南宁会展旅游的品牌战略研究

发布时间：2018-05-18 09:33

本文选题：南宁 + 会展旅游　；参考：《湘潭大学》2008年硕士论文

【摘要】： 会展旅游作为一项新兴专项旅游产品,因其巨大的经济效益和社会效益成为旅游业的新宠,受到国内外的广泛关注。近年来,我国会展旅游业发展迅速,会展旅游成为各大城市竞相发展的产业。在激烈的市场竞争中,会展旅游的强势品牌打造已经成为制胜的关键。本文选取我国西南部城市南宁作为研究对象,对南宁会展旅游的品牌战略问题进行了系统的分析和研究。本文以现代品牌战略理论及相关理论为指导,从分析国内外会展旅游发展态势及竞争环境入手,运用PEST分析方法较深入地剖析了南宁会展旅游的发展条件及发展现状,结合南宁自身的优势和劣势,提出了南宁会展旅游实施品牌战略的必要性。在品牌战略构建的过程中,首先对南宁会展旅游品牌的目标进行设计,将之确定为:面向东南亚的国际性会展旅游品牌;其次对南宁会展旅游品牌进行科学定位,将南宁会展旅游品牌的基本目标市场定位为东南亚各国,将南宁城市形象定位为东盟会都、绿色之城、民歌之乡;再次,重点设计南宁会展旅游品牌系列产品:中国-东盟商贸会展旅游品牌、绿城观光会展旅游品牌、休闲度假会展旅游品牌、“大地飞歌”会展旅游品牌、中越边境风情会展旅游品牌、邕州美食会展旅游品牌等;最后,在确定了会展旅游品牌的目标受众后,选择各种宣传方式进行品牌的推广,如口碑传播、公关推广、广告传播、人员推销、服务策略。本文的最后,为保障南宁会展旅游品牌战略的顺利实施提出了相应的措施及建议,包括强化会展品牌意识、优化品牌实施环境、完善会展基础设施、培养专业会展人才、加强旅游区域合作、注重整体品牌营销。会展旅游是当前会展业与旅游业研究的热点课题,本文选题与目前相关学科的研究前沿一致,具有一定的理论价值,是对会展旅游研究领域的创新与充实。同时,本文从品牌的角度对南宁会展旅游提出新的发展思路,是城市会展旅游发展新途径的探索,从而具有一定的现实意义。
[Abstract]:As a new special tourism product, mice tourism has become a new favorite of tourism industry because of its huge economic and social benefits, which has attracted wide attention at home and abroad. In recent years, mice tourism in China has developed rapidly, and mice tourism has become a competitive industry in each major city. In the fierce market competition, the strong brand of mice tourism has become the key to success. This paper chooses Nanning as the research object, and makes a systematic analysis and research on the brand strategy of exhibition tourism in Nanning. Under the guidance of modern brand strategy theory and related theories, this paper analyzes the development situation and competitive environment of exhibition tourism at home and abroad, and analyzes the development conditions and present situation of exhibition tourism in Nanning by using PEST analysis method. Combined with the advantages and disadvantages of Nanning, the necessity of implementing brand strategy in Nanning mice tourism is put forward. In the process of brand strategy construction, first of all, the goal of Nanning mice tourism brand is designed, which is determined as: the international exhibition tourism brand facing Southeast Asia; secondly, the scientific positioning of Nanning exhibition tourism brand. Nanning convention and exhibition tourism brand as the basic target market for Southeast Asian countries, Nanning city image as ASEAN city, green city, folk songs of the township; again, Focus on the design of Nanning exhibition tourism brand series products: China-ASEAN trade exhibition tourism brand, green city tourism exhibition brand, leisure vacation exhibition tourism brand, "earth fly song" exhibition tourism brand, Sino-Vietnamese border customs exhibition tourism brand, Yongzhou gourmet exhibition tourism brand; finally, after determining the target audience of the exhibition tourism brand, select various publicity methods to promote the brand, such as word of mouth dissemination, public relations promotion, advertising dissemination, etc. Personnel sales, service strategy. Finally, in order to ensure the smooth implementation of Nanning exhibition tourism brand strategy, the corresponding measures and suggestions are put forward, including strengthening the awareness of exhibition brand, optimizing the brand implementation environment, perfecting the exhibition infrastructure, and training professional exhibition talents. Strengthen tourism regional cooperation, pay attention to the overall brand marketing. Mice tourism is a hot topic in the research of convention and exhibition industry and tourism industry. The topic of this paper is consistent with the current research frontier of related disciplines and has certain theoretical value. It is an innovation and enrichment to the research field of mice tourism. At the same time, from the perspective of brand, this paper puts forward a new way of development of Nanning mice tourism, which is a new way to explore the development of city mice tourism, which has certain practical significance.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F592.7;F713.83

【引证文献】