旅游酒店微博粉丝的需求特征及其应对策略  

Demand Characteristics of Tourist Hotel Microblog Fans' and the Coping Strategies

作　　者：刘洁[1] 

机构地区：[1]桂林理工大学管理学院,桂林541004

出　　处：《企业活力》2012年第5期21-24,共4页Enterprise Vitality

基　　金：国家旅游局规划项目"旅游酒店微博营销模式研究"(编号:11TABG014)的阶段性成果

摘　　要：微博媒体具有用户掌握传播决定权的新特点。当前很多旅游酒店微博营销效果不佳,主要原因在于缺少对微博粉丝需求特征的深入分析,无法投粉丝所好,导致旅游酒店微博乏人关注。旅游酒店微博粉丝具有利益需求、娱乐需求、服务需求、认知需求和体验需求,酒店可以有针对性地采取微博利益激励策略、娱乐化策略、服务策略、信誉策略及体验策略,以帮助旅游酒店赢得微博粉丝的认可和支持,并依靠微博粉丝的力量去实现大范围的营销传播。Microblog media has a new feature,that is,users master the power to decide whether to spread or not.At present,many tourism hotels＇ microblog marketing has no good effect,the main reason is the lack of understanding of microblog fans＇ demand characteristics.Tourism hotel can＇t catch microblog fans＇ heart,so nobody pay attention to tourism hotel microblog.Tourism hotel microblog fans have interest demand,entertainment demand,service requirements,cognitive requirements and experience requirements.Tourism hotel should use the specific microblog encouragement strategy,recreation strategy,service strategy,credit strategy and experience strategy to help tourism hotel win the microblog fans＇ recognition and support,and depend on the microblog fans＇ power to achieve a wide range of marketing communications.

关 键 词：旅游酒店 微博粉丝 需求 

分 类 号：F59[经济管理—旅游管理]