河北省5A级景区在线营销的时间特征研究——以微信公众平台为例
Time Characteristics of Online Marketing of 5A Scenic Spots in Hebei Province—Taking the WeChat Public Platform as an Example

微信公众平台作为企业在线营销的新型资讯交流平台，已被众多景区广泛应用。本文以河北省11个5A级景区微信公众平台发文量为样本数据，运用双重时间动力学理论，结合季节性强度指数，分析河北省5A级景区发文量随时间变化的规律，探究在不同时间尺度下在线营销特征。结果表明：1) 年内4~10月各景区发文量水平最高，各月发文量差异较小的景区，其曲线波动性较弱，季节性强度指数较低，各月发文量差异较大的景区，其曲线波动性较剧烈，季节性强度指数较高；2) 周内个别景区发文量无明显差异，大部分景区发文量周中高于周末，意味着景区在线营销的投入周中多于周末；3) 日内各景区发文时刻主要集中在14~20点，部分景区会由于当日临时闭园或总结当日景区状况等原因出现6点前或20点后发文的情况；4) 总体上各景区在节日时期的发文量较少，活跃水平较往常降低。
WeChat public platform, as a new information exchange platform for enterprise online marketing, has been widely used in many scenic spots. This paper takes the WeChat public platform publication volume of eleven 5A scenic spots in Hebei Province as sample data, uses the dual time dynamics theory and combines seasonal intensity index to analyze the rule of 5A scenic spots publication volume changing with time, and explores the characteristics of online marketing under different time scales. The results showed that: 1) the scenic spots with the highest level of publication amount from April to October of this year had weaker curve volatility and lower seasonal intensity index, while the scenic spots with large monthly differences had more severe curve volatility and higher seasonal intensity index. 2) There is no significant difference in the number of published articles of individual scenic spots within a week, and the number of published articles of most scenic spots is higher in midweek than in weekend, which means that the investment in online marketing of scenic spots is higher in midweek than in weekend; 3) The issuing time of all scenic spots within the day is mainly concentrated between 14:00 and 20:00. Some scenic spots will be issued before 6:00 or after 20:00 due to temporary closure of the park or summary of the scenic spot situation on the day. 4) In general, the number of scenic spots in the holiday period is less, and the activity level is lower than usual.