铜陵铜文化旅游产业运用新媒体营销策略研究  

On the New Media Marketing Strategy of Tongling Copper Cultural Tourism Industry

作　　者：王伟赟[1] 侯茂文[2] WANG Wei-yun;HOU Mao-wen(Tongling University,Tongling Anhui 244061,China)

机构地区：[1]铜陵学院图书馆,安徽铜陵244061 [2]铜陵学院数学计算机学院,安徽铜陵244061

出　　处：《铜陵学院学报》2021年第5期95-98,共4页Journal of Tongling University

基　　金：铜陵市公开招标软课题“关于长三角一体化条件下铜陵铜文化旅游产业运用新媒体营销策略的研究”(SYKT2020-06)。

摘　　要：铜文化是展示铜陵形象和品牌的城市名片,但是传统的铜文化遗产由于与现代生活容易脱节、社会关注度不高,也让铜陵的铜文化旅游产业发展面临着重重困境。在长三角城市一体化发展的形势下,铜陵要积极运用新媒体营销策略来进一步唱响"铜冠天下·精彩铜陵"古铜都文化品牌,主动创造具有价值的IP,整合联动各类新媒体渠道,构建新媒体营销矩阵,让传统铜文化遗产变得年轻。要坚持用户与内容并重,寻找和维护好铜文化的"口碑传播大使"、权威专家和核心粉丝,让铜陵的铜文化旅游产业从新媒体营销的"网红景区"成为真正的"口碑景区"。Copper culture is the"a name card of the city"to display the image and brand of Tongling,but the traditional copper cultural heritage is easily out of touch with modern life and attracts little social attention,so the development of Tongling copper culture tourism industry is faced with many difficulties.Under the situation of the integrated development of cities in the Yangtze River Delta,Tongling should actively use the new media marketing strategy to promote the cultural brand of the ancient copper capital of"Tongguan World and Wonderful Tongling",take the initiative to create valuable Intellectual Property,integrate the linkage of all kinds of new media channels and construct new media marketing matrix,and to make the traditional copper culture heritage to become young.We should attach equal importance to users and content,and look for and maintain the"word of mouth ambassador",authoritative experts and core fans of copper culture,so that the"web celebrity scenic spot"marketed by new media in Tongling copper cultural tourism industry can become a real"public praise scenic spot".

关 键 词：铜文化 文旅产业 新媒体营销 

分 类 号：G127[文化科学]