本文選題：現(xiàn)代節(jié)慶旅游 + 新媒體��； 參考：《華僑大學(xué)》2013年碩士論文

【摘要】：我國(guó)的現(xiàn)代節(jié)慶活動(dòng)始于20世紀(jì)80年代，到現(xiàn)階段已經(jīng)有30年的歷史，隨著市場(chǎng)經(jīng)濟(jì)的不斷發(fā)展，我國(guó)的現(xiàn)代節(jié)慶旅游業(yè)進(jìn)入了一個(gè)激烈競(jìng)爭(zhēng)與蓬勃發(fā)展的階段�，F(xiàn)代節(jié)慶旅游的特殊性決定了營(yíng)銷(xiāo)是節(jié)慶品牌脫穎而出的必由之路。營(yíng)銷(xiāo)需借助媒介的傳播效力，而媒介環(huán)境的發(fā)展轉(zhuǎn)變是與時(shí)俱進(jìn)的，，如微博、博客等新媒體的出現(xiàn)對(duì)傳統(tǒng)媒介渠道進(jìn)行了革命性的拓展，如何利用新媒體帶動(dòng)現(xiàn)代節(jié)慶的營(yíng)銷(xiāo)發(fā)展，開(kāi)拓節(jié)慶旅游市場(chǎng)，是現(xiàn)代節(jié)慶旅游業(yè)發(fā)展面臨的機(jī)遇和挑戰(zhàn)。 目前，關(guān)于現(xiàn)代節(jié)慶旅游的營(yíng)銷(xiāo)研究比較薄弱，缺少系統(tǒng)性，多為案例研究。本文主要分文三個(gè)部分，應(yīng)用傳播學(xué)、市場(chǎng)營(yíng)銷(xiāo)學(xué)、公共關(guān)系學(xué)等多學(xué)科的理論對(duì)現(xiàn)代節(jié)慶旅游的新媒體營(yíng)銷(xiāo)展開(kāi)研究。 第一部分是基礎(chǔ)理論研究。主要通過(guò)分析現(xiàn)代節(jié)慶旅游的特殊產(chǎn)品屬性以及新媒體營(yíng)銷(xiāo)的傳播特性提出現(xiàn)代節(jié)慶品牌推廣的新的理論研究方向。通過(guò)對(duì)現(xiàn)代節(jié)慶旅游業(yè)傳統(tǒng)營(yíng)銷(xiāo)模式和新媒體營(yíng)銷(xiāo)模式的對(duì)比分析，總結(jié)出現(xiàn)代節(jié)慶旅游業(yè)運(yùn)用新媒體營(yíng)銷(xiāo)模式的優(yōu)勢(shì)所在，支持理論研究的意義。 第二部分是實(shí)證研究。重點(diǎn)在對(duì)現(xiàn)代節(jié)慶旅游的媒介營(yíng)銷(xiāo)作深入的分析和研究，對(duì)現(xiàn)有的營(yíng)銷(xiāo)模式歸納總結(jié)，并結(jié)合新的媒介環(huán)境構(gòu)建新媒體營(yíng)銷(xiāo)模式。針對(duì)新媒體營(yíng)銷(xiāo)模式在現(xiàn)代節(jié)慶旅游業(yè)中的實(shí)際應(yīng)用，構(gòu)建基于受眾的現(xiàn)代節(jié)慶旅游業(yè)的新媒體營(yíng)銷(xiāo)效果指標(biāo)體系，并運(yùn)用模糊層次綜合評(píng)價(jià)法對(duì)2012年上海旅游節(jié)的新媒體營(yíng)銷(xiāo)的效果做實(shí)證驗(yàn)證，驗(yàn)證了新媒體營(yíng)銷(xiāo)模式在現(xiàn)代節(jié)慶旅游業(yè)中運(yùn)作的有效性和可行性，與理論構(gòu)想相符。 第三部分是策略研究。通過(guò)總結(jié)分析提出與時(shí)代相結(jié)合的新媒體營(yíng)銷(xiāo)模式發(fā)展的具體策略，具有一定前瞻性，從而指導(dǎo)實(shí)踐。
[Abstract]:The modern festival activities in our country began in the 1980s, and now have a history of 30 years. With the continuous development of the market economy, the modern festival tourism in our country has entered a stage of fierce competition and vigorous development. The particularity of modern festival tourism determines that marketing is the only way for festival brands to stand out. Marketing needs to rely on the effectiveness of the media, and the development of the media environment changes with the times, such as Weibo, blog and other new media has revolutionized the expansion of traditional media channels, How to use the new media to promote the marketing development of the modern festival and to open up the festival tourism market is an opportunity and challenge for the development of the modern festival tourism. At present, the marketing research on modern festival tourism is relatively weak, lack of systematic, mostly case study. This paper is mainly divided into three parts: applying the theories of communication, marketing and public relations to study the new media marketing of modern festival tourism. The first part is the basic theory research. By analyzing the special product attributes of modern festival tourism and the communication characteristics of new media marketing, this paper puts forward a new theoretical research direction of modern festival brand promotion. Through the comparative analysis of the traditional marketing mode and the new media marketing mode of modern festival tourism, this paper summarizes the advantages of using the new media marketing mode in modern festival tourism, and supports the significance of theoretical research. The second part is empirical research. The emphasis is on the in-depth analysis and research on the media marketing of modern festival tourism, the induction and summary of the existing marketing model, and the construction of the new media marketing model combined with the new media environment. In view of the practical application of new media marketing mode in modern festival tourism, this paper constructs the target system of new media marketing effect of modern festival tourism based on audience. The effect of new media marketing in 2012 Shanghai Tourism Festival is verified by using fuzzy hierarchy comprehensive evaluation method. The validity and feasibility of the new media marketing model in modern festival tourism is verified, which is in line with the theoretical concept. The third part is the strategy research. Through summing up and analyzing the concrete strategy of the development of new media marketing mode combined with the times, it has a certain foresight, so as to guide the practice.
【學(xué)位授予單位】：華僑大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F713.56;F592.6

【相似文獻(xiàn)】

相關(guān)期刊論文 前10條

1 左偉;;國(guó)內(nèi)民族節(jié)慶旅游研究綜述[J];貴陽(yáng)市委黨校學(xué)報(bào);2009年05期

2 宣平;;淺談中國(guó)節(jié)慶旅游——以上海旅游節(jié)為[J];商場(chǎng)現(xiàn)代化;2009年33期

3 陸鳳英;王錄倉(cāng);;節(jié)慶旅游研究文獻(xiàn)綜述[J];前沿;2007年08期

4 張維梅;賈秀榮;;湖南省節(jié)慶旅游開(kāi)發(fā)策略分析[J];安徽農(nóng)業(yè)科學(xué);2008年36期

5 薛秀芬;殷華華;劉滄;尹曉華;;遼寧省節(jié)慶旅游發(fā)展對(duì)策研究[J];環(huán)渤海經(jīng)濟(jì)w

本文編號(hào)：2045915