试论武乡县八路军文化旅游品牌营销

发布时间：2018-03-05 22:00

本文选题：武乡县　切入点：八路军文化　出处：《上海师范大学》2015年硕士论文　论文类型：学位论文

【摘要】：改革开放以后,随着经济的快速发展,人们生活水平逐渐提高,休闲旅游成为人们丰富精神生活的一种方式,我国旅游业进入蓬勃发展时期。旅游业作为第三产业具有经济效益好、环境污染小等优点,成为各地政府大力发展的产业。山西省武乡县,距今已有7800年的历史。抗日战争时期,武乡是八路军总部所在地,在战略上占有重要地位。改革开放之后,武乡由于位于山区,交通不便,革命老区成了需要依靠国家财政扶持的“穷老区”。进入2000年,武乡开始挖掘红色旅游资源,经过近十年的发展,打造了八路军红色文化旅游品牌,带动了城市发展及城镇化建设。为此,本文以品牌传播理论为指导,运用文献分析法、实地调查等方法,通过对武乡的历史特点与社会现实情况进行分析,分析武乡品牌传播的绝对优势,并对八路军文化品牌整合营销传播进行研究,找到对同类红色文旅游化品牌营销的借鉴之处,并对武乡县文化品牌营销提出可行性建议。本文以武乡县为分析样本,笔者多次去到武乡县实地调查,掌握了武乡县近些年来八路军文化旅游品牌营销的详细情况。本文主要是基于品牌营销理论,对武乡县八路军文化旅游品牌传播现状进行系统分析研究。通过对武乡县品牌营销的研究分析,得到了以下结果:(1)武乡县品牌定位以八路军文化为核心,具有比较竞争力优势。从历史文化方面分析武乡县的绝对优势资源,八路军文化是武乡县的绝对优势资源,品牌营销将其作为定位基础,以此展开营销活动;武乡县文化品牌营销方法多样,整合营销是主要营销手段;武乡县举办八路军文化旅游节,通过节庆活动来营销文化品牌。(2)武乡县八路军文化品牌营销既有成功之处,同时也有不足之处,并提出武乡县旅游品牌营销可行性建议。武乡县成功经验有文化品牌营销具有对外协同;搭乘山西省旅游宣传顺风车。武乡县文化品牌营销建议:应增强文化品牌营销故事性;制定统一形象宣传口号;实施文化品牌营销“走出去”策略;加强人才的引进和培养;增强品牌营销过程中的全民参与;增加影视剧植入式营销。通过武乡县八路军文化旅游品牌营销的再设计,对武乡县有一定借鉴意义。改革开放后,许多革命老区都已成为贫困地区,武乡县的发展经验可以为其他老命老区提供一定借鉴经验,有助于其转型发展。
[Abstract]:After the reform and opening up, with the rapid development of the economy, people's living standards have gradually improved. Leisure tourism has become a way for people to enrich their spiritual life. China's tourism industry has entered a period of vigorous development. As a tertiary industry, tourism has the advantages of good economic benefits and small environmental pollution, and has become an industry vigorously developed by local governments. Wuxiang County, Shanxi Province, During the War of Resistance against Japan, Wuxiang was the seat of the headquarters of the eighth Route Army and held an important strategic position. After the reform and opening up, Wuxiang was located in mountainous areas, and transportation was not convenient. The old revolutionary areas have become "poor old areas" that need to rely on state financial support. In 2000, Wuxiang began to excavate red tourism resources. After nearly a decade of development, it created the eighth Route Army Red Culture Tourism Brand. This paper, guided by the theory of brand communication, uses the methods of literature analysis and field investigation to analyze the historical characteristics and social reality of Wuxiang. This paper analyzes the absolute advantages of brand communication in Wuxiang, studies the integrated marketing communication of the eighth Route Army's cultural brand, and finds out the reference points for the similar tourism brand marketing in the same kind of red text. This paper takes Wuxiang County as an analysis sample, and the author goes to Wuxiang County many times to investigate. Has grasped the Wuxiang county in recent years the eighth Route Army cultural tourism brand marketing detailed situation. This article is mainly based on the brand marketing theory, This paper makes a systematic analysis and research on the present situation of the cultural tourism brand communication of the eighth Route Army in Wuxiang County. Through the research and analysis of the brand marketing in Wuxiang County, the following results are obtained: 1) the core of the brand positioning of Wuxiang County is the eighth Route Army culture. Analyzing the absolute advantage resources of Wuxiang County from the aspect of history and culture, the culture of the eighth Route Army is the absolute advantage resource of Wuxiang County, and brand marketing takes it as the basis of positioning to carry out marketing activities; Wuxiang County cultural brand marketing methods are diverse, integrated marketing is the main means of marketing; Wuxiang County held the eighth Route Army Culture Tourism Festival, through festival activities to marketing cultural brand. 2) Wuxiang County eighth Route Army cultural brand marketing has been successful. At the same time, there are also shortcomings, and put forward the feasibility of tourism brand marketing in Wuxiang County. The suggestion of cultural brand marketing in Wuxiang county is to strengthen the story of cultural brand marketing; to formulate the slogan of unified image propaganda; to carry out the strategy of "going out" for cultural brand marketing; to strengthen the introduction and cultivation of talents; Strengthen the whole people's participation in the process of brand marketing, increase the marketing of film and TV drama implantation. Through the redesign of the cultural tourism brand marketing of the eighth Route Army of Wuxiang County, it has certain reference significance to Wuxiang County. After the reform and opening up, Many old revolutionary areas have become poor areas, the development experience of Wuxiang County can provide some experience for other old old areas, and help its transformation and development.
【学位授予单位】：上海师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F592.7

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