平遥古城景区新媒体营销现状与策略探析

The Situation and Strategy of New Media Marketing in Pingyao Ancient City Scenic Areas

新媒体营销能有效提升旅游景区的宣传营销效果,提高游客对景区的信任与粘性。基于对平遥古城景区新媒体营销应用的调研,分析了平遥古城景区微信公众号、微博、短视频等新媒体平台的营销现状与问题,从完善新媒体账号功能、撰写软文文案,策划营销活动及打造文化旅游IP等方面提出了相应的新媒体营销策略。

New media marketing can promote the marketing effect of scenic areas effectively, and improve the trust and stickiness of tourists to scenic areas. Based on the research of new media marketing application in Pingyao ancient city scenic areas, the paper analyzes the marketing status and problems of new media platforms such as WeChat public platform, micro-blog and short video in Pingyao ancient city scenic area, and puts forward the corresponding new media marketing strategies from the aspects of improving the new media account function, writing soft copy, planning marketing activities and creating cultural tourism IP etc.