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论文编号：	15931
作者编号：	2320233750
上传时间：	2025/12/15 17:34:20
中文题目：	印象济南商业街区餐饮招商业务的 整合传播策略研究
英文题目：	Study on Integrated Marketing Communication Strategies for Food and Beverage Tenant Recruitment Business in the Impression Jinan Commercial District
指导老师：	申光龍
中文关键字：	印象济南商业街区；餐饮招商；互动整合营销传播；数字化传播；品牌建设
英文关键字：	Impression Jinan Commercial District; Catering business development; Interactive integrated marketing communication; Digital communication; Brand building
中文摘要：	在城市化与消费升级的背景下，商业街区逐渐成为集消费、休闲与文化传播于一体的重要空间。餐饮业作为核心业态，不仅决定街区人流与氛围，也直接影响招商成效。然而，传统以单向宣传为主的招商方式，已难以满足餐饮品牌对精准匹配和深度互动的需求。互动整合营销传播因此为招商提供了新的思路。本文以“印象济南·泉世界商业街区”为案例，旨在剖析其餐饮招商传播的现状与问题，并提出优化策略，以期为商业街区招商实践和城市文商旅融合发展提供参考。 本研究以营销组合理论、整合营销传播理论和互动整合营销传播理论为核心框架。营销组合理论提供产品、价格、渠道和促销的分析维度；整合营销传播理论强调跨渠道协同与信息一致性；互动整合营销传播理论则突出双向沟通、用户共创与数据反馈，更契合数字化传播环境下的招商需求。在研究方法上，本文采用文献研究、案例分析、问卷调查与深度访谈相结合的方式，既梳理相关理论成果，也通过实证调研揭示问题与成因，从而在学理探讨与实践应用之间建立紧密联系。研究发现，“印象济南”在餐饮招商传播中存在四方面不足：一是品牌定位不够清晰，差异化价值不足；二是传播渠道较为单一，线上线下协同欠缺；三是用户参与度有限，互动深度与持续性不足；四是数据反馈与评估体系滞后，未能形成有效决策闭环。针对上述问题，本文提出四项优化策略：其一，明确品牌定位，建立“文化精神+消费体验”的差异化价值体系；其二，拓展媒介组合，形成“新媒体+传统媒介”的整合传播机制；其三，强化用户参与，打造共创平台与沉浸式体验，提升互动性与黏性；其四，完善数据支撑，构建科学的传播评估与优化体系，实现招商传播的动态调整与长期优化。研究认为，商业街区餐饮招商应从单向信息输出转向双向互动，从静态传播转向动态反馈，从单一媒介转向跨平台协同。通过构建“文化精神—媒介协同—用户参与—数据驱动”的四位一体传播生态，不仅有助于提升招商效率与目标客户触达率，还能增强餐饮品牌合作意愿，实现街区招商价值的可持续增长。本文结论对“印象济南”具有现实指导意义，同时也为其他同类商业街区的招商传播优化提供理论与实践借鉴。
英文摘要：	Against the backdrop of urbanization and consumption upgrading, commercial districts have increasingly become integrated spaces combining consumption, leisure, and cultural communication. As the core business format, the food and beverage sector not only shapes customer flow and atmosphere but also directly influences the effectiveness of tenant recruitment. However, the traditional one-way promotional approach is insufficient to meet the needs of dining brands for precise matching and deeper interaction. Interactive integrated marketing communication therefore provides new perspectives for recruitment practices. This paper takes the “Impression Jinan · Spring World Commercial District” as an example to examine the current situation and challenges of its food and beverage tenant recruitment communication, and to propose optimization strategies with the aim of offering theoretical and practical insights for both commercial district operations and the integration of culture, commerce, and tourism in cities. The theoretical framework draws on the marketing mix, integrated marketing communication, and interactive integrated marketing communication. The marketing mix highlights the dimensions of product, price, place, and promotion; integrated marketing communication stresses cross-channel synergy and message consistency; interactive integrated marketing communication further emphasizes two-way dialogue, user co-creation, and data feedback, which align with the requirements of a digital communication environment. Methodologically, the article adopts a combination of literature review, case analysis, questionnaires, and in-depth interviews. These approaches clarify theoretical foundations, reveal operational logics, collect empirical data, and capture practical insights, thereby linking conceptual discussion with applied implications. The analysis identifies four major weaknesses in the current communication practice of Impression Jinan. First, brand positioning remains unclear, limiting differentiated value creation. Second, communication channels are relatively narrow, with insufficient coordination between online and offline platforms. Third, user participation is weak, lacking mechanisms for sustained and in-depth interaction. Fourth, feedback and evaluation systems are underdeveloped, failing to form a scientific decision-making loop. In response, four strategies are proposed: clarifying brand positioning to construct a differentiated value system of “cultural identity + consumer experience”; expanding the media mix to establish an integrated mechanism of “new media + traditional media”; enhancing user participation by creating co-creation platforms and immersive experiences; and strengthening data support by developing scientific evaluation and optimization systems that enable dynamic adjustment and long-term improvement. Overall, food and beverage tenant recruitment in commercial districts should shift from one-way information output to two-way interaction, from static communication to dynamic feedback, and from single-channel promotion to cross-platform collaboration. Building a communication ecosystem characterized by “cultural identity—media synergy—user participation—data-driven mechanisms” can not only improve recruitment efficiency and brand engagement but also increase willingness for cooperation, thereby ensuring sustainable growth of commercial district value. The conclusions drawn from Impression Jinan also provide valuable reference for other comparable commercial districts seeking to enhance their communication practices.
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