新媒体视角下宿州旅游业的营销策略.docxVIP

新媒体视角下宿州旅游业的营销策略

目录

1.内容综述................................................3

1.1宿州旅游业背景介绍...................................3

1.2新媒体在旅游业中的应用现状...........................4

1.3研究目的与意义.......................................6

2.新媒体视角下宿州旅游资源分析............................6

2.1宿州旅游资源概况.....................................8

2.2宿州旅游资源的特色与优势.............................9

2.3宿州旅游业存在的问题................................10

3.新媒体营销策略框架构建.................................11

3.1新媒体营销策略原则..................................13

3.2新媒体营销策略模型..................................14

4.具体新媒体营销策略实施.................................15

4.1微信营销策略........................................16

4.1.1微信公众号运营..................................17

4.1.2微信朋友圈推广..................................19

4.1.3微信小程序开发与应用............................20

4.2微博营销策略........................................21

4.2.1微博内容策划与发布..............................23

4.2.2微博话题营销....................................24

4.2.3微博KOL合作.....................................24

4.3短视频营销策略......................................26

4.3.1抖音、快手平台运营...............................27

4.3.2短视频内容创作与推广............................28

4.3.3短视频挑战赛组织................................29

4.4视频营销策略........................................31

4.4.1旅游宣传片制作与推广............................32

4.4.2旅游Vlog创作与分享..............................33

4.4.3旅游直播活动组织................................34

4.5社交媒体营销策略....................................36

4.5.1知乎、豆瓣等平台运营.............................37

4.5.2社交媒体内容营销................................38

4.5.3用户互动与反馈..................................40

5.新媒体营销效果评估与优化...............................41

5.1营销效果评估指标....................................42

5.2营销效果评估方法....................................43

5.3营销策略优化建议....................................44

6.案例分析...............................................45

6.1成功案例分析...................