基于价值共创理论的扬州广电媒体线下活动推广研究

发布时间：2018-03-13 09:04

本文选题：服务主导逻辑　切入点：价值共创　出处：《华中科技大学》2015年硕士论文　论文类型：学位论文

【摘要】：在现代网络技术、通讯技术的快速发展的今天,新媒体(如网站、微博等)对传统媒体(如广播、电视等)形成了巨大冲击。在此背景下,城市广电媒体开始探索线下活动与线上推广相结合的运营模式。但“做什么”“如何做”“如何实现多方的共赢”成为上述地方城市媒体所面临的挑战。为了回答上述问题,本文引入价值共创理论,以扬州城市广电媒体组织的旅游会展活动研究对象,分析探讨该活动如何融入价值共创理论,从人际互动能力、管理互动能力、传播技术互动能力等三个方面推动活动卓有成效地开展。论文从扬州的产业结构、区位与交通、城市经济发展水平、会展设施、旅游资源、城市环境、服务水平以及政策等方面的因素进行全面分析。介绍了扬州广电旅游会展的发展历程以及目前扬州广电旅游会展的举办模式。并对目前的扬州广电旅游会展中的价值共创行为分析。由上述基于价值共创理论,提炼出扬州广电旅游会展中的互动要素。
[Abstract]:With the rapid development of modern network technology and communication technology, new media (such as website, Weibo, etc.) have formed a huge impact on traditional media (such as radio, television, etc.). The urban radio and television media began to explore the operation mode of the combination of offline activities and online promotion. But "what to do" and "how to do" and "how to achieve a win-win situation in many ways" have become the challenges faced by these local urban media. This paper introduces the theory of value creation to study the tourism exhibition activities organized by the radio and television media in Yangzhou city, analyzes and discusses how to integrate the theory of value creation into the activities, from the interpersonal interaction ability, the management interaction ability. The paper focuses on Yangzhou's industrial structure, location and transportation, the level of urban economic development, exhibition facilities, tourism resources, urban environment, etc. This paper analyzes the factors of service level and policy, introduces the development course of Yangzhou broadcast and TV tourism exhibition and the mode of Yangzhou broadcasting tourism exhibition at present, and gives an introduction to the current Yangzhou broadcast TV tourism exhibition. Based on the above theory of value creation, Abstract Yangzhou radio and television tourism exhibition interactive elements.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G229.27;F713.83;F592.7

【参考文献】