文档介绍：博客营销在旅游业中的应用研究
摘要
博客作为继即时通讯工具之后出现的网络交流方式,凭借其特有的信息传播特点迅猛发展起来。它的出现,不但影响了个人学习、工作和生活方式,也给企业的营销传播带来了空前的机遇。随着国外一些著名企业如通用汽车、微软等公司将博客应用于企业营销的各个层面并取得极佳效果,博客作为一种网络营销手段的应用价值不断突显出来,逐渐受到了越来越多企业的青睐。
博客营销其实就是利用博客这种网络应用形式而开展的网络营销,博客成为营销的一种手段和工具。博客营销具有互动性强,费用低廉,拥有无穷的创造性与极强自主性和共享性为主要特点。正是博客这种性质决定旅游业完全可以尝试把博客融入旅游市场营销的全过程,实现虚拟产品与现实产品相结合。在游客、成本、方便和可信度等方面充分发挥博客的作用,实现旅游目的地市场营销整个流程的再造。
本文通过四部分进行论述,首先阐述了博客营销的发展现状及趋势;分析了旅游业网络营销的现状,指出了其存在的问题;论述了博客营销在旅游业营销中应用的可行性,在此基础上,构建了旅游业博客营销的价值链,分析旅游业博客营销的盈利模式,最后提出了旅游业博客营销方案。
关键词:博客博客营销旅游业策略
The Application of Blog marketing in Tourism
Abstract:Blog as the means munication folowing works,has developped rapidly with its unique characteristics of information not only affects the individual learning,work and lifestyle,but also has brought unprecedented opportunities to munications of business marketing blog and get good resultes at all sides,such as,General Motors,Microsoft and panies,the value of blog,as a means work marketing,is constantly exposed and being more and more important for enterprises gradually.
Blog marketing work markting,with is actually using the application form of blog and blog is a means and tools of main features of bolg marketing are its highly interactive,affordable,endless creative,highly independent and is the nature of the blog that contribute that the marketing bolg integrate into the whole process of tourism marketing blog,so that the virtual reality products and product the foll role of the blog in tounsts,cost,converience an reliabitlity,realise the whole process reengineering of marketing of tourism.
This paper discusses the four parts,the first,account of the part of bolg marketing development and trends;follewed by analysis of the situation and the problem of the tourism industry work marketing;Ather following this part of blog marketing,we can solve the problem work marketing industry and bring tremendous benefits to the tourism industry——the feasibility of appli