新媒体时代河南政府旅游微博营销创新研究

Research on Tourism Microblog's Marketing Innovation of Henan Government in New Media Era

随着互联网技术的不断进步,微博、社交网站等社会化媒体发展迅速。旅游官方微博为政府部门进行目的地形象塑造和宣传提供了崭新平台。通过收集整理河南各地数据,调查发现政府旅游微博原创不足、营销效果差、虚假粉丝问题,建议政府高度重视,运用流行语和贴心话进行软文营销;开展湿营销,注重互动与分享;注重粉丝质量而非数量;实施目的地旅游微电影营销。

With the development of Internet technology, Social media such as micro-blog , social networking sites is developing rapidly. Tourism official Microblog provides a new platform for destination image shaping and propaganda of the goverrnment. By collecting the data of every city in Henan Province, the survey found that goverment tourism＇s problems such as poor effect, lack of originality, false fans. It puts forward a lot of suggestions, such as： attaching great importance of government; using the popular language and intimate words of marketing; carrying out the wet marketing; paying more attention to the interaction and sharing; paying attention to quality rather than quantity of fan; enforcing Micro film marketing of tourism destination.