“旅游景区+新媒体”:扬州个园的新型营销  

“Tourist attractions + new media”:a new marketing Yangzhou Park

作　　者：徐姣 陈肖静[1] 姚培君 Xu Jiao;Chen Xiao-jing;Yao Pei-jun(College of Tourism and Culinary,Yangzhou University,Yangzhou 225127,China)

机构地区：[1]扬州大学旅游烹饪学院,江苏扬州225127

出　　处：《江苏商论》2018年第2期26-32,共7页Jiangsu Commercial Forum

基　　金：扬州大学校立项课题:扬州盐商园林旅游产品新媒体营销战略研究--以个园为个案(x20171064)

摘　　要：本文通过调研与访谈获取实证数据,研究扬州盐商园林个园景区新媒体营销的现状,梳理游客的旅游行为偏好与个园景区的工作安排,提出个园新媒体营销策划,首先确立营销参与者及目标,其次搭建新媒体营销传播平台,最后进行效果评测与优化营销,起到优化个园景区管理与提升游客满意度的目的。Through empirical research and interviews,we obtained empirical data to study the status quo of new media marketing in Yangsiyuan Park of Yangzhou Salt Industry Park,sorted out the tourist behavior preference of tourists and the work arrangement of each park scenic area,proposed a new media marketing plan for each park,and established marketing participation And objectives,followed by the establishment of a new media marketing communications platform,the final evaluation of the effectiveness and marketing optimization,play a garden area optimization and enhance customer satisfaction purposes.

关 键 词：扬州个园 新媒体 营销策划 

分 类 号：F59[经济管理—旅游管理]