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论文编号：	12142
作者编号：	2320180679
上传时间：	2020/12/14 8:53:37
中文题目：	LN文化综合体的互动整合营销传播策略研究
英文题目：	Research on the Interactive Integrated Marketing Communications Strategy of LN Cultural Complex
指导老师：	申光龍
中文关键字：	LN文化综合体；互动式整合营销传播；利害关系者
英文关键字：	LN Cultural Complex; Interactive Integrated Marketing Communications; Stakeholders & Interest Groups
中文摘要：	随着中国经济的发展与社会的进步，人们的消费需求已从最初的满足最基本的物质基础升级为对精神文化与生活品质的双重追求。中国居民热情高涨的精神文化需求催生了一系列的新兴文化产业模式和文化产业业态，其中全国各地的文化综合体因其顺应新时代消费者的个性化需求，以多元化的高科技手段展示各地独特文化特色而受消费者热捧。本研究结合中国文化综合体的现状，运用多种理论工具来对文化综合体进行深入的剖析，尝试帮助文化综合体建立适合中国国情的互动式整合营销传播策略。 本论文以LN文化综合体为研究对象，运用PEST和SWOT理论对LN文化综合体的营销环境进行分析，并结合文化综合体、互动整合营销传播、利害关系者的相关理论，通过对LN文化综合体的案例讨论，结合目前文化综合体营销现状和其在整合营销传播中存在问题分析，从互动整合营销传播营销数据库的创建、传播媒介的管理和利害关系者管理的角度帮助LN文化综合体构建了基于互动整合营销传播的营销策略。 本论文得出了建立核心数据库是文化综合体进行互动整合营销的基础、内容文化营销是文化综合体的制胜法宝、文化综合体的互动式整合营销应选择互动式媒体平台与线下体验营销相结合的模式、营销人才的培养和梯队的建设以及对营销组织结构的优化是文化综合体达到最优整合营销传播效果的结论，并为中国的文化综合体的营销提供一些思路和参考。
英文摘要：	With the development of China's economy and social progress, people's consumption demand has been upgraded from the basic material basis to the dual pursuit of spiritual culture and quality of life. The spiritual and cultural needs of Chinese residents have given birth to a series of new cultural industry models and formats. Among them, cultural complexes all over the country are popular among consumers because they conform to the personalized needs of consumers in the new era and display their unique cultural characteristics with diversified high-tech means. Based on the current situation of China's cultural complex, this study uses a variety of theoretical tools to conduct in-depth analysis of cultural complex, trying to help cultural complex establish interactive integrated marketing communications strategy suitable for China's national conditions. This paper takes LN cultural complex as the research object, uses PEST and SWOT theory to analyze the marketing environment of LN cultural complex, and combines with the relevant theories of cultural complex, interactive integrated marketing communication and stakeholders, through the case discussion of LN cultural complex, combined with the current situation of cultural complex marketing and the existing problems in the integrated marketing communications, from the mutual perspective of each other. The establishment of dynamic integrated marketing communications marketing database, the choice of media and marketing organization management help LN cultural complex to construct the marketing strategy based on interactive integrated marketing communications. This paper concludes that the establishment of core database is the foundation of interactive integrated marketing of cultural complex, content marketing is the magic weapon of cultural complex, the interactive integrated marketing of cultural complex should choose the mode of combining interactive media platform with offline experience marketing, the cultivation of marketing talents and the construction of human resource and the optimization of marketing organization structure are the cultural complex's achievement To the conclusion of the optimal integrated marketing communications effect, and provide some inspiration and reference for the marketing of China's cultural complex.
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