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ID:34073837
大小:3.34 MB
页数:72页
时间:2019-03-03
《酒店微博营销效果影响因素及效果评估研究》由会员上传分享,免费在线阅读,更多相关内容在教育资源-天天文库。
1、万方数据酒店微博营销效果影响因素及效果评估研究andbrandsearchastheindexlayer.Finally,thisevaluationindexsystemisappliedtoNingboHowardJohnsonPlazaHotelandNingboRivieraHotel.Throughtheobservationanddatacollectionofthehotels’Weibo,measurethehotelWeibomarketingeffectindexwiththecomprehens
2、iveindexmethod.TheresultsshowthatthesetwohotelshavelittleeffectaboutWeibomarketing:1.BothhotelsdidnotmakefulluseofWeibotolaunchvariousmarketingactivities,Weibomarketingisstillatalowlevel,andWeibomarketingdidnotmakethehotelbrandawarenesshasobviousimprovement;2.T
3、hosehotelsarenotidealaboutthenumberoftransmission,commentandpraisebyWeibousers.Amongtheirfans,theratioofcertifiedfansislow,whiletheratioofactivefansproportionisrelativelysubstantial,andfewinteractiveactivitiesareorganized.So,howtoattractalargenumberoffans,anden
4、hancethefansvalueisanurgentproblem;3.Theactualtradingvolumeisnotoptimistic.Althoughthereisahighersatisfaction,customersreleaseveryfewconsumptionexperiencesbyWeiboduringtheinvestigationperiod.Tosomeextent,bothhotelsreflecttheproblemsexistinginthehotelindustrytoc
5、arryouttheWeibomarketing,thus,fortheirmarketingsituation,thisarticlealsobringsupsomesuggestionsandcountermeasures:1.Accuratepositioning.stepbystep;2.Graspme一一,一eequencyandthebesttimeonreleasinginformation;3.Showpersonalizedcontent;4.Onlineandoffiinemarketingact
6、ivitiesareV万方数据酒店微博营销效果影响因素及效果评估研究combinedtogether;5.Increaseeffectivefans,payattentiontointeractwithfans.KEYWORDS:Weibomarketing;Influencingfactors;Effectevaluation;Indicatorsystem万方数据酒店微博营销效果影响因素及效果评估研究目录摆......................................................
7、.................IABS豫^cT⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯..III舅卜章绪论⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯.1第一节引言⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯.1第二节研究背景⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯2一、微博及微博营销的普及⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯.2二、效果评估成为企业微博营销难点⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯..2第三节研究目的和意义⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯.⋯⋯⋯..3一、研究目的⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯.3二、研究意
8、义⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯.4第四节研究内容和方法⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯5一、研究内容⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯.5二、研究方案⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯.6三、技术路线⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯.7第二章国内外研究进展⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯8第一节微博营销国
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