互联网视域下承德冰嬉旅游微营销对策研究  

Research on Micro-marketing Strategies of Chengde Ice Play Tourism from the Perspective of Internet

作　　者：张欣 成福伟[2] 王强 ZHANG Xin;CHENG Fu-wei;WANG Qiang(Hebei Normal University for Nationalities,Chengde,Hebei 067000,China)

机构地区：[1]河北民族师范学院人事处,河北承德067000 [2]河北民族师范学院,河北承德067000

出　　处：《河北民族师范学院学报》2023年第1期87-93,共7页Journal of Hebei Normal University For Nationalities

基　　金：2018年度河北民族师范学院校级课题“互联网+背景下承德冰嬉旅游微信营销策略研究”(PT2018004)。

摘　　要：互联网技术进步和冬奥会影响为承德旅游发展带来了新契机。已有研究较少关注承德冬季冰嬉旅游营销策略,旅游地营销效果受限,制约承德冰嬉旅游产业发展和“冰嬉之都”旅游城市品牌形象建设。本文立足互联网,运用文献分析、问卷调查、深度访谈等方法,结合承德冰嬉旅游发展实际,发现其微营销体系建设与运营存在:渠道单一、内容趣味性不足、缺乏专业化服务、影响力弱、满意度低等问题,导致游客对承德冰嬉旅游品牌认知度低、旅游参与感与体验感差。本文旨在借助互联网优势,为承德冰嬉旅游产业交叉融合、创新发展提出微营销建议,打造承德冰嬉旅游品牌。Internet technology advances and the infl uence of the Winter Olympics have brought new opportunities for the development of tourism in Chengde.There have been few studies focusing on the marketing strategy of winter ice play tourism in Chengde,and the marketing effect of tourist places is limited,which restricts the development of ice play tourism industry and the brand image construction of"ice play capital"in Chengde.Based on the Internet,this paper uses literature analysis,questionnaires,in-depth interviews and other methods to combine the actual development of ice play tourism in Chengde,and fi nds that the construction and operation of its micro-marketing system has the following problems:single channel in public awareness,lack of interesting content,lack of professional services,weak infl uence,low satisfaction and other problems,resulting in low awareness of the brand of ice play tourism in Chengde and poor participation and experience of tourists.The purpose of this paper is to propose micro-marketing suggestions for the cross-fertilization and innovative development of the ice play tourism industry in Chengde with the advantage of the Internet,and to build the brand of Chengde ice play tourism.

关 键 词：旅游管理 市场营销 承德冰嬉旅游 微营销 

分 类 号：F592[经济管理—旅游管理]