分类号：密级：_______
UDC:单位代码： 10078_
华北水利水电大学专业硕士学位论文
基于4R理论的郑州黄河风景名胜区新媒体营销策略研究
Research on New Media Marketing Strategy of Zhengzhou
Yellow River Scenic Spot Based on 4R Theory
研究生姓名：范红红_______ ___
指导教师：林桢教授 贺庆同高级工程师
专业名称：_工商管理______
所 在学 院：__管理与经济学院___
2018年 5月
摘要
I
基于4R理论的郑州黄河风景名胜区新媒体营销策略研究
摘 要
由于旅游景区市场竞争的日益激烈，传统营销已经不能够适应旅游景区现有的市场
竞争环境，而随着新媒体的日益普及、新媒体工具应用的日益广泛，新媒体营销在旅游
景区营销中发挥着越来越重要的作用，给旅游景区带来了全新的营销契机。但是对于大
多数传统景区来说，新媒体营销大都起步较晚，明显落后于其他起步较早的旅游景区
在上述背景下，本文以市场营销理论中的4R理论为基础，以传统景区中的郑州黄河风
景名胜区为研究对象，主要进行了以下几个方面的研究：
首先简要说明郑州黄河风景名胜区概况，概述发展历程并介绍主要景点，对新媒体
营销现状进行分析，具体包括门户网站、线上旅游平台、视频网站、新浪微博、微信公
众号、新闻类APP；其次从与新媒体用户联系不够紧密、对新媒体市场变化反应不够迅
速、新媒体营销关系互动不够及时、新媒体营销的回报不够理想这四个方面分别指出郑
州黄河风景名胜区目前所存在的新媒体营销问题；再次阐述运用4R理论指导郑州黄河
风景名胜区新媒体营销的必要性，提出郑州黄河风景名胜区基于4R理论的新媒体营销
策略的指导思想和目标，在明确指导思想和目标的基础上从4R理论的关联、反应、关
系、回报四个角度分别提出郑州黄河风景名胜区的新媒体营销策略；最后对本文所开展
的基于4R理论的郑州黄河风景名胜区新媒体营销策略研究予以总结，并对未来的研究
方向予以展望
关键词：4R理论；郑州黄河风景名胜区；新媒体营销
ABSTRACT
III
RESEARCH ON NEW MEDIA MARKETING
STRATEGY OF ZHENGZHOU YELLOW
RIVER SENIC SPOT BASED ON 4R THEORY
ABSTRACT
Due to the increasingly fierce competition in the market of tourist attractions, traditional
marketing has not been able to adapt to the existing market competition in the tourist
attractions. With the increasing popularity of new media and the increasing use of new media
tools, new media marketing has been used in the marketing of tourist attractions. The
increasingly important role has brought new marketing opportunities to tourist attractions.
However, for most of the traditional scenic spots, new media marketing start late and
obviously lag behind other early tourist attractions. Under the above background, this article
takes the 4R theory in marketing theory as the foundation, and takes the Zhengzhou Yellow
River Scenic Spot in the traditional scenic spot as the research object, and mainly carries out
the following researches:
Firstly, it briefly introduces the overview of the Zhengzhou Yellow River Scenic Spot,
outlines the development history and introduces major scenic spots and analyzes the status
quo of new media marketing including portal websites, online travel platforms, video
websites, Sina Weibo, WeChat public account and news APP. Secondly, the new media
currently marketing issues existing in the Zhengzhou Yellow River Scenic Spot are pointed
out from the four aspects: insufficient contact with new media users, insufficient response to
changes in the new media market, insufficient timely interaction of new media marketing
relationships,unsatisfactory retribution for new media marketing. Once more,it explains the
necessity of using 4R theory to guide the new media marketing of the Zhengzhou Yellow
River Scenic Spot, proposes the guiding ideology and goals of the new media marketing
strategy based on 4R theory in the Zhengzhou Yellow River Scenic Spot,on the basis of clear
guiding ideology and goals, the new media marketing strategy of the Zhengzhou Yellow River
Scenic Spot is proposed from the four angles of relativity, reaction, relationship, retribution.
Finally, this paper summarizes the research on new media marketing strategy of the
Zhengzhou Yellow River Scenic Spot , which is based on 4R theory, and looks forward to the
future research direction.
KEY WORDS: 4R theory; Zhengzhou Yellow River Scenic Spot; new media marketing。