本文選題：晉善晉美　切入點(diǎn)：品牌傳播　出處：《江西財(cái)經(jīng)大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：在經(jīng)濟(jì)轉(zhuǎn)型中,各地對(duì)旅游經(jīng)濟(jì)越來越重視,旅游業(yè)的競(jìng)爭(zhēng)也與日俱增,而在旅游發(fā)展競(jìng)爭(zhēng)中,各地旅游發(fā)展越來越趨向“品牌”競(jìng)爭(zhēng)。品牌內(nèi)涵的深厚,是旅游品牌的牢固根基,旅游品牌傳播效果如何,直接影響第三產(chǎn)業(yè)的發(fā)展速度。山西作為我國的旅游資源大省,擁有相當(dāng)多樣而又有特色的人文與自然生態(tài)旅游資源,這是其旅游品牌打造與傳播的基礎(chǔ)。21世紀(jì)以來,各地重視旅游品牌的塑造和傳播,山西也開始走上旅游品牌發(fā)展的道路。2011年,山西省在原有品牌基礎(chǔ)上,明確提出“晉善晉美”的品牌口號(hào),并通過旅游宣傳片、媒體宣傳報(bào)道、大型活動(dòng)推介等途徑,多渠道大規(guī)模地進(jìn)行廣泛傳播。事實(shí)證明,山西旅游品牌傳播也取得了明顯的成效,不但品牌知名度與影響力明顯提升,而且明顯地促進(jìn)了旅游經(jīng)濟(jì)的發(fā)展。自2011年提出“晉善晉美”品牌以來,山西旅游接待人數(shù)平均每年增長(zhǎng)率超過20%;旅游經(jīng)濟(jì)收入從2010年至2016年的五六年里都保持著較好的增長(zhǎng),勢(shì)頭喜人,旅游經(jīng)濟(jì)收入額也從2010年的1083.5億元增長(zhǎng)到2016年的4247.1億元,旅游產(chǎn)業(yè)收入占GDP的比重,則由12%上升到32.8%。雖然“晉善晉美”品牌傳播頗有成效,對(duì)旅游經(jīng)濟(jì)起到了較大的促進(jìn)作用,目前發(fā)展勢(shì)頭不錯(cuò),但是與兄弟省份比較,從長(zhǎng)遠(yuǎn)來發(fā)展看,山西旅游品牌傳播中也存在一些問題。譬如景點(diǎn)分散、分層次挖掘不夠,對(duì)旅游品牌傳播有弱化作用;平臺(tái)整合不夠,制約品牌傳播整體的形成;景區(qū)價(jià)格上漲,未能有效溝通,影響旅游品牌的美譽(yù)度,消費(fèi)者心目中印象分下降等。要有針對(duì)性地解決這些問題,我們可運(yùn)用“4P”理論,通過產(chǎn)品策略、價(jià)格策略、渠道策略和促銷策略整合有效地解決“晉善晉美”旅游品牌傳播的問題。通過景點(diǎn)發(fā)掘保護(hù)、區(qū)域整合營(yíng)銷、加強(qiáng)基礎(chǔ)設(shè)施建設(shè)、注重旅游人才培養(yǎng)、拓展傳播渠道并整合傳播資源、策劃定期的大型活動(dòng)、影視劇同步上線等方面的策略,強(qiáng)化品牌基礎(chǔ),強(qiáng)化品牌傳播效果,并推動(dòng)山西旅游業(yè)繼續(xù)健康發(fā)展,最終走上可持續(xù)發(fā)展的道路。
[Abstract]:In the process of economic transformation, more and more attention has been paid to the tourism economy, and the competition of tourism is also increasing. In the competition of tourism development, the local tourism development tends to be more and more "brand" competition. Shanxi, as a big province of tourism resources in our country, has various and characteristic human and natural ecotourism resources. This is the foundation of its tourism brand building and spreading. Since the 21st century, many places have attached importance to the creation and dissemination of tourism brand, and Shanxi has also begun to take the road of tourism brand development. In 2011, Shanxi Province was based on the original brand. Clearly put forward the brand slogan of "Jin Shan and Jin Mei", and widely spread them on a large scale through various channels, such as tourist propaganda films, media propaganda and reports, large scale events and so on. Facts have proved that, Shanxi tourism brand communication has also achieved obvious results, not only the brand visibility and influence is obviously promoted, but also the development of tourism economy has been obviously promoted. Since 2011, the brand of "Jin Shan Jin Mei" has been put forward. The average annual growth rate of tourist reception in Shanxi is more than 20 percent; the tourist economic income has maintained a relatively good growth from 2010 to 56 on 2016, and the momentum is encouraging. The amount of tourism economic income has also increased from 108.35 billion yuan in 56 to 424.71 billion yuan in #date鈪，

本文編號(hào)：1596473