摘要
网络营销包括网络推广。它的特点有传播较宽泛、效率高、无空间限制、无
时间限制，内容详实、互动性等特征。运用网络推广，旅游景区网站可以掌握全
方位的信息，详细的信息可以传给旅游者，从而有更多旅游者关注。正因如此，
更多的旅游景区要获得较高的用户关注度和抢占市场一定要重视网络推广，并将
付诸应用。并且我国经济步入新阶段，第三产业（服务业包括旅游业）发展，旅
游需求地增加。通过旅游业的兴起，带动旅游景区各种要素发展起来，提高当地
经济水平。
本文主要对大方县慕俄格古城网络推广策略进行分析。国内国外对旅游网络
营销的研究，研究方向是旅游营销策略，对消费者的需要关注少，很少采用定量
研究并且主要从表面分析层面来讨论问题，还有一些理论研究的成果不符合实际
情况需要继续分析。从理论上来讲，慕俄格古城作为新兴旅游目的地，与贵州省
的一些著名景点黄果树瀑布、镇远古镇、西江苗寨等旅游目的地相比，国内学术
界对以贵州景区为代表的网络营销推广研究比较少，以慕俄格古城为目标的网络
推广营销，对慕俄格古城旅游网络推广的研究有助于促进慕俄格古城的宣传和营
销，提高知名度。第一，本文对慕俄格古城旅游网络推广的研究还能加强慕俄格
古城的宣传和营销，增强其自身的影响力。第二，为其他旅游地的网络营销推广
提供一定的参考。
本文首先对国内外研究现状着手，通过对旅游营销中互联网的应用、旅游景
区应用网络营销状况、区域旅游景区网络营销现状三个方面进行研究。而后对慕
俄格古城旅游推广现状进行剖析、运用 PEST分析古城宏观环境，综合分析后得
出慕俄格古城网站的网络推广存在的问题，并且对问题产生的原因进行挖掘，结
合互联网推广知识和旅游营销理论知识，最后全方位阐述网络推广的各类渠道，
提出慕俄格古城网络推广改进策略，帮助慕俄格古城完成用户增长、收益增加的
目标。新时代下的旅游景区要把信息技术和网络推广融合，创新网络推广形式，
对景区网站的目标市场细分，吸引更多的游客关注慕俄格古城，以保证营销效果
最大化。希望通过此研究，能够为类似慕俄格景区作网络推广的景区提出有参考
性的意见和建议。
关键字：网络推广；网络营销；推广策略；精准营销
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Abstract
Network promotion is the core of network marketing. The advantage of network
promotion is that the network media has the characteristics of wide spread, high
efficiency, no space limitation, no time limitation, detailed content and interactivity.
Using network promotion, tourist attractions websites can master all-round
information, and detailed information can be passed on to tourists, so that more
tourists can pay attention. Because of this, if more tourist attractions want to gain
more effective users and a larger market share, they must pay attention to network
promotion and put them into application. And my country's economy has entered a
new stage, the tertiary industry (service industry including tourism) has developed,
people's needs have been transformed from material to spiritual, and more and more
urban and rural residents have begun to pay attention to the quality of life. Through
the development of tourism, a variety of local production factors can be activated in
tourist attractions and the local economic level can be improved.
This paper mainly analyzes the network promotion strategy of Muyege Ancient
City in Dafang County. Domestic and foreign research on tourism network marketing,
the research direction is marketing strategy, ignoring the needs of consumers, and the
theoretical foundation of tourism network marketing is not solid enough; quantitative
research is rarely used and the problem is mainly discussed from the surface analysis
level, and there are some theoretical studies The results are not in line with objective
reality and need to be further explored. Theoretically speaking, as a new tourist
destination, the ancient city of Muyege is compared with some famous scenic spots in
Guizhou Province, such as Huangguoshu Waterfall, Baili Rhododendron, Xijiang
Miao Village and other tourist destinations. There are relatively few researches on
marketing and promotion. The online promotion and marketing directly targeting the
ancient city of Muyuege, the research on the tourism network promotion of the
ancient city of Muyuege will help to promote the publicity and marketing of the
ancient city of Muyuege and increase its popularity. First, the research on the tourism
network promotion of the ancient city of Muyege in this paper can also strengthen the
publicity and marketing of the ancient city of Muyuege, and enhance its own
influence. Second, it provides a certain reference for the online marketing promotion
of other tourist destinations.
III

This paper firstly starts with the research status at home and abroad, through
three aspects: the application of the Internet in tourism marketing, the application of
network marketing in tourist attractions, and the current situation of network
marketing in regional tourist attractions. Then, it analyzes the current situation of
tourism promotion in the ancient city of Muege, and uses PEST to analyze the macro
environment of the ancient city. After a comprehensive analysis, it is concluded that
there are problems in the network promotion of the ancient city of Muege website,
and the reasons for the problems are excavated. Theoretical knowledge of tourism
marketing, and finally, all kinds of channels for online promotion are
comprehensively described, and the improvement strategy for online promotion of the
ancient city of Muege is proposed to help the ancient city of Muege achieve the
goals of user growth and revenue increase. In the new era, tourist attractions should
pay attention to the combination of data information and network promotion,
re-integrate network promotion methods, establish a comprehensive promotion
strategy based on user information and data, and segment the target market of scenic
sites to attract more tourists. The ancient city of Muege to ensure the maximum
marketing effect. It is hoped that through this research, reference opinions and
suggestions can be put forward for scenic spots similar to Muege scenic spots for
network promotion.
Key words: Network promotion, network marketing, promotion strategy, precision
marketing
IV
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