本文選題：廊坊日報(bào)社　切入點(diǎn)：會展旅游　出處：《廣西師范大學(xué)》2017年碩士論文

【摘要】：中國廣告協(xié)會報(bào)刊分會和央視市場研究媒介智訊共同發(fā)布的《中國報(bào)紙廣告市場分析報(bào)告》顯示,2015年度報(bào)紙廣告位列傳統(tǒng)媒體降幅首位,達(dá)35.4%,其廣告占版面積即廣告資源量也大幅下降,達(dá)37.9%。35.4%的降幅,再次驗(yàn)證了國內(nèi)報(bào)紙廣告“斷崖式”下滑的基本特征。報(bào)業(yè)廣告連續(xù)五年來下滑,毋庸置疑,報(bào)紙廣告經(jīng)營正經(jīng)歷歷史上最艱難的發(fā)展時(shí)期。探求原因,可以看到通訊信息技術(shù)的快速發(fā)展,互聯(lián)網(wǎng)、移動(dòng)網(wǎng)絡(luò)的普及,在傳播手段和傳播方式改變的同時(shí),社會資源和市場資源配置方式也發(fā)生變化。當(dāng)下,傳播技術(shù)的發(fā)展帶來企業(yè)營銷推廣方式的變革。傳統(tǒng)報(bào)紙抱守單一的廣告,已遠(yuǎn)遠(yuǎn)不能滿足企業(yè)開展?fàn)I銷推廣的需要。在傳統(tǒng)媒體特別是紙質(zhì)媒體的經(jīng)營實(shí)踐中,突破單一廣告的經(jīng)營模式,全國各地媒體近幾年普遍探索跨行業(yè)、多元化發(fā)展的經(jīng)營轉(zhuǎn)型之路。而會展旅游作為集商務(wù)活動(dòng)、會議展示、觀光旅游為一體的新興朝陽產(chǎn)業(yè),近年來高速增長,目前在全球成為旅游業(yè)中越來越閃亮耀眼的部分,在我國也獲得了前所未有的發(fā)展。近年來,在廣告經(jīng)營活動(dòng)實(shí)踐中,憑借擁有先天的媒體宣傳、廣告客戶資源等優(yōu)勢,舉辦活動(dòng)特別是會展旅游活動(dòng)帶動(dòng)廣告,成為國內(nèi)很多報(bào)社自發(fā)的實(shí)踐。一些報(bào)社還將會展旅游產(chǎn)業(yè)規(guī)劃為獨(dú)立的產(chǎn)業(yè)大力發(fā)展,并取得了一定成效。廊坊日報(bào)社在近年來的經(jīng)營實(shí)踐中,每年舉辦會議、展覽、節(jié)事等多項(xiàng)會展旅游活動(dòng),抑制了報(bào)紙廣告的下滑,報(bào)社整體經(jīng)營業(yè)績呈現(xiàn)增長。本文通過探討會展旅游及會展旅游項(xiàng)目營銷的基礎(chǔ)理論,明確會展旅游概念、會展旅游類型和特點(diǎn),分析了報(bào)業(yè)與會展旅游的聯(lián)系和地方報(bào)社拓展會展旅游及意義,并對會展旅游項(xiàng)目營銷概念和國內(nèi)外研究做了相應(yīng)的論述。通過開展訪談、問卷等多種形式的調(diào)查,對廊坊日報(bào)社開發(fā)會展旅游項(xiàng)目的環(huán)境、現(xiàn)狀進(jìn)行了細(xì)致的調(diào)研和分析,運(yùn)用4P理論對報(bào)社開發(fā)會展旅游項(xiàng)目存在的營銷問題進(jìn)行了深入分析,得出目前廊坊日報(bào)社開展會展旅游取得了寶貴經(jīng)驗(yàn),也存在著不容忽視的問題。本文跳出廊坊區(qū)域限制,將其放在京津冀協(xié)同發(fā)展的大背景下,對廊坊日報(bào)社發(fā)展會展旅游開展SWOT分析,得出廊坊日報(bào)社發(fā)展會展旅游產(chǎn)業(yè)具有獨(dú)特的優(yōu)勢,發(fā)展會展旅游產(chǎn)業(yè)大有可為,當(dāng)然也還存在一些不足。本文運(yùn)用目標(biāo)市場營銷、差異化營銷、4P營銷、服務(wù)營銷、關(guān)系營銷、品牌營銷、網(wǎng)絡(luò)營銷、綠色營銷等多種營銷理論,探討廊坊日報(bào)社進(jìn)一步開發(fā)會展旅游項(xiàng)目的營銷策略。文章以提升廊坊日報(bào)社開發(fā)會展旅游項(xiàng)目的經(jīng)營效率為首要目標(biāo),在廊坊日報(bào)社開發(fā)會展旅游項(xiàng)目營銷對策的章節(jié)中提出,廊坊日報(bào)社立足京津冀區(qū)域,創(chuàng)建市場主體;突出本土特色,做強(qiáng)“十一”歡樂節(jié);細(xì)分目標(biāo)市場,開發(fā)行業(yè)項(xiàng)目;加強(qiáng)服務(wù)營銷,提升專業(yè)水平;完善價(jià)格策略,豐富促銷手段;維護(hù)公共關(guān)系,拓展?fàn)I銷渠道;開展網(wǎng)絡(luò)營銷,舉辦網(wǎng)絡(luò)會展;加強(qiáng)品牌營銷,提升市場美譽(yù)度;開展綠色營銷,和諧持續(xù)發(fā)展等九大營銷策略。以期通過改進(jìn)營銷工作,幫助廊坊日報(bào)社通過發(fā)展會展旅游業(yè)進(jìn)一步實(shí)現(xiàn)增收,進(jìn)一步突圍報(bào)業(yè)“寒冬”,并使會展旅游成為其實(shí)現(xiàn)經(jīng)營轉(zhuǎn)型、多元化發(fā)展的有效路徑之一,同時(shí)帶動(dòng)廊坊及京津冀區(qū)域會展旅游業(yè)的發(fā)展。本文采用文獻(xiàn)分析法、調(diào)查分析法、個(gè)案研究法等多種研究方法,綜合運(yùn)用營銷學(xué)、會展旅游學(xué)、管理學(xué)等多個(gè)學(xué)科理論知識,進(jìn)行了多學(xué)科全方位綜合分析,堅(jiān)持全面、辯證、綜合的分析方法來開展相應(yīng)的研究。在前人理論研究的基礎(chǔ)上,進(jìn)一步梳理了會展及會展旅游關(guān)系、報(bào)業(yè)與會展旅游的聯(lián)系及開展的意義。通過跨學(xué)科綜合分析深入研究了報(bào)業(yè)特別是地方報(bào)社開發(fā)會展旅游項(xiàng)目的營銷策略。本文在幫助廊坊日報(bào)社開發(fā)會展旅游項(xiàng)目實(shí)踐的同時(shí),對其他地方報(bào)社開展會展旅游也具有一定參考的價(jià)值。
