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论文编号：	992
作者编号：	2120072045
上传时间：	2009/5/25 15:17:20
中文题目：	基于品牌理论的旅游目的地整合营
英文题目：	The Construction on the Model
指导老师：	李天元
中文关键字：	整合营销传播;旅游目的地营销传<
英文关键字：	Integrated Marketing Communi
中文摘要：	随着旅游目的地之间竞争的日趋激烈，市场营销已成为目的地获取竞争优势的重要途径。作为目的地营销工作的一项重要内容，目的地营销传播却处于效率低下、环境不断恶化的境况。立足于旅游目的地营销传播当前所面临的局面，探索适应环境变化的目的地营销传播规律对于目的地在市场营销中制胜、提升自身竞争力具有非常重要的意义。 本研究在对旅游目的地当前所处营销传播环境进行系统分析的基础上，引入整合营销传播理论，结合旅游目的地营销传播的实际特点，探讨旅游目的地整合营销传播的概念。基于目的地品牌理论，构建适应于当前旅游市场竞争和营销传播环境的旅游目的地整合营销传播模式，旨在为人们有意识地利用整合营销传播实施高效的目的地品牌营销传播提供理论参考。 首先，本文针对相关概念认识存在误区、基本概念界定缺失等不足，通过对国内外现有主要相关文献的系统整理和分析，在对整合营销传播概念进行澄清的基础上，结合旅游目的地营销传播的实际特点，对旅游目的地整合营销传播概念进行了界定。 其次，针对旅游目的地营销传播现行模式及其存在的问题，以旅游目的地整合营销传播理论和旅游目的地品牌理论为主要理论依据，构建基于品牌理论的旅游目的地整合营销传播模式。该模式旨在以整合的理念对旅游目的地营销传播资源的配置方式进行全新阐释，阐明旅游目的地整合营销传播的运作过程。 最后，以天津市为例，对本文所构建的旅游目的地整合营销传播模式进行案例分析，针对天津市成功实施整合营销传播所面临的主要障碍，提出对应的策略建议。
英文摘要：	With the competition among tourism destination becoming more and more drastic, marketing has become an important approach for destinations to gain competitive advantage. As a major element of tourism destination marketing, marketing communication is faced with the situation of low efficiency and worsening environment. So it is quietly significant to explore the rule of marketing communication adapting to current environment for tourism destination in order to win in the competitions and enhance their competitiveness. On the basis of analyzing systematically the current marketing communication, this dissertation introduces the theory of integrated marketing communications and explores the conception integrated marketing communications. Based on tourism destination brand theory, the researcher constructs the model of tourism destination integrated marketing communications adapting to current environment of tourism market competition and marketing communication. The main purpose is to provide a new way of thinking for people to have a thorough understanding of tourism destination integrated marketing communications. Firstly, aiming at the misunderstanding of existing views and the lack of basic definition, the researcher clarifies the concept of integrated marketing communications based on a systematical and thorough literature review. On the basis of the conception of integrated marketing communications, with considering the characteristics of tourism destination marketing communication, the researcher clearly defines the concept of tourism destination integrated marketing communications in order to provide a conceptual support for subsequent researches in this field. Secondly, aiming at the problems existing in current model of tourism destination marketing communication, the researcher constructs a model of tourism destination integrated marketing communications based on destination branding strategy, which is supported by tourism destination integrated marketing communications and tourism destination brand theory. The mission of the model is to interpret the allocating way of tourism destination marketing communication resources from a new perspective and explain the operating process of tourism destination integrated marketing communications. Finally, taking Tianjin as an example, the researcher makes a case study on the model of tourism destination integrated marketing communications. With considering the main obstacles faced by Tianjin in the process of implementing integrated marketing communications successfully, the researcher puts forward several corresponding suggestions.
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