基于社會(huì)化媒體的新疆旅游網(wǎng)絡(luò)口碑營(yíng)銷(xiāo)策略研究
發(fā)布時(shí)間:2018-04-19 01:13
本文選題:社會(huì)化媒體 + 網(wǎng)絡(luò)口碑營(yíng)銷(xiāo); 參考:《新疆大學(xué)》2013年碩士論文
【摘要】:隨著互聯(lián)網(wǎng)進(jìn)入web2.0時(shí)代,網(wǎng)絡(luò)成為人們自由表達(dá)、信息溝通的主要場(chǎng)所。傳統(tǒng)意義上的口碑延伸出新的涵義,同時(shí)口碑對(duì)消費(fèi)者的影響作用也日益增加。一方面,越來(lái)越多的消費(fèi)者在網(wǎng)絡(luò)中提供個(gè)人對(duì)產(chǎn)品的評(píng)價(jià)和使用經(jīng)驗(yàn)等信息,另一方面,越來(lái)越多的消費(fèi)者通過(guò)搜索引擎或在虛擬社區(qū)中查看其他消費(fèi)者提供的產(chǎn)品評(píng)論信息。在此種情形下,口碑營(yíng)銷(xiāo)被賦予了新的內(nèi)容,如何利用網(wǎng)絡(luò)口碑的力量提高營(yíng)銷(xiāo)效果成為國(guó)內(nèi)外營(yíng)銷(xiāo)人員關(guān)注的熱點(diǎn)。 由于社會(huì)化媒體是隨web.2.0發(fā)展起來(lái)的,以互聯(lián)網(wǎng)應(yīng)用為基礎(chǔ),產(chǎn)生及承載網(wǎng)絡(luò)口碑的主要載體,從而基于社會(huì)化媒體去研究網(wǎng)絡(luò)口碑可以為其營(yíng)銷(xiāo)活動(dòng)指明一個(gè)更為精準(zhǔn)的方向。同時(shí),旅游業(yè)作為服務(wù)業(yè)的一種,,其產(chǎn)品的無(wú)形性使得營(yíng)銷(xiāo)活動(dòng)的難度增加,在營(yíng)銷(xiāo)手段方面較一般的產(chǎn)品具有一定的局限性,而口碑傳播正好為解決這些問(wèn)題提供了突破口。如今網(wǎng)絡(luò)技術(shù)的發(fā)展及應(yīng)用為旅游口碑營(yíng)銷(xiāo)提供更為廣闊及高效的平臺(tái)。因此,本文進(jìn)行基于社會(huì)化媒體的新疆旅游網(wǎng)絡(luò)口碑營(yíng)銷(xiāo)策略研究,旨在通過(guò)理論探討和實(shí)證研究為相關(guān)營(yíng)銷(xiāo)人員提供新的營(yíng)銷(xiāo)思路和方法。 本文在對(duì)網(wǎng)絡(luò)口碑相關(guān)知識(shí)梳理以及對(duì)社會(huì)化媒體、消費(fèi)者行為等理論概述的基礎(chǔ)上,闡述基于社會(huì)化媒體進(jìn)行網(wǎng)絡(luò)口碑營(yíng)銷(xiāo)策略研究的必要性,并探討網(wǎng)絡(luò)環(huán)境下消費(fèi)者行為模式及其中網(wǎng)絡(luò)口碑對(duì)消費(fèi)者決策的影響機(jī)制,來(lái)構(gòu)建基于社會(huì)化媒體的新疆旅游網(wǎng)絡(luò)口碑營(yíng)銷(xiāo)策略的研究模型并展開(kāi)實(shí)證分析。最后以口碑傳播的5T模型為基礎(chǔ),以新疆旅游實(shí)證研究結(jié)論為依據(jù)探討基于社會(huì)化媒體的新疆旅游網(wǎng)絡(luò)口碑營(yíng)銷(xiāo)策略。 全文通過(guò)理論分析和實(shí)證研究得出以下主要結(jié)論: 1、基于社會(huì)化媒體進(jìn)行旅游網(wǎng)絡(luò)口碑營(yíng)銷(xiāo)是必要的,有利于實(shí)現(xiàn)精準(zhǔn)營(yíng)銷(xiāo)提高營(yíng)銷(xiāo)效率,也能充分挖掘社會(huì)化媒體的潛能并發(fā)揮其作用; 2、新疆旅游網(wǎng)絡(luò)口碑主要分布于百度旅游、知道、貼吧、博客、微博等社會(huì)化媒體,各網(wǎng)絡(luò)站點(diǎn)與旅游商家關(guān)聯(lián)性不大,網(wǎng)絡(luò)口碑?dāng)?shù)量較少,內(nèi)容相對(duì)豐富多偏向于正向但也不乏負(fù)面口碑;旅游者在新疆旅游涉入度方面具有較高水平且疆內(nèi)、外旅游者無(wú)顯著差別;在新疆旅游專(zhuān)業(yè)程度方面處于良好狀態(tài)但疆內(nèi)、外旅游者有明顯差別;在新疆旅游感知風(fēng)險(xiǎn)方面處于較低水平且疆內(nèi)、外旅游者無(wú)明顯差別。 3、開(kāi)展新疆旅游網(wǎng)絡(luò)口碑營(yíng)銷(xiāo)的主要策略:挖掘“意見(jiàn)領(lǐng)袖”,構(gòu)建口碑傳播網(wǎng);制作精良話題,創(chuàng)造蜂鳴效應(yīng);結(jié)合媒體應(yīng)用,選擇合適工具;積極參與互動(dòng),化解負(fù)面口碑;加強(qiáng)追蹤反饋,洞察旅游者需求。
[Abstract]:With the entry of the Internet into the web2.0 era, the Internet has become the main place for people to express freely and communicate with each other.The traditional word of mouth extends the new meaning, at the same time, the influence of word of mouth on consumers is increasing day by day.On the one hand, more and more consumers are providing information about their products' evaluation and use experience on the Internet, on the other hand,More and more consumers view product reviews provided by other consumers through search engines or in virtual communities.In this case, word of mouth marketing has been given new content, how to use the power of network word of mouth to improve the marketing effect has become the focus of domestic and foreign marketers.Because the social media is developed with the web.2.0, based on the Internet application, it produces and carries the main carrier of the network word-of-mouth, so the research of the network word-of-mouth based on the social media can point out a more accurate