CAJ | 학술논문

微博作为新兴的网络媒体以其特有的自媒性、广泛性、及时性等特点在大学生中得到广泛的应用。分析了旅游企业介入微博营销打开校园市场的必要性，并根据旅游产品的特质和学生群体消费者的个性特点提出合理化的微博营销策略方案，同时提出微博营销的局限性。
미박작위신흥적망락매체이기특유적자매성、엄범성、급시성등특점재대학생중득도엄범적응용。분석료여유기업개입미박영소타개교완시장적필요성，병근거여유산품적특질화학생군체소비자적개성특점제출합이화적미박영소책략방안，동시제출미박영소적국한성。
As an emerging network media ,the microblog has been widely used among college students with its u-nique characteristics such as self-media,widespread,timeliness and so on.This paper analyzes the necessity of tourism enterprise to make use of microblogging marketing on campus market ,and then puts forward reasonable mi-croblogging marketing strategies in accordance with the characteristics of tourism products and student consumers groups .It also points out the limitations of microblogging marketing .