廊坊日报社开发会展旅游项目营销策略的研究

发布时间：2018-04-06 07:22

本文选题：廊坊日报社　切入点：会展旅游　出处：《广西师范大学》2017年硕士论文

【摘要】：中国广告协会报刊分会和央视市场研究媒介智讯共同发布的《中国报纸广告市场分析报告》显示,2015年度报纸广告位列传统媒体降幅首位,达35.4%,其广告占版面积即广告资源量也大幅下降,达37.9%。35.4%的降幅,再次验证了国内报纸广告“断崖式”下滑的基本特征。报业广告连续五年来下滑,毋庸置疑,报纸广告经营正经历历史上最艰难的发展时期。探求原因,可以看到通讯信息技术的快速发展,互联网、移动网络的普及,在传播手段和传播方式改变的同时,社会资源和市场资源配置方式也发生变化。当下,传播技术的发展带来企业营销推广方式的变革。传统报纸抱守单一的广告,已远远不能满足企业开展营销推广的需要。在传统媒体特别是纸质媒体的经营实践中,突破单一广告的经营模式,全国各地媒体近几年普遍探索跨行业、多元化发展的经营转型之路。而会展旅游作为集商务活动、会议展示、观光旅游为一体的新兴朝阳产业,近年来高速增长,目前在全球成为旅游业中越来越闪亮耀眼的部分,在我国也获得了前所未有的发展。近年来,在广告经营活动实践中,凭借拥有先天的媒体宣传、广告客户资源等优势,举办活动特别是会展旅游活动带动广告,成为国内很多报社自发的实践。一些报社还将会展旅游产业规划为独立的产业大力发展,并取得了一定成效。廊坊日报社在近年来的经营实践中,每年举办会议、展览、节事等多项会展旅游活动,抑制了报纸广告的下滑,报社整体经营业绩呈现增长。本文通过探讨会展旅游及会展旅游项目营销的基础理论,明确会展旅游概念、会展旅游类型和特点,分析了报业与会展旅游的联系和地方报社拓展会展旅游及意义,并对会展旅游项目营销概念和国内外研究做了相应的论述。通过开展访谈、问卷等多种形式的调查,对廊坊日报社开发会展旅游项目的环境、现状进行了细致的调研和分析,运用4P理论对报社开发会展旅游项目存在的营销问题进行了深入分析,得出目前廊坊日报社开展会展旅游取得了宝贵经验,也存在着不容忽视的问题。本文跳出廊坊区域限制,将其放在京津冀协同发展的大背景下,对廊坊日报社发展会展旅游开展SWOT分析,得出廊坊日报社发展会展旅游产业具有独特的优势,发展会展旅游产业大有可为,当然也还存在一些不足。本文运用目标市场营销、差异化营销、4P营销、服务营销、关系营销、品牌营销、网络营销、绿色营销等多种营销理论,探讨廊坊日报社进一步开发会展旅游项目的营销策略。文章以提升廊坊日报社开发会展旅游项目的经营效率为首要目标,在廊坊日报社开发会展旅游项目营销对策的章节中提出,廊坊日报社立足京津冀区域,创建市场主体;突出本土特色,做强“十一”欢乐节;细分目标市场,开发行业项目;加强服务营销,提升专业水平;完善价格策略,丰富促销手段;维护公共关系,拓展营销渠道;开展网络营销,举办网络会展;加强品牌营销,提升市场美誉度;开展绿色营销,和谐持续发展等九大营销策略。以期通过改进营销工作,帮助廊坊日报社通过发展会展旅游业进一步实现增收,进一步突围报业“寒冬”,并使会展旅游成为其实现经营转型、多元化发展的有效路径之一,同时带动廊坊及京津冀区域会展旅游业的发展。本文采用文献分析法、调查分析法、个案研究法等多种研究方法,综合运用营销学、会展旅游学、管理学等多个学科理论知识,进行了多学科全方位综合分析,坚持全面、辩证、综合的分析方法来开展相应的研究。在前人理论研究的基础上,进一步梳理了会展及会展旅游关系、报业与会展旅游的联系及开展的意义。通过跨学科综合分析深入研究了报业特别是地方报社开发会展旅游项目的营销策略。本文在帮助廊坊日报社开发会展旅游项目实践的同时,对其他地方报社开展会展旅游也具有一定参考的价值。
[Abstract]:The analysis report issued jointly China > Display Advertising Association Branch of newspapers and CCTV Market Research of media intelligence "China newspaper advertising market, the 2015 annual newspaper advertising in traditional media decline ranked first, up to 35.4%, the area of advertising advertising accounted for the version resources also fell sharply, up to 37.9%.35.4% of the decline, once again proved the basic characteristics of domestic newspapers advertising cliff style decline. Newspaper advertising to five consecutive years of decline, there is no doubt that the newspaper advertising business is experiencing the most difficult period of development in history. To explore the reasons, we can see the rapid development of the Internet, communication and information technology, the popularity of mobile networks, the change of means of communication and communication at the same time, social resources and the market allocation of resources is changed. Now, to bring enterprise marketing change in the way of the development of communication technology. The traditional newspaper held a single advertising, has been far from To meet the demand of enterprises to develop marketing. In the traditional media, especially print media in business practice, a breakthrough single advertising business model, media across the country in recent years to explore the common cross industry, diversification of the business transformation of the road. As a set of business activities and tourism exhibition, conference and exhibition, as one of the emerging sunrise industry tourism, rapid growth in recent years, the tourism industry has become more and more shining in the world, in our country also received a hitherto unknown development. In recent years, in the advertising business activities in practice, have innate media with advertisers, resources and other advantages, especially the exhibition tourism activities promote the activities of advertising. Many domestic newspaper practice become spontaneous. Some newspaper will also exhibition planning of tourism industry as an independent industry, and achieved certain results. The Langfang daily In the business practice in recent years, annual meetings, exhibitions, festivals and other tourism activities, inhibited the newspaper advertising performance