[Abstract]:The analysis report issued jointly China > Display Advertising Association Branch of newspapers and CCTV Market Research of media intelligence "China newspaper advertising market, the 2015 annual newspaper advertising in traditional media decline ranked first, up to 35.4%, the area of advertising advertising accounted for the version resources also fell sharply, up to 37.9%.35.4% of the decline, once again proved the basic characteristics of domestic newspapers advertising cliff style decline. Newspaper advertising to five consecutive years of decline, there is no doubt that the newspaper advertising business is experiencing the most difficult period of development in history. To explore the reasons, we can see the rapid development of the Internet, communication and information technology, the popularity of mobile networks, the change of means of communication and communication at the same time, social resources and the market allocation of resources is changed. Now, to bring enterprise marketing change in the way of the development of communication technology. The traditional newspaper held a single advertising, has been far from To meet the demand of enterprises to develop marketing. In the traditional media, especially print media in business practice, a breakthrough single advertising business model, media across the country in recent years to explore the common cross industry, diversification of the business transformation of the road. As a set of business activities and tourism exhibition, conference and exhibition, as one of the emerging sunrise industry tourism, rapid growth in recent years, the tourism industry has become more and more shining in the world, in our country also received a hitherto unknown development. In recent years, in the advertising business activities in practice, have innate media with advertisers, resources and other advantages, especially the exhibition tourism activities promote the activities of advertising. Many domestic newspaper practice become spontaneous. Some newspaper will also exhibition planning of tourism industry as an independent industry, and achieved certain results. The Langfang daily In the business practice in recent years, annual meetings, exhibitions, festivals and other tourism activities, inhibited the newspaper advertising performance decline, the overall business newspaper showed growth. In this paper the basic theory of tourism and tourism project marketing, clear tourism concept, types and characteristics of MICE tourism, analysis the newspaper and exhibition tourism links and local newspapers to expand the tourism exhibition and significance of exhibition tourism projects, and the marketing concept and the domestic and foreign research discussed. Through interview, questionnaire and other forms, of the Langfang daily, the development of convention and exhibition tourism project environment, the investigation of the present situation and detailed analysis, application marketing 4P theory of newspaper development of convention and exhibition tourism projects conducted in-depth analysis, the Langfang daily exhibition tourism has obtained valuable experience, but also save The problems cannot be ignored. This paper out of the Langfang regional restrictions, put the