平遥古城景区新媒体营销现状与策略探析  

The Situation and Strategy of New Media Marketing in Pingyao Ancient City Scenic Areas

作　　者：张秀英[1] 王永芳[1] Zhang Xiuying;Wang Yongfang(Business College of Shanxi University,Taiyuan Shanxi 030031)

机构地区：[1]山西大学商务学院,山西太原030031

出　　处：《对外经贸》2020年第1期71-73,89,共4页FOREIGN ECONOMIC RELATIONS & TRADE

基　　金：山西省科技厅软科学基金项目“信息生态视角下山西智慧旅游发展研究”(基金项目:2018041055-6)。

摘　　要：新媒体营销能有效提升旅游景区的宣传营销效果,提高游客对景区的信任与粘性。基于对平遥古城景区新媒体营销应用的调研,分析了平遥古城景区微信公众号、微博、短视频等新媒体平台的营销现状与问题,从完善新媒体账号功能、撰写软文文案,策划营销活动及打造文化旅游IP等方面提出了相应的新媒体营销策略。New media marketing can promote the marketing effect of scenic areas effectively, and improve the trust and stickiness of tourists to scenic areas. Based on the research of new media marketing application in Pingyao ancient city scenic areas, the paper analyzes the marketing status and problems of new media platforms such as WeChat public platform, micro-blog and short video in Pingyao ancient city scenic area, and puts forward the corresponding new media marketing strategies from the aspects of improving the new media account function, writing soft copy, planning marketing activities and creating cultural tourism IP etc.

关 键 词：平遥古城景区 新媒体营销 旅游 

分 类 号：G206[文化科学—传播学]