走马古镇虚拟故事会新媒体市场营销初步研究  

Research on Marketing by New Media on Virtual Story Meeting of Zouma Ancient Town

作　　者：蒋坤富[1] 张述林[1] 唐为亮[1,2] 

机构地区：[1]重庆师范大学地理与旅游学院,重庆400047 [2]奥克斯集团空调有限公司销售管理部,浙江宁波315191

出　　处：《宁夏师范学院学报》2010年第6期75-79,共5页Journal of Ningxia Normal University

摘　　要：走马古镇虚拟故事会是在为了保护和开发走马古镇非物质文化遗产——走马民间故事会,而策划的文化遗产保护性开发项目.对走马古镇虚拟故事会市场营销进行了研究,分析了其走马古镇、走马故事会情况、以及其市场营销竞争环境,提出了品牌形象吸引战略、差异化战略、集中化战略,并制定了STP策略,提出了走马古镇虚拟故事会新媒体市场营销建议.Virtual Story meeting of Zouma Ancient Town is a planning project in order to protect and develop intangible cultural heritage of Zouma folk tales of Zouma. The marketing of Virtual Story meeting of Zouma is studied, which analyses its galloping horse town, things of the story meeting and the marketing competitive environment. Then the fictitious story marketing by new media is proposed including brand image to attract proposed strategy, differentiation strategy, centralized strategy and devel- oped STP strategy.

关 键 词：走马古镇 虚拟故事会 市场营销 

分 类 号：F592.3[经济管理—旅游管理]