| 经济型酒店连锁集团微博营销内容研究 |
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| 引用本文： | 谢礼珊,;曹汝娇.经济型酒店连锁集团微博营销内容研究[J].旅游科学,2014(3):63-75. |
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| 作者姓名： | 谢礼珊 ;曹汝娇 |
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| 作者单位： | [1]中山大学管理学院,广东广州510000; [2]中国人民大学商学院,北京100872 |
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| 摘 要： | 本文以2012年中国排名前10位的经济型酒店连锁集团微博为研究对象，采用内容分析法，研究微博营销在经济型酒店连锁集团中的应用现状，并探讨未来经济型酒店连锁集团微博营销的管理对策。研究发现，软文资讯在经济型酒店连锁集团微博中占最大比例，其次是促销推广、-＇2-＆宣传和客户维护。经济型酒店连锁集团微博营销总体上是“软”“硬”兼施，侧重于软营销。
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| 关 键 词： | 经济型酒店连锁 微博营销 内容分析 |
A Content Analysis of Microblog Marketing of Budget Hotel Chain in China |
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| Institution: | XIE Lishan, CAO Rujiao ( 1. Sun Yat-Sen Business School, Guangzhou 510000, China ; 2. Renming University of China, School of Business, Beijing 100872, China) |
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| Abstract: | This paper took Top 10 Budget Hotel Chains in China in 2012 and conducted a content analysis to explore the application status of mieroblog marketing of Budget Hotels. Management implications and future research was discussed at the last part. The findings showed that releasing of soft information accounted for the largest proportion in budget hotel chain＇ s microblog marketing, followed by promotions, public relationship and customer relationship management. Budget hotel chain＇ s microblog marketing includes both soft marketing communication information and hard selling information. Soft marketing communication was the most used in budget hotel chain＇ s mieroblog marketing. |
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| Keywords: | Budget Hotel Chain Microblog Marketing Content Analysis |
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