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论文编号：	6201
作者编号：	2120116034
上传时间：	2014/6/5 19:31:17
中文题目：	泰国泼水节的网络整合营销传播策略研究
英文题目：	Research on the Network Integrated Marketing Communications Strategy of Songkran Festival, Thailand
指导老师：	申光龍
中文关键字：	泰国旅游业；泰国旅游业；泼水节；网络整合营销传播
英文关键字：	Thailand Tourism Industry；Songkran Festival；Network Integrated Marketing Communications
中文摘要：	目前通讯技术成为各个国家的经济以及社会稳定且持续发展的重要因素，因为当前是世界无国界的通讯技术的时代，而这个连接全世界在一起的媒介就是互联网。互联网对社会有效和强大的新媒介，由于互联网更加容易接触到其他人，所以受到很多用户的喜爱，互联网在过去十年中不断壮大，逐步变为越来越重要的一种营销沟通的工具，也是一个重要的经济收入来源。因此，许多的组织，例如泰国旅游局就在互联网中，就利用自己的整合营销传播策略与游客进行沟通，这是有助于该组织很好地实现经营目标的一种新媒介，成为新世纪企业营销的主流，各个组织可利用现代的互联网技术，更迅速更有效的满足客户多样性的需求。 站在市场营销的角度，互联网的高速发展，让人们在享受信息时代的同时，也得到了收益，顾客对于企业产品或服务的需求产生了改变，迫使企业与市场进行有效沟通。企业与顾客的关系、传统的营销模式所产生的颠覆性变化都归因于网络，因此，基于网络媒体的营销模式逐渐引起企业的关注。企业运用网络媒体和技术吸引顾客、传播理念、展示产品、收集信息等，并整合传播过程，使其达到更好的效果。 本文对泰国旅游局在泼水节期间采用的网络整合营销传播策略进行研究（因为泼水节是泰国的新年，也是国内外游客到泰国旅游最多的传统节日），说明了如何通过网络营销传播策略，向旅客推销本国文化和整合本国旅游资源，以达到用旅游业来带动国内经济发展和文化繁荣的目的。本论文主要通过泼水节期间的网络整合营销策略的发展现状及其影响因素，泼水节期间采用的网络营销的活动、策略和阻碍泰国泼水节发展网络营销的因素来进行分析，使用PEST的分析法对泰国泼水节的网络营销现状进行分析，并在此基础上加强、改进给泰国泼水节提出解决问题的策略，希望对泰国泼水节的网络营销理论的丰富和充实，能够确定泰国泼水节优势以及未来的发展方向，同时对其他泰国旅游业的营销也具有一定的借鉴意义。
英文摘要：	Nowadays, Information Communication Technology (ICT) becomes a key factor of country's economic and social stability sustainable development. Owing to the communication technology, our world is borderless, and the connection is internet. The Internet is an effective and powerful new social media. Because the Internet shortened the distance between people to people, so it is popular with many users. The Internet that has grown in the past 10 years, as a communication tool it gradually become more and more important in the marketing, which is also an important source of income. Accordingly, many organizations, such as the Tourism Authority of Thailand, with the help of internet use its integrated marketing communication strategy to communicate with visitors, this is a new media which can help the organization to achieve the business objectives. It has become the mainstream marketing of enterprises in the new century, organizations can use modern Internet technologies, more rapidly and efficiently to meet the diversity of needs of customers. From the perspective of marketing, with the rapid development of internet, people live in the information age, at the same time get the benefit from the information ocean. The customs’ demands of product and service have changed because the development of internet, which made the enterprises must change marketing strategy, communicating more and effectively with customers. Owing to the development of internet, the traditional marketing model and relationship between customer and enterprise has changed. Therefore, a new marketing model, internet media market model arouse the concern of all walks of life. Enterprises use the technology of network media to attract customers, transmit philosophy, display product, collect information and so on. At the same time, integrate the transmission process to make it be improved. This paper studies the network integrated marketing communication strategy of Thailand Tourism Authority during Songkran Festival (Because Songkran is the Thai New Year, and also is a traditional festival that there are most of people travel to Thailand). It shows how to promote its culture and integration of its tourism resources to visitors with the help of network marketing communication strategy. Use tourism to drive in order to achieve the purpose of domestic economic development and cultural prosperity. This thesis analyses the data about the network integrated marketing strategy during the water-splashing festival of the development status and its influencing factors, water-sprinkling festival activities during the network marketing and the hinder of network marketing strategy develop in Thailand Songkran Festival using PEST analysis method of Thailand Songkran, analyzing the present situation and problems of network marketing. And on the basis, strengthen and improve, to put forward the strategy and solve the problem of Thailand Songkran festival. Hoping can enrich the network marketing communication strategy theoretical basis and understand the Thailand Songkran advantages and development direction in the future. At the same to let the development of other travel-industry marketing in Thailand be instructive.
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