韶山的全国网络关注热度矩阵及推广策略研究

A Study on National Network Attention Heat Matrix and Promotion Strategy in Shaoshan

网络搜索数据记录了用户的搜索关注与需求，为研究旅游营销推广策略提供了必要的数据基础。本文以韶山为研究对象，依托百度指数得到2011～2014年全国34个省（市、区）对韶山的网络关注度数据，首次引入网络关注热度指标，借鉴波士顿矩阵分析法构建网络关注热度矩阵，分析了位于四大象限内各省（市、区）关注热度时空特征。研究发现：全国34个省（市、区）对韶山的网络关注热度存在显著差异，从整体上看，呈现出良好的增长态势；关注热度矩阵中“发展型”区域壮大，“维持型”和“调整型”区域薄弱，“选择型”区域几近空白。最后针对各类型区域特征提出相应的韶山红色旅游品牌推广策略。

With the popularity of Internet search technology, the Internet has gradually become a platform for the public to get information. Tourism information network plays an increasingly important role in tourists＇ to searching information and make decision in tourism. Internet search data can reflect concerns and interests of potential tourists, and provide necessary unstructured or semi-structured data for studying tourism marketing. In this paper, we choosed Shaoshan as the object, and got the network attention data to Shaoshan of 34 provincial capital areas in China from January 2011 to December 2014 based on the Baidu Index search platform. Considering the impact of the regional population to the total network attention data, the network attention heat index was introduced in this paper creatively. And we took the Boston matrix analysis method as a reference to construct a matrix of the network attention heat based on the time axis and space axis. Spatial index is to reflect the space distribution features of the network attention heat of Shaoshan in 34 regions, measured by the ＂network attention heat＂. Time index used to reflect the time variation characteristics of of the network attention heat of Shaoshan in 34 regions, measured by the ＂network attention heat rate＂. We made an analysis of distinctions of the 34 regions＇ s network attention heat which are distributed in four different quadrants in this paper, then explored the spatio-temporal differences in their development. It found that： The national network attention to Shaoshan has significant differences across regions. But from an overall perspective, it in general shows a growing trend in 2011 -2014; There are a lot of regions located in the ＂development- oriented＂ quadrant, a few area is located in the ＂ maintenance-oriented＂ and ＂ adjusting-oriented＂ quadrant, and only Macao and Taiwan are located in the ＂selection-oriented＂ quadrant. According to the features of the each quadrant, we put forward the corresponding Shaoshan tourism brand promotion strategy at the end of the article.