摘要:随着现代社会的不断发展,在新技术支撑的条件下出现了各种新兴的媒体 状态,除了改变了传统的媒介传播方式,也改变了消费者的决策和选择商品的偏 好,通过新媒体增加游客对目的地的了解，提升当地的知名度。通过新媒体运营 提升东方盐湖城旅游目的地形象，研究了景区旅游的新媒体营销策略，整个景 区围绕茅山依据文化引领、旅游支撑、度假主导的发展机制，促进常州地区城 市的发展，展示文明程度起着重要作用，但是由于受到宣传方式以及景区内交 通方式的限制，还有周边的景区相互竞争的激烈等使得产品的开发有所限制， 要解决这些问题，充分发挥出东方盐湖城的新亮点，开发新型产品吸引游客， 用新媒体传播东方盐湖城的产品，促使其有更好的发展。90658

毕业论文关键词：东方盐湖城，新媒体，营销，目的地

Abstract: With the continuous development of modern society, under the conditions of new technology support, there emerged a variety of emerging media states, in addition to changing the traditional way of media transmission, but also changed the consumer's decision-making and selection of goods preferences, through new media Visitors to the understanding of the destination, to enhance the local visibility。 Through the new media operation to mention the East Salt Lake City tourist destination image, the study of scenic tourism new media marketing strategy 。 The whole area revolves around Maoshan's cultural development, tourism support and vacation-oriented development mechanism to promote the development of Changzhou city, The degree of play an important role, but due to the way of publicity and scenic areas within the limits of traffic, as well as the surrounding areas of competition and other fierce competition makes the product development restrictions, to solve these problems, give full play to the East Salt Lake City, the new Highlights, the development of new products to attract tourists, with the new media to spread the East Salt Lake City products, to promote its better development。

Key words: Oriental Salt Lake City, New Media, Marketing Strategy, Destination

目录

1 引言 6

2 东方盐湖城发展的现状 10

3 东方盐湖城营销现状与调查分析 13

3。1 东方盐湖城网络营销现状及存在的问题 13

3。2 东方盐湖城景区调查以及结果分析 13

4 东方盐湖城新媒体营销策略 18

4。1 东方盐湖城旅游产品的定位和开发 18

4。1。1 东方盐湖城旅游产品定位来自优I尔Y论S文C网WWw.YoueRw.com 加QQ7520~18766 的基本条件 18

4。1。2 东方盐湖城旅游产品整体设计 19

4。2 树立东方盐湖城品牌形象 19

4。2。1 做好品牌建设整体规划 19

4。2。2 建立东方盐湖城网络品牌 21

4。3 促进景区新媒体销售多元化