基于官方微博的旅游目的地营销模式探讨

Discussion on the Marketing Model of Tourism Destination Based on Official Micro-blog

作为一种新兴社交网络平台,微博具有较强的媒体属性,已然成为当今社会非常重要的社会化交流与传播工具,在促进人与人之间交流和信息传播的同时,也为商家提供了一个广阔的营销平台。结合营销学相关理论与方法,分析当前旅游目的地官方微博的发展现状的同时,对探究其存在问题,对旅游目的的官方依据营销模式的发展提出建议,以期达到促进旅游目的的良性发展的目的。

Micro-blog has strong media properties as the new type network application. It is a very important socialized communication tool in today＇s society. It not only promoted communication between people and the dissemination of information,but also provided a broad marketing platform for businesses. The paper analyzes the current development situation of the present tourist destination and official Micro-blog through the theories and methods of the marketing based on studying the official micro-blog. It starts from the problems in order to find the appropriate solutions and improve the development of the official micro-blog,and provides constructive suggestions for the marketing model development of the tourist destination.