本文選題：紅色旅游品牌 + 網(wǎng)絡(luò)傳播��； 參考：《復(fù)旦大學(xué)》2012年碩士論文

【摘要】：2004年以來,在中央政府的直接引導(dǎo)和推動下,紅色旅游發(fā)展很快,已成為廣大游客主流的旅游消費(fèi)取向和旅游品牌,并且國際化趨勢日益明顯。在學(xué)術(shù)領(lǐng)域,紅色旅游的理論研究日漸高漲,但就當(dāng)前而言,其研究廣度與理論深度相對有限,并且現(xiàn)有的學(xué)術(shù)成果主要體現(xiàn)在紅色旅游的資源開發(fā)領(lǐng)域和經(jīng)濟(jì)應(yīng)用領(lǐng)域,對紅色旅游的其他角度如品牌、傳播等涉及不足。 紅色旅游品牌傳播,是促進(jìn)紅色旅游發(fā)展的重要手段。井岡山紅色旅游作為中國紅色旅游的樣板和中國紅色旅游市場的領(lǐng)軍品牌,其品牌傳播研究,對中國紅色旅游品牌傳播具有借鑒意義。筆者通過對品牌傳播學(xué)中的USP理論、品牌形象理論、“擬態(tài)環(huán)境”理論、5W傳播模式,以及AISAS理論等基礎(chǔ)理論的深入認(rèn)識,將井岡山紅色旅游的品牌傳播,放在傳播運(yùn)動構(gòu)成的各個環(huán)節(jié)、流程和要素中去進(jìn)行研究,力圖探索出一套井岡山紅色旅游品牌傳播的策略、技術(shù)與方法,具體包括：井岡山紅色旅游品牌是如何開展的、其品牌特征是什么?井岡山紅色旅游品牌傳播的現(xiàn)狀如何、取得了什么成績、存在哪些不足、努力的方向?井岡山紅色旅游品牌傳播的路徑如何選擇、為什么要進(jìn)行網(wǎng)絡(luò)傳播?井岡山紅色旅游品牌的網(wǎng)絡(luò)傳播如何進(jìn)行?在網(wǎng)絡(luò)時代,井岡山紅色旅游品牌為什么要進(jìn)行輿情管理?輿情管理如何做? 通過對井岡山紅色旅游品牌傳播現(xiàn)狀的考察,筆者認(rèn)為,當(dāng)下井岡山紅色旅游品牌傳播,存有以下六大誤區(qū)：由紅色文化主旋律的認(rèn)識不足而導(dǎo)致的內(nèi)在傳播動力的缺失、紅色文化核心價(jià)值與市場宣傳之間的斷層、紅色文化傳播的“教條主義”傾向、簡單套用西方傳播理論、紅色旅游品牌宣傳片面關(guān)注產(chǎn)品本身的特點(diǎn)、紅色文化傳播民間參與不足等,這些誤區(qū)在紅色旅游品牌傳播中具有普遍性。在結(jié)合當(dāng)前傳播環(huán)境、傳播趨勢分析和對井岡山紅色旅游品牌關(guān)注度進(jìn)行百度搜索引擎數(shù)據(jù)調(diào)查的基礎(chǔ)上,提出了井岡山紅色旅游品牌傳播網(wǎng)絡(luò)化和傳播策略化的核心觀點(diǎn),并為紅色旅游品牌傳播提出了五條具普適意義的解決方案,分別是：基于互聯(lián)網(wǎng)時代的消費(fèi)特點(diǎn)整合傳播資源、基于消費(fèi)者的消費(fèi)規(guī)律規(guī)劃傳播過程、構(gòu)建井岡山紅色旅游品牌網(wǎng)絡(luò)傳播的實(shí)戰(zhàn)矩陣、展現(xiàn)個性化的主題和構(gòu)建井岡山紅色旅游品牌傳播的輿情管理機(jī)制。這些觀點(diǎn)與策略,對構(gòu)建現(xiàn)代中國紅色旅游品牌的傳播模式具有較強(qiáng)的指導(dǎo)作用。
[Abstract]:Since 2004, with the direct guidance and promotion of the central government, red tourism has developed rapidly, and has become the mainstream of tourist consumption and tourism brand, and the trend of internationalization is becoming more and more obvious. In the academic field, the theoretical research of red tourism is rising day by day, but at present, its research breadth and theoretical depth are relatively limited, And the existing academic achievements are mainly reflected in the development and economic application of red tourism, and the other aspects of red tourism, such as brand and communication, are not enough.
The spread of red tourism brand is an important means to promote the development of red tourism. As a model of Chinese red tourism and the leading brand of China's red tourism market, Jinggangshan red tourism has a reference to the spread of the red tourism brand in China. The author has passed the USP theory and brand image of the brand communication. The theory, the "mimicry environment" theory, the 5W communication model, and the basic theory of the AISAS theory, will spread the red tourism brand in Jinggangshan, put it in every link, process and elements of the communication movement, and try to find out a set of strategies, techniques, methods and specific packages for the spread of Jinggangshan red tourism brand. Jinggangshan red tourism brand is how to carry out, what is its brand characteristics? What is the status of the spread of Jinggangshan red tourism brand, what achievements have been achieved, what are the shortcomings and the direction of efforts? How to choose the route of the spread of Jinggangshan red tourism brand, what should be carried out on the network? Jinggangshan red tourism brand How to carry out network communication? In the Internet age, why should the red tourism brand of Jinggangshan carry out public opinion management and how to manage public opinion?
Through the investigation of the current status of Jinggangshan red tourism brand communication, the author holds that there are six major misunderstandings in the spread of the red tourism brand in Jinggangshan: the lack of the internal communication power caused by the lack of the recognition of the red culture main melody, the fault between the core value of the red culture and the propaganda of the market, and the "teaching of the red culture" The tendency of "stripe doctrine" is to simply apply the western communication theory, and the red tourism brand publicize the characteristics of the product unilaterally, and the red culture disseminates the insufficiency of the folk participation. These misunderstandings are universal in the spread of the red tourism brand. In combination with the current communication environment, the trend analysis and the attention to the red tourism brand in Jinggangshan are spread. On the basis of the data survey of Baidu search engine, this paper puts forward the core view of Jinggangshan red tourism brand communication network and communication strategy, and puts forward five universal solutions for the spread of red tourism brand, which are based on the consumption characteristics of the Internet age to integrate the communication resources and the consumer's consumption. The law planning communication process, constructing the real battle matrix of Jinggangshan red tourism brand network communication, displaying the personalized theme and constructing the public opinion management mechanism of Jinggangshan red tourism brand communication. These ideas and strategies have a strong guiding role for the construction of the modern Chinese red tourism brand.
【學(xué)位授予單位】：復(fù)旦大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F592.7

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本文編號：2020412