浅析旅游微博营销特性及营销策略中文摘要随着微博的影响力日益增大，旅游微博营销的重要也逐渐增大。因此，在微博宣传功效日益凸显的今天，迫切的需要根据旅游官方微博运营现状提出一套有效可行的营销策略。基于此，本文以旅游微博营销作为研究对象，开展的研究内容及结论如下：（1）对微博营销、旅游微博营销的定义、研究现状进行了分析。结果表明，虽然微博营销已经在各个行业广泛采用，但基于旅游行业的微博营销策略还远不完善。（2）采用SWOT分析方法对旅游微博营销的优势（S）、劣势（W）、面临的基于（O）以及可能的威胁（T）进行了分析。结果表明，信息传播、共享与沟通是其优势；非专业行、周期长、配套体系少，效果不明显是其劣势；微博群体及旅游资源的不断壮大是其机遇；用户行为降低及监管限制是其威胁。（3）依据旅游微博营销SWOT分析结果，提出若干营销策略。包括寻求高质量旅游吸引物、建立正确的营销理念，以及合理开展微博内容、粉丝管理、交流互动，实现旅游微博营销的高质量效果。关键词：微博，旅游营销，微博营销，旅游微博营销CharacteristicsandstrategiesofTravelMicroBlogMarketingAbstractAstheboomingoftheeffectoftheMicroBlog,whichisregardedastheChinesetwitter,theMicroBlogmarketingisbecomingoneimportantissue.Meanwhile,moreeffortneedstobetakentosolvetheproblemsduetothedevelopmentofMicroBlogmarketingisnotnatural.ThisessaywillfocusonthecurrentsituationsoftheMicroBlogmarketing,analysistheremainingproblems.ThenSWOTmethodwillbeaddressedtovaluelessthewholesystemfromdifferentangles.Inaddition,withthereferencetothesuccessfulexamplesoftheMicroBlogmarketing,onereasonablestrategyaroundtheMicroBlogmarketingwillbesettled.Intheotherhand,onecomphansiveanalysisandconclusionofthespecificdataoftheMicroBlogofShanghaiTourismAdministrationwillbefullypresented.ImprovingthequalityoftheMicroBlog,managingthecurrentaffairs,enhancingtheinteractionwiththepeopleandkeepingtouchwiththeaudience;etc,couldbeacceptedastheeffectivestrategiesoftheMicroBlogmarketing.Keywords:Microblog;Tourismmarketing,Microblogmarketing,Tourismmicroblogmarketing目录中文摘要........................................................................................................................2Abstract..........................................................................................................................3第一章绪论..................................................................................................................11.1研究目的及意义..............................................................................................11.2微博营销概述..................................................................................................11.2.1微博的定义............................................................................................11.2.2微博营销的起源....................................................................................21.2.3微博营销在中国的发展........................................................................21.2.4微博营销的特点....................................................................................31.2.5微博营销的研究现状............................................................................41.3旅游微博营销的发展现状..............................................................................51.3.1旅游局官方微博....................................................................................51.3.2旅游官方微博运营状况........................................................................61.3.3旅游微博...
