摘要
以旅行社微信营销为研究对象,运用实地访谈法和问卷调查法,了解旅行社微信营销现状和不足,把握大众对旅行社微信营销的接纳度和建议。通过数据收集与对比分析来为旅行社的微信营销出谋划策。结果表明:旅行社运用微信进行营销已经是市场大势,而旅行社在微信营销方面也存在一些不足。总体上旅行社微信营销的发展已经初具规模,但上升空间很大,在此基础上提出了旅行社微信营销要制定战略、重视客服、线上线下一体、内容规划等策略,以使提升旅行社微信营销效果。
Taking the travel agency We Chat marketing as the research object,the paper mainly uses the interview and the questionnaire survey to understand the current situation and shortcomings of the development in travel agency,therefore,the public’s acceptance and suggestions of We Chat marketing can be obtained to provide advice and solutions on it.The results show that it has been a market trend of the We Chat use for marketing by travel agencies,and travel agencies indeed have some shortcomings in We Chat marketing.In general,the development has a great influence,but it still has room to improve.On this basis,to enhance the effect,the travel agency should formulate strategies,attach importance to customer service,online and offline integration,content planning and other strategies of the We Chat marketing.
作者
潘立新
刘晓莉
吴俏
王平珠
Pan Lixin;Liu Xiaoli;Wu Qiao;Wang Pingzhu
出处
《滁州学院学报》
2018年第6期38-42,79,共6页
Journal of Chuzhou University
基金
安徽省社科联研究项目(2018CX029)
滁州学院教学质量工程项目(2017kcgg030)
关键词
旅游业
微信营销
旅行社
tourism
We Chat marketing
travel agency
