南京市金陵饭店微信营销策略研究  

Research on WeChat Marketing Strategyof Jinling Hotel in Nanjing

作　　者：黄翠婷[1] 王钦安[1] HUANG Cui-ting;WANG Qin-an(Chuzhou University,Chuzhou 239000,China)

机构地区：[1]滁州学院地理信息与旅游学院,安徽滁州239000

出　　处：《哈尔滨学院学报》2020年第5期38-41,共4页Journal of Harbin University

基　　金：安徽省高校人文社会科学研究项目,项目编号:SK2018B14;安徽省省级校企合作实践教育基地项目,项目编号:2015sjjd065;滁州市第五届社会科学应用对策研究课题,项目编号:B2019005。

摘　　要：文章选取2018年1月4日至2019年1月1日期间南京市金陵饭店在微信公众号发布的文章、用户阅读量、点赞量和留言作为样本,以内容分析法将内容转化为量化数据。研究结果表明:该平台推送消息关注度较高,发布方式多样,消息内容多变,且能够线上线下相结合,并借鉴文化品牌推广产品,但也存在用户互动不活跃、推送时间不合理、受众结构不科学等问题。据此提出增加用户互动体验、改进消息推送时间、完善受众群体结构等建议,以期为金陵饭店微信营销提供有效对策,进而为我国酒店的微信营销提供参考。This article selects articles published by WeChat official account,user readings,points of praise and messages as samples from January 4,2018 to January 1,2019 in Jinling Hotel in Nanjing,and transforms content into quantitative data by content analysis.The results show that:the platform has a high degree of interest in pushing messages,a variety of publishing methods,a variety of message content,and can combine online and offline,and learn from cultural brand promotion products,but there are also problems such as user interaction is not active,the time of pushing is not reasonable,and the audience structure is not scientific.In order to provide effective countermeasures for the WeChat marketing of Jinling Hotel and provide reference for the WeChat marketing of hotels in China,some suggestions are put forward,such as increasing the user interaction experience,improving the time of news push and improving the audience structure.

关 键 词：微信营销 移动互联网 金陵饭店 

分 类 号：F274[经济管理—企业管理] F719.2[经济管理—国民经济]