【正文】 or is necessary in order to further strategize such marketing initiatives. Therefore, the goal of this study is to explore the use of LSN applications on mobile phones for place consumption and how the use of these applications influence spatiotemporal mobility and the overall patterns of consumption experiences. The purposes of this study are threefold: (a) to review existing knowledge regarding marketing approaches using the locationaware technologies, (b) to report insights from an exploratory research on the use of LSN applications, and (c) to develop and conceptualize a model of LSN marketing and propositions for further research.LITERATURE REVIEWSpatiotemporal Mobility and LocationBased Marketing Tourism is highly associated with spatiotemporal movement。 Francis Group, LLCISSN: 10548408 print / 15407306 onlineDOI: ABSTRACT. A stimulusresponse model of locationbased social network marketing is conceptualized based on an exploratory investigation. Locationbased social network applications are capable of generating marketing stimuli from merchant, petitionbased, and connectionbased rewards resulted from relevance and connectivity. Depending on consumption situations, consumer characteristics, and social network structure, these rewards lead to actual behavior that manifests in variety behavior (., patronage to new places) and loyalty behavior (., increased frequency of patronage to familiar places). This behavior implies changes in patterns of mobility, making this marketing approach particularly relevant for tourism and hospitality businesses. Managerial implications and remendations for further studies are provided.KEYWORDS. Social gaming, social network, locationbased marketingINTRODUCTION Social media and mobile technology have bee important platforms for people’s daily experiences. As people are ever more mobile for work and leisure, they increasingly share information and connect with their social network using mobile devices. Social media facilitate the processes of munication and group formation in various social contexts. Mobile technology enables these connected experiences to be pervasive and immediate. In addition, the development in geographic information systems allows social network platform on mobile devices to bee contextaware, making it possible to obtain and share realtime, contextual information for various decisionmaking processes associated with social and general consumption experiences. Most recently, mobile phone applications integrating social gaming and locationbased technology—such as Foursquare, Gowalla, and SCVNGR—have emerged. These applications encourage the consumption of places (., dining at local restaurants, shopping at local stores, visiting local salons) by broadcasting relevant social and expert remendations and offering special rewards for certain acplishments and/or task fulfillment. This development has led to the growing interest in locationbased social network (LSN) marketing and the recognition of its importance for local businesses, particularly in tourism and hospitality. Tourism destinations and hospitality firms have started leveraging such media for their promotion. For example, the City of Chicago (. ExploreChicago) and the State of Pennsylvania (., VisitPA) in the United States are partnering with Foursquare, encouraging visitors to uncover the history and culture of the areas and unlock special badges associated