清明上河园品牌传播研究

发布时间：2019-02-22 19:38

【摘要】：在信息社会迅猛发展的浪潮之中，人们在满足物质需求的基础上越来越追求精神的满足和自我的实现。作为经济发展的重要增长极，旅游业在整个国民经济中扮演了举足轻重的地位。品牌作为21世纪企业间竞争的有力武器，国内外已有研究将大部分注意力集中在品牌与旅游业及旅游目的地的产业化和经营管理方面。对于旅游业，特别是传统文化旅游品牌的研究还只停留在探索阶段。将清明上河园这一传统文化旅游品牌作为研究对象，，对其自身的品牌价值和内涵进行深入挖掘，可以为文化品牌的产业化和旅游品牌的精品化提供了很好的参考。本文以品牌、品牌传播及整合营销传播等理论为基础，围绕清明上河园这一传统文化旅游品牌的传播和营销展开，通过对其目的地形象的塑造、品牌定位、传播策略与方法等方面进行分析，指出清明上河园在其理念诉求、历史文化、经营管理等商业运作和品牌传播过程中的成功经验和存在问题，在总结传统文化旅游目的地品牌化的启示中，针对清明上河园的品牌定位方向及传播、运营发展策略提出一些建议。本文创新点在于将传播学品牌传播理念与文化产业，特别是旅游目的地相结合，异于传统旅游品牌的研究侧重点，从传播学、营销学、心理学、市场学等角度，将品牌传播理论与旅游品牌进行整合，针对清明上河园政府控股、企业经营这一独特性质的传统文化旅游品牌的传播分析，探索出我国旅游目的地品牌塑造、传播和发展的有效方法。
[Abstract]:In the rapid development of information society, people are pursuing spiritual satisfaction and self-realization on the basis of satisfying material needs. As an important growth pole of economic development, tourism plays an important role in the whole national economy. Brand is a powerful weapon in the competition between enterprises in the 21st century. Many domestic and foreign researches have focused on the industrialization and management of brand and tourism destination. The research on tourism, especially traditional cultural tourism brand, is still in the stage of exploration. Taking the Qingming Shanghe Garden as the object of study, it can provide a good reference for the industrialization of the cultural brand and the fine quality of the tourism brand by deeply excavating its own brand value and connotation. Based on the theories of brand, brand communication and integrated marketing communication, this paper focuses on the communication and marketing of Shangheyuan, a traditional cultural tourism brand of Qingming Dynasty, through the shaping of its destination image and brand positioning. Through the analysis of communication strategies and methods, this paper points out the successful experience and existing problems of Qingming Shanghe Garden in the process of business operation and brand communication, such as its concept appeal, history and culture, management and so on. This paper summarizes the enlightenment of traditional cultural tourism destination brand, and puts forward some suggestions on brand orientation and communication of Qingming Shanghe Garden and the strategy of operation and development. The innovation of this paper is to combine the concept of communication brand communication with cultural industry, especially tourism destination, which is different from the focus of traditional tourism brand research, from the angle of communication, marketing, psychology, marketing and so on. By integrating the theory of brand communication with the tourism brand, aiming at the transmission and analysis of the traditional cultural tourism brand of Qingming Shangheyuan, which is controlled by the government and operated by enterprises, this paper explores the brand shaping of tourism destination in China. Effective methods of communication and development
【学位授予单位】：河南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F592;G206

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