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随着微博的逐渐发展,以微博为依托的各种营销得到各个行业的青睐,旅游业也加入微博营销的阵营,且迅速发展,微博已成为旅游目的地的重要营销渠道。目前各省市政府旅游行政管理部门基本都开通了旅游官方微博。因此,分析微博的特征数据对官方微博的影响对开展微博营销的部门和企业具有重要的指导意义。文中以微博平台的特征数据为指标,运用主成分分析法和层次分析法构造微博的影响力模型,用数据验证了模型的准确性,并给政府部门进行旅游微博营销提出相关建议。
With the gradual development of Weibo, all kinds of marketing relying on Weibo have been favored by various trades. Tourism has also joined the marketing of Weibo and has been developing rapidly. Weibo has become an important marketing channel for travel destinations. Currently all provinces and municipalities tourism administration departments have opened the official travel microblogging. Therefore, the analysis of the impact of Weibo’s characteristic data on the official Weibo has an important guiding significance for the departments and enterprises that carry out Weibo’s marketing. In this paper, we use the characteristic data of Weibo platform as an indicator, construct the influence model of Weibo by using principal component analysis and analytic hierarchy process, verify the accuracy of the model with data, and make some suggestions to government departments for marketing Weibo.