基于社群营销的吉州窑文化旅游商品推广路径研究

Study on the Promotion Path of Jizhou Kiln’s Culture-oriented Travel Commodities from the Perspective of Community Marketing

社群营销作为智媒时代具有较强影响力的营销方式,以其高效的运营机制、强大的市场优势获得企业的广泛关注[1]。在文旅融合的行业发展趋势下,研究社群营销如何助力文化旅游商品推广显得尤为必要。通过实地调研吉州窑,提出推广路径五步法:构建社群用户画像、培育社群KOL是前提,布局社群场景是铺垫,引流及转化社群用户是核心,融合社群多平台是保障,以期为文化旅游商品推广提供新的研究视角、方法。

As the most influential marketing method in the era of intelligent media,community marketing has attracted extensive attention of enterprises with its efficient operation mechanism and strong market advantages.Under the industrial development trend of integrated cultural tourism,it is particularly necessary to study how community marketing can help the promotion of culture-oriented travel commodities.Through the field investigation of Jizhou kiln,we put forward the five steps of promotion:building the portrait of community users,cultivating community KOL as the premise,laying out community scene as the foreshadowing,draining and transforming community users as the core,and integrating varied community platforms as the guarantee,so as to provide new research perspectives and methods for the promotion of culture-oriented travel commodities.