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1、AbstractAbstractFarewelltothetraditionalmarketing-orientedmedia1.0era,withtheemergenceofnewmedia,themedia2.0erasiscoming.Asanimportantareaofnewmediastudies,thecharacteristicsofwemediaispersonal,plebificationandautonomous.Toprovideandshareindependentinformationtothegeneralpublicisthec
2、oreofwemediastudy.Wemediaushersoursocietytothereceiver-orientedera,whichisthemedia3.0eras.Themediaecologywasformedin2014,thedisseminationofinformationconverted“node-to-surface”to“surface-to-surface”.WechatisoneofthemostsuccessfulmobileInternetproductswithmanyactiveusers,accuratepusha
3、ndhighlyinteractive.WiththegrowinginfluenceofWechat,variousindustriesconsiderWechatasanewlandtocarryoutmarketing.Fromthebeginningofthe1980s,touristattractionsinChinabegantousetraditionalmedia,suchas,newspapers,radio,televisionandmagazines,toraisepublicawarenessoftouristactivities,whi
4、chismainlyone-waypropagation.WiththepopularizationoftheInternetandtheappearanceofnewmedia,touristattractionsbegintousenewmediatoexpandtourismmarketing,butitsprecisionandinfluenceofmarketingarenotsogood.WiththeappearanceofWechatpublicplatform,thewaytoacquireanddisseminatetravelinforma
5、tionischanged,whichisgoodtocarryouttourismactivitiesrelyingonWechatmarketing.Thecombinationofonlinemarketingandofflinemarketing,isanidealone-stopmarketingplatformfortouristattractionstoimplementtheprocess:“Planningactivities——Accumulateusers——Manageusers——AdvisoryServices——Travelpaid
6、”.ThispapersystematicallyreviewsstudiesonWechat,wemediaandtouristattractionsmarketing,combinesthecurrentstatusofWechatmarketingandvisitors‟perception,alsosynthesizesthecontentandapproachofWechatmarketing,thenproposesthe"OCS"Wechatmarketingmode.Secondly,thispapercarriesoutaresearchont
7、ouristperceptionofWechatmarketinginGulangyu,concludesfourIII华侨大学硕士学位论文factorsbasedonSPSSsoftware.Finally,thispaperdoesresearchabouttheapplicationofthe“OCS"Wechatmarketingmode,combinesvisitors‟perceptionfactorandmarketingsituation,thenpresentsGulangyuWechatmarketingstrategies.Keywords
8、:WeMediaTour
