旅游景区新媒体营销应用研究——以横店影视城为例

The Application of New Media Marketing in Tourism Scenic Spots as Exemplified by Hengdian Studios

以实证数据,研究横店影视城景区新媒体营销的应用现状,提出影视主题公园类旅游景区应用新媒体进行营销,需认真梳理营销不同时期的工作要点,前期根据游客需求,完善新媒体营销人才及基础设施建设,注重新媒体"信息源"设计的特色化、系列化、权威化;中期选择新媒体营销热门渠道,确保营销效果;后期重视新媒体营销效果评测,以优化景区管理。

The paper makes an empirical study of the application of new media marketing in Hengdian Studios. The author of the paper holds that the emphasis should be sorted out at different periods when applying new media marketing of a tourist theme park. At the initial stage, emphasis should he put on training personnel and improving infrastructure according to the needs of tourists. It is also important to make the source information of new media distinctive, serial and authoritative. In the middle period, it should select hot channels of new media marketing so as to ensure the marketing effect. At last, the effect evaluation of new media marketing can help optimize the management of scenic spots.