Study On Sina Micro-blog Marketing Of Shandong Province Tourism Bureau Official Micro-blog

With the coming of digital era and the rapid development of micro-blog, micro-blog is applied more and more widely in tourism marketing, brings change and new opportunities for the tourism marketing. Tourism industry is an industrial cluster of eating、living、transporting、playing、shopping and entertainment, it plays an important role in regional economic development,so local governments issued many supportive policies, and gradually formed pattern of local government leading the development of tourism industry. Local governments have set up tourism marketing network platform.Tourism official micro-blog emerges in large numbers, has initially established the official blog system of tourism bureau, tourism micro-blog marketing has became the battlefield.Micro-blog marketing has become an important means of government tourism marketing. How to expand the value of micro-blog marketing and win this war is a major challenge faced by the enterprise. Previous studies focused more on micro-blog characteristics、micro-blog application in tourism industry、government micro-blog research.Research on tourism official micro-blog marketing strategy are mostly qualitative analysis and summary, only few articles are case study using quantitative methods.This paper uses the method of content analysis, with Shandong province tourism bureau official micro-blog as the research object, exploring the tourism official micro-blog’s operation ideas based on release rhythm、content construction、form design、event tourism publicity and other aspects.This paper puts forward the ideas of24hours non-stopping blog publishing frequency、combination of professional, diversity, interesting, practical principles in the selection of contents,insisting on the use of multimedia means、diverse interactive methods and lively micro-blog language in the terms of release form and release techniques.Within the5T context, this article also puts forward to strategy of marketing,such as establishing a micro-blog operation team to do content building jobs, taking advantage of popular content topic and celebrity effect, relying on the government micro matrix and integration of multi channel resource, using the contact point, relying on large data micro-blog communication. This conclusion on tourism official micro-blog operation has certain guiding significance and reference value.Meanwhile under festival event tourism background, proposes three forms to stimulate micro-blog festival tourism marketing: promotional activities, online sweepstakes, new media interaction.