新乡八里沟景区新媒体营销研究

发布时间：2018-03-29 05:14

本文选题：营销　切入点：新媒体　出处：《河南师范大学》2017年硕士论文

【摘要】：进入21世纪以来,随着科学技术的发展,各种以互联网为基础的新媒体开始步入营销领域。互联网的飞快发展以及手机的普及也给新媒体的发展创造了便利的条件。新媒体的发展,对旅游景区的营销方式造成了巨大的冲击,使得旅游营销更具挑战性,旅游景区的营销转型势在必行。新媒体指的是基于计算机信息处理技术,通过宽带无线、有线、卫星网络等各种现代传播手段,传播数字化文字、声音、图像信息的媒体。区别于传统的报纸、杂志、广播、电视这些传统媒体,被形象地称为“第五媒体”。新媒体的形态主要有:互联网、网络广播、网络电视、手机电视、数字杂志、数字报纸、数字广播、手机短信、手机、移动电视、触摸媒体等等。新媒体的出现给旅游业也带来了新的革命。旅游目的地营销不再停留在传统的参加促销、印制宣传册、投放广告、节庆活动推广等等,而是通过微博、微信等等新媒体进行旅游目的地营销。本文在研究新媒体特点、传播特征以及与传统媒体对比的基础上,结合整合营销理论,并以新乡八里沟景区为例进行分析,着重研究新乡八里沟景区新媒体营销。分析新乡八里沟景区营销的市场环境和新媒体营销现状;从实证角度出发,通过因子分析法萃取出旅游者获取新乡八里沟景区旅游信息的主要来源渠道,提出旅游目的地新媒体整合营销策略,从而给旅游目的地新媒体营销提出建议,以期形成新媒体营销的运作模式。文本共分为五个部分,探索旅游目的地新媒体营销的策略。第一章是绪论,主要介绍研究背景和意义以及相关的研究综述。第二章是旅游营销和新媒体营销的理论研究。介绍新媒体和旅游目的地营销的概念,新媒体的特征以及新媒体营销和传统媒体营销的对比,通过对比,提出新媒体营销存在的优势及问题。第三章八里沟景区的实证研究。第四章分析新媒体营销的影响因素和保障措施。第五章提出结论以及不足之处。
[Abstract]:Since the beginning of the 21st century, with the development of science and technology, A variety of new media based on the Internet began to enter the marketing field. The rapid development of the Internet and the popularity of mobile phones have also created convenient conditions for the development of new media. The marketing mode of tourist attractions has caused a huge impact, which makes tourism marketing more challenging. The marketing transformation of tourist spots is imperative. New media refers to the technology of computer information processing, wideband, wireless, wired, and so on. A variety of modern means of communication, such as satellite networks, for the dissemination of digital text, sound and image information. Different from traditional media such as newspapers, magazines, radio and television, The main forms of new media are: Internet, network broadcasting, network television, mobile TV, digital magazine, digital newspaper, digital broadcast, cell phone short message, mobile phone, mobile TV, Touch media and so on. The emergence of new media has also brought a new revolution to the tourism industry. Tourism destination marketing no longer stops at traditional participation in sales promotion, printing brochures, placing advertisements, promoting festival activities, and so on, but through Weibo, WeChat and other new media carry out tourism destination marketing. Based on the study of new media characteristics, communication characteristics and comparison with traditional media, combined with integrated marketing theory, this paper takes the Barigou scenic spot in Xinxiang as an example to analyze. Focusing on the new media marketing in the Barigou scenic spot of Xinxiang. Analyzing the marketing environment and the current situation of the new media marketing in the Barigou scenic spot of Xinxiang. Through factor analysis, the main sources of tourist information in Barigou scenic area of Xinxiang are extracted, and the integrated marketing strategy of new media in tourism destination is put forward, so as to provide suggestions for new media marketing in tourism destination. In order to form the new media marketing operation mode. The text is divided into five parts, explore the tourism destination new media marketing strategy. The second chapter is the theoretical research of tourism marketing and new media marketing. The concept of new media and tourism destination marketing is introduced. The characteristics of new media and the contrast between new media marketing and traditional media marketing, Put forward the advantages and problems of new media marketing. The third chapter of the empirical study of the Barigou scenic spot. Chapter four analyzes the influence factors of new media marketing and the safeguard measures. The fifth chapter puts forward the conclusions and shortcomings.
【学位授予单位】：河南师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F592.7

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