美食类展会的网络内容营销研究摘要随着互联网的迅猛发展，我们的生活进入了一个新的时代，各行各业纷纷涌入互联网传播的大潮，以期追赶时代发展的快速步伐，创造商机，赢取最大利益。社会化媒体的传播方式十分符合当下社会文化消费特征，这种新型的传播方式带来了传统媒体无法比拟的传播效果，不仅吸引了越来越多的移动端用户而且为美食类展会的营销提供了新的思路。在社会化媒体迅速发展的前提下，从理论层面探究美食类微视频发展的新现象、新理念、新办法、详细分析当前我国美食类会展营销的现状、问题和发展趋势，对美食类微视频产业长久、健康地发展具有现实意义。关键词：美食类展会；网络内容；营销研究AstudyonTouristSatisfactionofHainanModernFestivalsABSTRACTSocialmediadisseminationwayverymuchinlinewiththecurrentsocialandculturalconsumptioncharacteristics,thisnewtypeofcommunicationbringsthetraditionalmediacannotmatchthecommunicationeffect,notonlytoattractmoreandmoremobileendusersbutalsoforfoodmicrovideomarketingprovidesanewtrainofthought.Underthepremiseofthedevelopmentofsocialmedia,fromthetheoreticalleveltoexplorethegourmetclassmicrovideodevelopmentofnewphenomena,newideas,newmethods,adetailedanalysisofcurrentourcountryfoodmicrovideomarketingpresentsituation,problemsanddevelopmenttrend,thefoodcategorymicrovideoindustrylong,healthydevelopmenthaspracticalsignificance.Keywords:Hainan,Modernfestival,Touristsatisfaction,investigation目录摘要..............................................................IABSTRACT...........................................................II1绪论..............................................................11.1研究背景..............................................................11.2研究意义..............................................................12会展的网络营销传播现状............................................22.1会展及会展传播研究现状................................................22.2会展的网络营销传播现状分析............................................22.2.1探讨了网络营销传播定义..........................................22.2.2建立了微博营销的整合营销传播模型................................33会展行业网络内容营销代表性因子选取................................43.1门户网站..............................................................43.2媒体网络报道..........................................................43.3搜索引擎..............................................................43.4E-mail营销传播.......................................................53.5论坛营销传播..........................................................54美食类展会营销内容分析............................................74.1社交论坛平台策略分析..................................................74.1.1社交话题的“议程设置”..........................................74.1.2社交论坛中的口碑效立............................................74.2微博平台的策略分析....................................................84.2.1学会通过病毒营销进行快速传播....................................84.2.2抓住当下热点的事件营销..........................................94.3微信平台的营销策略....................................................94.3.1微信公众账号的提醒、补充作用....................................94.3.2微信平台营销的优势.............................................10参考文献...........................................................11致谢.............................................................121绪论1.1研究背景我国会展行业...
