自媒体时代下福建体育旅游产业微营销策略研究

A research on the micro marketing strategy of Fujian sports tourism industry in the era of selfmedia

对福建省发展体育旅游产业的自然与人文资源优势,以及体育旅游产业与微营销融合发展的必要性进行了分析,并基于微营销特点,结合体育旅游产业实际,提出了福建省体育旅游产业微营销策略,旨在为福建省体育旅游产业快速发展和实现体育旅游产业"十三五规划"提供参考。

This article takes the sports tourism industry in Fujian Province and the micromarketing under themedia era as the analysis object. Firstly, it analyzes the natural and human resource advantages of sports tourismindustry in Fujian Province, then it discusses the necessity of the integration of sports tourism industry andmicromarketing. Finally, it bases on the characteristics of micromarketing, combined with the actual situation ofsports tourism industry, Micro marketing strategy. Aiming at providing a reference for the rapid development ofsports tourism industry in Fujian Province and realizing the"13 th Five Year Plan"of sports tourism industry.