decline, the overall business newspaper showed growth. In this paper the basic theory of tourism and tourism project marketing, clear tourism concept, types and characteristics of MICE tourism, analysis the newspaper and exhibition tourism links and local newspapers to expand the tourism exhibition and significance of exhibition tourism projects, and the marketing concept and the domestic and foreign research discussed. Through interview, questionnaire and other forms, of the Langfang daily, the development of convention and exhibition tourism project environment, the investigation of the present situation and detailed analysis, application marketing 4P theory of newspaper development of convention and exhibition tourism projects conducted in-depth analysis, the Langfang daily exhibition tourism has obtained valuable experience, but also save The problems cannot be ignored. This paper out of the Langfang regional restrictions, put the background in the collaborative development of Beijing Tianjin Hebei, analysis of the development of MICE tourism in Langfang to carry out daily SWOT, obtained the Langfang daily development of exhibition tourism industry has unique advantages, the development of exhibition tourism industry have a brilliant future, of course, there are still some deficiencies in this paper. The use of the target market marketing, differentiated marketing, 4P marketing, service marketing, relationship marketing, brand marketing, network marketing, green marketing and other marketing theory, to explore the Langfang daily news to further develop exhibition tourism project marketing strategy. The Langfang daily in order to enhance the development of convention and exhibition tourism project management efficiency is the primary goal, put in the marketing strategy of Langfang daily development of exhibition tourism project section, Langfang daily on the Beijing Tianjin Hebei region, creating a market subject; prominent local features, stronger "Eleven" Festival; the target market segments, industry development projects; strengthen service marketing, enhance the professional level; improve the price strategy, rich means of promotion; maintenance of public relations, expand marketing channels; develop the network marketing, network organized exhibition; strengthen brand marketing, enhance the market reputation; to carry out green marketing, harmonious and sustainable development of nine marketing in order to improve the marketing strategy. Through the work, to help the Langfang daily through the development of exhibition tourism further increase, further break the newspaper "winter", and the exhibition tourism has become the one of the effective ways to achieve business transformation, diversified development, development and promote Langfang and Beijing Tianjin Hebei regional exhibition tourism. This paper adopts the method of literature analysis investigation, analysis, multiple case study research method, the integrated use of marketing, tourism science, management science and other disciplines of theoretical knowledge, A comprehensive analysis of multi-disciplinary adhere to a comprehensive, dialectical, carry out the corresponding research methods to comprehensive analysis. On the basis of previous theoretical studies, it further clarifies the relationship between the Convention and exhibition tourism, contact press and exhibition tourism and the significance. Through the comprehensive analysis of interdisciplinary research especially the local newspaper the newspaper development of exhibition tourism project marketing strategy. At the same time, with the help of the Langfang daily, the development of convention and exhibition tourism projects, but also has a certain reference value to other local newspaper exhibition tourism.

【学位授予单位】：广西师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G219.24;F713.83

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