洛阳老君山旅游景区网络营销问题分析
Analysis on the Network Marketing of Laojun Mountain Tourist Attraction in Luoyang

21世纪是信息化、网络化的时代。近年来，互联网和移动网络发展迅猛，网络营销逐渐成熟，虽对传统营销方式造成一定的冲击，但是确实是成为助力旅游景区提高经济发展和知名度的主要方式，网络营销越来越成为当前旅游景区营销的主流模式。本文以洛阳老君山为研究对象，采用文献分析法、实地调查法和数据定量法，对洛阳老君山旅游景区网络营销现状进行分析。研究发现，老君山景区在网络营销中存在三大核心问题：官方网站内容吸引力不足、用户转化率低；短视频内容同质化严重、用户互动率低；微信公众号运营模式单一、转化效能不足。针对这些问题，研究结合4I理论(趣味性、互动性、个性化、利益性)以及洛阳老君山的实际情况，提出了系统性优化方案：增强网站智能化与个性化，提高用户体验度、打造传统文化短视频IP，提高文化价值传播、提高微信用户互动体验，注重衍生功能发展。完善公众号内容矩阵与智慧服务功能，形成“文化传播–服务提升–商业转化”的闭环，研究为老君山景区提供了从“网红”到“长红”的转型路径，也为同类景区网络营销优化提供了理论参考与实践借鉴。
The 21st century is an era of informatization and networking. In recent years, with the rapid development of the Internet and mobile networks, online marketing has gradually matured. While it has impacted traditional marketing methods to some extent, it has indeed become a primary means for tourist attractions to enhance economic development and visibility, online marketing is increasingly becoming the mainstream mode of marketing for tourist attractions. This paper takes Luoyang’s Laojun Mountain as the research subject and employs literature analysis, field surveys, and quantitative data methods to analyze the current state of online marketing for the Laojun Mountain tourist attraction. The study identifies three core issues in Laojun Mountain’s online marketing: insufficient content appeal and low user conversion rates on the official website; severe homogenization of short video content and low user interaction rates; and a singular operational model and low conversion efficiency on the official WeChat account. To address these issues, the research combines the 4I theory (Interesting, Interaction, Individuality, Interests) with the actual conditions of Laojun Mountain to propose a systematic optimization plan: enhancing website intelligence and personalization to improve user experience; creating a traditional culture short video IP to elevate cultural value dissemination; and improving WeChat user interaction experiences while focusing on derivative function development. By refining the official account content matrix and smart service functions, a closed loop of “cultural dissemination-service enhancement-commercial conversion” is formed. The research provides a transformation path for Laojun Mountain to evolve from a “trending attraction” to a “long-lasting attraction”, while also offering theoretical references and practical insights for optimizing online marketing