本文選題：寶峰湖 + 整合營(yíng)銷(xiāo)傳播��； 參考：《湖南大學(xué)》2012年碩士論文

【摘要】：近年來(lái)隨著旅游業(yè)的快速發(fā)展，各地紛紛興建旅游景區(qū)。在激烈的市場(chǎng)競(jìng)爭(zhēng)中，如何通過(guò)營(yíng)銷(xiāo)傳播有效的吸引游客，成功創(chuàng)建自身品牌，是各旅游景區(qū)面臨的難題。整合營(yíng)銷(xiāo)傳播理論是近年來(lái)較為熱門(mén)的研究，也是實(shí)戰(zhàn)型極強(qiáng)的操作性理論。本文選擇張家界寶峰湖旅游實(shí)業(yè)發(fā)展有限公司旗下的寶峰湖旅游景點(diǎn)作為具體研究對(duì)象，通過(guò)理論分析與實(shí)踐結(jié)合的方法，試圖為其優(yōu)化設(shè)計(jì)整合營(yíng)銷(xiāo)傳播策略，以此增強(qiáng)景區(qū)品牌競(jìng)爭(zhēng)力。 公司分別從宏觀環(huán)境、景點(diǎn)特色、行業(yè)競(jìng)爭(zhēng)、游客旅游行為和營(yíng)銷(xiāo)傳播媒介環(huán)境五方面分析景區(qū)所處的環(huán)境，結(jié)合對(duì)公司現(xiàn)有營(yíng)銷(xiāo)傳播策略的分析，發(fā)現(xiàn)其存在市場(chǎng)定位不明確，營(yíng)銷(xiāo)傳播策略缺乏有效整合等問(wèn)題�；谶@些問(wèn)題，公司重新細(xì)分市場(chǎng)、選擇目標(biāo)市場(chǎng)以及進(jìn)行營(yíng)銷(xiāo)傳播定位。 在營(yíng)銷(xiāo)傳播定位基礎(chǔ)上，公司通過(guò)對(duì)寶峰湖旅游景點(diǎn)整合營(yíng)銷(xiāo)傳播目標(biāo)的設(shè)計(jì)，，分別設(shè)計(jì)出廣告、人員推銷(xiāo)、營(yíng)業(yè)推廣和公共關(guān)系的整合目標(biāo)，進(jìn)而設(shè)計(jì)各自整合策略。其中廣告整合策略分別從廣告訴求、廣告媒介和廣告活動(dòng)進(jìn)行整合設(shè)計(jì)；人員推銷(xiāo)著重推銷(xiāo)信息的一致性以及推銷(xiāo)形式的組合；營(yíng)業(yè)推廣關(guān)注目標(biāo)市場(chǎng)游客以及中間商，同時(shí)充分考慮推廣時(shí)間的組合；公共關(guān)系根據(jù)不同的客體采用不同的營(yíng)銷(xiāo)傳播策略�；谏鲜龇治�，公司引入企業(yè)形象識(shí)別系統(tǒng)并對(duì)促銷(xiāo)組合進(jìn)行選擇。本文最后采用一系列保障措施確保整合營(yíng)銷(xiāo)傳播策略順利完成，包括傳播費(fèi)用優(yōu)化控制、傳播效果評(píng)估、營(yíng)銷(xiāo)組織機(jī)構(gòu)優(yōu)化建設(shè)、完善營(yíng)銷(xiāo)傳播硬件設(shè)施建設(shè)與建立游客資料數(shù)據(jù)庫(kù)。
[Abstract]:In recent years, with the rapid development of tourism, tourist attractions have been built all over the country. In the fierce market competition, how to attract tourists effectively through marketing communication and establish their own brand successfully is a difficult problem that each scenic spot faces. Integrated marketing communication theory is a hot research in recent years, but also a strong operational theory. This paper chooses Baofeng Lake tourist attractions of Zhangjiajie Baofeng Lake Tourism Industry Development Co., Ltd. as the specific research object. Through the method of combining theory analysis with practice, this paper tries to optimize the design of integrated marketing communication strategy for Baofeng Lake Tourism Industry Development Co., Ltd. In order to enhance the competitiveness of the scenic brand. The company analyzes the environment of the scenic spot from five aspects: macroscopic environment, scenic spot characteristic, industry competition, tourist behavior and marketing media environment, combining with the analysis of the company's existing marketing communication strategy. It is found that there are some problems such as unclear market positioning and lack of effective integration of marketing communication strategies. Based on these problems, the company reclassifies the market, selects the target market and carries on the marketing dissemination localization. On the basis of marketing communication orientation, the company designs the integrated marketing communication target of Baofeng Lake tourist attractions, and designs the integrated target of advertising, personnel marketing, business promotion and public relations respectively, and then designs their respective integration strategies. Advertising integration strategies are designed from advertising appeal, advertising media and advertising activities respectively; personnel marketing focuses on the consistency of marketing information and the combination of marketing forms; business promotion focuses on tourists and middlemen in the target market. At the same time, full consideration is given to the combination of extension time; public relations adopt different marketing communication strategies according to different objects. Based on the above analysis, the company introduced the corporate image identification system and selected the promotion portfolio. Finally, this paper adopts a series of safeguard measures to ensure the successful completion of integrated marketing communication strategy, including communication cost optimization control, communication effect evaluation, marketing organization optimization and construction. Improve the construction of marketing communication hardware facilities and establish tourist information database.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類(lèi)號(hào)】：F274;F592.6

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 鄺金麗;;中原城市群區(qū)域旅游整合營(yíng)銷(xiāo)傳播策略研究[J];商業(yè)研究;2008年03期

2 鄧明艷;羅佳明;;英國(guó)旅游目的地網(wǎng)絡(luò)營(yíng)銷(xiāo)信息特征及啟示[J];商業(yè)研究;2008年04期

3 朱孔山;;旅游整合營(yíng)銷(xiāo)內(nèi)容范疇探討[J];商業(yè)研究;2009年03期

4 朱孔山;高秀英;;旅游目的地公共營(yíng)銷(xiāo)組織整合與構(gòu)建[J];東岳論叢;2010年08期

5 張勇,鄭品海,黃沛;美國(guó)電影的整合營(yíng)銷(xiāo)傳播體系[J];電影藝術(shù);2003年04期

6 劉雅;;香港旅游業(yè)推廣的整合營(yíng)銷(xiāo)傳播研究[J];桂林旅游高等專(zhuān)科學(xué)校學(xué)報(bào);2008年01期

7 朱紅亮;李振國(guó);;整合營(yíng)銷(xiāo)傳播及其管理要義[J];河北學(xué)刊;2009年02期

8 胡雁;徐立娣;;旅游目的地的整合營(yíng)銷(xiāo)策略探析[J];沈陽(yáng)航空工業(yè)學(xué)院學(xué)報(bào);2005年06期

9 鄺金麗;;一體化框架下鄭汴旅游資源的整合[J];經(jīng)濟(jì)經(jīng)緯;2007年04期

10 謝暉;保繼剛;;旅游行為中的性別差異研究[J];旅游學(xué)刊;2006年01期

本文編號(hào)：1844029