胡婷婷-旅游景区的新媒体营销策略研究---以峨眉山景区为例.doc

经典专科、本科、硕博、研究生、期刊毕业论文 经典2019成稿 仅供参考 精心整理 仅供参考 勿用作商业用途 PAGE PAGE 0 摘 要 以大数据为技术支撑的互联网平台快速发展，由此衍生出新的传播媒介。媒介传播环境与营销环境息息相关，景区营销的营销手段以及其推广的媒介载体也因此由传统媒体向新媒体平台转变。本文将以峨眉山景区为例，通过问卷调查法、文献分析法、访谈法等对新媒体环境下的旅游景区营销现状入手研究，从其现状分析出峨眉山景区在营销方面存在的问题，并提出改善峨眉山景区的营销现状的优化策略。研究结果表明景区营销从传统媒体营销转向互联网新媒体营销是适应现代科技发展环境下旅游营销的客观要求，各移动客户端网络社交软件是峨眉山景区新媒体营销的主要手段。本文希望通过对峨眉山景区营销策略的调整、改善达到提高营销效率的目的，最终提升景区的竞争力。 关键词：景区营销；新媒体营销；营销策略；峨眉山景区 ABSTRACT Big data as the technical support of the rapid development of the Internet platform, resulting in the emergence of new media. The media communication environment is closely related to the marketing environment. Therefore, the marketing means of scenic spot marketing and the media carrier for its promotion also change from the traditional media to the new media platform. This article will take Emei Mountain scenic spot as an example, through the questionnaire survey method, the literature analysis, the interview method and so on to the tourist scenic spot marketing present situation under the new media environment to start the research, from its present situation analysis Emei Mountain scenic spot in the marketing aspect question, and so on. And put forward the optimization strategy to improve the marketing status of Emei Mountain Scenic spot. The research results show that it is the objective requirement of tourism marketing to adapt to the modern science and technology development environment that the scenic spot marketing changes from the traditional media marketing to the Internet new media marketing. Mobile client network social software is the main means of new media marketing in Emei Mountain Scenic spot. This paper hopes to improve the marketing efficiency by adjusting the marketing strategy of Emei Mountain Scenic spot, and finally to enhance the competitiveness of the scenic spot. Key words: Scenic spot Marketing; New Media Marketing; Marketing Strategy; Emei Mountain Scenic spot 1 绪论 1.1研究背景 随着社