旅游业如何利用自媒体.docVIP

旅游业如何利用自媒体 弥补传统营销模式的不足 摘要 随着网络的发展，传统的由产品（product）、价格（price）、渠道（ place）、促销（ promotion ）、策略（ strategy）为核心理念的五个单词首字母缩写 4PS营销理论为基础的传统营销模式已经逐渐被时代所淘汰，取而代之的是以互联网为 载体的以定位（position）、倾听和参与（listen and engage）、整合资源（ integrate）为核心的 PLEIMO 自媒体营销模式。这一变革不仅是由于时代的变革，还因为企业越来越关注消费者的需求而非简单的单向宣传。自媒体正是那个在互 联网时代兴起，来源于普通人、定位于普通人的载体。 ，甚至可以认为，自媒体是最紧跟时代发展潮流的营销模式。 本文正是利用 4PS理论和 PLEIMO模型分析旅游业的营销方式，并结合当前旅游行业中先行者的成功案例，研究自媒体营销的转型过程。 本文的研究结论对于在转型中抱有观望心态的企业有着一定的参考价值。 关键字：自媒体、旅游业、 4PS、PLEIMO、营销策略 - 1 - “We Media Marketing ”in Covering the Traditional Marketing in Tourist Industry During the development of Internet, the traditional theory of marketing-4PS leaded by five figures product, place, price, promotion and strategy has been weeded out, which replaced it is the method called PLEIMO, which is made by position, listen and engage, and integrate. This method is based on the Internet and pays lots attention on what consumers need. This revolution is not only because the change of age, but owing to the focuses on consumers. We Media formed in the Internet Age and roots in all ordinary people. As a result, We Media is now the first method to marketing keeping pace with the development trade. This thesis is going to compare 4PS with PLEIMO on tourist marketing in China, and analyze the successful cases to search the process that the methods’ transition to tourist marketing. This conclusion would be helpful for ones are still waiting to see the We Media Marketing. KEY WORDS:We media, Tourist marketing, 4PS, PLEIMO, marketing strategy - 2 - 目录 一、 绪论···············································1（一）、 序言···········································1（二）、 文献综述·······································1 （三）、 研究方法·······································2二、 自媒体概述·········································2（一）、自媒体的定义····································2 （二）、自媒体的发展过程· ·······························2 三、 旅游业传统营销模式· ································3 （一）、 传统营销模式—— 4PS理论······················ 3 （二）、 传统营销模式的特点· ·········