本文關(guān)鍵詞： 整合營銷傳播 旅游目的地營銷傳播 旅游目的地整合營銷傳播　出處：《南開大學(xué)》2009年碩士論文　論文類型：學(xué)位論文

【摘要】： 隨著旅游目的地之間競爭的日趨激烈,市場營銷已成為目的地獲取競爭優(yōu)勢的重要途徑。作為目的地營銷工作的一項(xiàng)重要內(nèi)容,目的地營銷傳播卻處于效率低下、環(huán)境不斷惡化的境況。立足于旅游目的地營銷傳播當(dāng)前所面臨的局面,探索適應(yīng)環(huán)境變化的目的地營銷傳播規(guī)律對于目的地在市場營銷中制勝、提升自身競爭力具有非常重要的意義。 本研究在對旅游目的地當(dāng)前所處營銷傳播環(huán)境進(jìn)行系統(tǒng)分析的基礎(chǔ)上,引入整合營銷傳播理論,結(jié)合旅游目的地營銷傳播的實(shí)際特點(diǎn),探討旅游目的地整合營銷傳播的概念�；谀康牡仄放评碚�,構(gòu)建適應(yīng)于當(dāng)前旅游市場競爭和營銷傳播環(huán)境的旅游目的地整合營銷傳播模式,旨在為人們有意識地利用整合營銷傳播實(shí)施高效的目的地品牌營銷傳播提供理論參考。 首先,本文針對相關(guān)概念認(rèn)識存在誤區(qū)、基本概念界定缺失等不足,通過對國內(nèi)外現(xiàn)有主要相關(guān)文獻(xiàn)的系統(tǒng)整理和分析,在對整合營銷傳播概念進(jìn)行澄清的基礎(chǔ)上,結(jié)合旅游目的地營銷傳播的實(shí)際特點(diǎn),對旅游目的地整合營銷傳播概念進(jìn)行了界定。 其次,針對旅游目的地營銷傳播現(xiàn)行模式及其存在的問題,以旅游目的地整合營銷傳播理論和旅游目的地品牌理論為主要理論依據(jù),構(gòu)建基于品牌理論的旅游目的地整合營銷傳播模式。該模式旨在以整合的理念對旅游目的地營銷傳播資源的配置方式進(jìn)行全新闡釋,闡明旅游目的地整合營銷傳播的運(yùn)作過程。 最后,以天津市為例,對本文所構(gòu)建的旅游目的地整合營銷傳播模式進(jìn)行案例分析,針對天津市成功實(shí)施整合營銷傳播所面臨的主要障礙,提出對應(yīng)的策略建議。
[Abstract]:With the increasingly fierce competition among tourist destinations, marketing has become an important way for destinations to gain competitive advantage. As an important part of destination marketing, destination marketing communication is inefficient. Based on the current situation of tourism destination marketing communication, the paper explores the law of destination marketing communication that adapts to the change of environment. It is of great significance to enhance one's own competitiveness. Based on the systematic analysis of the current marketing communication environment of the tourism destination, this study introduces the integrated marketing communication theory and combines the actual characteristics of the tourism destination marketing communication. This paper discusses the concept of integrated marketing communication of tourism destination. Based on the theory of destination brand, this paper constructs a mode of integrated marketing communication of tourism destination, which is suitable for the competition of tourism market and the environment of marketing communication. The purpose is to provide a theoretical reference for people to use integrated marketing communication to implement efficient destination brand marketing communication. First of all, in view of the misunderstanding of related concepts and the lack of definition of basic concepts, this paper clarifies the concept of integrated marketing communication through the systematic arrangement and analysis of the existing main relevant literature at home and abroad. Combined with the actual characteristics of tourism destination marketing communication, the concept of tourism destination integrated marketing communication is defined. Secondly, aiming at the current mode of tourism destination marketing communication and its existing problems, the main theoretical basis is tourism destination integrated marketing communication theory and tourism destination brand theory. The purpose of this model is to explain the distribution of tourism destination marketing resources with the concept of integration, and to clarify the operational process of tourism destination integrated marketing communication. Finally, taking Tianjin as an example, this paper makes a case study on the integrated marketing communication mode of tourism destination, and puts forward the corresponding strategic suggestions in view of the main obstacles to the successful implementation of integrated marketing communication in Tianjin.
【學(xué)位授予單位】：南開大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：F274;F590

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

1 趙然;呂海平;馬瑞;;河北休閑旅游目的地的品牌傳播現(xiàn)狀研究[J];中國商貿(mào);2011年20期

相關(guān)碩士學(xué)位論文 前4條

1 崔雙杰;晉商品牌傳播研究[D];山西財(cái)經(jīng)大學(xué);2011年

2 陸鋒;城市型旅游目的地建設(shè)的科學(xué)路徑分析[D];復(fù)旦大學(xué);2011年

3 李國鑫;晉商大院強(qiáng)勢文化品牌構(gòu)建研究[D];山西財(cái)經(jīng)大學(xué);2010年

4 宋明曦;旅游目的地網(wǎng)絡(luò)整合營銷傳播研究[D];首都經(jīng)濟(jì)貿(mào)易大學(xué);2012年

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本文編號：1511537