發(fā)布時間：2018-08-11 15:50

【摘要】：隨著國內(nèi)市場經(jīng)濟的不斷發(fā)展和人民收入水平的進一步提高,人們在物質(zhì)文明不斷被滿足的條件下,精神需求不斷提高,國民對于旅游的消費需求日益增加,國內(nèi)旅游業(yè)出現(xiàn)了蓬勃發(fā)展的局面,旅游業(yè)在經(jīng)濟中的重要性也越來越突出。國內(nèi)旅游景區(qū)的迅猛的發(fā)展速度與國內(nèi)景區(qū)落后的管理模式、營銷方式及軟硬件配備方面之間卻出現(xiàn)了不相適宜的矛盾局面。突出表現(xiàn)在管理模式混亂、營銷方式傳統(tǒng)單一硬件配備陳舊落后、經(jīng)營理念停滯不前。景區(qū)內(nèi)大量資源長期處于閑置浪費的狀態(tài),缺乏有機的整合和統(tǒng)一等方面。 湖南懷化洪江古商城號稱“中國第一古商城”,以其悠久的古代商業(yè)文化、保存完好的明清建筑格局以及與江南古鎮(zhèn)相比毫不遜色的優(yōu)美自然風(fēng)光著稱于世,但由于歷史開發(fā)時間較短,旅游業(yè)發(fā)展起步較晚,現(xiàn)代商業(yè)文化重心轉(zhuǎn)移等原因,致使洪江古商城一直以來沒有走出湘西、走出湖南、走向全國。 本文通過對古商城宏觀環(huán)境、中觀行業(yè)環(huán)境、微觀景區(qū)環(huán)境分析,得出古商城景區(qū)資源的SWOT分析結(jié)果,在此基礎(chǔ)上,基于整合營銷傳播理論,通過景區(qū)內(nèi)營銷資源整合,對古商城旅游市場重新定位,提出了針對古商城旅游營銷傳播優(yōu)化策略和方案,對古商城實際營銷傳播具有現(xiàn)實指導(dǎo)意義。
[Abstract]:With the continuous development of the domestic market economy and the further improvement of the people's income level, under the condition that the material civilization is constantly being satisfied, the spiritual needs of the people are constantly raised, and the consumption demand of the people for tourism is increasing day by day. Domestic tourism has developed vigorously, and the importance of tourism in the economy has become more and more prominent. The rapid development of domestic scenic spots and the backward management mode of domestic scenic spots, marketing methods and hardware and software are not suitable for the contradiction. Outstanding performance in the management model confusion, marketing mode of traditional single hardware outmoded, stagnant business philosophy. A large number of resources in the scenic spot have been idle and wasted for a long time, lacking organic integration and unification. Huai Hua Hongjiang Ancient Mall in Hunan Province is known as "the first Ancient Commercial City of China". It is famous for its long ancient commercial culture, well-preserved architectural pattern of Ming and Qing dynasties and beautiful natural scenery compared with the ancient towns in the south of the Yangtze River. However, due to the short time of historical development, the late start of tourism development and the shift of the center of modern commercial culture, Hongjiang Ancient Mall has not been out of Xiangxi, Hunan and the whole country. Based on the analysis of the macro environment, the middle industry environment and the micro scenic area environment of the ancient mall, this paper obtains the SWOT analysis results of the scenic area resources, and on this basis, based on the theory of integrated marketing communication, through the integration of marketing resources within the scenic area. This paper puts forward the optimization strategy and scheme for the travel marketing communication of the ancient mall, which has practical guiding significance to the actual marketing communication of the ancient mall.
【學(xué)位授予單位】：中南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F274;F592.7

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