XX度假区基于微博的推广方案设计_市场营销.DOC

摘要:微博的出现，极大地改变了人们进行信息传播的方式，使旅游地获取客户消费体验、开展口碑营销成为了可能。文章对雁南飞茶田旅游度假区的景点做了研究，并对其基于微博的推广做了分析。根据微博的特征，结合雁南飞的旅游定位，然后提出组建微博营销团队、持续提供有价值信息、认真回复留言、关注用户体验、主动与意见领袖合作、事件营销、后期维护等推广策略。通过微博的裂变式传播，激发雁南飞的潜在旅游者的旅游消费。最后指出雁南飞茶田旅游度假区应将微博营销作为一个中长期的战略，并且持续不断投入资源、坚定不移贯彻该战略，才能取得成功。

关键词: 微博，雁南飞，推广策略

Abstract:Micro-blog appearance, has greatly changed people information dissemination way, make the tourism to obtain customer consumption experience, word-of-mouth marketing has become possible.The Yearning Tea Plantation Tourist Attraction resort attractions to do research,and based on Micro-blog promotion to do the analysis,and put forward and put forward the marketing team,continue to offer valuable information,reply earnestly messages,and focus on the user experience, active and opinion leaders cooperation,the event marketing,and later maintenance marketing strategy. Through the micro-blog fission type transmission, stimulate the geese flying the potential tourists' consumption.At last,it pointed out that the Yearning Tea Plantation Tourist Attraction will be Micro-blog marketing as a long-term strategy,and continuously carry out the strategy of resource investment not to move or retreat,to be successful.

Key Words：Micro-blog，Yearning，promotion strategy

　　　微博在一定程度上改变了人们搜索，获取信息的方式。在这一化“被动推介”为“主动接收”的新型媒体平台上，旅游地能更方便、更直接地找到忠实自己或潜在可能成为自己客户的“粉丝”们，跟踪及考察他们的消费习惯和产品体验，据此不断提高产品销售和品牌推广的效果。