基于ISOOC模型的广东滨海体育旅行社群营销策略  

Marketing Strategy of Guangdong Coastal Sports Tourism Community Based on ISOOC Model

作　　者：赵建[1] ZHAO Jian(Department of Sports Industry,Guangzhou Sports Vocational and Technical College,Guangzhou 510650,Guangdong)

机构地区：[1]广州体育职业技术学院体育产业系,广东广州510650

出　　处：《江苏商论》2024年第8期61-64,共4页Jiangsu Commercial Forum

基　　金：2019年度广东省普通高校特色创新类项目:粤港澳大湾区视域下广东智慧体育旅游发展模式研究(2019GWTSCX088);2018年度广东省普通高校特色创新类项目:体育赛事与城市形象契合及其作用研究(2018GWTSCX057)。

摘　　要：广东省滨海体育旅游业发展迅猛,市场发展潜力巨大,但还存在目标市场选择与市场定位不明确、“IP+旅游”营销推广意识不足、社会化媒体整合利用不充分、企业与客户缺乏“强关系”连接等问题。本文以ISOOC模型为理论基础,从同好、结构、输出、运营、复制五个维度,探索广东滨海体育旅游的社群营销策略。The coastal sports tourism industry in Guangdong Province has developed rapidly,with huge market development potential.However,there are still problems such as unclear target market selection and positioning,insufficient awareness of“IP+tourism”marketing and promotion,insufficient integration and utilization of social media,and lack of“strong relationship”connection between enterprises and customers.This article is based on the ISOOC model and explores community marketing strategies for Guangdong coastal sports tourism from five dimensions:homogeneity,structure,output,operation,and replication.

关 键 词：ISOOC模型 滨海体育旅游 社群营销 

分 类 号：C93[经济管理—管理学]