文章通过对周庄古镇官方微博的数据收集,将微博分为原创型、转发型、纯文本型、含图片型、含视频型微博,并针对图片型微博进行统计分析和内容分析,研究周庄景区如何利用官方微博扩大周庄宣传,浓缩周庄旅游精华,增加与旅游者互动,消除以往形成的刻板印象,弥补周庄官方网站的不足,而使得周庄这一旅游地的形象更加多元和丰富。 Through the collection of the official microblogging data of Zhouzhuang’s ancient town, the article divides Weibo into original, forward, plain text, image-based and video-based microblogs and conducts statistical analysis and content analysis on the image- Research Zhouzhuang area how to use the official microblogging to expand Zhouzhuang publicity, enrich the essence of Zhouzhuang tourism, increase interaction with tourists, eliminating the stereotypes formed in the past to make up for lack of Zhouzhuang official website, making the image of this tourist attraction in Zhouzhuang more diverse and rich .