基于整合营销传播的蒙古国旅游营销策略研究.docx

Classified Index: : F590
Dissertation for the Master Degree in Management
THE RESEARCH OF MONGOLIA TOURISM MARKETING STRATEGY BASED ON
INTEGRATED MUNICATIONS
Candidate: Nyam Bayarchimeg 巴雅尔
Supervisor: Prof. Du Zhao Hui
Academic Degree Applied for: Master of Management
Speciality: Corporate management
Affiliation: School of Management
Date of Defense: June, 2015
Degree-Conferring-Institution: Harbin Institute of Technology
摘 要
在世界旅游市场的高度竞争下,各国需要发展有效的营销策略来创造具有独特吸引力的旅游形象。旅游营销需通过各种有效的传播工具传达明确一致的营销讯息给消费者,创造强而有力的旅游品牌。整合营销传播的兴起,即是能通过不同的媒体工具传达完整一致的旅游品牌形象。旅游营销更需要整合各种传播媒体管道,传达一致且具有说服力的旅游品牌讯息。蒙古国也为了发展旅游业采取很多措施,但是由于缺乏有效的策略和方法,一直出现大小很多问题。在这种情况之下,本文企图研究整合营销传播(IMC)在蒙古国旅游业的运用。从传播、营销和管理三大构面所组合的整合营销传播概念,是本文所探讨的途径。
本文采用理论探索与分析方法,运用旅游营销学相关理论和 SWOT 分析方法,对蒙古国旅游市场营销现状和存在的问题上进行了分析。根据相关分析基础上,提出了蒙古旅游整合营销传播策略。
全文可分为四部分:第一部分介绍了本文的研究背景及来源、研究目的和意义、论文研究思路和方法。第二部分是关于旅游营销和整合营销传播相关研究综述和整合营销传播定义,要整合哪些方面进行了界定。其次第三部分是蒙古国旅游业营销环境分析。通过旅游营销理论 7P 理论和 SWOT 分析,对蒙古旅游市场进行了详细的分析后,对蒙古旅游者需求和旅游市场营销环境做了相关的分析,在此基础上提出了蒙古国旅游营销现状和其存在问题,说明了蒙古旅游业实施整合营销传播的必要性。第四部分是蒙古旅游整合营销传播策略研究。提出了蒙古旅游整合营销传播的目标、观念、原则以及策略。
关键词:整合营销传播;策略;蒙古国;旅游营销
Abstract
In an petitive global tourism market, a strong tourism strategy has a key role to confront marketing challenges. Tourism municates clear and “ one voice ” marketing messages to consumers by integrating useful media tools. Tourism marketing strategy is a long- term planning, so the anization should improve marketing planning with the market circumstance. Mongolia has also taken many measures to develop the tourism industry, but due to the lack of effective strategies and methods, has been a lot of problems. In this case, this paper attempts to study the use of Integrated munication (IMC) in Mongolia tourism.
In this paper, the theoretical exploration and analysis methods, the use of tourism marketing theory and SWOT analysis method, the Mongolia tourism marketing situation and existing problems were analyzed. Based on the correlation analysis, the tourism inte