旅游景区微博营销受众结构与行为优化研究

Study on Tourist Attraction Micro-blog Marketing Model -A Case of China Zhejiang Wuzheng-

微博营销作为一种新兴的网络社会化媒体被应用于旅游营销中, 作用日益突显。回顾微博营销兴起的特点及发展轨迹, 分析微博与景区营销结合的意义, 并以中国浙江乌镇景区微博营销现状为3, 讨论景区优化微博营销受众结构和行为特征的途径。 The emergence of micro-blog has greatly changed the way that people conduct information dissemination. With micro-blog, tourism enterprises can get customers shopping experience and make it possible of word of mouth marketing. As a brand-new way for network marketing, the micro-blog has been applied on the marketing of tourism industry and played an important role in it. The paper analyzed the character of micro-blog and the great meaning of application on tourism attraction marketing. Took the practice of Zhejang Wuzhen Scenic Spot micro-blog marketing as an example, discussed its structure of potential goal customers and current efficiency of the spot micro-blog marketing. To explore tourism attraction micro-blog marketing strategies and its realization approach, bring out a new micro-blog marketing model.