中国世界遗产网络关注热度矩阵及营销策略研究

A Study on Network Attention Heat Matrix andPromotion Strategy of China s World Heritage

依托百度指数获取2011—2021年中国34个省级行政区对世界遗产的网络关注度数据,通过引入网络关注热度指标,借鉴波士顿矩阵分析法构建世界遗产网络关注热度矩阵,探讨各省份世界遗产网络关注热度时空特征.研究发现:1)网络关注热度方面,11年间世界遗产网络关注热度地理空间格局相对稳定,用自然裂点分级法可划分为4个层级,其中以第三层级的空间集聚较为显著,其余层级世界遗产网络关注热度空间集聚水平适中.2)网络关注增长率方面,各地区世界遗产网络关注热度增长率存在显著差异,西藏自治区增幅最大,增长率超过100%,绝大多数地区介于15%~30%之间,增速回落但波动较小,仅有5个省级行政区呈负增长.3)网络关注热度矩阵方面,四大类型中“问题型”几近空白\,“金牛型”相对薄弱\,“明星型”区域次之,但时空指标均高于临界值;“瘦狗型”区域最为集中,但时空指标均低于临界值.最后,围绕4种不同类型区域的矩阵结果针对性地提出世界遗产品牌营销策略.

Based on Baidu Index,the network attention data of 34 provinces(cities and districts)in China from 2011 to 2021 were obtained.By introducing the network attention heat index,the Boston matrix analysis method was built,and the spatial and temporal characteristics of the world heritage network attention heat in each province were discussed.The research finding that:1)In terms of network attention,the geospatial pattern of world heritage network attention is relatively stable in 11 years,which can be divided into four levels by the natural crack classification method,among which the level of spatial concentration at the third level is relatively significant,while the other levels of the world heritage network is moderate.2)In terms of network attention growth rate,there are significant differences in the growth rate of the world heritage network attention in different regions.Tibet saw the largest growth rate,with a growth rate of more than 100%,and most regions were between 15%and 30%.The growth rate fell but the fluctuation was small,and only 5 provinces(municipalities and autonomous regions)showed negative growth.3)In terms of heat matrix in the network’s four types,the“problem”is almost blank,the“Taurus”is relatively weak,and the“star”areas are second,where the spatiotemporal indicators are all higher than the critical value,and the“thin dog”areas are the most concentrated,where the spatiotemporal indicators are all lower than the critical value.Finally,the world heritage brand marketing strategy is proposed around the matrix results of four different types of regions.