background in the collaborative development of Beijing Tianjin Hebei, analysis of the development of MICE tourism in Langfang to carry out daily SWOT, obtained the Langfang daily development of exhibition tourism industry has unique advantages, the development of exhibition tourism industry have a brilliant future, of course, there are still some deficiencies in this paper. The use of the target market marketing, differentiated marketing, 4P marketing, service marketing, relationship marketing, brand marketing, network marketing, green marketing and other marketing theory, to explore the Langfang daily news to further develop exhibition tourism project marketing strategy. The Langfang daily in order to enhance the development of convention and exhibition tourism project management efficiency is the primary goal, put in the marketing strategy of Langfang daily development of exhibition tourism project section, Langfang daily on the Beijing Tianjin Hebei region, creating a market subject; prominent local features, stronger "Eleven" Festival; the target market segments, industry development projects; strengthen service marketing, enhance the professional level; improve the price strategy, rich means of promotion; maintenance of public relations, expand marketing channels; develop the network marketing, network organized exhibition; strengthen brand marketing, enhance the market reputation; to carry out green marketing, harmonious and sustainable development of nine marketing in order to improve the marketing strategy. Through the work, to help the Langfang daily through the development of exhibition tourism further increase, further break the newspaper "winter", and the exhibition tourism has become the one of the effective ways to achieve business transformation, diversified development, development and promote Langfang and Beijing Tianjin Hebei regional exhibition tourism. This paper adopts the method of literature analysis investigation, analysis, multiple case study research method, the integrated use of marketing, tourism science, management science and other disciplines of theoretical knowledge, A comprehensive analysis of multi-disciplinary adhere to a comprehensive, dialectical, carry out the corresponding research methods to comprehensive analysis. On the basis of previous theoretical studies, it further clarifies the relationship between the Convention and exhibition tourism, contact press and exhibition tourism and the significance. Through the comprehensive analysis of interdisciplinary research especially the local newspaper the newspaper development of exhibition tourism project marketing strategy. At the same time, with the help of the Langfang daily, the development of convention and exhibition tourism projects, but also has a certain reference value to other local newspaper exhibition tourism.

【學(xué)位授予單位】：廣西師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：G219.24;F713.83

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