| With the continuous development of the Internet and mobile Internet era, various social media are being created, especially micro-blog is very convenient and powerful, providing a new platform and unlimited development opportunities for the marketing of tourism.In 2014 the "wisdom of tourism", the marketing of micro-blog is not only called by the National Tourism Administration as one representative way of wisdom marketing, but also is demonstrated that it has great marketing potential and market value.With a variety of social media created and a variety of APP diverting the traffic, The number of the users who often use micro-blog is less than before. The development of micro-blog is not rapid. So, some people who are not optimistic worry that the micro-blog is no long very valuable. While, the lack of scientific and rational index system which are used for evaluating the marketing effectiveness of micro-blog and the concept of fans first result "fans Wars". So the one that could not develop marketing strategy of micro-blog, it can not achieve the desired target.Therefore, it is very urgent and necessary to study about the evaluation of the effect which is about tourism official micro-blog marketing. Based on the results of previous studies and the latest developments in new media marketing field, the passage tries to create a index system about the effectiveness evaluation of micro-blog, which will be much more scientific and systematic. The passage will use this system to conduct a comprehensive rankings about micro-blog which made by provincial tourism bureau in Sina, excluding Jiangsu, Heilongjiang, Qinghai, Gansu,Hong Kong, Macao and Taiwan. So we could treat the current national Tourism official micro-blog marketing level and effect in a comprehensive and systematic way. Thereby it is very helpful to enrich the existing evaluation system on marketing effectiveness of current tourism official micro-blog and improve operational effectiveness about micro-blog marketing. This paper is divided into five chapters, each chapter broadly summarized as follows:Chapter Ⅰ This section introduces the background of research, the significance of research, the methods and ideas, and key issues to be addressed and difficulties, the main innovation.Chapter Ⅱ Literature review and related theoretical basis. Firstly, the micro-blog, tourism official micro-blog, micro-blog marketing concepts were integrated. And then, according to the page, I systematically learn the books and pages which are about micro-blog marketing, tourism official micro-blog marketing all over the word, which is the theoretical foundation for the writing of this article, providing theoretical support.ChapterⅢThe evaluation index system of tourism official micro-blog marketing. When building evaluation model, we firstly consider that how to select index and make a more detailed interpretation of index and make instruction of quantification of index and data. And then, the evaluation model of tourism official micro-blog marketing is built. Finally, the data that made by experts is collected. We can acquire the weight of index by using analytic hierarchy process and dimensionless discretion.And the data can pass the consistency test.ChapterⅣEmpirical studies based on national provincial tourism bureau official micro-blog. We could obtain scores of 27 provinces about attraction, activity, the power about spreading, the power of control, efficiency index and rank the provinces by processing the data. Then, we can evaluate the effectiveness of marketing.Chapter V Conclusion. According to a study in the previous section, draw tourism official micro-blog marketing effectiveness evaluation conclusions and propose countermeasures and suggestions. |
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