旅游政务微博特征分析与运营效果评估——以我国省市级新浪旅游官方微博为例

随着信息化技术的不断发展和进步，互联网在商业领域的应用愈加广泛，进而促使微博营销成为企业的一种新型营销方式。而旅游政务微博的出现，不仅拓宽了微博营销的应用领域，同时也丰富了旅游政务信息的传播渠道。但是就目前来看，我国旅游政务微博缺乏一个较为完善的运营评估体系。文章以旅游政务微博营销的特征为研究基础，从旅游政务微博的运营方角度出发，以覆盖度、活跃度和影响度等三个关键因素为主要评价指标，探索性地构建起旅游政务微博的运营效果评估体系，最终根据旅游政务微博运营过程中所存在的不足提出具有针对性的营销建议。

The evaluation of operation effect and the characteristic analysis of tourism government affairs micro blog -A case study of provincial and municipal SINA tourism official micro blog in China

With the development of the information technology and the widely application in business field of the Internet, the micro blog marketing has become a new way of marketing. The appearance of the tourism government affairs micro blog not only broadens the application fields of micro blog marketing but also enriches the transmission channel of tourism government affairs in- formation. But currently the tourism government affairs micro blog lacks a perfect operational evaluation system. The paper takes the characteristic of tourism government affairs micro blog marketing as the research foundation and finds the difference between the micro blog marketing and the traditional marketing. From the perspective of operator, the paper builds up the tourism govern- ment affairs micro blog operating performance evaluation system with coverage, activity and the effect of the three key factors as the main evaluation index. Finally the author puts forward some specific marketing suggestions according to the existing problems.