本文選題：武鄉(xiāng)縣　切入點(diǎn)：八路軍文化　出處：《上海師范大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：改革開放以后,隨著經(jīng)濟(jì)的快速發(fā)展,人們生活水平逐漸提高,休閑旅游成為人們豐富精神生活的一種方式,我國(guó)旅游業(yè)進(jìn)入蓬勃發(fā)展時(shí)期。旅游業(yè)作為第三產(chǎn)業(yè)具有經(jīng)濟(jì)效益好、環(huán)境污染小等優(yōu)點(diǎn),成為各地政府大力發(fā)展的產(chǎn)業(yè)。山西省武鄉(xiāng)縣,距今已有7800年的歷史�？谷諔�(zhàn)爭(zhēng)時(shí)期,武鄉(xiāng)是八路軍總部所在地,在戰(zhàn)略上占有重要地位。改革開放之后,武鄉(xiāng)由于位于山區(qū),交通不便,革命老區(qū)成了需要依靠國(guó)家財(cái)政扶持的“窮老區(qū)”。進(jìn)入2000年,武鄉(xiāng)開始挖掘紅色旅游資源,經(jīng)過近十年的發(fā)展,打造了八路軍紅色文化旅游品牌,帶動(dòng)了城市發(fā)展及城鎮(zhèn)化建設(shè)。為此,本文以品牌傳播理論為指導(dǎo),運(yùn)用文獻(xiàn)分析法、實(shí)地調(diào)查等方法,通過對(duì)武鄉(xiāng)的歷史特點(diǎn)與社會(huì)現(xiàn)實(shí)情況進(jìn)行分析,分析武鄉(xiāng)品牌傳播的絕對(duì)優(yōu)勢(shì),并對(duì)八路軍文化品牌整合營(yíng)銷傳播進(jìn)行研究,找到對(duì)同類紅色文旅游化品牌營(yíng)銷的借鑒之處,并對(duì)武鄉(xiāng)縣文化品牌營(yíng)銷提出可行性建議。本文以武鄉(xiāng)縣為分析樣本,筆者多次去到武鄉(xiāng)縣實(shí)地調(diào)查,掌握了武鄉(xiāng)縣近些年來八路軍文化旅游品牌營(yíng)銷的詳細(xì)情況。本文主要是基于品牌營(yíng)銷理論,對(duì)武鄉(xiāng)縣八路軍文化旅游品牌傳播現(xiàn)狀進(jìn)行系統(tǒng)分析研究。通過對(duì)武鄉(xiāng)縣品牌營(yíng)銷的研究分析,得到了以下結(jié)果:(1)武鄉(xiāng)縣品牌定位以八路軍文化為核心,具有比較競(jìng)爭(zhēng)力優(yōu)勢(shì)。從歷史文化方面分析武鄉(xiāng)縣的絕對(duì)優(yōu)勢(shì)資源,八路軍文化是武鄉(xiāng)縣的絕對(duì)優(yōu)勢(shì)資源,品牌營(yíng)銷將其作為定位基礎(chǔ),以此展開營(yíng)銷活動(dòng);武鄉(xiāng)縣文化品牌營(yíng)銷方法多樣,整合營(yíng)銷是主要營(yíng)銷手段;武鄉(xiāng)縣舉辦八路軍文化旅游節(jié),通過節(jié)慶活動(dòng)來營(yíng)銷文化品牌。(2)武鄉(xiāng)縣八路軍文化品牌營(yíng)銷既有成功之處,同時(shí)也有不足之處,并提出武鄉(xiāng)縣旅游品牌營(yíng)銷可行性建議。武鄉(xiāng)縣成功經(jīng)驗(yàn)有文化品牌營(yíng)銷具有對(duì)外協(xié)同;搭乘山西省旅游宣傳順風(fēng)車。武鄉(xiāng)縣文化品牌營(yíng)銷建議:應(yīng)增強(qiáng)文化品牌營(yíng)銷故事性;制定統(tǒng)一形象宣傳口號(hào);實(shí)施文化品牌營(yíng)銷“走出去”策略;加強(qiáng)人才的引進(jìn)和培養(yǎng);增強(qiáng)品牌營(yíng)銷過程中的全民參與;增加影視劇植入式營(yíng)銷。通過武鄉(xiāng)縣八路軍文化旅游品牌營(yíng)銷的再設(shè)計(jì),對(duì)武鄉(xiāng)縣有一定借鑒意義。改革開放后,許多革命老區(qū)都已成為貧困地區(qū),武鄉(xiāng)縣的發(fā)展經(jīng)驗(yàn)可以為其他老命老區(qū)提供一定借鑒經(jīng)驗(yàn),有助于其轉(zhuǎn)型發(fā)展。
[Abstract]:After the reform and opening up, with the rapid development of the economy, people's living standards have gradually improved. Leisure tourism has become a way for people to enrich their spiritual life. China's tourism industry has entered a period of vigorous development. As a tertiary industry, tourism has the advantages of good economic benefits and small environmental pollution, and has become an industry vigorously developed by local governments. Wuxiang County, Shanxi Province, During the War of Resistance against Japan, Wuxiang was the seat of the headquarters of the eighth Route Army and held an important strategic position. After the reform and opening up, Wuxiang was located in mountainous areas, and transportation was not convenient. The old revolutionary areas have become "poor old areas" that need to rely on state financial support. In 2000, Wuxiang began to excavate red tourism resources. After nearly a decade of development, it created the eighth Route Army Red Culture Tourism