城市公交车广告对温州旅游形象的推广研究

发布时间：2018-05-10 10:20

本文选题：城市公交车广告 + 温州　；参考：《广西师范大学》2017年硕士论文

【摘要】：温州历史文化悠久,社会经济发达,地处交通便利,四季气候宜人,旅游资源也是相当丰富,是一座集“山、江、海”完美融合的中国优秀旅游城市,然而,温州旅游、温州山水、温州文化的整体知名度并不高。本文探讨利用温州公交车媒体推广温州旅游品牌形象的可行性,为温州借助公交车广告推广全新的城市旅游品牌形象提供参考和借鉴。全文分为五个部分。第一部分是绪论,阐明了本研究的背景、目的、方法和思路;第二部分梳理温州旅游形象的推广现状;第三部分从理论和实践两个层面探讨利用公交车广告推广温州旅游形象的可行性,重点介绍的是温州公交车旅游形象广告设计与发布情况;第四部分对公交车广告对温州旅游形象推广效果评价进行调查;第五部分归纳总结公交车广告推广温州旅游形象的成效、存在问题,探索了公交车广告对温州旅游形象推广的优化途径,并对未来的研究进行了展望。我们认为,利用公交车广告推广温州的旅游形象是完全可行的。因为这种旅游形象的推广途径具有覆盖范围广,画面冲击力强,持续性较好,投入成本低等优点。不过,在实践过程中,温州的公交车旅游广告表现出广告设置不合理,画面表达局限性,发布质量不稳定,监播效果评估难,缺乏创新和互动的问题。对此,相关企业和政府部门可以采取下列应对策略:强化设计和环境整体协调性,重视旅游形象广告公益属性,健全媒体效果监测评定机制,尝试公交场景移动互联网应用,构建政企共推共赢合作新模式。
[Abstract]:Wenzhou has a long history and culture, developed social economy, convenient transportation, pleasant climate in the four seasons and abundant tourist resources. It is an excellent tourist city in China with the perfect integration of "mountains, rivers and seas". However, Wenzhou is a tourist city. Wenzhou landscape, Wenzhou culture as a whole is not high-profile. This paper discusses the feasibility of using Wenzhou bus media to promote Wenzhou tourism brand image, and provides reference and reference for Wenzhou to promote a brand new city tourism brand image by means of bus advertisement. The full text is divided into five parts. The first part is the introduction, which clarifies the background, purpose, method and train of thought of this research, the second part combs the present situation of the promotion of Wenzhou tourism image; The third part discusses the feasibility of using bus advertisement to popularize Wenzhou tourism image from two aspects of theory and practice, focusing on the design and release of Wenzhou bus tourism image advertisement. In the fourth part, the author investigates the effect of bus advertisement on the promotion of Wenzhou tourism image. The fifth part summarizes the effect of bus advertisement in promoting Wenzhou tourism image, and there are some problems. This paper probes into the optimization of the promotion of Wenzhou tourism image by bus advertisement, and looks forward to the future research. We believe that the use of bus advertising to promote the tourism image of Wenzhou is completely feasible. Because this kind of tourism image promotion way has the advantages of wide coverage, strong screen impact, good persistence, low input cost and so on. However, in the process of practice, the bus tourism advertisement in Wenzhou shows some problems, such as unreasonable advertisement setting, limited picture expression, unstable quality of publication, difficult evaluation of monitoring and broadcasting effect, and lack of innovation and interaction. In view of this, relevant enterprises and government departments can take the following countermeasures: strengthen the coordination of design and environment, attach importance to the public nature of tourism image advertising, perfect the monitoring and evaluation mechanism of media effect, try to use the mobile Internet in public transport scene. Build a new model of win-win cooperation between government and enterprises.
【学位授予单位】：广西师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F592.7;F572.88;F713.8

【相似文献】