| At present,it is the general trend for the tourism industry to embrace the Internet.Social media also brings unlimited possibilities for the choice of tourism marketing strategies.Consumer personalized experience has a strong driving effect on the upgrading of the tourism industry.Through the research methods of literature investigation and empirical investigation,this paper analyzes the consumption market structure of Nanchang Meiling scenic spot from the perspective of passenger regional distribution,age composition and cultural composition,and explores the current marketing situation of Nanchang Meiling scenic spot through field investigation and random interview.Sort out the problems existing in Nanchang Meiling scenic spot: the deviation in the understanding of tourism services in the Internet era,the weakening effect of the traditional promotion service model,the low efficiency of service information collection and dissemination,the single service mode,the limited ability and the lack of a perfect service evaluation system;The reasons are analyzed,which are mainly reflected in the lack of time analysis of industry characteristics and consumption trends,the enrichment and expansion of marketing mode is too backward,and the resource advantages are highlighted and focused in marketing positioning and product development.Based on the collection and analysis of user needs and based on the theoretical basis of social media marketing,this paper puts forward countermeasures and suggestions: Nanchang Meiling scenic spot should adhere to the localization combination of social media marketing,pay attention to mobile social media marketing,and pay attention to the integration and development principle of localization,mobile marketing and social media marketing.In the specific application mode,we use Alipay,micro-blog We Chat,audio-visual entertainment and social media joint marketing strategy to provide a feasible path for the development of social media marketing in Meiling scenic spot in Nanchang. |
