目录
1 绪论.............................................................................................................................1
1.1 研究背景...........................................................................................................1
1.1.1 现实背景.................................................................................................1
1.1.2 理论背景.................................................................................................1
1.2 研究意义...........................................................................................................1
1.2.1 现实意义.................................................................................................1
1.2.2 理论意义.................................................................................................2
1.3 研究的内容与方法...........................................................................................2
1.3.1 研究内容.................................................................................................2
1.3.2 研究方法.................................................................................................3
2 相关理论.....................................................................................................................3
2.14R 理论 ..............................................................................................................3
2.1.1 4R 营销理论的概念 ...............................................................................3
2.1.24R 营销理论的内容 ................................................................................3
2.1.3 营销理论的演变.....................................................................................4
2.2 新媒体营销.......................................................................................................4
2.2.1 新媒体营销的概念.................................................................................4
2.2.2 新媒体营销与传统营销的对比.............................................................4
2.2.3 新媒体营销优点.....................................................................................5
3 贵州黄果树景区现状分析.........................................................................................5
3.1 贵州黄果树景区概况.......................................................................................5
3.2 贵州黄果树景区新媒体营销现状分析...........................................................6
3.2.1 官方网站.................................................................................................6
3.2.2 电子商务平台.........................................................................................6
3.2.3 信息分享交流社区.................................................................................7
3.2.4 微信.......................................................................................................11
3.2.5 短视频社交平台...................................................................................13
