张家界宝峰湖旅游公司整合营销传播策略优化研究

发布时间：2018-05-04 18:03

本文选题：宝峰湖 + 整合营销传播　；参考：《湖南大学》2012年硕士论文

【摘要】：近年来随着旅游业的快速发展，各地纷纷兴建旅游景区。在激烈的市场竞争中，如何通过营销传播有效的吸引游客，成功创建自身品牌，是各旅游景区面临的难题。整合营销传播理论是近年来较为热门的研究，也是实战型极强的操作性理论。本文选择张家界宝峰湖旅游实业发展有限公司旗下的宝峰湖旅游景点作为具体研究对象，通过理论分析与实践结合的方法，试图为其优化设计整合营销传播策略，以此增强景区品牌竞争力。公司分别从宏观环境、景点特色、行业竞争、游客旅游行为和营销传播媒介环境五方面分析景区所处的环境，结合对公司现有营销传播策略的分析，发现其存在市场定位不明确，营销传播策略缺乏有效整合等问题。基于这些问题，公司重新细分市场、选择目标市场以及进行营销传播定位。在营销传播定位基础上，公司通过对宝峰湖旅游景点整合营销传播目标的设计，，分别设计出广告、人员推销、营业推广和公共关系的整合目标，进而设计各自整合策略。其中广告整合策略分别从广告诉求、广告媒介和广告活动进行整合设计；人员推销着重推销信息的一致性以及推销形式的组合；营业推广关注目标市场游客以及中间商，同时充分考虑推广时间的组合；公共关系根据不同的客体采用不同的营销传播策略。基于上述分析，公司引入企业形象识别系统并对促销组合进行选择。本文最后采用一系列保障措施确保整合营销传播策略顺利完成，包括传播费用优化控制、传播效果评估、营销组织机构优化建设、完善营销传播硬件设施建设与建立游客资料数据库。
[Abstract]:In recent years, with the rapid development of tourism, tourist attractions have been built all over the country. In the fierce market competition, how to attract tourists effectively through marketing communication and establish their own brand successfully is a difficult problem that each scenic spot faces. Integrated marketing communication theory is a hot research in recent years, but also a strong operational theory. This paper chooses Baofeng Lake tourist attractions of Zhangjiajie Baofeng Lake Tourism Industry Development Co., Ltd. as the specific research object. Through the method of combining theory analysis with practice, this paper tries to optimize the design of integrated marketing communication strategy for Baofeng Lake Tourism Industry Development Co., Ltd. In order to enhance the competitiveness of the scenic brand. The company analyzes the environment of the scenic spot from five aspects: macroscopic environment, scenic spot characteristic, industry competition, tourist behavior and marketing media environment, combining with the analysis of the company's existing marketing communication strategy. It is found that there are some problems such as unclear market positioning and lack of effective integration of marketing communication strategies. Based on these problems, the company reclassifies the market, selects the target market and carries on the marketing dissemination localization. On the basis of marketing communication orientation, the company designs the integrated marketing communication target of Baofeng Lake tourist attractions, and designs the integrated target of advertising, personnel marketing, business promotion and public relations respectively, and then designs their respective integration strategies. Advertising integration strategies are designed from advertising appeal, advertising media and advertising activities respectively; personnel marketing focuses on the consistency of marketing information and the combination of marketing forms; business promotion focuses on tourists and middlemen in the target market. At the same time, full consideration is given to the combination of extension time; public relations adopt different marketing communication strategies according to different objects. Based on the above analysis, the company introduced the corporate image identification system and selected the promotion portfolio. Finally, this paper adopts a series of safeguard measures to ensure the successful completion of integrated marketing communication strategy, including communication cost optimization control, communication effect evaluation, marketing organization optimization and construction. Improve the construction of marketing communication hardware facilities and establish tourist information database.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F592.6

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