酒店管理集团微博外部运营管理研究——基于企业微博信息的统计分析

A Research on Micro-Blogging External Operation Management of Hotel Management Groups: Based on Micro-Blogging Information Statistics and Analysis

本文以酒店管理集团为研究对象,依托传播学"使用与满意"理论,以传播者、媒介和接收者为主要传播因素,以五大酒店管理集团企业微博为案例进行分析,构建了酒店企业微博运营管理组织架构,并通过企业微博信息发布、接收者反馈以及互动环节等数据分析,完成酒店企业微博外部运营管理的初步研究。研究发现,酒店企业微博发展阶段不同,其信息发布以及互动等环节表现出不同的特点,可分为稳固型、波动型和成长型3种类型;酒店企业微博信息发布环节没有形成稳定的信息设计和发布机制,很多情况下是以事件或活动为依托而进行微博发布;酒店企业微博中传播者与接收者的互动率较低。

By taking 5tourism management groups as objects and the ＂Working with satisfaction＂ theory of communication studies as backstopping, this paper takes communicators, medias and recipients as the main propagation factors to construct an organizational structure for hotel miero- blogging operations management, and complete a preliminary study through information dissemination, the recipient feedback, and interactive sessions and other data statistical analysis. The result shows that hotel miero-blogging information, exhibiting different characteristics, can be divided into stable hotel enterprise miero-blogging, fluctuate hotel enterprise miero-blogging and growing hotel enterprise micro- blogging; that hotel micro-blogging hasn＇ t a stable process for information designing, they prefer to release information based on events or activities; and that the interaction rate between hotel enterprises and receiver is lower.