| 在线旅游企业微博形象及提升策略研究 |
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| 引用本文： | 侯振兴,袁勤俭.在线旅游企业微博形象及提升策略研究[J].现代情报,2016,36(3):42-47. |
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| 作者姓名： | 侯振兴 袁勤俭 |
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| 作者单位： | 1. 南京大学信息管理学院, 江苏 南京 210023;2. 兰州财经大学信息工程学院, 甘肃 兰州 730020 |
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| 基金项目： | 国家旅游局重点项目“我国旅游机构微博形象及其提升策略研究”(项目编号:14TACK005)研究成果之一。 |
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| 摘 要： | 为分析国内主要在线旅游企业微博形象及其提升策略, 选取国内8家在线旅游企业的新浪微博作为研究对象, 在新浪微博中抓取与这些企业相关的微博内容;采用内容分析法从情感倾向和评价角度分析了这些企业的微博形象, 并重点分析了这些企业负面微博形象产生的原因。研究发现, 产生在线旅游企业负面微博形象的主要原因有两方面:一是企业服务提供失误;二是员工客户服务失误。在此基础上有针对性地提出了提升在线旅游企业微博形象的策略和方法。
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| 关 键 词： | 在线旅游企业 微博形象 内容分析 |
A Study on Online Tourism Enterprises Micro-blogging Image and Promotion Strategy |
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| Authors: | Hou Zhenxing Yuan Qinjian |
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| Institution: | 1. School of Information Management, Nanjing University, Nanjing 210093, China;2. Institute of Information and Technology, Lanzhou University of Finance and Economics, Lanzhou 730020, China |
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| Abstract: | Along with the widespread use of social media such as weibo, the weibo image of enterprise has become more and more significant influence on the decision of consumers' purchase.In order to analyze the weibo image and promotion strategy of the domestic main online travel enterprise, selecting sina weibo of eight domestic online travel companies as the research object, fetching weibo content associated with these enterprises in sina weibo, this paper analyzed the weibo image of those enterprise adopting the content analysis method from the points of emotional tendency and evaluate, and also the causes of the negative image of weibo in those enterprise.Studies had found that the service delivery errors and employee customer service failures is the two main aspects of the negative weibo in online travel companies.On this basis this paper put forward the strategy and methods to promote the weibo image of online travel enterprise. |
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| Keywords: | online tourism enterprises micro-blogging image content analysis |
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