基于社会化媒体的新疆旅游网络口碑营销策略研究

发布时间：2018-04-19 01:13

本文选题：社会化媒体 + 网络口碑营销　；参考：《新疆大学》2013年硕士论文

【摘要】：随着互联网进入web2.0时代，网络成为人们自由表达、信息沟通的主要场所。传统意义上的口碑延伸出新的涵义，同时口碑对消费者的影响作用也日益增加。一方面，越来越多的消费者在网络中提供个人对产品的评价和使用经验等信息，另一方面，越来越多的消费者通过搜索引擎或在虚拟社区中查看其他消费者提供的产品评论信息。在此种情形下，口碑营销被赋予了新的内容，如何利用网络口碑的力量提高营销效果成为国内外营销人员关注的热点。由于社会化媒体是随web.2.0发展起来的，以互联网应用为基础，产生及承载网络口碑的主要载体，从而基于社会化媒体去研究网络口碑可以为其营销活动指明一个更为精准的方向。同时，旅游业作为服务业的一种，，其产品的无形性使得营销活动的难度增加，在营销手段方面较一般的产品具有一定的局限性，而口碑传播正好为解决这些问题提供了突破口。如今网络技术的发展及应用为旅游口碑营销提供更为广阔及高效的平台。因此，本文进行基于社会化媒体的新疆旅游网络口碑营销策略研究，旨在通过理论探讨和实证研究为相关营销人员提供新的营销思路和方法。本文在对网络口碑相关知识梳理以及对社会化媒体、消费者行为等理论概述的基础上，阐述基于社会化媒体进行网络口碑营销策略研究的必要性，并探讨网络环境下消费者行为模式及其中网络口碑对消费者决策的影响机制，来构建基于社会化媒体的新疆旅游网络口碑营销策略的研究模型并展开实证分析。最后以口碑传播的5T模型为基础，以新疆旅游实证研究结论为依据探讨基于社会化媒体的新疆旅游网络口碑营销策略。全文通过理论分析和实证研究得出以下主要结论： 1、基于社会化媒体进行旅游网络口碑营销是必要的，有利于实现精准营销提高营销效率，也能充分挖掘社会化媒体的潜能并发挥其作用； 2、新疆旅游网络口碑主要分布于百度旅游、知道、贴吧、博客、微博等社会化媒体，各网络站点与旅游商家关联性不大，网络口碑数量较少，内容相对丰富多偏向于正向但也不乏负面口碑；旅游者在新疆旅游涉入度方面具有较高水平且疆内、外旅游者无显著差别；在新疆旅游专业程度方面处于良好状态但疆内、外旅游者有明显差别；在新疆旅游感知风险方面处于较低水平且疆内、外旅游者无明显差别。 3、开展新疆旅游网络口碑营销的主要策略：挖掘“意见领袖”，构建口碑传播网；制作精良话题，创造蜂鸣效应；结合媒体应用，选择合适工具；积极参与互动，化解负面口碑；加强追踪反馈，洞察旅游者需求。
[Abstract]:With the entry of the Internet into the web2.0 era, the Internet has become the main place for people to express freely and communicate with each other.The traditional word of mouth extends the new meaning, at the same time, the influence of word of mouth on consumers is increasing day by day.On the one hand, more and more consumers are providing information about their products' evaluation and use experience on the Internet, on the other hand,More and more consumers view product reviews provided by other consumers through search engines or in virtual communities.In this case, word of mouth marketing has been given new content, how to use the power of network word of mouth to improve the marketing effect has become the focus of domestic and foreign marketers.Because the social media is developed with the web.2.0, based on the Internet application, it produces and carries the main carrier of the network word-of-mouth, so the research of the network word-of-mouth based on the social media can point out a more accurate direction for its marketing activities.At the same time, as a kind of service industry, the intangibility of its products makes the marketing activities more difficult, and the more general products have some limitations in the marketing means, and the word of mouth dissemination provides a breakthrough to solve these problems.Nowadays, the development and application of network technology provide a broader and more efficient platform for tourism word-of-mouth marketing.Therefore, this paper studies the marketing strategy of Xinjiang tourism online word-of-mouth based on social media, aiming to provide new marketing ideas and methods for related marketers through theoretical and empirical research.On the basis of combing the related knowledge of network word-of-mouth and summarizing the theory of social media and consumer behavior, this paper expounds the necessity of the research of network word-of-mouth marketing strategy based on social media.In order to construct the research model of Xinjiang tourism online word-of-mouth marketing strategy based on social media, this paper discusses the consumer behavior model and the influence mechanism of Internet word of mouth (WOM) on consumers' decision-making under the network environment, and carries out the empirical analysis.Finally, based on the 5T model of word-of-mouth communication, and based on the conclusion of Xinjiang tourism empirical research, this paper discusses the marketing strategy of tourism online word-of-mouth in Xinjiang based on social media.Through theoretical analysis and empirical research, this paper draws the following main conclusions:1. It is necessary to carry on tourism network word-of-mouth marketing based on social media, which is helpful to realize accurate marketing and improve marketing efficiency, and can also fully tap the potential of social media and play its role;2. Xinjiang tourism online word-of-mouth is mainly distributed in Baidu tourism. Social media, such as know, post bar, blog, Weibo and so on, each network site has little relevance to tourist merchants, and the number of online word-of-mouth is relatively small.The content is relatively rich in favor of positive but no lack of negative word of mouth; tourists have a high level of tourism involvement in Xinjiang and there is no significant difference between outside tourists; in Xinjiang tourism professional level is in a good state but in Xinjiang,There are obvious differences among foreign tourists, but there is no obvious difference in the perceived risk of tourism in Xinjiang.3, the main tactics of developing tourism network word-of-mouth marketing in Xinjiang: excavating "opinion leaders", constructing word-of-mouth communication network, producing excellent topics, creating buzzing effect, combining media application, choosing suitable tools, actively participating in interaction,Resolve negative word of mouth; strengthen follow-up feedback, insight into the needs of tourists.
【学位授予单位】：新疆大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.7

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