当前国内的旅游业在智慧营销方面,普遍运用网络和新媒体来树立品牌形象,文章以陕西省旅游局的自有新媒体平台为研究对象,经过分析归纳,发现存在“不够重视网络媒体,倾斜力度不够,平台整合性低”等问题,并提出“新旧媒体整合营销,大数据分析精准营销,注重营销效果评估”等对策。 At present, the tourism industry in our country uses the network and new media to establish the brand image in the aspect of intelligent marketing. The article takes the self-owned new media platform of Shaanxi Provincial Tourism Bureau as the research object, and through analysis and induction, finds that there is not enough emphasis on online media, Tilt is not enough, platform integration low “and other issues, and put forward ” old and new media integrated marketing, big data analysis of precision marketing, focusing on marketing effectiveness evaluation "and other countermeasures.