井冈山红色旅游品牌的网络传播策略研究

发布时间：2018-06-15 03:29

  本文选题：红色旅游品牌 + 网络传播　； 参考：《复旦大学》2012年硕士论文

【摘要】：2004年以来,在中央政府的直接引导和推动下,红色旅游发展很快,已成为广大游客主流的旅游消费取向和旅游品牌,并且国际化趋势日益明显。在学术领域,红色旅游的理论研究日渐高涨,但就当前而言,其研究广度与理论深度相对有限,并且现有的学术成果主要体现在红色旅游的资源开发领域和经济应用领域,对红色旅游的其他角度如品牌、传播等涉及不足。 红色旅游品牌传播,是促进红色旅游发展的重要手段。井冈山红色旅游作为中国红色旅游的样板和中国红色旅游市场的领军品牌,其品牌传播研究,对中国红色旅游品牌传播具有借鉴意义。笔者通过对品牌传播学中的USP理论、品牌形象理论、“拟态环境”理论、5W传播模式,以及AISAS理论等基础理论的深入认识,将井冈山红色旅游的品牌传播,放在传播运动构成的各个环节、流程和要素中去进行研究,力图探索出一套井冈山红色旅游品牌传播的策略、技术与方法,具体包括：井冈山红色旅游品牌是如何开展的、其品牌特征是什么?井冈山红色旅游品牌传播的现状如何、取得了什么成绩、存在哪些不足、努力的方向?井冈山红色旅游品牌传播的路径如何选择、为什么要进行网络传播?井冈山红色旅游品牌的网络传播如何进行?在网络时代,井冈山红色旅游品牌为什么要进行舆情管理?舆情管理如何做? 通过对井冈山红色旅游品牌传播现状的考察,笔者认为,当下井冈山红色旅游品牌传播,存有以下六大误区：由红色文化主旋律的认识不足而导致的内在传播动力的缺失、红色文化核心价值与市场宣传之间的断层、红色文化传播的“教条主义”倾向、简单套用西方传播理论、红色旅游品牌宣传片面关注产品本身的特点、红色文化传播民间参与不足等,这些误区在红色旅游品牌传播中具有普遍性。在结合当前传播环境、传播趋势分析和对井冈山红色旅游品牌关注度进行百度搜索引擎数据调查的基础上,提出了井冈山红色旅游品牌传播网络化和传播策略化的核心观点,并为红色旅游品牌传播提出了五条具普适意义的解决方案,分别是：基于互联网时代的消费特点整合传播资源、基于消费者的消费规律规划传播过程、构建井冈山红色旅游品牌网络传播的实战矩阵、展现个性化的主题和构建井冈山红色旅游品牌传播的舆情管理机制。这些观点与策略,对构建现代中国红色旅游品牌的传播模式具有较强的指导作用。
[Abstract]:Since 2004, with the direct guidance and promotion of the central government, red tourism has developed rapidly, and has become the mainstream of tourist consumption and tourism brand, and the trend of internationalization is becoming more and more obvious. In the academic field, the theoretical research of red tourism is rising day by day, but at present, its research breadth and theoretical depth are relatively limited, And the existing academic achievements are mainly reflected in the development and economic application of red tourism, and the other aspects of red tourism, such as brand and communication, are not enough.
The spread of red tourism brand is an important means to promote the development of red tourism. As a model of Chinese red tourism and the leading brand of China's red tourism market, Jinggangshan red tourism has a reference to the spread of the red tourism brand in China. The author has passed the USP theory and brand image of the brand communication. The theory, the "mimicry environment" theory, the 5W communication model, and the basic theory of the AISAS theory, will spread the red tourism brand in Jinggangshan, put it in every link, process and elements of the communication movement, and try to find out a set of strategies, techniques, methods and specific packages for the spread of Jinggangshan red tourism brand. Jinggangshan red tourism brand is how to carry out, what is its brand characteristics? What is the status of the spread of Jinggangshan red tourism brand, what achievements have been achieved, what are the shortcomings and the direction of efforts? How to choose the route of the spread of Jinggangshan red tourism brand, what should be carried out on the network? Jinggangshan red tourism brand How to carry out network communication? In the Internet age, why should the red tourism brand of Jinggangshan carry out public opinion management and how to manage public opinion?
Through the investigation of the current status of Jinggangshan red tourism brand communication, the author holds that there are six major misunderstandings in the spread of the red tourism brand in Jinggangshan: the lack of the internal communication power caused by the lack of the recognition of the red culture main melody, the fault between the core value of the red culture and the propaganda of the market, and the "teaching of the red culture" The tendency of "stripe doctrine" is to simply apply the western communication theory, and the red tourism brand publicize the characteristics of the product unilaterally, and the red culture disseminates the insufficiency of the folk participation. These misunderstandings are universal in the spread of the red tourism brand. In combination with the current communication environment, the trend analysis and the attention to the red tourism brand in Jinggangshan are spread. On the basis of the data survey of Baidu search engine, this paper puts forward the core view of Jinggangshan red tourism brand communication network and communication strategy, and puts forward five universal solutions for the spread of red tourism brand, which are based on the consumption characteristics of the Internet age to integrate the communication resources and the consumer's consumption. The law planning communication process, constructing the real battle matrix of Jinggangshan red tourism brand network communication, displaying the personalized theme and constructing the public opinion management mechanism of Jinggangshan red tourism brand communication. These ideas and strategies have a strong guiding role for the construction of the modern Chinese red tourism brand.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F592.7

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本文编号：2020412