近年智慧旅游作为新兴业态快速发展,在智慧旅游背景下,旅游企业的营销策略也需要做出相应调整。本文将分析智慧旅游发展对营销的要求,结合南京民俗博物馆营销现状,提出借助互联网及移动互联网进行宣传、产品创新、微营销等营销策略的改进措施。 In recent years, the rapid development of smart tourism as a new format, in the context of smart tourism, tourism enterprises marketing strategy also needs to be adjusted accordingly. This article will analyze the marketing requirements of the development of smart tourism, combined with the marketing status quo of Nanjing Folk Museum, put forward the improvement measures of marketing strategies such as promotion, product innovation and micro-marketing with Internet and mobile Internet.