旅游会展新媒体营销策略研究.docxVIP

旅游会展新媒体营销策略研究

目录

1.内容简述................................................3

1.1研究背景.............................................3

1.2研究意义.............................................4

1.3研究内容与方法.......................................5

2.旅游会展新媒体营销概述..................................6

2.1新媒体营销的定义.....................................7

2.2旅游会展新媒体营销的特点.............................8

2.3旅游会展新媒体营销的优势与挑战......................10

3.旅游会展新媒体营销现状分析.............................11

3.1国内外旅游会展新媒体营销发展现状....................12

3.2我国旅游会展新媒体营销存在的问题....................14

3.3旅游会展新媒体营销发展趋势..........................15

4.旅游会展新媒体营销策略.................................16

4.1内容营销策略........................................17

4.1.1内容创作与规划..................................19

4.1.2内容传播与互动..................................20

4.1.3内容效果评估与优化..............................21

4.2社交媒体营销策略....................................22

4.2.1社交媒体平台选择................................24

4.2.2社交媒体账号运营................................25

4.2.3社交媒体活动策划................................26

4.3短视频营销策略......................................27

4.3.1短视频内容创作..................................28

4.3.2短视频传播渠道..................................30

4.3.3短视频效果评估..................................31

4.4网络广告营销策略....................................32

4.4.1网络广告形式选择................................34

4.4.2网络广告投放策略................................35

4.4.3网络广告效果评估................................37

4.5移动营销策略........................................38

4.5.1移动应用开发与运营..............................39

4.5.2移动营销活动策划................................40

4.5.3移动营销效果评估................................41

5.旅游会展新媒体营销案例分析.............................43

5.1案例一..............................................44

5.2案例二..............................................45

5.3案例三..............................................47

6.旅游会展新媒体营销效果评估..................