基于内容分析法的乡村旅游地微信营销研究

随着移动通讯技术的发展与应用,微信在移动互联网基础上成为新的社会化媒介。越来越多乡村旅游地开通微信公众号进行营销宣传,微信也凭借其高便捷性、高信任度以及高传播性成为乡村旅游地为游客提供实时信息并了解游客需求的天然营销平台。筛选出国内典型的8个乡村旅游地作为研究对象,以其在2015年通过官方认证微信公众号发布的营销信息为研究内容,在大量文献研究基础上采用聚类分析和内容分析法,研究微信营销在我国乡村旅游地的发展情况及营销效果。结果发现:不同乡村旅游地在微信营销策略上具有明显差异性,大致分为形象积极型、收益积极型、互动关系型、外部机会型4种类型;同时国内乡村旅游地在微信营销的"硬"营销方面较为擅长,在"软"营销方面略显不足。

Research on Wechat Marketing of Domestic Rural Tourism Destination Based on Content Analysis Method

With the development and applicant of new technology , WeChat has become a new social media based on the mobile internet .More and more rural tourism open WeChat public number for disseminating , and as an important way of marketing , also WeChat has become natural marketing platformrel for domestic rural tourism to satisfy visitors ’ needs relied on its high convenience , high trust and high spread .In the case of 2015 , the study se-lected 8 domestic rural tourism destination as the object of study .The research content is its official WeChat public release of information and the study used content analysis and cluster method based on the research of literature re -view.Study on the development of WeChat in rural tourism destination marketing in China to provide new ideas for the strategy and innovation of rural tourism destination marketing .The study results indicated that rural tourism des-tination WeChat marketing mainly completed through four system , that is publicity, soft news, promotion, service responds respectively , shows that the core of domestic tourism destination of WeChat marketing is still in the“tough”and “soft” marketing is slightly weak on the current .