基于整合营销传播理论的旅行社品牌塑造研究

发布时间：2018-09-01 05:34

【摘要】： 旅游业是世界上规模最大、发展速度最快的产业之一。这个产业在我国经济社会中有着巨大的潜力,按照目前的发展态势,预计到2015年,我国旅游需求将名列世界第二,仅次于美国,产业规模超过2650亿美元。旅游业作为新兴高速发展的产业,其发展主体之一的旅行社却面临由于竞争加剧引致的一系列问题,例如盈利能力下降,品牌定位混乱、品牌标识不明等。旅行社要想在错综复杂的市场环境中立足并取得发展,必须摒弃过去所采用的自上而下,以企业的角度为主要出发点的传统营销观念,引入整合营销传播理念,从消费者的角度出发,塑造旅行社的品牌。本文将市场营销中的整合营销传播观念融入旅行社品牌塑造的各个环节中,以市场为导向,围绕顾客,对各种资源进行全方位的凝聚组合。首先阐述了本文的研究背景以及国内关于旅行社品牌的研究现状,接着分析了我国旅行社的现状及品牌塑造中存在的问题,进而结合整合营销传播理论构建了旅行社品牌塑造模型。在此基础上,分别从旅行社品牌定位,品牌形象构建,品牌传播等各阶段入手,提出了相应的品牌实施方法以丰富旅行社的品牌研究理论,希望能为我国旅行社的品牌塑造提供理论依据。
[Abstract]:Tourism is one of the largest and fastest growing industries in the world. The industry has great potential in China's economy and society. According to the current development situation, it is estimated that China's tourism demand will rank second in the world by 2015, second only to the United States, with an industrial scale of more than 265 billion US dollars. As a new and high speed developing industry, travel agency, which is one of the main body of tourism development, is confronted with a series of problems caused by intensified competition, such as the decline of profitability, confusion of brand positioning, unknown brand identity, and so on. In order to establish and develop in the complicated market environment, travel agencies must abandon the traditional marketing concept, which used to be top-down and take the view of enterprises as the main starting point, and introduce the concept of integrated marketing communication. From the point of view of consumers, mold the brand of travel agency. In this paper, the concept of integrated marketing communication in marketing is integrated into every link of the brand shaping of travel agency. It takes the market as the guide and integrates all kinds of resources around the customers. First of all, this paper expounds the research background of this paper and the domestic research status of travel agency brand, and then analyzes the current situation of travel agencies in China and the problems existing in the brand shaping. And then combined with the integrated marketing communication theory to build a travel agency brand-building model. On this basis, starting with the brand positioning, brand image construction, brand communication and other stages, the corresponding brand implementation method is put forward to enrich the brand research theory of travel agency. Hope to provide theoretical basis for the brand shaping of travel agencies in China.
【学位授予单位】：暨南大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F274;F592.6

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