大西安旅游品牌整合營銷傳播研究
發(fā)布時間：2018-09-09 09:31
【摘要】：進入21世紀，世界逐漸走入了一個信息爆炸的時代，在這樣的時代中，信息噪聲變多變強，阻礙由信源發(fā)出的信息順利到達信宿。旅游營銷傳播系統(tǒng)也不例外。認識到經濟和非經濟利益的重要性，許多國家和地區(qū)都在爭相吸引大量的游客到自己的國家和地區(qū)。為了獲得競爭優(yōu)勢，對旅游產品和旅游活動的品牌營銷傳播越來越得到重視。 一些傳統(tǒng)的旅游信息營銷手段已經明顯不適合當今競爭激烈的旅游行業(yè)，旅游產品作為一種預消費產品，其旅游品牌的構建和推廣顯得尤為重要。整合營銷傳播（IMC）作為一種新的營銷理念和方法，成為很多廣告信息發(fā)布者的首選，究其原因，不外乎可以使廣告營銷信息形成合力，，以消費者立場來考慮營銷活動的進程，突破各種噪音屏障，成功到達目標受眾。 大西安是在政府主導下形成的以西安市區(qū)為中心的關中城市群，是我國區(qū)域發(fā)展戰(zhàn)略的重要組成部分。本文以大西安為目標對象，從整合營銷傳播理論的視角，分析其近年來進行旅游品牌推廣營銷活動現(xiàn)狀，并提出相應的營銷傳播策略建議，以提升其旅游品牌價值，推動大西安旅游業(yè)的發(fā)展，最終為整個關中區(qū)域的經濟發(fā)展提供動力。其中，大西安的旅游品牌整合營銷傳播核心策略包括4C理論為基礎，衍生出的滿足游客和潛在游客的需求、降低旅游所需總成本、最大程度為游客提供便利、不斷與游客進行良好溝通，以及整合運用各種傳播渠道達到戰(zhàn)術協(xié)調以維持傳播信息的統(tǒng)一性等策略。
[Abstract]:In the 21st century, the world has gradually entered an era of information explosion. In such an era, the information noise becomes more and more strong, which hinders the information from the information source to reach the destination smoothly. Tourism marketing communication system is no exception. Recognizing the importance of economic and non-economic interests, many countries and regions are competing to attract a large number of tourists to their own countries and regions. In order to gain the competitive advantage, more and more attention has been paid to the brand marketing of tourism products and activities. Some traditional means of tourism information marketing are obviously not suitable for today's competitive tourism industry. As a pre-consumer product, the construction and promotion of tourism brand is particularly important. As a new marketing concept and method, integrated marketing communication (IMC) has become the first choice for many advertising information publishers. The reason is that it can make advertising marketing information form a joint force and consider the process of marketing activities from the standpoint of consumers. Break through all kinds of noise barriers and reach the target audience successfully. Grand Xi'an is a Guanzhong urban agglomeration formed under the guidance of the government. It is an important part of the regional development strategy of our country. This article takes Grand Xi'an as the target object, from the angle of integrated marketing communication theory, analyzes the current situation of tourism brand promotion and marketing activities in recent years, and puts forward the corresponding marketing communication strategy suggestions in order to enhance its tourism brand value. Promote the development of tourism in Grand Xi'an, and ultimately provide a driving force for the economic development of the whole Guanzhong region. Among them, the core strategy of integrated marketing and communication of tourism brand in Grand Xi'an includes 4C theory, which is derived to meet the needs of tourists and potential tourists, to reduce the total cost of tourism, and to provide maximum convenience for tourists. Communication with tourists and integration of various communication channels to achieve tactical coordination to maintain the unity of information dissemination and other strategies.
【學位授予單位】：四川省社會科學院
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F592.7
[Abstract]:In the 21st century, the world has gradually entered an era of information explosion. In such an era, the information noise becomes more and more strong, which hinders the information from the information source to reach the destination smoothly. Tourism marketing communication system is no exception. Recognizing the importance of economic and non-economic interests, many countries and regions are competing to attract a large number of tourists to their own countries and regions. In order to gain the competitive advantage, more and more attention has been paid to the brand marketing of tourism products and activities. Some traditional means of tourism information marketing are obviously not suitable for today's competitive tourism industry. As a pre-consumer product, the construction and promotion of tourism brand is particularly important. As a new marketing concept and method, integrated marketing communication (IMC) has become the first choice for many advertising information publishers. The reason is that it can make advertising marketing information form a joint force and consider the process of marketing activities from the standpoint of consumers. Break through all kinds of noise barriers and reach the target audience successfully. Grand Xi'an is a Guanzhong urban agglomeration formed under the guidance of the government. It is an important part of the regional development strategy of our country. This article takes Grand Xi'an as the target object, from the angle of integrated marketing communication theory, analyzes the current situation of tourism brand promotion and marketing activities in recent years, and puts forward the corresponding marketing communication strategy suggestions in order to enhance its tourism brand value. Promote the development of tourism in Grand Xi'an, and ultimately provide a driving force for the economic development of the whole Guanzhong region. Among them, the core strategy of integrated marketing and communication of tourism brand in Grand Xi'an includes 4C theory, which is derived to meet the needs of tourists and potential tourists, to reduce the total cost of tourism, and to provide maximum convenience for tourists. Communication with tourists and integration of various communication channels to achieve tactical coordination to maintain the unity of information dissemination and other strategies.
【學位授予單位】：四川省社會科學院
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F592.7
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