摘要
目前KOL营销已广泛应用到了在民族文化旅游品牌的打造之中,并取得了巨大的成绩。但KOL营销是一把双刃剑,它会让消费者产生被迫、不协调之感觉,成为营销之痛点。因而需要有新的策略,如发现匹配的KOL、发挥KOL的商业营销价值、探索有效的KOL评估办法等等,以充分发挥KOL的商业营销价值,从而达到民族文化旅游品牌的营销目标,促进民族地区旅游产业的发展。
At present, KOL marketing has been widely applied in the building of national culture tourism brand, and has made great achievements. But KOL marketing is a double-edged sword, which will make consumers feel forced and uncoordinated, and become the pain point of marketing. Therefore, new strategies are needed, such as the discovery of the matching KOL, exerting the commercial marketing value of KOL, the exploration of the effective KOL evaluation method, etc.to give full play to the commercial marketing value of KOL, achieve the marketing goal of national cultural tourism brands and promote the development of tourism industry in ethnic areas.
作者
邓良柳
DENG Liang-liu(School of Journalism and Communication, Wuhan University, Wuhan, Hubei 430072, China)
出处
《贵州民族研究》
CSSCI
北大核心
2019年第1期28-34,共7页
Guizhou Ethnic Studies