direction for its marketing activities.At the same time, as a kind of service industry, the intangibility of its products makes the marketing activities more difficult, and the more general products have some limitations in the marketing means, and the word of mouth dissemination provides a breakthrough to solve these problems.Nowadays, the development and application of network technology provide a broader and more efficient platform for tourism word-of-mouth marketing.Therefore, this paper studies the marketing strategy of Xinjiang tourism online word-of-mouth based on social media, aiming to provide new marketing ideas and methods for related marketers through theoretical and empirical research.On the basis of combing the related knowledge of network word-of-mouth and summarizing the theory of social media and consumer behavior, this paper expounds the necessity of the research of network word-of-mouth marketing strategy based on social media.In order to construct the research model of Xinjiang tourism online word-of-mouth marketing strategy based on social media, this paper discusses the consumer behavior model and the influence mechanism of Internet word of mouth (WOM) on consumers' decision-making under the network environment, and carries out the empirical analysis.Finally, based on the 5T model of word-of-mouth communication, and based on the conclusion of Xinjiang tourism empirical research, this paper discusses the marketing strategy of tourism online word-of-mouth in Xinjiang based on social media.Through theoretical analysis and empirical research, this paper draws the following main conclusions:1. It is necessary to carry on tourism network word-of-mouth marketing based on social media, which is helpful to realize accurate marketing and improve marketing efficiency, and can also fully tap the potential of social media and play its role;2. Xinjiang tourism online word-of-mouth is mainly distributed in Baidu tourism. Social media, such as know, post bar, blog, Weibo and so on, each network site has little relevance to tourist merchants, and the number of online word-of-mouth is relatively small.The content is relatively rich in favor of positive but no lack of negative word of mouth; tourists have a high level of tourism involvement in Xinjiang and there is no significant difference between outside tourists; in Xinjiang tourism professional level is in a good state but in Xinjiang,There are obvious differences among foreign tourists, but there is no obvious difference in the perceived risk of tourism in Xinjiang.3, the main tactics of developing tourism network word-of-mouth marketing in Xinjiang: excavating "opinion leaders", constructing word-of-mouth communication network, producing excellent topics, creating buzzing effect, combining media application, choosing suitable tools, actively participating in interaction,Resolve negative word of mouth; strengthen follow-up feedback, insight into the needs of tourists.
【學(xué)位授予單位】:新疆大學(xué)
【學(xué)位級(jí)別】:碩士
【學(xué)位授予年份】:2013
【分類(lèi)號(hào)】:F592.7
【參考文獻(xiàn)】
相關(guān)博士學(xué)位論文 前1條
1 陳蓓蕾;基于網(wǎng)絡(luò)和信任理論的消費(fèi)者在線口碑傳播實(shí)證研究[D];浙江大學(xué);2008年
本文編號(hào):1770925
本文鏈接:http://sikaile.net/kejilunwen/sousuoyinqinglunwen/1770925.html
最近更新
教材專(zhuān)著