基于SWOT分析的拉薩旅游城市品牌整合營(yíng)銷傳播
發(fā)布時(shí)間：2018-10-21 10:43
【摘要】： 旅游是一種預(yù)消費(fèi)產(chǎn)品。消費(fèi)者不能像傳統(tǒng)型的消費(fèi)活動(dòng)一樣可以直觀地挑選商品并在付款后形成快速消費(fèi)。因此購(gòu)買過(guò)程中旅游產(chǎn)品的品牌對(duì)消費(fèi)者購(gòu)買決策的影響尤為重要。在當(dāng)今激烈的旅游市場(chǎng)競(jìng)爭(zhēng)中,形象塑造已成為旅游目的地占領(lǐng)市場(chǎng)制高點(diǎn)的關(guān)鍵。如何塑造旅游品牌和形象并向消費(fèi)者充分有效地傳播,成為目前旅游業(yè)亟待解決的問(wèn)題之一。 拉薩作為一個(gè)高原城市，是一具有特殊地域類型的旅游城市。旅游業(yè)作為拉薩經(jīng)濟(jì)發(fā)展的主力，具有廣闊發(fā)展前景，目的地品牌化正是拉薩城市旅游發(fā)展的必由之路。 本文的拉薩旅游品牌整合營(yíng)銷分四步進(jìn)行：一、通過(guò)對(duì)拉薩旅游業(yè)打造品牌的條件進(jìn)行SWOT分析，總結(jié)出拉薩打造旅游品牌的有利條件及應(yīng)該加強(qiáng)的軟硬件。二、對(duì)拉薩旅游品牌進(jìn)行定位，即通過(guò)對(duì)拉薩城市形象的“地格”進(jìn)行分析，包括都市自然地理特征、城市歷史文化特征、民俗風(fēng)情因素的研究，以及拉薩旅游客源市場(chǎng)的受眾調(diào)查這三方面的因素的綜合分析。識(shí)別、提煉出拉薩市旅游形象的主導(dǎo)性特征。從旅游市場(chǎng)角度而言，則是為了讓拉薩市在旅游市場(chǎng)中具有鮮明的個(gè)性身份識(shí)別，，在同其它都市的競(jìng)爭(zhēng)中突顯出來(lái)。三、對(duì)拉薩旅游品牌進(jìn)行包裝——CIS設(shè)計(jì)，得出形象具體的旅游品牌——“高原明珠，雪域圣地”。四、拉薩旅游品牌的營(yíng)銷及售后服務(wù)管理。 由于旅游業(yè)自身的特殊原因，需要政府全力主導(dǎo)旅游目的地整體營(yíng)銷。硬環(huán)境改造與軟環(huán)境提升，是增強(qiáng)拉薩城市旅游綜合吸引力和競(jìng)爭(zhēng)力的重要途徑。旅游品牌營(yíng)銷就是調(diào)動(dòng)整個(gè)都市旅游要素協(xié)同實(shí)現(xiàn)旅游發(fā)展目標(biāo)的過(guò)程。 本篇論文的主要成果體現(xiàn)在： 1.針對(duì)目前拉薩市尚缺乏獨(dú)特鮮明、個(gè)性化的品牌的弊端，運(yùn)用CIS戰(zhàn)略對(duì)拉薩市旅游形象進(jìn)行了設(shè)計(jì)，因此現(xiàn)實(shí)性和實(shí)用性是本文的特色之一。 2.通過(guò)對(duì)拉薩旅游前景的SWOT分析,對(duì)拉薩旅游品牌構(gòu)建進(jìn)行了可行性和必要性分析。 3.對(duì)拉薩旅游品牌從定位、包裝、營(yíng)銷、售后服務(wù)管理四個(gè)方面進(jìn)行整合營(yíng)銷。
[Abstract]:Tourism is a pre-consumer product. Consumers cannot choose goods intuitively and spend quickly after payment, as traditional consumption activities do. Therefore, the influence of the brand of tourism products on consumers' purchase decision is particularly important. In the fierce competition of tourism market nowadays, image shaping has become the key of tourism destination to occupy the commanding point of market. How to mold the tourism brand and image and spread it to consumers effectively becomes one of the problems to be solved urgently. As a plateau city, Lhasa is a tourist city with special regional types. As the main force of Lhasa's economic development, tourism has a broad development prospect, and destination branding is the only way to Lhasa's tourism development. The integrated marketing of Lhasa tourism brand is divided into four steps: first, through the SWOT analysis of the conditions of Lhasa tourism brand building, summed up the advantages of Lhasa tourism brand and the software and hardware that should be strengthened. Second, the positioning of Lhasa tourism brand, that is, through the analysis of the city image of Lhasa, including the urban natural geographical characteristics, the historical and cultural characteristics of the city, the factors of folk customs and amorous feelings. As well as the Lhasa tourist source market audience survey these three aspects of comprehensive analysis of factors. Identify and refine the dominant features of Lhasa's tourist image. From the point of view of tourism market, Lhasa has a distinct identity recognition in the tourism market, which is highlighted in the competition with other cities. Third, packaging Lhasa tourism brand-CIS design, the image of the specific tourism brand-"Plateau Pearl, Snow Land Holy Land." Fourth, Lhasa tourism brand marketing and after-sales service management. Due to the special reasons of tourism itself, the government needs to lead the overall marketing of tourism destinations. The improvement of hard environment and soft environment is an important way to enhance the comprehensive attraction and competitiveness of Lhasa city tourism. Tourism brand marketing is the process of mobilizing the whole urban tourism elements to