西祠网友婚博会整合营销传播策略研究

发布时间：2018-01-20 09:33

本文关键词： 西祠网友婚博会营销策略整合营销传播　出处：《南京师范大学》2013年硕士论文　论文类型：学位论文

【摘要】：西祠网友婚博会是婚博会的典范,其营销方式对国内会展营销有借鉴意义。通过主办方、参展商和消费者三者的良性互动,西祠网友婚博会在四年内获得了巨大的成功,其整合营销传播的理念在会展营销中具有指导意义。本文通过对西祠网友婚博会个案的研究,梳理了其营销方式的策略并对其前景进行了分析和探讨。本文分为五个部分。第一部分首先介绍了选题的意义和背景,其次对国内婚博会的现状进行了分析,并通过现状分析对婚博会的类型进行了梳理。最后就整合营销的理论进行了概述,主要包含其定义以及整合营销理念的要点。第二部分对西祠网友婚博会的现状进行了梳理。在简述了其作为研究婚博会的代表性后,针对其传播周期、传播策略进行了分析并总结了其整合营销传播的特点。第三部分是对西祠网友婚博会整合营销策略要素的分析。对主办方、参展商和消费者三个要素进行了整理和归纳。总结了作为主办方的西祠网的特点,分析了其网民的性别、年龄、职业等特征；概述了西祠花嫁频道的优势、核心理念和特点。最后,将作为其独特营销方式呈现载体的网络的优势和功能一一进行了分析。第四部分得出了西祠网友婚博会整合营销传播的策略。主要从婚博会的定位、办好西祠花嫁、抓住会展三个方面进行了分析。其中,会展的定位主要对会展模式的定位以及主体的互动关系两个层面展开了讨论。在后面两个传播形式的创新构建部分,主要探讨了其利用的口碑营销方式以及渠道营销模式。第五部分是对西祠网友婚博会整合营销传播的展望。主要包括对西祠网友婚博会本身的展望以及对国内会展营销的启示。在对其本身的展望部分,着重谈到了其线上线下相结合的方式的前景、其整合营销传播方式值得推进以及它所具有的局限性。在对会展营销的启示的部分,主要从提升发展理念、加快模式的转型升级以及配合宏观环境三个方面进行了阐述。
[Abstract]:Western Temple net friend wedding fair is the model of the wedding fair, its marketing method has reference significance to the domestic exhibition marketing. Through the organizers, exhibitors and consumers of the benign interaction among the three. Xici net friend wedding fair has been a great success in four years, its integrated marketing communication concept has guiding significance in mice marketing. This paper studies the case of Xici netizen wedding expo. Combing its marketing strategy and its prospects are analyzed and discussed. This paper is divided into five parts. The first part introduces the significance and background of the topic, and then analyzes the current situation of the wedding fair in China. Finally, the author summarizes the theory of integrated marketing, including its definition and the main points of the concept of integrated marketing. In the second part, the current situation of Xici netizens' wedding expo is combed. After a brief description of its representative as a study of the wedding expo, it aims at its dissemination cycle. The communication strategy is analyzed and the characteristics of integrated marketing communication are summarized. The third part is the analysis of the elements of integrated marketing strategy of Xici netizens' wedding expo. The three elements of organizers, exhibitors and consumers are sorted out and summarized, and the characteristics of Xichi net as the organizer are summarized. The gender, age, occupation and other characteristics of Internet users are analyzed. This paper summarizes the advantages, core concepts and characteristics of the Western Temple Flower Marriage Channel. Finally, the advantages and functions of the network, which is the carrier of its unique marketing mode, are analyzed one by one. In the 4th part, the author gets the strategy of integrating marketing and communication of Xici netizens' wedding expo. Mainly from the orientation of the wedding expo, the author makes an analysis of the three aspects of the wedding expo, that is, holding the wedding hall flower marriage, and grasping the exhibition and exhibition. The orientation of exhibition mainly discusses the orientation of the exhibition mode and the interaction of the subject. In the latter two parts of the innovative construction of the communication form. It mainly discusses the way of word-of-mouth marketing and channel marketing mode. The 5th part is the prospect of integrated marketing communication of Xici netizens' wedding fair. It mainly includes the outlook of Xichi netizens' wedding expo itself and the inspiration to domestic exhibition marketing. In the part of its own outlook. The paper emphatically discusses the prospect of the combination of the line and the line, the way of integrated marketing communication is worth promoting and its limitations. In the part of inspiration to exhibition marketing, it is mainly from the promotion of the concept of development. Speeding up the transformation and upgrading of the mode and coordination with the macro environment three aspects were elaborated.
【学位授予单位】：南京师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F713.83;F719

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