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从营销学上看,新媒体的迅猛发展为旅游景区的营销带来巨大机遇的同时,也提出了新的挑战。新媒体(包括互联网和手机)的无限选择性为新媒体时代的人们创造了前所未有的便利性,任何人无论任何时候、任何地点都可以作出任何选择,是新媒体条件的典型特征。充分认识到新媒体条件的特征,并在此认识基础上改进旅游景区的营销策略是当今旅游市场竞争日益激烈的条件下的必然选择,本文试图立足于此,在新媒体条件下如何改进旅游景区的营销策略做出回应。
From the marketing point of view, the rapid development of new media brings great opportunities for the marketing of tourist attractions, but also puts forward new challenges. The infinite selectivity of new media, including the Internet and mobile phones, has created unprecedented convenience for people in the new media age. Anyone can make any choice, anywhere and anytime, and is a typical feature of new media conditions. Fully recognize the characteristics of the new media conditions, and based on this understanding to improve the marketing strategy of tourist attractions is an inevitable choice under the increasingly fierce competition in today’s tourism market. This article attempts to base on this, how to improve the tourist attractions in the new media conditions The marketing strategy to respond.