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论文编号：	15858
作者编号：	2320234040
上传时间：	2025/12/11 11:35:46
中文题目：	W传媒公司津甘文旅项目营销策略研究
英文题目：	Study on the Marketing Strategy of W Media Company''s Tianjin-Gansu Cultural Tourism Project
指导老师：	张永强
中文关键字：	W 传媒公司；津甘文旅项目；营销策略
英文关键字：	W Media Company; Tianjin-Gansu Cultural Tourism Project; Marketing Strategy
中文摘要：	摘要 在国家东西部协作战略深化与文旅产业数字化转型的双重背景下，跨区域 文旅协同发展成为推动区域经济均衡增长、释放文旅资源价值的关键路径。W 传媒公司主导的津甘文旅项目，作为落实东西部协作政策、促进两地文旅深度 融合的实践载体，虽借政策红利与市场需求升级获得初步成效，但受流量转化 不足、用户激活偏低、传媒与文旅协同不充分等问题制约，项目综合效益提升 遇阻。 本文以该项目为研究对象，综合运用整合营销传播、STP 战略等理论，借助 PEST 分析、波特五力模型等工具，通过案例分析与实践复盘，开展营销环境剖 析、项目目标梳理、市场定位、营销策略设计及实施保障构建工作。W 传媒公 司凭借强大的资源整合能力、矩阵化传媒体系与用户基础，成为项目核心主导； 项目以“惠民利民、协同发展”为目标，构建数字化平台、文旅卡、线下活动、 媒体宣传矩阵、运营体系的核心架构，各模块协同运转。 从营销环境看，政策协同为项目提供支撑，天津与甘南在消费、产业、诉 求上适配共鸣，数字化技术夯实协同基础，项目兼具政策资源独占与跨区域整 合优势，也存在用户运营、服务衔接短板，面临消费升级机遇与竞争分流威胁； 经市场调研与客群分析，天津文旅客源细分四类客群，核心锁定中老年与本土 家庭客群，确立“专属惠民与协作情感融合”定位，并优化服务与传播渠道增 强粘性；营销策略以传媒为枢纽，构建全方位体系，产品聚焦权益与体验，价 格兼顾惠民与可持续，渠道实现媒体协同与流量互导，促销以零元文旅卡为核 心，实施保障从组织、人力、资源、制度四大方面搭建，并配套动态调整机制。 本文旨在梳理 W 传媒公司津甘文旅项目的传媒营销逻辑与路径，为项目后 续优化提供针对性参考，助力东西部文旅协作深化、文旅产业高质量发展及数 字化转型下的价值升级与协同共赢。 关键词：W 传媒公司；津甘文旅项目；营销策略
英文摘要：	Abstract Against the dual backdrop of the deepening national East-West cooperation strategy and the accelerated digital transformation of the cultural tourism industry, cross-regional cultural tourism coordinated development has become a key path to promote balanced regional economic growth and unlock the value of cultural tourism resources. The Tianjin-Gansu Cultural Tourism Project led by W Media Company, as a practical vehicle for implementing the East-West cooperation policy and promoting in-depth integration of cultural tourism between the two regions, has achieved initial results driven by policy dividends and upgraded market demand. However, it is constrained by issues such as insufficient traffic conversion, low user activation, and inadequate synergy between media and cultural tourism businesses, which hinders the improvement of the project's comprehensive benefits. This study takes the project as the research object, comprehensively applying theories such as integrated marketing communication and STP strategy, and using tools including PEST analysis and Porter's Five Forces Model. Through case analysis and practical review, it conducts research work including marketing environment analysis, project goal clarification, market positioning, marketing strategy design, and implementation guarantee construction. W Media Company has become the core leader of the project by virtue of its strong resource integration capabilities, matrix-based media system, and user foundation. With the goal of "benefiting the people and promoting coordinated development", the project has built a core structure consisting of a digital platform, cultural tourism cards, offline activities, a media promotion matrix, and an operation system, with all modules operating in synergy. From the perspective of the marketing environment, policy synergy provides support for the project. Tianjin and Gansu have formed adaptation and resonance in terms of consumption, industry, and demands, while digital technology has consolidated the foundation for coordination. The project not only possesses core advantages such as exclusive policy resources and cross-regional integration capabilities but also faces shortcomings in user operation and service connection, as II Abstract well as opportunities from consumption upgrading and threats from market competition and user diversion. Through market research and customer group analysis, the cultural tourism source market in Tianjin is divided into four categories of customer groups, with the core target market focusing on middle-aged and elderly local customers in Tianjin and local family customers. A differentiated positioning of "integration of exclusive benefits for the people and cooperative emotions" has been established, and services and communication channels have been optimized to enhance customer stickiness. Regarding marketing strategies, a comprehensive system has been built with media as the hub: the product strategy focuses on rights and interests integration and experience upgrading; the pricing strategy balances people-benefiting attributes and operational sustainability; the channel strategy achieves media synergy and two-way traffic guidance; and the promotion strategy centers on zero-cost cultural tourism cards. The implementation guarantee is established from four major aspects—organization, human resources, resources, and systems—with a supporting dynamic adjustment mechanism. This study aims to sort out the media marketing logic and paths of W Media Company's Tianjin-Gansu Cultural Tourism Project, provide targeted references for the subsequent optimization of the project, and contribute to the deepening of East-West cultural tourism cooperation, the high-quality development of the cultural tourism industry, as well as the value upgrading and win-win cooperation of the cultural tourism industry under the background of digital transformation. Key words: W Media Company; Tianjin-Gansu Cultural Tourism Project; Marketing Strategy
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