旅游目的地新媒体营销策略优化研究——基于芜湖市的实证分析  

Optimization of Tourist Destination New Media Marketing Strategies ——An Empirical Study of Wuhu City

作　　者：鲍珊珊[1] 杨成兵[1] BAO Shanshan;YANG Chengbing(Department of Economy and Trade,Anhui Business College,Wuhu 241002,China)

机构地区：[1]安徽商贸职业技术学院经济贸易系

出　　处：《安徽电气工程职业技术学院学报》2019年第2期61-66,共6页Journal of Anhui Electrical Engineering Professional Technique College

基　　金：2018年安徽省重大教学改革研究项目“安徽省高职院校顶岗实习信息化建设与管理研究”(项目编号:2018jyxm1376);2014年省级质量工程项目“名师工作室”(项目编号:2014msgzs186)

摘　　要：为了推进旅游目的地新媒体营销的发展,文章对芜湖市旅游新媒体营销运营现状进行了分析,发现其存在官网维护差、旅游APP营销水平低、微平台运营水平较低、电子商务网站营销弱等方面的问题。文章从旅游数据库建设、新媒体网络技术提升、电子商务平台建设三个方面提出芜湖市旅游目的地新媒体整合营销策略优化具体措施,并从政府监管政策、人力资源配置、网络技术保障等方面,探讨了旅游目的地新媒体营销运行机制的保障措施。To promote the development of tourist destination new media marketing,this paper makes an analysis of the current status of the tourism new media marketing operation in Wuhu City and finds out the main problems,including poor maintenance of the official website,low level of APP marketing and micro-platform operation as well as weakness in e-commerce website marketing.Then,it proposes an optimized scheme for new media integrated marketing,from the construction of tourism database,the improvement of new media network technology and the construction of an e-commerce platform.This paper also puts forward safeguards for the operation mechanism of new media marketing at tourist destinations from aspects of government regulatory policies,human resources allocation and network technology support.

关 键 词：芜湖市旅游 旅游目的地 新媒体营销 营销策略 

分 类 号：F590.8[经济管理—旅游管理]