开封万岁山武侠城景区网络营销问题分析

Analysis of Online Marketing Issues at Kaifeng Wansui Mountain Martial Arts City Scenic Area

摘要: 在移动网络快速发展的数字时代，网络营销正在成为各大景区营销的主要方式。本文以开封万岁山武侠城景区为研究对象，采用文献分析法、案例分析法等探究景区网络营销的现状，本研究分析了营销现状中存在的问题，针对这些问题，本文结合4I理论以及景区发展现状提出解决方案，旨在实现景区从短暂性爆红到持续性长红的转变。

Abstract: In the digital era of rapidly developing mobile networks, online marketing is becoming a primary method for promotional activities in major scenic areas. This paper takes the Kaifeng Wansui Mountain Martial Arts City Scenic Area as the research subject and employs methods such as literature analysis and case study analysis to explore the current state of online marketing at the site. The study identifies existing problems in the current marketing approach. In response to these issues, this paper proposes solutions based on the 4I theory and the developmental context of the scenic area, aiming to facilitate a transition from short-term popularity to sustained long-term success.