CAJ | 학술논문

以实证数据，研究横店影视城景区新媒体营销的应用现状，提出影视主题公园类旅游景区应用新媒体进行营销，需认真梳理营销不同时期的工作要点，前期根据游客需求，完善新媒体营销人才及基础设施建设，注重新媒体“信息源”设计的特色化、系列化、权威化；中期选择新媒体营销热门渠道，确保营销效果；后期重视新媒体营销效果评测，以优化景区管理。
이실증수거，연구횡점영시성경구신매체영소적응용현상，제출영시주제공완류여유경구응용신매체진행영소，수인진소리영소불동시기적공작요점，전기근거유객수구，완선신매체영소인재급기출설시건설，주중신매체“신식원”설계적특색화、계렬화、권위화；중기선택신매체영소열문거도，학보영소효과；후기중시신매체영소효과평측，이우화경구관리。
The paper makes an empirical study of the application of new media marketing in Hengdian Studios. The author of the paper holds that the emphasis should be sorted out at different periods when applying new media marketing of a tourist theme park. At the initial stage, emphasis should be put on training personnel and improving infrastructure according to the needs of tourists. It is also important to make the source information of new media distinctive, serial and authoritative. In the middle period, it should select hot channels of new media marketing so as to ensure the marketing effect. At last, the effect evaluation of new media marketing can help optimize the management of scenic spots.