我国旅游酒店微博营销策略研究

发布时间：2018-06-19 00:39

本文选题：微博营销 + 粉丝　；参考：《广西师范大学》2013年硕士论文

【摘要】：变则通,通则达。传统的酒店营销是从客房的角度出发,满足一种基本的顾客需求。但是,随着社会经济的不断发展,酒店间的竞争程度不断加剧。旅游酒店要想在市场经济中立于不败之地,那就只有转变营销模式。探讨和研究旅游酒店业微博营销的内容和特点,并在理论和实践上有所突破,对于推动旅游酒店参与市场竞争和占领国内外市场,具有重要的理论意义和现实意义。本文在绪论部分,简要说明了研究背景和意义,以及微博营销研究综述；第二部分是旅游酒店微博发展现状；第三部分是旅游酒店微博营销概述,首先对微博营销的概念进行界定,对微博营销的价值进行分析,介绍了微博营销的理论基础；然后对我国旅游酒店开展微博营销的优势进行分析,最后揭示了旅游酒店微博营销发展中存在的问题。第四部分,笔者对旅游酒店微博粉丝需求特征进行调查分析；第五章提出有效的旅游酒店微博营销策略。最后是结论与展望。鉴于此,本文以微博为研究对象,从经济学、管理学、市场营销学、消费者行为学和心理学等多学科的视角及全球化视野等出发,采用文献资料研究法、对比研究法,案例分析方法来进行研究。本文的独创性成果具有两点：(1)提出在web2.0时代旅游酒店要将传统的大众营销战略过渡到以人际对话交流为中心的微博营销战略,在研究角度上有所创新。(2)结合我国微博技术的不断发展,研究旅游酒店如何运用微博进行市场营销活动；提出了旅游酒店营销策略。为未来营销模式的发展奠定了基础。
[Abstract]:Change will pass, general will reach. Traditional hotel marketing is from the point of view of guest rooms, to meet a basic customer needs. However, with the continuous development of social economy, the degree of competition between hotels is intensifying. Tourist hotel wants to be in an invincible position in market economy, that must change marketing mode. It is of great theoretical and practical significance to explore and study the content and characteristics of Weibo marketing in tourism hotel industry, and to make some breakthroughs in theory and practice, which is of great theoretical and practical significance for promoting tourism hotels to participate in market competition and occupy domestic and foreign markets. In the introduction part, this paper briefly explains the research background and significance, as well as the Weibo marketing research summary; the second part is the tourism hotel Weibo development situation; the third part is the tour hotel Weibo marketing overview, the second part is the tourism hotel Weibo development present situation, the third part is the tour hotel Weibo marketing summary, First, the concept of Weibo marketing is defined, the value of Weibo marketing is analyzed, the theoretical basis of Weibo marketing is introduced, and then the advantages of Weibo marketing in tourist hotels in China are analyzed. Finally, it reveals the problems existing in the development of tourism hotel Weibo marketing. In the fourth part, the author investigates and analyzes the characteristics of Weibo fans' demand in tourist hotel. Chapter five puts forward effective Weibo marketing strategy of tourist hotel. Finally, the conclusion and prospect are given. In view of this, this paper takes Weibo as the research object, from the multi-disciplinary perspective of economics, management, marketing, consumer behavior and psychology, etc. Case study method. The original achievement of this paper has two points: 1) in the era of web2.0, the tourist hotel should transfer the traditional mass marketing strategy to the Weibo marketing strategy with interpersonal dialogue and exchange as the center. Based on the continuous development of Weibo technology in China, this paper studies how to use Weibo to carry out marketing activities in tourist hotels, and puts forward the marketing strategies of tourist hotels. For the future development of marketing model laid the foundation.
【学位授予单位】：广西师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F719

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