基于养生养老旅游与民宿资源对接的新媒体应用创新研究

发布时间：2018-01-11 09:04

本文关键词：基于养生养老旅游与民宿资源对接的新媒体应用创新研究　出处：《浙江传媒学院》2017年硕士论文　论文类型：学位论文

【摘要】：随着全国老龄化进程的持续推进,老年人的养老问题成为目前政府和社会最关注的焦点之一。当前老龄服务市场存在着较大的空缺,并有社会资本投入较少,服务种类少,质量低等缺点。而随着社会的发展进步,居家养老和养老院养老等主流养老模式已经无法满足当前社会环境,老年人对高质量晚年生活的需求越来越强烈,新型养老模式“旅游养老”也应运而生。同时,互联网技术和新媒体应用的发展,使“互联网+养老”成为未来养老服务市场的开发要点。当前市场对“互联网+养老”的实际应用还在少数,开发符合新媒体时代的新型养老产品具有现实意义。本文站在互联网发展角度,主要采用文献研究法、观察法、问卷调查法,尝试探索“互联网+养老”模式发展的可行性,并根据市场调查,提出“养老旅游+民宿”的创新型旅游养老模式及相关新媒体应用的开发、运营。对接养生养老旅游与民宿资源整合的新媒体应用就是利用新媒体技术,构建面向中老年群体,为他们提供民宿旅游的移动互联平台。本文首先对项目新媒体应用开发的社会背景进行阐述,并结合目前养老服务市场和民宿旅游市场的基本状况,对“养老旅游+民宿”项目开发的可行性进行分析。其次,论文通过问卷调查的方式对用户的养老旅游需求、养老旅游服务项目需求、选择目的地时所考虑的因素、旅游时长、信息获取渠道、app主要功能、房源管控方式等各方面需求进行调查、分析并总结。最后,基于市场调研和问卷调查的结果,以4P市场营销理论和新“4C”法则为理论出发点,对养生养老旅游与民宿资源整合对接的新媒体应用的研发、服务内容创新、运营创新提出建议。尤其是在app的运营推广策略创新建议中,从场景、社群、内容、连接四个维度出发提出了共10条实践度较强的推广运营建议。
[Abstract]:With the continuous advancement of the aging process of the country, the old-age problem of the elderly has become one of the most concerned focus of the government and society. At present, there is a large gap in the service market for the elderly, and there is less investment in social capital. With the development of the society, the mainstream pension model such as home pension and nursing home pension can not meet the current social environment. The old people's demand for high-quality life in old age is becoming more and more intense, and the new old-age support mode "tourism old-age care" also arises at the historic moment. At the same time, the development of Internet technology and new media application. Making the "Internet old-age care" become the key point of the future old-age service market. The actual application of the "Internet old-age care" in the current market is still few. It is of practical significance to develop new old-age products in line with the new media era. This article stands in the perspective of the development of the Internet, mainly using the literature research method, observation method, questionnaire survey method. This paper attempts to explore the feasibility of the development of the "Internet old-age care" model, and according to the market survey, puts forward the innovative tourism old-age care model and the development of related new media applications. The application of new media to the integration of health care and old-age tourism and residential resources is to use new media technology to construct a group of middle-aged and elderly people. This paper first describes the social background of the project new media application development, and combined with the current old-age service market and the basic situation of residential tourism market. This paper analyzes the feasibility of the development of "old-age tourism residential" project. Secondly, the paper through a questionnaire survey of the users of the demand for old-age tourism, old-age tourism service project demand. The factors to be considered when choosing the destination, the travel time, the main function of the information access channel / app, the housing source control method and other aspects need to be investigated, analyzed and summarized. Finally. Based on the results of market research and questionnaire survey, this paper takes 4P marketing theory and the new "4C" rule as the theoretical starting point to develop the new media application of the integration of health care and old-age tourism and residential resources. Service content innovation, operational innovation advice. Especially in the app operation promotion strategy innovation advice, from the scene, community, content. Connecting four dimensions, this paper puts forward a total of 10 practical proposals for promotion and operation.
【学位授予单位】：浙江传媒学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：D669.6;G206

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