现代节庆旅游的新媒体营销策略研究

发布时间：2018-06-20 22:35

本文选题：现代节庆旅游 + 新媒体　；参考：《华侨大学》2013年硕士论文

【摘要】：我国的现代节庆活动始于20世纪80年代，到现阶段已经有30年的历史，随着市场经济的不断发展，我国的现代节庆旅游业进入了一个激烈竞争与蓬勃发展的阶段。现代节庆旅游的特殊性决定了营销是节庆品牌脱颖而出的必由之路。营销需借助媒介的传播效力，而媒介环境的发展转变是与时俱进的，，如微博、博客等新媒体的出现对传统媒介渠道进行了革命性的拓展，如何利用新媒体带动现代节庆的营销发展，开拓节庆旅游市场，是现代节庆旅游业发展面临的机遇和挑战。目前，关于现代节庆旅游的营销研究比较薄弱，缺少系统性，多为案例研究。本文主要分文三个部分，应用传播学、市场营销学、公共关系学等多学科的理论对现代节庆旅游的新媒体营销展开研究。第一部分是基础理论研究。主要通过分析现代节庆旅游的特殊产品属性以及新媒体营销的传播特性提出现代节庆品牌推广的新的理论研究方向。通过对现代节庆旅游业传统营销模式和新媒体营销模式的对比分析，总结出现代节庆旅游业运用新媒体营销模式的优势所在，支持理论研究的意义。第二部分是实证研究。重点在对现代节庆旅游的媒介营销作深入的分析和研究，对现有的营销模式归纳总结，并结合新的媒介环境构建新媒体营销模式。针对新媒体营销模式在现代节庆旅游业中的实际应用，构建基于受众的现代节庆旅游业的新媒体营销效果指标体系，并运用模糊层次综合评价法对2012年上海旅游节的新媒体营销的效果做实证验证，验证了新媒体营销模式在现代节庆旅游业中运作的有效性和可行性，与理论构想相符。第三部分是策略研究。通过总结分析提出与时代相结合的新媒体营销模式发展的具体策略，具有一定前瞻性，从而指导实践。
[Abstract]:The modern festival activities in our country began in the 1980s, and now have a history of 30 years. With the continuous development of the market economy, the modern festival tourism in our country has entered a stage of fierce competition and vigorous development. The particularity of modern festival tourism determines that marketing is the only way for festival brands to stand out. Marketing needs to rely on the effectiveness of the media, and the development of the media environment changes with the times, such as Weibo, blog and other new media has revolutionized the expansion of traditional media channels, How to use the new media to promote the marketing development of the modern festival and to open up the festival tourism market is an opportunity and challenge for the development of the modern festival tourism. At present, the marketing research on modern festival tourism is relatively weak, lack of systematic, mostly case study. This paper is mainly divided into three parts: applying the theories of communication, marketing and public relations to study the new media marketing of modern festival tourism. The first part is the basic theory research. By analyzing the special product attributes of modern festival tourism and the communication characteristics of new media marketing, this paper puts forward a new theoretical research direction of modern festival brand promotion. Through the comparative analysis of the traditional marketing mode and the new media marketing mode of modern festival tourism, this paper summarizes the advantages of using the new media marketing mode in modern festival tourism, and supports the significance of theoretical research. The second part is empirical research. The emphasis is on the in-depth analysis and research on the media marketing of modern festival tourism, the induction and summary of the existing marketing model, and the construction of the new media marketing model combined with the new media environment. In view of the practical application of new media marketing mode in modern festival tourism, this paper constructs the target system of new media marketing effect of modern festival tourism based on audience. The effect of new media marketing in 2012 Shanghai Tourism Festival is verified by using fuzzy hierarchy comprehensive evaluation method. The validity and feasibility of the new media marketing model in modern festival tourism is verified, which is in line with the theoretical concept. The third part is the strategy research. Through summing up and analyzing the concrete strategy of the development of new media marketing mode combined with the times, it has a certain foresight, so as to guide the practice.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F713.56;F592.6

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