新媒体视角下武当山品牌营销策略研究  

On Brand Marketing Strategy of Wu Dang Mountain from the Perspective of the New Media

作　　者：郝丹璞[1] 

机构地区：[1]郧阳师范高等专科学校旅游与管理系汉水文化研究基地,湖北十堰442000

出　　处：《襄阳职业技术学院学报》2015年第2期37-39,43,共4页Journal of Xiangyang Polytechnic

摘　　要：当前,新媒体在我国旅游景区品牌营销中的运用越来越普遍。与其它国内著名旅游景区相比,武当山旅游景区在运用新媒体进行品牌营销方面还存在一定差距。为充分发挥品牌特色优势,武当山旅游景区应从扩大品牌信息的传播效果、加强网络监管力度、准确把握目标游客的需求、用心沟通贴近游客等方面,积极采取新媒体视角下的品牌营销策略。Nowadays, the new media has been widely used for the brand marketing of tourist attractions in China. Compared with the other famous tourists attractions, Wu Dang Mountain still has a long way to walk in new media application in the brand marketing. In order to produce more advantages of the brand feature, Wu Dang Mountain tourist attractions should take the brand marketing strategy in the aspects of spreading the brand information, strengthening the supervision, grasping the need of the target tourists, and communicating with the tourists sincerely.

关 键 词：新媒体 武当山 品牌营销 策略 

分 类 号：F274[经济管理—企业管理]