摘要
微博营销是新媒体背景下诞生的一种网络营销方式。随着微博逐渐成为人们使用最广泛的信息平台,越来越多的旅游企业加入微博营销的队伍当中。通过对144家不同类型旅游企业用户的3 933条微博信息的收集,从粉丝数、关注数、微博发布频率、评论数、转发数、微博内容类型等6大方面系统研究了微博营销在旅游企业中的应用现状。调查发现,越来越多的旅游企业加入微博营销的队伍,但是大部分企业与粉丝互动不强,有效粉丝数较少,微群利用率低,未能充分利用微博以实现效用最大化,微博营销具有很大的推广空间。
Microblog marketing is a burgeoning network marketing pattern emerging under the background of new media. It can realize the broad information communication, consumer interaction, customer service, public relations services, e - commerce and other functions. With microblog being the most widely used information platform, more and more tourism enterprises start u- sing this marketing pattern. This paper collects 3933 microblog information released by 144 microblog users of tourism enterprises in different types, and discusses the application situation. The survey finds out that a growing number of tourism enterprises enter into the microblogging marketing team, but most of the enterprises failed to make full use of microblogging to achieve utility maxi- mization. Microblog marketing in tourism enterprises has a great promotion space.
出处
《旅游研究》
2013年第3期52-58,共7页
Tourism Research
关键词
旅游企业
微博
微博营销
tourism enterprise
microblog
microblog marketing
