山西“晋善晋美”旅游品牌传播研究

发布时间：2018-03-11 04:03

  本文选题：晋善晋美　切入点：品牌传播　出处：《江西财经大学》2017年硕士论文　论文类型：学位论文

【摘要】：在经济转型中,各地对旅游经济越来越重视,旅游业的竞争也与日俱增,而在旅游发展竞争中,各地旅游发展越来越趋向“品牌”竞争。品牌内涵的深厚,是旅游品牌的牢固根基,旅游品牌传播效果如何,直接影响第三产业的发展速度。山西作为我国的旅游资源大省,拥有相当多样而又有特色的人文与自然生态旅游资源,这是其旅游品牌打造与传播的基础。21世纪以来,各地重视旅游品牌的塑造和传播,山西也开始走上旅游品牌发展的道路。2011年,山西省在原有品牌基础上,明确提出“晋善晋美”的品牌口号,并通过旅游宣传片、媒体宣传报道、大型活动推介等途径,多渠道大规模地进行广泛传播。事实证明,山西旅游品牌传播也取得了明显的成效,不但品牌知名度与影响力明显提升,而且明显地促进了旅游经济的发展。自2011年提出“晋善晋美”品牌以来,山西旅游接待人数平均每年增长率超过20%;旅游经济收入从2010年至2016年的五六年里都保持着较好的增长,势头喜人,旅游经济收入额也从2010年的1083.5亿元增长到2016年的4247.1亿元,旅游产业收入占GDP的比重,则由12%上升到32.8%。虽然“晋善晋美”品牌传播颇有成效,对旅游经济起到了较大的促进作用,目前发展势头不错,但是与兄弟省份比较,从长远来发展看,山西旅游品牌传播中也存在一些问题。譬如景点分散、分层次挖掘不够,对旅游品牌传播有弱化作用;平台整合不够,制约品牌传播整体的形成;景区价格上涨,未能有效沟通,影响旅游品牌的美誉度,消费者心目中印象分下降等。要有针对性地解决这些问题,我们可运用“4P”理论,通过产品策略、价格策略、渠道策略和促销策略整合有效地解决“晋善晋美”旅游品牌传播的问题。通过景点发掘保护、区域整合营销、加强基础设施建设、注重旅游人才培养、拓展传播渠道并整合传播资源、策划定期的大型活动、影视剧同步上线等方面的策略,强化品牌基础,强化品牌传播效果,并推动山西旅游业继续健康发展,最终走上可持续发展的道路。
[Abstract]:In the process of economic transformation, more and more attention has been paid to the tourism economy, and the competition of tourism is also increasing. In the competition of tourism development, the local tourism development tends to be more and more "brand" competition. Shanxi, as a big province of tourism resources in our country, has various and characteristic human and natural ecotourism resources. This is the foundation of its tourism brand building and spreading. Since the 21st century, many places have attached importance to the creation and dissemination of tourism brand, and Shanxi has also begun to take the road of tourism brand development. In 2011, Shanxi Province was based on the original brand. Clearly put forward the brand slogan of "Jin Shan and Jin Mei", and widely spread them on a large scale through various channels, such as tourist propaganda films, media propaganda and reports, large scale events and so on. Facts have proved that, Shanxi tourism brand communication has also achieved obvious results, not only the brand visibility and influence is obviously promoted, but also the development of tourism economy has been obviously promoted. Since 2011, the brand of "Jin Shan Jin Mei" has been put forward. The average annual growth rate of tourist reception in Shanxi is more than 20 percent; the tourist economic income has maintained a relatively good growth from 2010 to 56 on 2016, and the momentum is encouraging. The amount of tourism economic income has also increased from 108.35 billion yuan in 56 to 424.71 billion yuan in #date鈪，

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