achieve the goal of tourism development. The main achievements of this paper are as follows: 1. In view of the shortage of unique and individualized brand in Lhasa at present, the tourism image of Lhasa is designed by using CIS strategy, so reality and practicability are one of the characteristics of this paper. Based on the SWOT analysis of Lhasa tourism prospect, the feasibility and necessity of constructing Lhasa tourism brand are analyzed. Lhasa tourism brand from positioning, packaging, marketing, after-sales service management four aspects of integrated marketing.
【學(xué)位授予單位】：天津大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：F592.7
[Abstract]:Tourism is a pre-consumer product. Consumers cannot choose goods intuitively and spend quickly after payment, as traditional consumption activities do. Therefore, the influence of the brand of tourism products on consumers' purchase decision is particularly important. In the fierce competition of tourism market nowadays, image shaping has become the key of tourism destination to occupy the commanding point of market. How to mold the tourism brand and image and spread it to consumers effectively becomes one of the problems to be solved urgently. As a plateau city, Lhasa is a tourist city with special regional types. As the main force of Lhasa's economic development, tourism has a broad development prospect, and destination branding is the only way to Lhasa's tourism development. The integrated marketing of Lhasa tourism brand is divided into four steps: first, through the SWOT analysis of the conditions of Lhasa tourism brand building, summed up the advantages of Lhasa tourism brand and the software and hardware that should be strengthened. Second, the positioning of Lhasa tourism brand, that is, through the analysis of the city image of Lhasa, including the urban natural geographical characteristics, the historical and cultural characteristics of the city, the factors of folk customs and amorous feelings. As well as the Lhasa tourist source market audience survey these three aspects of comprehensive analysis of factors. Identify and refine the dominant features of Lhasa's tourist image. From the point of view of tourism market, Lhasa has a distinct identity recognition in the tourism market, which is highlighted in the competition with other cities. Third, packaging Lhasa tourism brand-CIS design, the image of the specific tourism brand-"Plateau Pearl, Snow Land Holy Land." Fourth, Lhasa tourism brand marketing and after-sales service management. Due to the special reasons of tourism itself, the government needs to lead the overall marketing of tourism destinations. The improvement of hard environment and soft environment is an important way to enhance the comprehensive attraction and competitiveness of Lhasa city tourism. Tourism brand marketing is the process of mobilizing the whole urban tourism elements to achieve the goal of tourism development. The main achievements of this paper are as follows: 1. In view of the shortage of unique and individualized brand in Lhasa at present, the tourism image of Lhasa is designed by using CIS strategy, so reality and practicability are one of the characteristics of this paper. Based on the SWOT analysis of Lhasa tourism prospect, the feasibility and necessity of constructing Lhasa tourism brand are analyzed. Lhasa tourism brand from positioning, packaging, marketing, after-sales service management four aspects of integrated marketing.
【學(xué)位授予單位】：天津大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：F592.7
【引證文獻(xiàn)】
相關(guān)碩士學(xué)位論文 前2條
1 李s
本文編號(hào)：2284851
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