摘要
微电影营销作为一种新的营销手段,目前已被引入旅游景区(点)营销并发挥重要作用。文章运用旅游学和市场营销学相关概念和理论,探讨适用于旅游景区(点)微电影营销的理论基础,在分析国内旅游景区(点)经营中微电影营销现状的基础上阐述旅游景区(点)微电影营销的必要性和可能性,提出旅游景区(点)实现微电影营销的主要途径。
As a new marketing method ,micro movie marketing has been introduced and has played an important role in tourist scenic spots marketing .Based on the review of current situation of micro movie marketing in domestic tourist scenic spots , and using the related concepts and theories of tourism and marketing ,this paper summarizes the basic theory of micro movie marketing of scenic spots ,analyzes the possibility and necessity in this respect and puts forward several strategies for the successful implementation of micro movie marketing .
出处
《合肥工业大学学报（社会科学版）》
2014年第5期26-31,共6页
Journal of Hefei University of Technology(Social Sciences)
基金
福建省科技厅科技重点项目(2014Y0040)
关键词
旅游景区
微电影
营销
scenic spot
micro movie
marketing
