本文選題：微博營(yíng)銷 + 粉絲��； 參考：《廣西師范大學(xué)》2013年碩士論文

【摘要】：變則通,通則達(dá)。傳統(tǒng)的酒店?duì)I銷是從客房的角度出發(fā),滿足一種基本的顧客需求。但是,隨著社會(huì)經(jīng)濟(jì)的不斷發(fā)展,酒店間的競(jìng)爭(zhēng)程度不斷加劇。旅游酒店要想在市場(chǎng)經(jīng)濟(jì)中立于不敗之地,那就只有轉(zhuǎn)變營(yíng)銷模式。探討和研究旅游酒店業(yè)微博營(yíng)銷的內(nèi)容和特點(diǎn),并在理論和實(shí)踐上有所突破,對(duì)于推動(dòng)旅游酒店參與市場(chǎng)競(jìng)爭(zhēng)和占領(lǐng)國(guó)內(nèi)外市場(chǎng),具有重要的理論意義和現(xiàn)實(shí)意義。 本文在緒論部分,簡(jiǎn)要說(shuō)明了研究背景和意義,以及微博營(yíng)銷研究綜述；第二部分是旅游酒店微博發(fā)展現(xiàn)狀；第三部分是旅游酒店微博營(yíng)銷概述,首先對(duì)微博營(yíng)銷的概念進(jìn)行界定,對(duì)微博營(yíng)銷的價(jià)值進(jìn)行分析,介紹了微博營(yíng)銷的理論基礎(chǔ)；然后對(duì)我國(guó)旅游酒店開展微博營(yíng)銷的優(yōu)勢(shì)進(jìn)行分析,最后揭示了旅游酒店微博營(yíng)銷發(fā)展中存在的問(wèn)題。第四部分,筆者對(duì)旅游酒店微博粉絲需求特征進(jìn)行調(diào)查分析；第五章提出有效的旅游酒店微博營(yíng)銷策略。最后是結(jié)論與展望。 鑒于此,本文以微博為研究對(duì)象,從經(jīng)濟(jì)學(xué)、管理學(xué)、市場(chǎng)營(yíng)銷學(xué)、消費(fèi)者行為學(xué)和心理學(xué)等多學(xué)科的視角及全球化視野等出發(fā),采用文獻(xiàn)資料研究法、對(duì)比研究法,案例分析方法來(lái)進(jìn)行研究。本文的獨(dú)創(chuàng)性成果具有兩點(diǎn)：(1)提出在web2.0時(shí)代旅游酒店要將傳統(tǒng)的大眾營(yíng)銷戰(zhàn)略過(guò)渡到以人際對(duì)話交流為中心的微博營(yíng)銷戰(zhàn)略,在研究角度上有所創(chuàng)新。(2)結(jié)合我國(guó)微博技術(shù)的不斷發(fā)展,研究旅游酒店如何運(yùn)用微博進(jìn)行市場(chǎng)營(yíng)銷活動(dòng)；提出了旅游酒店?duì)I銷策略。為未來(lái)營(yíng)銷模式的發(fā)展奠定了基礎(chǔ)。
[Abstract]:Change will pass, general will reach. Traditional hotel marketing is from the point of view of guest rooms, to meet a basic customer needs. However, with the continuous development of social economy, the degree of competition between hotels is intensifying. Tourist hotel wants to be in an invincible position in market economy, that must change marketing mode. It is of great theoretical and practical significance to explore and study the content and characteristics of Weibo marketing in tourism hotel industry, and to make some breakthroughs in theory and practice, which is of great theoretical and practical significance for promoting tourism hotels to participate in market competition and occupy domestic and foreign markets. In the introduction part, this paper briefly explains the research background and significance, as well as the Weibo marketing research summary; the second part is the tourism hotel Weibo development situation; the third part is the tour hotel Weibo marketing overview, the second part is the tourism hotel Weibo development present situation, the third part is the tour hotel Weibo marketing summary, First, the concept of Weibo marketing is defined, the value of Weibo marketing is analyzed, the theoretical basis of Weibo marketing is introduced, and then the advantages of Weibo marketing in tourist hotels in China are analyzed. Finally, it reveals the problems existing in the development of tourism hotel Weibo marketing. In the fourth part, the author investigates and analyzes the characteristics of Weibo fans' demand in tourist hotel. Chapter five puts forward effective Weibo marketing strategy of tourist hotel. Finally, the conclusion and prospect are given. In view of this, this paper takes Weibo as the research object, from the multi-disciplinary perspective of economics, management, marketing, consumer behavior and psychology, etc. Case study method. The original achievement of this paper has two points: 1) in the era of web2.0, the tourist hotel should transfer the traditional mass marketing strategy to the Weibo marketing strategy with interpersonal dialogue and exchange as the center. Based on the continuous development of Weibo technology in China, this paper studies how to use Weibo to carry out marketing activities in tourist hotels, and puts forward the marketing strategies of tourist hotels. For the future development of marketing model laid the foundation.
【學(xué)位授予單位】：廣西師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F719

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