健康旅游微信公众号运营现状研究

了解健康旅游微信公众号的运营现状,向其运营机构提出针对性的意见和建议。采用实证分析法对健康旅游公众号的运营机构类别、开设时间、原创性等内容进行统计,分析其运营现状和存在的问题。结果表明:企业类公众号是健康旅游公众号的主力,数量最多、最活跃、传播力最强;健康旅游公众号开设始于2013年,2018年数量激增;全国范围内共26个省市开设了健康旅游公众号,37.85%的文章为原创,服务号数量仅占21.54%;健康旅游公众号与产业发展相辅相成,公众号原创内容少、同质化严重,公众号定位不清晰。

Research on Operational Situation of Health Tourism WeChat Official Accounts

To understand the operational situation of health tourism WeChat official accounts,this paper put forward targeted suggestions to its operation organization. This paper used empirical analysis to analyze the types of operational organization,opening time,originality and other contents of the WeChat,and analyzed the operational status and existing problems. The results showed that enterprise WeChat official accounts were the main force of health tourism WeChat official accounts,which was the most active and with the largest number and the strongest commu nication. The opening of health tourism WeChat official accounts started in 2013 and the number surged in 2018. A total of 26 provinces across the country opened health tourism WeChat official accounts.37.85% of the articles were original,the number of WeChat official accounts only accounted for 21.54%. The health tourism WeChat official accounts and the industry promoted each other′s development,there were few origi nal articles in the health tourism WeChat official accounts and the homogenization was serious. The positioning of health tourism WeChat official accounts was not clear.