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在已经到来的微时代,微博为政府旅游部门进行旅游资源营销提供了全新的平台。本文通过对全国各级政府旅游部门营销微博的观察分析,归纳了政府旅游部门通过微博进行旅游资源营销的有效路径,提出了事件营销、关系营销、湿营销以及将整合营销等多种营销策略,以期为国内政府旅游部门的微博营销提供有效可行的借鉴模式。
In the micro era that has already arrived, weibo has provided a brand new platform for tourism resources marketing by government tourism departments. This article summarizes the effective route of tourism resources marketing by the government tourism department through microblogging through the observation and analysis of the marketing microblogs of government departments at all levels of government in our country and puts forward the marketing methods of event marketing, relationship marketing, wet marketing and integrated marketing Strategy, with a view to providing an effective and viable model for the microblogging marketing of the domestic government tourism sector.