| During the recent 20 years, China’s tourism industry began to gradually recover after going through the severe downturn caused by the Internet bubble burst and the spread of SARS in the first five years of 21st century, and entered the rapid development period. Nowadays, more and more online travel companies such as Xiecheng, Tongcheng, Tuniu and Qyer continue to rise and play an important role in the process of rapid development of China’s tourism industry. They use the power of the new media of the Internet, their own brand through a variety of new media channels continue to penetrate the current people’s lives. The online travel companies work on enterprise marketing in the extensive use of new media, which constantly changes people’s ways and choices of traveling at the same time. In spite of the new media marketing in the online travel industry intensified, how to make good use of Wechat moments, Wechat public number, Weibo and other new media for brand marketing to achieve ideal effect, has increasingly become a problem that many enterprises focus.As a member of numerous Online Travel Corporation, Qyer has been known for the high user loyalty and stickiness in the industry since its inception in 2004. Marketing related enterprises through various new media is one of the important means to enhance the brand awareness. This paper bases on the current situation of the development of new media in China, reasons for the development of tourism marketing under the background of new media, the analysis of the application mode, application trend and main characteristics of new media in tourism marketing to lay the foundation for the theory and practice of new media marketing of Qyer. This paper also collects and induces the information about the micro-blog of Qyer, the brief introduction, the module settings and the text content of WeChat account through literature review, the micro-blog with a large number of users and WeChat social software. Then this paper quantitatively researches and analyses information text and data which are collected and induced by using date story Software and Micro index V1.0 software. This paper discusses the text content in macro level and micro level to find out the problems of Qyer in micro-blog and WeChat marketing. For example, the fine degree of marketing account needs to be strengthened; the interactive quality and the feedback force between marketing media and users need to be increased; Marketing research about fan properties and the intensity of celebrity effect marketing is not enough; Marketing contents and forms lack of new ideas; WeChat marketing model itself has pain points and so on. This paper proposes related strategies by putting forward and analyzing the questions. This paper advises to focus on users’experience, strengthen service consciousness, develop marketing direction according to user group attribute, develop the potential of opinion leaders, enhance the user’s cognitive emotion, make the content follow the course of the time, inject more personality and creativity, Integrate online and offline resources and solve the inherent contradiction of new media marketing.Through the research on the problems and countermeasures of new media marketing of Qyer, The author further understand that Qyer has the resources, capabilities, opportunities and challenges in the new media marketing, especially Weibo, Wechat marketing, the author hopes that this paper can clear the current target and the direction of development in the future on new media marketing, continue to improve new media marketing strategy and enhance the core competitiveness of online travel industry, also hope to provide useful help for the marketing and decisions of other online travel corporations. |
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