摘要
本文运用文献研究法、深度访谈法和数据分析法,对景区新媒体平台的官方账号和非官方账号运营情况进行了调研,探究了周口市太昊陵景区新媒体营销的现状与问题。结果表明:官方账号的运营现状不佳,存在如“粉丝”量少、内容单一、互动不足、部分平台断更或未注册等问题;太昊陵景区新媒体营销问题凸显,存在新媒体工具应用不足、营销内容缺乏创新、营销方式缺乏新媒体思维、互动参与不够、目标市场定位不准等问题。基于此,从明确目标市场、深度挖掘文化内涵、创新表现形式、加强互动参与、打造新媒体营销矩阵等方面提出了优化新媒体的营销策略,以期为提升景区营销效果、增强品牌形象、促进旅游产业发展提供参考。
This paper employs documentary research,in-depth interviews,and data analysis to investigate the op-eration of official and unofficial accounts on new platforms in the Taihao Mausoleum scenic spot in Zhoukou.The current situation and problems of new media marketing in the scenic spot are investigated.The research results show that the operation of official accounts is not optimistic,such as few fans,single content,insufficient interac-tion,unupdated and unregistered platforms and other problems.The problems of new media marketing in Taihao Mausoleum scenic spot are prominent,such as insufficient application of new media tools,lack of innovation in marketing content,lack of new media thinking in marketing methods,insufficient interaction and participation,and inaccurate target market positioning.Based on this,optimization strategies for new media marketing are pro-posed from clarifying the target market,deeply investigating the cultural connotation,innovating the forms of ex-pression,strengthening interaction and participation,and building a new media marketing,in order to enhance the marketing effect of the scenic spot,strengthen the brand image,and promote the development of the tourism in-dustry.
作者
张丽
宋晨鹏
Zhang Li;Song Chenpeng(School of Culture and Tourism,Zhoukou Vocational College of Arts and Sciences,Zhoukou 466000,Henan,China)
出处
《绿色科技》
2025年第1期209-214,260,共7页
Journal of Green Science and Technology
关键词
新媒体
文化旅游
营销策略
太昊陵
new media
cultural tourism
marketing strategies
Taihao Mausoleum
