the Weibo communication strategy of big data marketing, it has certain guiding significance and reference value to the operation of tourism official Weibo. At the same time, under the background of festival tourism fever, this paper puts forward three forms of Weibo service for festival tourism marketing: campaign publicity, online lottery, and the linkage of new media.
【学位授予单位】：厦门大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：D63;F592.7

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