基于SWOT分析的拉萨旅游城市品牌整合营销传播
发布时间：2018-10-21 10:43
【摘要】： 旅游是一种预消费产品。消费者不能像传统型的消费活动一样可以直观地挑选商品并在付款后形成快速消费。因此购买过程中旅游产品的品牌对消费者购买决策的影响尤为重要。在当今激烈的旅游市场竞争中,形象塑造已成为旅游目的地占领市场制高点的关键。如何塑造旅游品牌和形象并向消费者充分有效地传播,成为目前旅游业亟待解决的问题之一。 拉萨作为一个高原城市，是一具有特殊地域类型的旅游城市。旅游业作为拉萨经济发展的主力，具有广阔发展前景，目的地品牌化正是拉萨城市旅游发展的必由之路。 本文的拉萨旅游品牌整合营销分四步进行：一、通过对拉萨旅游业打造品牌的条件进行SWOT分析，总结出拉萨打造旅游品牌的有利条件及应该加强的软硬件。二、对拉萨旅游品牌进行定位，即通过对拉萨城市形象的“地格”进行分析，包括都市自然地理特征、城市历史文化特征、民俗风情因素的研究，以及拉萨旅游客源市场的受众调查这三方面的因素的综合分析。识别、提炼出拉萨市旅游形象的主导性特征。从旅游市场角度而言，则是为了让拉萨市在旅游市场中具有鲜明的个性身份识别，，在同其它都市的竞争中突显出来。三、对拉萨旅游品牌进行包装——CIS设计，得出形象具体的旅游品牌——“高原明珠，雪域圣地”。四、拉萨旅游品牌的营销及售后服务管理。 由于旅游业自身的特殊原因，需要政府全力主导旅游目的地整体营销。硬环境改造与软环境提升，是增强拉萨城市旅游综合吸引力和竞争力的重要途径。旅游品牌营销就是调动整个都市旅游要素协同实现旅游发展目标的过程。 本篇论文的主要成果体现在： 1.针对目前拉萨市尚缺乏独特鲜明、个性化的品牌的弊端，运用CIS战略对拉萨市旅游形象进行了设计，因此现实性和实用性是本文的特色之一。 2.通过对拉萨旅游前景的SWOT分析,对拉萨旅游品牌构建进行了可行性和必要性分析。 3.对拉萨旅游品牌从定位、包装、营销、售后服务管理四个方面进行整合营销。
[Abstract]:Tourism is a pre-consumer product. Consumers cannot choose goods intuitively and spend quickly after payment, as traditional consumption activities do. Therefore, the influence of the brand of tourism products on consumers' purchase decision is particularly important. In the fierce competition of tourism market nowadays, image shaping has become the key of tourism destination to occupy the commanding point of market. How to mold the tourism brand and image and spread it to consumers effectively becomes one of the problems to be solved urgently. As a plateau city, Lhasa is a tourist city with special regional types. As the main force of Lhasa's economic development, tourism has a broad development prospect, and destination branding is the only way to Lhasa's tourism development. The integrated marketing of Lhasa tourism brand is divided into four steps: first, through the SWOT analysis of the conditions of Lhasa tourism brand building, summed up the advantages of Lhasa tourism brand and the software and hardware that should be strengthened. Second, the positioning of Lhasa tourism brand, that is, through the analysis of the city image of Lhasa, including the urban natural geographical characteristics, the historical and cultural characteristics of the city, the factors of folk customs and amorous feelings. As well as the Lhasa tourist source market audience survey these three aspects of comprehensive analysis of factors. Identify and refine the dominant features of Lhasa's tourist image. From the point of view of tourism market, Lhasa has a distinct identity recognition in the tourism market, which is highlighted in the competition with other cities. Third, packaging Lhasa tourism brand-CIS design, the image of the specific tourism brand-"Plateau Pearl, Snow Land Holy Land." Fourth, Lhasa tourism brand marketing and after-sales service management. Due to the special reasons of tourism itself, the government needs to lead the overall marketing of tourism destinations. The improvement of hard environment and soft environment is an important way to enhance the comprehensive attraction and competitiveness of Lhasa city tourism. Tourism brand marketing is the process of mobilizing the whole urban tourism elements to achieve the goal of tourism development. The main achievements of this paper are as follows: 1. In view of the shortage of unique and individualized brand in Lhasa at present, the tourism image of Lhasa is designed by using CIS strategy, so reality and practicability are one of the characteristics of this paper. Based on the SWOT analysis of Lhasa tourism prospect, the feasibility and necessity of constructing Lhasa tourism brand are analyzed. Lhasa tourism brand from positioning, packaging, marketing, after-sales service management four aspects of integrated marketing.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F592.7
[Abstract]:Tourism is a pre-consumer product. Consumers cannot choose goods intuitively and spend quickly after payment, as traditional consumption activities do. Therefore, the influence of the brand of tourism products on consumers' purchase decision is particularly important. In the fierce competition of tourism market nowadays, image shaping has become the key of tourism destination to occupy the commanding point of market. How to mold the tourism brand and image and spread it to consumers effectively becomes one of the problems to be solved urgently. As a plateau city, Lhasa is a tourist city with special regional types. As the main force of Lhasa's economic development, tourism has a broad development prospect, and destination branding is the only way to Lhasa's tourism development. The integrated marketing of Lhasa tourism brand is divided into four steps: first, through the SWOT analysis of the conditions of Lhasa tourism brand building, summed up the advantages of Lhasa tourism brand and the software and hardware that should be strengthened. Second, the positioning of Lhasa tourism brand, that is, through the analysis of the city image of Lhasa, including the urban natural geographical characteristics, the historical and cultural characteristics of the city, the factors of folk customs and amorous feelings. As well as the Lhasa tourist source market audience survey these three aspects of comprehensive analysis of factors. Identify and refine the dominant features of Lhasa's tourist image. From the point of view of tourism market, Lhasa has a distinct identity recognition in the tourism market, which is highlighted in the competition with other cities. Third, packaging Lhasa tourism brand-CIS design, the image of the specific tourism brand-"Plateau Pearl, Snow Land Holy Land." Fourth, Lhasa tourism brand marketing and after-sales service management. Due to the special reasons of tourism itself, the government needs to lead the overall marketing of tourism destinations. The improvement of hard environment and soft environment is an important way to enhance the comprehensive attraction and competitiveness of Lhasa city tourism. Tourism brand marketing is the process of mobilizing the whole urban tourism elements to achieve the goal of tourism development. The main achievements of this paper are as follows: 1. In view of the shortage of unique and individualized brand in Lhasa at present, the tourism image of Lhasa is designed by using CIS strategy, so reality and practicability are one of the characteristics of this paper. Based on the SWOT analysis of Lhasa tourism prospect, the feasibility and necessity of constructing Lhasa tourism brand are analyzed. Lhasa tourism brand from positioning, packaging, marketing, after-sales service management four aspects of integrated marketing.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F592.7
【引证文献】
相关硕士学位论文 前2条
1 李s
本文编号：2284851
本文链接：https://www.wllwen.com/guanlilunwen/pinpaiwenhualunwen/2284851.html
