旅游行业的社会化营销创新

发布时间：2018-07-06 11:27

本文选题：社会化媒体 + 社会化营销　；参考：《首都经济贸易大学》2017年硕士论文

【摘要】：伴随着商业竞争的日趋激烈,各行业市场营销工作的手段与方式也日益丰富。互联网技术的快速发展,使社会化媒体进入了各企业营销工作的视野,并因大众对社会化媒体的关注和参与程度的提高,使社会化营销成为了当下最受欢迎且发展最快的营销手段,其营销的优势日益明显,逐渐成为了各企业营销战略实施的重点和营销工作的主要阵地。本文以网络新媒体时代为社会背景,在理论和具体场景下,阐述社会化营销的概念、特征、演变逻辑、现实表现等范畴,介绍了社会化营销多个方面的具体内容。围绕旅游行业的营销市场和社会化媒体,与社会化媒体中的典型代表:微博、微信、论坛、社交网站的结合应用,构建了互联网时代创新的营销策略,并通过案例对社会化营销工作的过程、应用、实现做系统的阐述,对其中的重点问题进行了具体描述和客观分析,指出了如何利用社会化思维来指导营销工作,力求透过各种纷繁复杂的营销现象分析解读社会化媒体营销的本质,并通过案例验证说明了社会化媒体如何以及为什么能在旅游行业的市场营销活动中发挥巨大作用。作为帮助旅游企业了解社会化媒体营销的概念及应用价值,进行营销策划,并提供解决相关问题的参考,最后对社会化营销的未来发展做出了探索和研究,给出改善建议。
[Abstract]:With the increasingly fierce competition in business, the means and ways of marketing work in various industries are becoming increasingly rich. The rapid development of Internet technology has made social media enter the vision of the marketing work of various enterprises, and the public's attention to and participation in the social media has made the social marketing become the most popular and the most popular at the moment. The development of the fastest marketing means, its marketing advantages are increasingly obvious, gradually become the focus of the implementation of the marketing strategy and the main position of the marketing work. This paper, based on the social background of the new media era, expounds the concept, characteristics, evolution logic and realistic performance of the social marketing in the theory and specific scenes. According to the marketing market and social media of the tourism industry and the combination of typical representatives of the social media, micro-blog, WeChat, forum and social networking sites, the marketing strategy of innovation in the Internet age is constructed, and the process, application and implementation of the social marketing work are carried out through the cases. This paper gives a detailed description and objective analysis of the key problems, points out how to use socialized thinking to guide marketing work, and try to interpret the essence of social media marketing through various complicated marketing phenomena and illustrate how the social media can and why it can be in tourism through a case study. It plays a great role in the marketing activities of the industry. As a way to help the tourism enterprises to understand the concept and application value of social media marketing, carry out marketing planning, and provide reference for solving related problems. Finally, it makes exploration and Research on the future development of socialized marketing, and gives suggestions for improvement.
【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】：2017
【分类号】：F274;F592.6

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