with the city and state’s lifestyle (Van Grove, 2010a, 2010b). Disney Parks teams up with Gowallato create a branded destination for parkgoers to explore Walt Disney World and Disneyland Resorts (Rao, 2010). These marketing initiatives were developed based on the idea that locationbased social network applications enable tourism destinations to capitalize on the coupling of travelers’ motivation and their enthusiasm for participating in the game to suggest and encourage consumption behavior. Further, the use of such applications also allows tourism destinations to continuously monitor and dynamically respond to visitors’ behavior with customized services and offerings. As this approach to tourism marketing is considered new and considering the investment needed for these initiatives, the issue of assessing the effectiveness of this marketing approach bees important to explore. To date, despite the surge of interest on how to measure the results of social media marketing, studies on this particular area are still scant (see Parent, Plangger, amp。 Tourism Marketing, 29:205–220, 2012Copyright 169。 Comes Everybody——The Power Of Organizing Without Organizations未來(lái)是濕的——無(wú)組織的組織力量[M].胡泳,沈滿琳 ,2009[4] 陳雅靜. 微信, 還能紅多久?——以經(jīng)濟(jì)學(xué) SWOT 理論分析微信[J]. 新聞知識(shí), 2012 (6): 8384.[5] 陸靜雨. 微信, 把精準(zhǔn)營(yíng)銷照進(jìn)現(xiàn)實(shí)[J]. 銷售與市場(chǎng), 2012 (31): 9294.[6] ！[N].錢江晚報(bào),2013[7] 梁健航. 微信營(yíng)銷五宗罪[J]. 生活用紙, 2014 (3): 2629.[8] 葛琪明. 我國(guó)中小企業(yè)的現(xiàn)狀與發(fā)展對(duì)策[J]. 市場(chǎng)周刊, 2005, 3.[9] 劉文洋, 壽莉. 中小企業(yè)營(yíng)銷現(xiàn)狀分析[J]. 科技信息, 2008 (31): 139139.[10] 解析微信營(yíng)銷的五種模式[J]. 互聯(lián)網(wǎng)周刊 (34): 5051.[11] 馮海超. 微信營(yíng)銷驟然爆發(fā), 含金量幾何?[J]. 互聯(lián)網(wǎng)周刊 (17): 4651.[12][14] [J].新聞傳播, 2012, 6: 164.[13] Alt R, 214。在后續(xù)的研究中，可以對(duì)更多的中小企業(yè)微信營(yíng)銷進(jìn)行可行性分析，適當(dāng)做些問(wèn)卷調(diào)查及訪談，進(jìn)行嚴(yán)謹(jǐn)?shù)臄?shù)據(jù)分析及模型推導(dǎo)，增加研究成果的真實(shí)性及可靠性，給中小企業(yè)微信營(yíng)銷提供更多的啟示。通過(guò)對(duì)這一案例的深入分析，發(fā)現(xiàn)中小企業(yè)目前在微信營(yíng)銷上的存在的不足之處，提出關(guān)于中小企業(yè)微信營(yíng)銷的建議，為中小企業(yè)的微信營(yíng)銷提供借鑒意義及啟示。只有合理的利用微信營(yíng)銷，選擇適合企業(yè)特點(diǎn)的營(yíng)銷模式及營(yíng)銷方式，精準(zhǔn)定位，提供高質(zhì)量、高滿意度的客戶服務(wù)，才能增強(qiáng)企業(yè)營(yíng)銷效果，增加中小企業(yè)收益。然而，微信營(yíng)銷發(fā)展到現(xiàn)在還存在著很多不足，需要中小企業(yè)進(jìn)行不斷完善。七、結(jié)束語(yǔ)（一）結(jié)論本文通過(guò)對(duì)微信及中小企業(yè)微信營(yíng)銷相關(guān)內(nèi)容進(jìn)行文獻(xiàn)查閱及經(jīng)典案例分析，概述了微信的概況、微信營(yíng)銷的特點(diǎn)及優(yōu)勢(shì)，了解中小企業(yè)目前微信營(yíng)銷的狀況及存在的問(wèn)題，在此基礎(chǔ)上對(duì)中小企業(yè)微信營(yíng)銷做出相應(yīng)的建議。對(duì)于用戶提出的相對(duì)復(fù)雜的問(wèn)題，進(jìn)行及時(shí)的人工回復(fù)。3. 微信營(yíng)銷具有信息交流互動(dòng)性的特點(diǎn)，客戶和企業(yè)可以隨時(shí)進(jìn)行交流互動(dòng)，這就要求企業(yè)的微信客服具有良好的可親性[15]，及時(shí)回復(fù)用戶的詢問(wèn)，自動(dòng)回復(fù)和人工回復(fù)相結(jié)合。提高微信客戶服務(wù)質(zhì)量具體的方法有一下幾種：1. 微信的公眾賬號(hào)的頭像設(shè)置成企業(yè)LOGO，填寫企業(yè)的相關(guān)信息，做好企業(yè)的相關(guān)介紹，讓用戶能夠全面了解企業(yè)的信息。另一方面，顧客在實(shí)體店消費(fèi)時(shí)，利用會(huì)員卡或其他活動(dòng)情況，鼓勵(lì)實(shí)體店顧客關(guān)注微信公眾平臺(tái)。線下活動(dòng)能夠在一定程度上增強(qiáng)企業(yè)的信譽(yù)度，充分發(fā)揮微信營(yíng)銷的作用。另外，在進(jìn)行信息推送時(shí)，可根據(jù)用戶主要使用的微信功能（見(jiàn)圖4），利用這一功能進(jìn)行推送，適應(yīng)用戶的使用習(xí)慣。事實(shí)上，中小企業(yè)只有加大宣傳力度，才能夠改變這一狀況，促進(jìn)企業(yè)的效益。產(chǎn)品品牌獲得傳播后，及時(shí)、定時(shí)進(jìn)行產(chǎn)品品牌的維護(hù)。然后注冊(cè)公眾賬號(hào)，提高中小企業(yè)的影響力及信譽(yù)度。（二）塑造品牌，主動(dòng)傳播中小企業(yè)在利用微信進(jìn)行企業(yè)和產(chǎn)品營(yíng)銷的過(guò)程中，要注重運(yùn)用品牌策略，打造自己獨(dú)特的品牌，積極主動(dòng)傳播和維護(hù)產(chǎn)品品牌，讓產(chǎn)品信息從“焦點(diǎn)”變?yōu)椤坝洃淈c(diǎn)”，進(jìn)而產(chǎn)生“賣點(diǎn)”[14]。另一