洪江古商城旅游景区整合营销传播策略研究
发布时间：2018-08-11 15:50
【摘要】：随着国内市场经济的不断发展和人民收入水平的进一步提高,人们在物质文明不断被满足的条件下,精神需求不断提高,国民对于旅游的消费需求日益增加,国内旅游业出现了蓬勃发展的局面,旅游业在经济中的重要性也越来越突出。国内旅游景区的迅猛的发展速度与国内景区落后的管理模式、营销方式及软硬件配备方面之间却出现了不相适宜的矛盾局面。突出表现在管理模式混乱、营销方式传统单一硬件配备陈旧落后、经营理念停滞不前。景区内大量资源长期处于闲置浪费的状态,缺乏有机的整合和统一等方面。 湖南怀化洪江古商城号称“中国第一古商城”,以其悠久的古代商业文化、保存完好的明清建筑格局以及与江南古镇相比毫不逊色的优美自然风光著称于世,但由于历史开发时间较短,旅游业发展起步较晚,现代商业文化重心转移等原因,致使洪江古商城一直以来没有走出湘西、走出湖南、走向全国。 本文通过对古商城宏观环境、中观行业环境、微观景区环境分析,得出古商城景区资源的SWOT分析结果,在此基础上,基于整合营销传播理论,通过景区内营销资源整合,对古商城旅游市场重新定位,提出了针对古商城旅游营销传播优化策略和方案,对古商城实际营销传播具有现实指导意义。
[Abstract]:With the continuous development of the domestic market economy and the further improvement of the people's income level, under the condition that the material civilization is constantly being satisfied, the spiritual needs of the people are constantly raised, and the consumption demand of the people for tourism is increasing day by day. Domestic tourism has developed vigorously, and the importance of tourism in the economy has become more and more prominent. The rapid development of domestic scenic spots and the backward management mode of domestic scenic spots, marketing methods and hardware and software are not suitable for the contradiction. Outstanding performance in the management model confusion, marketing mode of traditional single hardware outmoded, stagnant business philosophy. A large number of resources in the scenic spot have been idle and wasted for a long time, lacking organic integration and unification. Huai Hua Hongjiang Ancient Mall in Hunan Province is known as "the first Ancient Commercial City of China". It is famous for its long ancient commercial culture, well-preserved architectural pattern of Ming and Qing dynasties and beautiful natural scenery compared with the ancient towns in the south of the Yangtze River. However, due to the short time of historical development, the late start of tourism development and the shift of the center of modern commercial culture, Hongjiang Ancient Mall has not been out of Xiangxi, Hunan and the whole country. Based on the analysis of the macro environment, the middle industry environment and the micro scenic area environment of the ancient mall, this paper obtains the SWOT analysis results of the scenic area resources, and on this basis, based on the theory of integrated marketing communication, through the integration of marketing resources within the scenic area. This paper puts forward the optimization strategy and scheme for the travel marketing communication of the ancient mall, which has practical guiding significance to the actual marketing communication of the ancient mall.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F592.7
本文编号：2177449
[Abstract]:With the continuous development of the domestic market economy and the further improvement of the people's income level, under the condition that the material civilization is constantly being satisfied, the spiritual needs of the people are constantly raised, and the consumption demand of the people for tourism is increasing day by day. Domestic tourism has developed vigorously, and the importance of tourism in the economy has become more and more prominent. The rapid development of domestic scenic spots and the backward management mode of domestic scenic spots, marketing methods and hardware and software are not suitable for the contradiction. Outstanding performance in the management model confusion, marketing mode of traditional single hardware outmoded, stagnant business philosophy. A large number of resources in the scenic spot have been idle and wasted for a long time, lacking organic integration and unification. Huai Hua Hongjiang Ancient Mall in Hunan Province is known as "the first Ancient Commercial City of China". It is famous for its long ancient commercial culture, well-preserved architectural pattern of Ming and Qing dynasties and beautiful natural scenery compared with the ancient towns in the south of the Yangtze River. However, due to the short time of historical development, the late start of tourism development and the shift of the center of modern commercial culture, Hongjiang Ancient Mall has not been out of Xiangxi, Hunan and the whole country. Based on the analysis of the macro environment, the middle industry environment and the micro scenic area environment of the ancient mall, this paper obtains the SWOT analysis results of the scenic area resources, and on this basis, based on the theory of integrated marketing communication, through the integration of marketing resources within the scenic area. This paper puts forward the optimization strategy and scheme for the travel marketing communication of the ancient mall, which has practical guiding significance to the actual marketing communication of the ancient mall.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F592.7
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