整合营销传播视角下的辽宁红色旅游品牌传播研究

发布时间：2018-03-18 17:01

本文选题：整合营销传播　切入点：红色旅游　出处：《渤海大学》2017年硕士论文　论文类型：学位论文

【摘要】：红色旅游作为一种主题旅游产品,对于增强爱国主义教育,弘扬革命传统,传播红色文化,促进旅游经济发展,具有显著的现实意义和历史意义。在激烈的旅游市场竞争中,旅游品牌的传播对增强旅游产品的吸引力和核心竞争力至关重要。辽宁红色旅游品牌必须全面整合传播手段和传播渠道,强化品牌意识,科学规划品牌传播战略,塑造红色旅游品牌形象,提升品牌知名度,加强与受众的互动与沟通,培养受众的忠诚度。为直观了解辽宁红色旅游品牌传播发展的现状,从传播学、品牌学和旅游学的相关理论入手,通过文献分析、个案研究、实地调查、内容分析等方法,以整合营销传播理论为视角对辽宁红色旅游品牌的传播主体、内容、手段、媒介、受众逐一分析,发现辽宁红色旅游品牌传播存在过于依赖政府传播、品牌协作缺乏整合,传播力度不足、传播手段缺少系统性,传播渠道分散、传统媒体与新媒体整合意识薄弱,目标群体不明晰、沟通反馈机制不健全等方面的问题。在此基础上,针对上述问题分析其形成的原因,并提出相应的对策和建议,辽宁红色旅游品牌传播要创新发展,就必须增强整合营销传播意识、变革和整合传播手段,强化红色旅游品牌的媒介整合传播,市场细分实现精准传播、完善沟通反馈机制,增强品牌传播集聚效应,同时要加强建设专业的品牌传播人才队伍。
[Abstract]:As a subject tourism product, red tourism has significant realistic and historical significance for strengthening patriotic education, carrying forward revolutionary tradition, spreading red culture and promoting tourism economic development. The communication of tourism brand is very important to enhance the attraction and core competitiveness of tourism products. Liaoning red tourism brand must integrate the means and channels of communication, strengthen brand awareness, and scientifically plan brand communication strategy. In order to directly understand the current situation of the development of the red tourism brand in Liaoning province, the communication and communication with the audience should be strengthened, so as to understand the current situation of the communication of the red tourism brand in Liaoning province, so as to promote the brand awareness, enhance the interaction and communication with the audience. Through literature analysis, case study, field investigation, content analysis and so on, from the perspective of integrated marketing communication theory, this paper analyzes the main body, content, means and media of Liaoning red tourism brand. By analyzing the audience one by one, it is found that Liaoning red tourism brand communication is too dependent on government communication, brand cooperation lacks integration, communication dynamics is insufficient, communication means are lack of systematization, communication channels are scattered. The integration consciousness of traditional media and new media is weak, the target group is not clear, the communication and feedback mechanism is not perfect and so on. On this basis, the causes of the above problems are analyzed, and the corresponding countermeasures and suggestions are put forward. In order to innovate and develop the communication of Liaoning red tourism brand, we must strengthen the awareness of integrated marketing communication, reform and integrate the means of communication, strengthen the media integration communication of red tourism brand, realize accurate communication by market segmentation, and improve the communication and feedback mechanism. To strengthen the agglomeration effect of brand communication, at the same time to strengthen the construction of professional brand communication talent team.
【学位授予单位】：渤海大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F592.7;G206

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