Brand. This paper, guided by the theory of brand communication, uses the methods of literature analysis and field investigation to analyze the historical characteristics and social reality of Wuxiang. This paper analyzes the absolute advantages of brand communication in Wuxiang, studies the integrated marketing communication of the eighth Route Army's cultural brand, and finds out the reference points for the similar tourism brand marketing in the same kind of red text. This paper takes Wuxiang County as an analysis sample, and the author goes to Wuxiang County many times to investigate. Has grasped the Wuxiang county in recent years the eighth Route Army cultural tourism brand marketing detailed situation. This article is mainly based on the brand marketing theory, This paper makes a systematic analysis and research on the present situation of the cultural tourism brand communication of the eighth Route Army in Wuxiang County. Through the research and analysis of the brand marketing in Wuxiang County, the following results are obtained: 1) the core of the brand positioning of Wuxiang County is the eighth Route Army culture. Analyzing the absolute advantage resources of Wuxiang County from the aspect of history and culture, the culture of the eighth Route Army is the absolute advantage resource of Wuxiang County, and brand marketing takes it as the basis of positioning to carry out marketing activities; Wuxiang County cultural brand marketing methods are diverse, integrated marketing is the main means of marketing; Wuxiang County held the eighth Route Army Culture Tourism Festival, through festival activities to marketing cultural brand. 2) Wuxiang County eighth Route Army cultural brand marketing has been successful. At the same time, there are also shortcomings, and put forward the feasibility of tourism brand marketing in Wuxiang County. The suggestion of cultural brand marketing in Wuxiang county is to strengthen the story of cultural brand marketing; to formulate the slogan of unified image propaganda; to carry out the strategy of "going out" for cultural brand marketing; to strengthen the introduction and cultivation of talents; Strengthen the whole people's participation in the process of brand marketing, increase the marketing of film and TV drama implantation. Through the redesign of the cultural tourism brand marketing of the eighth Route Army of Wuxiang County, it has certain reference significance to Wuxiang County. After the reform and opening up, Many old revolutionary areas have become poor areas, the development experience of Wuxiang County can provide some experience for other old old areas, and help its transformation and development.
【學(xué)位授予單位】：上海師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F592.7

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 劉天f，

本文編號(hào)：1572046