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dc.contributor.author唐莉莉
dc.contributor.author王晶
dc.contributor.authorTang li li
dc.contributor.authorWang jing
dc.date.accessioned2015-03-02T02:51:32Z
dc.date.available2015-03-02T02:51:32Z
dc.date.issued2014-07
dc.identifier.citation现代广告,2014(第12期):63-70zh_CN
dc.identifier.issn1007-2888
dc.identifier.urihttps://dspace.xmu.edu.cn/handle/2288/80597
dc.description.abstract各国旅游局利用社交媒体对我国消费者进行旅游营销成为近几年来旅游营销中的新现象。本文以韩国旅游发展局新浪微博为研究个案,考察其微博的基本特征和主要内容,并分析其微博营销策略,探讨新媒体时代,韩国旅游发展局如何利用我国社交媒体对我国粉丝进行旅游营销。研究发现,韩国旅游发展局微博以“旅游景点、旅游攻略、饮食推荐等为核心内容,同时发挥韩剧等流行文化的影响力,注重韩国影星等“名人资讯”等信息的传播,吸引中国粉丝对微博内容评论和转发。营销策略上,韩国旅游发展局微博宏观上构建了微博矩阵,微观上则使用明星营销等方式,多方位塑造出良好的韩国旅游形象。 It has been a new phenomena that the foreign official tourism organization targeting their tourism marketing though Chinese social media. This paper analysis the content and basic characteristics of the micro-blog of Sina of Korea Tourism Organization(KTO) ,and explores its tourism marketing strategy as well as how the KTO make their tourism marketing though the Chinese social media. The study found the tourist attractions, travel guides, food recommendations are the main content of the micro-blog of KTO. And with the influence of Korea culture, the celebrity information also attracted many Chinese fans to fellow and appraise. The micro-blog of KTO builds a marketing matrix in the macro perspective, while the celebrity marketing, interactive marketing and details marketing are used in the micro perspective, which sets up a good tourism image of Korea in multidimensional.zh_CN
dc.language.isozhzh_CN
dc.publisher《现代广告》杂志社zh_CN
dc.subject韩国旅游发展局zh_CN
dc.subject微博zh_CN
dc.subject旅游营销zh_CN
dc.subjectKorea Tourism Organizationzh_CN
dc.subjectMicro-blog, Tourismzh_CN
dc.subjectMarketingzh_CN
dc.title韩国旅游发展局微博营销研究zh_CN
dc.title.alternativeStudy on Micro-blog Marketing of Korea Tourism Organizationzh_CN
dc.typeArticlezh_CN


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