摘要新媒体的兴起对传统的大众媒体造成了不小的打击，同时也带来了营销传播模式的种种变革。全国甚至全球旅游营销发展已进入全新的发展模式，现代旅游营销发展也在积极响应媒介变革转变营销思维模式，革新营销媒介手段，谋求高效的营销传播发展。42656

本文在现有关于新媒体对旅游营销发展的理论研究基础上，从新媒体区别于传统媒体的优势角度探讨上海旅游营销发展中市场经济大环境，并对新媒体对旅游营销发展运用的宏观环境和影响现状进行分析，并分析对策以及如何适应新媒体这一新的营销现象和营销规律，寻究其作用于旅游营销发展的必然性、适用性。如何整合营销传播和采取何种措施，以期运用新媒体优势促进旅游营销发展。

在实例查阅研究发现中，提升完善理论并指导实践操作，总结出新媒体传播营销规律与模式运用。本文主要集中于新媒体对上海旅游营销发展的影响，探讨旅游营销发展如何适应新媒体推动上海旅游营销发展。

毕业论文关键词：新媒体；整合营销；旅游营销发展模式；建议；发展 

 The Influence of New Media on the Development of Tourism Marketing in Shanghai 

Abstract

The rise of new media to the traditional mass media has caused no small blow, but also brought a variety of marketing communication patterns of change. National and even global tourism marketing development has entered a new development model, development of modern tourism marketing also in a positive response to the media reform and the change of marketing mode of thinking, innovative marketing medium and seek effective marketing communication development. 

The in the existing on new media in the development of tourism marketing on the basis of theoretical research, differentiated from the new media to traditional media advantage of Shanghai tourism marketing development in the environment of market economy and of and the effect of using new media to the development of tourism marketing macro environment analysis, and analysis of countermeasures and how to adapt to the new media this new marketing and marketing rules, look for its role in the inevitability of the development of tourism marketing, applicability. How to integrate marketing communication and what measures to take to use new media to promote the development of tourism marketing. 

In the case of access to research, improve the theory and guide the practice of operation, summed up the new media marketing rules and patterns of use. This paper focuses on the impact of new media on the development of tourism marketing in Shanghai, and discusses how to adapt to the new media to promote the development of tourism marketing in Shanghai. 

Key Words: New media；Integrated Marketing；Tourism marketing model；Development

 目  录

摘要-Ⅰ

Abstract-Ⅱ

目录-Ⅲ

一、绪论 1

（一）选题目的-1

（二）国内外研究现状-1

（三）研究思路及研究方法2

二、新媒体与旅游营销概述3

（一）新媒体的概念与特点3

（二）旅游营销概述4

三、新媒体对上海旅游营销发展现状的影响 --6

（一）旅游营销发展宏观环境分析6

（二）新媒体对旅游营销过程的影响-8

（三）新媒体旅游营销发展运用的不足--9

四、新媒体对上海旅游营销影响对策分析10

（一）新媒体整合营销内容分析-10

（二）旅游营销发展新媒体策略与建议-11

（三）新媒体时代理想的旅游营销模式-12

结语- 13

参考文献14 

一  绪论

（一）选题目的及意义