發(fā)布時(shí)間：2018-01-05 18:19

  本文關(guān)鍵詞：云臺(tái)山品牌傳播戰(zhàn)略研究　出處：《鄭州大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 品牌 旅游品牌 品牌傳播 云臺(tái)山

【摘要】：在這個(gè)產(chǎn)品極大豐富的消費(fèi)時(shí)代,如果沒有品牌,消費(fèi)者的選擇將會(huì)無所適從。品牌,從具有標(biāo)識(shí)意義的商標(biāo)發(fā)展而來,其意義卻不僅僅限于法律保護(hù)和商品識(shí)別,還具有強(qiáng)大的促銷和經(jīng)營(yíng)功能。隨著市場(chǎng)經(jīng)濟(jì)的發(fā)展,品牌觀念已經(jīng)突破了傳統(tǒng)的“商品”閾限,有形產(chǎn)品具有品牌,無形的服務(wù)也具有品牌,一個(gè)企業(yè)有企業(yè)品牌,一個(gè)城市也有形象品牌。近年來我國(guó)社會(huì)經(jīng)濟(jì)的發(fā)展激發(fā)了民眾極大的消費(fèi)熱情,人們不光購(gòu)買各種商品,也開始更加注重娛樂休閑消費(fèi),旅游產(chǎn)業(yè)也隨之而有了迅速發(fā)展,旅游市場(chǎng)上的競(jìng)爭(zhēng)也越來越激烈。在此種背景下,打造知名旅游品牌已然成為旅游目的地、旅游企業(yè)營(yíng)銷制勝的關(guān)鍵。 河南省歷史文化資源深厚,自然資源豐富,又是貫通南北、連接?xùn)|西的中心地區(qū),旅游產(chǎn)業(yè)已經(jīng)成為中原區(qū)域經(jīng)濟(jì)中的重要一極。根據(jù)中國(guó)旅游研究院《中國(guó)區(qū)域旅游發(fā)展年度報(bào)告(2012-2013)》,河南在旅游景區(qū)指數(shù)中排名第五,少林寺、云臺(tái)山、龍門石窟等知名旅游品牌顯示了較強(qiáng)的吸引帶動(dòng)作用。美國(guó)整合營(yíng)銷傳播理論大師唐·E·舒爾茨曾說過,“營(yíng)銷可以說就是傳播,而傳播幾乎就是營(yíng)銷”。一個(gè)旅游品牌的建立、發(fā)展和成熟,不僅是一種經(jīng)濟(jì)現(xiàn)象,也同樣是一種傳播現(xiàn)象。 本文以傳播學(xué)的視角來研究河南旅游業(yè)的龍頭景區(qū)——云臺(tái)山的品牌傳播戰(zhàn)略,希望能夠從中總結(jié)云臺(tái)山品牌傳播過程中的經(jīng)驗(yàn)、不足,為云臺(tái)山旅游產(chǎn)業(yè)以及河南省旅游產(chǎn)業(yè)的進(jìn)一步發(fā)展提供些許借鑒。論文的第一部分主要介紹研究背景及云臺(tái)山景區(qū)概況。論文第二部分以品牌及品牌傳播理論為基礎(chǔ),結(jié)合旅游品牌相關(guān)理論,對(duì)云臺(tái)山品牌的特殊性及云臺(tái)山品牌構(gòu)成要素進(jìn)行了分析。論文第三部分分別就云臺(tái)山品牌定位策略、縱向的云臺(tái)山品牌建設(shè)和橫向的品牌一體化推進(jìn)策略進(jìn)行了分析。論文第四部分通過問卷對(duì)云臺(tái)山品牌傳播效果做出了簡(jiǎn)單的評(píng)估。在此基礎(chǔ)上,論文的第五部分總結(jié)了云臺(tái)山品牌傳播的成功經(jīng)驗(yàn),為河南省其他旅游景區(qū)的品牌建設(shè)提供借鑒經(jīng)驗(yàn)。第六部分指出了新傳播環(huán)境下云臺(tái)山旅游產(chǎn)業(yè)轉(zhuǎn)型升級(jí)所面臨的挑戰(zhàn),并提出了應(yīng)對(duì)策略。
[Abstract]:This product greatly enriched the consumption era, if there is no brand, the consumer's choice will be at a loss. The brand, from the development of the trademark has the identity and meaning, its meaning is not limited to the legal protection and identification of goods, but also has a strong promotion and management. With the development of market economy, brand concept has broken through the traditional "commodity" threshold, tangible products with the brand, intangible services also has a corporate brand, corporate brand, a city also has the image of the brand. In recent years, China's economic and social development has inspired enthusiastic consumption, people not only to buy goods, also began to pay more attention to entertainment and leisure consumption, tourism the industry also has a rapid development, the tourism market competition is increasingly fierce. In such a background, create a famous tourism brand has become a tourist destination, tourism The key to the success of enterprise marketing.
Henan Province, rich historical and cultural resources, abundant natural resources, is a north-south, linking the East and central area, the tourism industry has become an important part of the regional economy. According to the Chinese Tourism Research Institute "Chinese regional tourism development annual report (2012-2013)", Henan ranked fifth in the scenic spots in Yuntai Mountain, Shaolin Temple index. Longmen Grottoes and other famous tourism brand shows a strong leading role. The attraction of integrated marketing communication theory master Tang E Schultz once said, "marketing can be said to be spread, and spread is almost marketing. To establish a tourism brand, development and mature, is not only an economic phenomenon, is also a the spread of the phenomenon.
Brand communication strategy based on communication from the perspective of the tourism industry in Henan -- leading scenic spot in Yuntai Mountain, hoping to summarize the experience in the process of Yuntai Mountain brand communication, from insufficient, provide some reference for the further development of Yuntai Mountain tourism industry and tourism industry in Henan province. The first part mainly introduces the research background and overview of the Yuntai Mountain scenic area the second part is on the basis of brand and brand communication theory, combined with the related theory of Yuntai Mountain tourism brand, brand and particularity of Yuntai Mountain brand elements are analyzed. The third part is the Yuntai Mountain brand positioning strategy, brand building Yuntai Mountain longitudinal and horizontal integration to promote brand strategy are analyzed in the fourth part of the thesis. Through the questionnaire on Yuntai Mountain brand communication effect makes a simple evaluation. On this basis, the The fifth part summarizes the successful experience of brand communication in Yuntai Mountain, and provides experience for other tourist attractions in Henan. The sixth part points out the challenges faced by Yuntai Mountain's tourism industry transformation and upgrading under new communication environment, and puts forward countermeasures.

【學(xué)位授予單位】：鄭州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F592.7

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相關(guān)碩士學(xué)位論文 前1條

1 李嵐林;旅游目的地品牌營(yíng)銷研究[D];吉首大學(xué);2012年

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本文編號(hào)：1384286