本文選題：南寧 + 會(huì)展旅游�。� 參考：《湘潭大學(xué)》2008年碩士論文

【摘要】： 會(huì)展旅游作為一項(xiàng)新興專項(xiàng)旅游產(chǎn)品,因其巨大的經(jīng)濟(jì)效益和社會(huì)效益成為旅游業(yè)的新寵,受到國(guó)內(nèi)外的廣泛關(guān)注。近年來(lái),我國(guó)會(huì)展旅游業(yè)發(fā)展迅速,會(huì)展旅游成為各大城市競(jìng)相發(fā)展的產(chǎn)業(yè)。在激烈的市場(chǎng)競(jìng)爭(zhēng)中,會(huì)展旅游的強(qiáng)勢(shì)品牌打造已經(jīng)成為制勝的關(guān)鍵。本文選取我國(guó)西南部城市南寧作為研究對(duì)象,對(duì)南寧會(huì)展旅游的品牌戰(zhàn)略問(wèn)題進(jìn)行了系統(tǒng)的分析和研究。 本文以現(xiàn)代品牌戰(zhàn)略理論及相關(guān)理論為指導(dǎo),從分析國(guó)內(nèi)外會(huì)展旅游發(fā)展態(tài)勢(shì)及競(jìng)爭(zhēng)環(huán)境入手,運(yùn)用PEST分析方法較深入地剖析了南寧會(huì)展旅游的發(fā)展條件及發(fā)展現(xiàn)狀,結(jié)合南寧自身的優(yōu)勢(shì)和劣勢(shì),提出了南寧會(huì)展旅游實(shí)施品牌戰(zhàn)略的必要性。在品牌戰(zhàn)略構(gòu)建的過(guò)程中,首先對(duì)南寧會(huì)展旅游品牌的目標(biāo)進(jìn)行設(shè)計(jì),將之確定為:面向東南亞的國(guó)際性會(huì)展旅游品牌;其次對(duì)南寧會(huì)展旅游品牌進(jìn)行科學(xué)定位,將南寧會(huì)展旅游品牌的基本目標(biāo)市場(chǎng)定位為東南亞各國(guó),將南寧城市形象定位為東盟會(huì)都、綠色之城、民歌之鄉(xiāng);再次,重點(diǎn)設(shè)計(jì)南寧會(huì)展旅游品牌系列產(chǎn)品:中國(guó)-東盟商貿(mào)會(huì)展旅游品牌、綠城觀光會(huì)展旅游品牌、休閑度假會(huì)展旅游品牌、“大地飛歌”會(huì)展旅游品牌、中越邊境風(fēng)情會(huì)展旅游品牌、邕州美食會(huì)展旅游品牌等;最后,在確定了會(huì)展旅游品牌的目標(biāo)受眾后,選擇各種宣傳方式進(jìn)行品牌的推廣,如口碑傳播、公關(guān)推廣、廣告?zhèn)鞑�、人員推銷、服務(wù)策略。本文的最后,為保障南寧會(huì)展旅游品牌戰(zhàn)略的順利實(shí)施提出了相應(yīng)的措施及建議,包括強(qiáng)化會(huì)展品牌意識(shí)、優(yōu)化品牌實(shí)施環(huán)境、完善會(huì)展基礎(chǔ)設(shè)施、培養(yǎng)專業(yè)會(huì)展人才、加強(qiáng)旅游區(qū)域合作、注重整體品牌營(yíng)銷。 會(huì)展旅游是當(dāng)前會(huì)展業(yè)與旅游業(yè)研究的熱點(diǎn)課題,本文選題與目前相關(guān)學(xué)科的研究前沿一致,具有一定的理論價(jià)值,是對(duì)會(huì)展旅游研究領(lǐng)域的創(chuàng)新與充實(shí)。同時(shí),本文從品牌的角度對(duì)南寧會(huì)展旅游提出新的發(fā)展思路,是城市會(huì)展旅游發(fā)展新途徑的探索,從而具有一定的現(xiàn)實(shí)意義。
[Abstract]:As a new special tourism product, mice tourism has become a new favorite of tourism industry because of its huge economic and social benefits, which has attracted wide attention at home and abroad. In recent years, mice tourism in China has developed rapidly, and mice tourism has become a competitive industry in each major city. In the fierce market competition, the strong brand of mice tourism has become the key to success. This paper chooses Nanning as the research object, and makes a systematic analysis and research on the brand strategy of exhibition tourism in Nanning. Under the guidance of modern brand strategy theory and related theories, this paper analyzes the development situation and competitive environment of exhibition tourism at home and abroad, and analyzes the development conditions and present situation of exhibition tourism in Nanning by using PEST analysis method. Combined with the advantages and disadvantages of Nanning, the necessity of implementing brand strategy in Nanning mice tourism is put forward. In the process of brand strategy construction, first of all, the goal of Nanning mice tourism brand is designed, which is determined as: the international exhibition tourism brand facing Southeast Asia; secondly, the scientific positioning of Nanning exhibition tourism brand. Nanning convention and exhibition tourism brand as the basic target market for Southeast Asian countries, Nanning city image as ASEAN city, green city, folk songs of the township; again, Focus on the design of Nanning exhibition tourism brand series products: China-ASEAN trade exhibition tourism brand, green city tourism exhibition brand, leisure vacation exhibition tourism brand, "earth fly song" exhibition tourism brand, Sino-Vietnamese border customs exhibition tourism brand, Yongzhou gourmet exhibition tourism brand; finally, after determining the target audience of the exhibition tourism brand, select various publicity methods to promote the brand, such as word of mouth dissemination, public relations promotion, advertising dissemination, etc. Personnel sales, service strategy. Finally, in order to ensure the smooth implementation of Nanning exhibition tourism brand strategy, the corresponding measures and suggestions are put forward, including strengthening the awareness of exhibition brand, optimizing the brand implementation environment, perfecting the exhibition infrastructure, and training professional exhibition talents. Strengthen tourism regional cooperation, pay attention to the overall brand marketing. Mice tourism is a hot topic in the research of convention and exhibition industry and tourism industry. The topic of this paper is consistent with the current research frontier of related disciplines and has certain theoretical value. It is an innovation and enrichment to the research field of mice tourism. At the same time, from the perspective of brand, this paper puts forward a new way of development of Nanning mice tourism, which is a new way to explore the development of city mice tourism, which has certain practical significance.
【學(xué)位授予單位】：湘潭大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：F592.7;F713.83

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

1 黃婷;劉偉;;桂林市會(huì)展旅游SWOT分析及發(fā)展策略研究[J];桂林航天工業(yè)高等�？茖W(xué)校學(xué)報(bào);2011年04期

相關(guān)碩士學(xué)位論文 前3條

1 羅巍;南昌市旅行社業(yè)品牌建設(shè)與管理研究[D];南昌大學(xué);2011年

2 趙芬;區(qū)域合作下桂林市會(huì)議旅游發(fā)展研究[D];廣西師范大學(xué);2010年

3 萬(wàn)若冰;廣西首府南寧發(fā)展進(jìn)程中的海洋因素研究[D];廣西師范大學(xué);2012年

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本文編號(hào)：1905326