旅游景区网络营销活动策划案例[1]（case study of network marketing activity planning in scenic spots [1]）

旅游景区网络营销活动策划案例1（CASESTUDYOFNETWORKMARKETINGACTIVITYPLANNINGINSCENICSPOTS1）PLANNINGCASEOFNETWORKMARKETINGACTIVITIESINSCENICSPOTSCASENAMEMYSTERIOUSLIPING“LIBING“QUESTNETWORKCONTESTADVERTISINGHANZHOUNGLIPINGNATIONALFORESTPARKSCENICAREAINDUSTRYTOURISMINDUSTRYACTIVEBACKGROUNDHANZHOUNGLIPINGSCENICGARDEN1STANNIVERSARY,INORDERTOPASSTHELIPINGSCENICNEWATTRACTIONSTHELONGSHANMYSTERY,RAREANDFANTASTICFEATURES,TOFURTHERDEEPENTHENETWORKPETTOLIPINGSCENICAREA,ESPECIALLYTHELONGSHANNEWSCENICSPOTSUNDERSTANDINGANDAPPROVAL,INCREASEMARKETINGEFFORTS,IMPROVETHEENTHUSIASMOFTHENETWORKLAILAIPINGSCENICAREARECENTLYHOSTEDTHEFIRSTRESERVELIPING,LIBINGQUESTQUESTSCENICNETWORKCONTESTACTIVITIES,THEORGANIZATIONISNOTTHESAMETYPEOFNETWORKGROUP,TOTHESCENICAREASCIENTIFICRESEARCH,EXPLORATION,ANDINSPIREDLIBINGTHROUGHTHEMOBILEPHONEWAPANDWEBSITEUSERSTIMELYINTERACTIONSANDTHROUGHTHEMEDIAOFTHETRIALMARKETSPECULATION,BANGMAIEFFECT,TOATTRACTMOREPEOPLETOTHEAREAFORSIGHTSEEINGANDFUNPROMOTIONBACKGROUNDNEWSCENICSPOTOPENED1STANNIVERSARYTHECOREGOALTOCREATE“LIBING“QUESTNETWORKCONCEPT,CREATEAMYSTERIOUSLIPINGTARGETAUDIENCEXIANCITIZENS,INTERNETUSERS,TOURISMSELFDRIVINGENTHUSIASTSEXECUTIONSTRATEGYACCORDINGTOTHECHARACTERISTICSOFTHETARGETAUDIENCE,CHOOSEINTERACTIONSUSINGANETWORKOFNEWMEDIACOMMUNICATION1ESTABLISHINTERACTIONSTOBUILDTHEWEBSITELIPINGACTIVITIESOFFICIALWEBSITE,INTERNETUSERSINCREASETHETRAVERLLERSPARTICIPATIONENTHUSIASM,IMPROVEPUBLICPRAISEOFLIPINGSCENICSPOT2WAPSITETHROUGHAMOBILEPHONECAMERA,UPLOADPHOTOSTOWAPWEBSITEQUESTACTIVITIES,PLUSNETWORKSELECTION3ACTIVITIESPLANNINGNETWORKQUESTCONTEST,THROUGHTHENETWORKTOUPLOADPHOTOS,LIBINGWILLEXPLORETHEMOSTMYSTERIOUS,THEMOSTUNUSUALANDBEAUTIFULPICTURESUPLOADEDTOTHEWEBSITEFORPK,VOTEDBYNETIZENSCONTESTPROCESSTHEOFFICIALWEBSITEBROWSINGCHOOSESIWANTTOSIGNUP,CLICKONTHESUBMITREALNAME,CONTACTLINECHARGECONFIRMATIONTOTHERECEPTIONFOUNDORGANIZATIONUPLOADPICTURESANDTEXTINTO,NETIZENCOMMENTNUCLEARAWARDSAWARDSINTERNETUSERSVOLUNTEEREDTOPARTICIPATEINTERNETUSERSSUBMITINDEPENDENTLYTHEPUBLICCOMMENTFORINTERNETUSERSNETWORKMEDIALIVEBROADCASTLIBINGWETREASUREFLOWSCENICATTRACTIONSDEEPINTOTREASURELIBINGQUEST/POBATTLEOFLIMINGFATHEDAWNOFLIPINGANDTHEMOSTBEAUTIFULSCENICSPOTSNETWORKMEDIASELECTIONWESTERNNETWORK,SHAANXITVNETWORK,GOODNETWORK,OPENNETWORK,CHINARAILWAYNETWORK,OUTDOORBAR,CHINATOUR,LOVETRAVELNETWORK,EACHUNIVERSITYNETWORK50ANDOTHERNETWORKMEDIA,ATTRACTINGMORETHAN20TRADITIONALMEDIAONSITETRACKINGREPORTSORGANIZATIONANDPARTICIPATIONATOINITIATEACTIVITIESTHROUGHTHENETWORK1,THEINDEPENDENTPLANNINGACTIVITIESOFFICIALWEBSITE,RELEASEDTHEFIRSTLIPINGSCENICLIBINGQUESTNETWORKCONTEST“ACTIVITYRULESIN2,LIPINGOPENEDTHEOFFICIALWEBSITEANDOFFICIALACTIVITIES,ORGANIZEANETIZENTOENROLLONLINE,UPLOADPICTURESANDPOINTCOMMENTONCOLLECTINGINTERNETUSERSINFORMATION3,THROUGHTHENETWORKPUSHHANDSINTHEMAJORWEBSITES,FORUMS,QQGROUP,BOPETANDOTHERNETWORKMEDIAONTHETOPICOFCOMPETITIONAND“LIBING“CONCEPTSPECULATION,DETONATEDTHEENTHUSIASMOFINTERNETUSERS,ATTRACTINTERNETUSERSEYEBALL4,THEPARTICIPANTSTHROUGHTHEWAPMOBILEPHONETOFINDTHEMYSTERIOUSACTIVITIESOFTHEWEBSITEUPLOADPHOTOSANDEXPERIENCESOMEUSERSINATIMELYMANNERREVIEW5,UPDATEDEVERY1HOURSACTIVITIESOFNEWS,PICTURES,ARTICLESANDCOMMENTDATAEXPLORATIONTWORELEASEACTIVITIESTHROUGHTHEINTERNETFORUM,LARGEPORTALSETNOPLAYERSFORREGISTRATION,ANDTHENPICKOUTTHESUITABLECOMBINATIONOFPEOPLEINTHEAPPLICANTS,DISCOVERYACTIVITIESTHREETHELINEACTIVITIESANDNOTICES1,THROUGHTHENETWORKREGISTRATIONINFORMATIONCOLLECTIONACTIVITIESTHECONTACTANDTHROUGHTHELINETOCONFIRM,MAKEOVERALLFOR2,SCENICARRANGEMENTANDRECEPTION,EQUIPPEDWITHWELCOMEBANNERS,SLOGANS,TOURGUIDESERVICESANDACCOMMODATIONONESTOPSERVICE3,LINEACTIVITIESRESPONSIBLEFORTHEACTIVITIESOFTHEORGANIZATIONANDARRANGEMENTOFLODGINGINTHESCENICTOURATTHESAMETIME,“LIBING“UPLOADYOURFEELINGSTOTHENETWORKVIAYOURMOBILEPHONE,PARTICIPATEINAPPRAISALCOMPETITION2010LIPINGDISCOVERYTOURNETWORKSELECTIONMASTERPNGNETWORKMATERIALTHEWORLDENVIRONMENTDAYJUNE5TH,“LIBING“QUESTNETWORKCONTESTACTIVITIESINITIATIONCEREMONYTHEARMBAND,FLAGS,CARSTICKERSETC02PNG01PNGIMG_0303JPGALBUMACTIVITIESDSCF7732JPGP1060641JPGIMG_0084JPGIMG_0287JPGP1070548JPGDSC_WEILIANSHENG0244JPGSECONDACTIVITIESDSCWEILIANSHENG_0295JPGDSCWEILIANSHENG_0321JPGIMG_0077JPGIMG_0173JPGSUMMARYOFACTIVITIESTHENETWORKPROMOTIONEFFECTISSUMMARIZEDASFOLLOWS1,PUBLISHACTIVITYNEWS,COVERINGMORETHAN100WEBSITES,BAIDU,GOOGLE,SOSO,SOGOUANDOTHERSEARCHENGINERELATEDWEBPAGESNEARLY10MILLIONPAGES,BROWSEMORETHAN1MILLIONPEOPLE,OFWHICHPHOENIX,TENCENT,UNIVERSALNETWORK,XINMINNETWORK,THEWESTERNNETWORK,SHAANXITELEVISIONNETWORK,CHINAMERCHANTSNETWORKANDOTHERWELLKNOWNWEBSITESHAVECARRIEDOUTNEWSREPORTSONTHEEVENT2,THEFORUMZHIDINGTIEPROPAGANDAWEBSITE,COVERINGMORETHAN10VISITORS,MORETHAN300THOUSANDPEOPLE3,ONLINEADVERTISING,COVERINGMORETHAN10WEBSITES,BROWSINGMORETHAN700THOUSANDPEOPLETHENETWORKHASMORETHAN2MILLIONVISITORSONTHEINTERNET,COVERINGTHEPORTALSITESINSHAANXIANDXIAN,THEREARENEARLY200COMMUNITYWEBSITES,LIFEWEBSITESANDUNIVERSITYWEBSITES,WHICHDIRECTLYAFFECTTHEFAMILYUSERS,WHITECOLLARWORKERSANDENTERPRISEMANAGEMENTTHEMAINSTREAMCONSUMERGROUPS,SUCHASADMINISTRATORS,CIVILSERVANTS,ANDSOON,HAVETHEIRWORDOFMOUTHMARKETINGANDMUTUALCOMMUNICATIONONTHEINTERNETINLIPINGNATIONALFORESTPARK,SHAANXI,HANZHOUNGMOBILEMARKETINGHASPLAYEDAPOWERFULROLEINPROMOTINGFORFURTHERSCREENSHOTS,PLEASEREFERTOTHEATTACHMENTSEARCHENGINESEARCHRESULTSANDTHENUMBEROFRELATEDWEBPAGESGOOGLESE