旅行社微博营销的方法与策略研究+4C理论
毕业论文关键词：微博营销；互联网 ；创新
Abstract
Along with the progress of The Times, the weibo in the spread of a kind of fashion and new way into people's life gradually. Weibo development soon, become people a very important form of communication. The development of the tourism weibo gradually changing people's traditional concept of tourism and travel ways.In this paper, on the basis of domestic and foreign research, starting from the concept of marketing of microblogging marketing, gradually weibo analysis of the current situation of the development of marketing, and through the questionnaire survey to an analysis of microblogging marketing effect. Through the analysis found that the current main problems of the microblogging marketing more than travel agency twitter accounts and master of none, some major problems such as lack of interaction with users. The author also puts forward some personal Suggestions on the above issues, the hope to improve and enhance the effect of microblog marketing.
Key words: Weibo marketing;lnternet ;Innovation
目 录
第一章 绪论 1
1.1研究背景和意义 1
1.1.1研究背景 1
1.1.2研究意义 1
1.2研究内容和研究思路 1
1.2.1研究内容 1
1.2.2研究思路 2
1.3研究方法 2
1.3.1文献法和案例法 2
1.3.2问卷调查法 2
1.4国内外研究综述 2
1.4.1国外研究综述 2
1.4.2国内研究综述 3
1.4.3研究评述 4
第二章 旅行社微博营销的理论基础 5
2.1微博营销的概念 5
2.2 4C营销理论 5
2.2.1 满足消费者的欲望和需求(Consumer) 5
2.2.2消费者能够接受的成本定价(Cost) 6
2.2.3便捷的销售渠道(Convenient) 6
2.2.4与消费者进行良好的沟通 (Communication) 6
第三章 旅行社微博的营销效果分析 7
3.1问卷设计及发放 7
3.2基本信息分析 7
3.3调查分析与结果 8
3.3.1微博营销中互动与传播的调查 8
3.3.2微博内容吸引因素调查 10
3.3.3微博营销主体可信度调查 11
3.3.4微博营销中信息关注度的调查 12
第四章 旅行社微博营销存在的问题 14
4.1 营销目标群体受众范围小 14
4.2客户服务管理缺失 14
4.3与微博用户缺乏互动 14
4.4微博内容缺乏新意 15
第五章 旅行社微博营销策略 16