旅游城市产品广告创意及营销策略研究与实施

发布时间：2018-12-12 14:12

【摘要】：随着我国经济发展和社会进步进程的加快,旅游消费个性化需求的上升,旅游消费者自主参与意识的增强,旅游产品开发中需要更多地注重个性化,明确主题性,强调文化性,增强参与性。本文以旅游产品开发为主线,围绕如何提升旅游过程的体验性,开发具有良好综合社会效益和经济效益的旅游产品分四部份内容进行了研究。论文首先介绍了研究的背景、意义和方法,接着介绍了旅游产品、广告创意和旅游市场营销及旅游地产等一些概念和理论,并对国内外旅游营销研究概况和我国旅游市场营销现状做了归纳分析。在进行了理论分析和研究的基础上,结合体验经济的内涵和发展,从海南独具特色的旅游地产和具有明显文化特色的海南民俗旅游产品——黎锦两个方面分析了体验式营销的策略的应用于推广,其中旅游地产结合阳光海岸项目的规划设计、营销推广等加入了内在的体验成分,而黎锦相应在美学、生活方式、氛围、情感等方面如何进行体验营销进行了详细分析,设计了一整套黎锦旅游产品开发方案,从开始的广告宣传,到游客来到旅游地进行参观体验的各个方面进行了详细的构思设计,提出了从宏观方面产业政策建议和微观方面强化旅游直接体验的观点,可以说体验贯穿于旅游的全过程。最后是对所做研究的一个总结,指出了一些需要注意的问题和提出了一些可行性意见。
[Abstract]:With the acceleration of economic development and social progress in our country, the rising demand of tourism consumption individualization, the enhancement of tourism consumers' consciousness of independent participation, the need to pay more attention to individualization, to make clear the theme and to emphasize the cultural character in the development of tourism products. Increased participation. Based on the development of tourism products, this paper studies how to improve the experience of tourism process and how to develop tourism products with good comprehensive social and economic benefits. The paper first introduces the background, significance and methods of the research, and then introduces some concepts and theories, such as tourism products, advertising creativity, tourism marketing and tourism real estate, etc. The research situation of tourism marketing at home and abroad and the present situation of tourism marketing in China are summarized and analyzed. On the basis of theoretical analysis and research, combined with the connotation and development of experience economy, This paper analyzes the application of experiential marketing strategies in Hainan's unique tourism real estate and Hainan folklore tourism product Li Jin, which has obvious cultural characteristics, including the planning and design of tourism real estate combined with the Sunshine Coast Project. The marketing promotion and so on have added the internal experience ingredient, and the Li Jin has carried on the detailed analysis in the esthetics, the life style, the atmosphere, the emotion and so on aspect experience marketing, has designed a whole set of Li Jin tourism product development plan, From the beginning of advertising, to all aspects of tourists coming to the tourist destination to visit and experience, the author has carried out detailed conception and design, and put forward the point of view of strengthening the direct experience of tourism from the macro aspect of industrial policy and from the micro aspect of strengthening the direct experience of tourism. It can be said that experience runs through the whole process of tourism. Finally, a summary of the research is given, some problems needing attention are pointed out and some feasible suggestions are put forward.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F592;F713.8;F274

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