大西安旅游品牌整合营销传播研究
发布时间：2018-09-09 09:31
【摘要】：进入21世纪，世界逐渐走入了一个信息爆炸的时代，在这样的时代中，信息噪声变多变强，阻碍由信源发出的信息顺利到达信宿。旅游营销传播系统也不例外。认识到经济和非经济利益的重要性，许多国家和地区都在争相吸引大量的游客到自己的国家和地区。为了获得竞争优势，对旅游产品和旅游活动的品牌营销传播越来越得到重视。 一些传统的旅游信息营销手段已经明显不适合当今竞争激烈的旅游行业，旅游产品作为一种预消费产品，其旅游品牌的构建和推广显得尤为重要。整合营销传播（IMC）作为一种新的营销理念和方法，成为很多广告信息发布者的首选，究其原因，不外乎可以使广告营销信息形成合力，，以消费者立场来考虑营销活动的进程，突破各种噪音屏障，成功到达目标受众。 大西安是在政府主导下形成的以西安市区为中心的关中城市群，是我国区域发展战略的重要组成部分。本文以大西安为目标对象，从整合营销传播理论的视角，分析其近年来进行旅游品牌推广营销活动现状，并提出相应的营销传播策略建议，以提升其旅游品牌价值，推动大西安旅游业的发展，最终为整个关中区域的经济发展提供动力。其中，大西安的旅游品牌整合营销传播核心策略包括4C理论为基础，衍生出的满足游客和潜在游客的需求、降低旅游所需总成本、最大程度为游客提供便利、不断与游客进行良好沟通，以及整合运用各种传播渠道达到战术协调以维持传播信息的统一性等策略。
[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.
【学位授予单位】：四川省社会科学院
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：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.
【学位授予单位】：四川省社会科学院
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F592.7
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