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论文作者:英语论文论文属性:学术文章 Scholarship Essay登出时间:2014-03-11编辑:caribany点击率:9825
论文字数:3253论文编号:org201403101045431236语种:英语 English地区:中国价格:免费论文
关键词:Qingdao International Beer Festivalthe aimcorresponding recommendationsliterature review and methodologythe tourism destination
摘要:This paper has discussed the significant influence of Qingdao International Beer Festival on the destination Qingdao, and the interview was adopted as the research method. The aim, objectives, relevant literatures and methodology about the topic have been shown and the nature of the festival, the interview design, process and outcomes, and the impacts of the festival have been discussed including the political, socio-cultural and economic impacts posed by the festival on the destination.
4.1 The marketing platforms and strategy involved in Qingdao International Beer Festival
During the Qingdao International Beer Festival each year, various marketing activities are carried out to establish the brand image and enlarge the influence of the festival. The entire marketing activities and marketing strategies involves could be divided into two groups: the marketing platforms and the marketing strategies involved. It is also worthy to mention that the marketing activities are conducted not only by the city government but also by the investors of the festival. In the meantime, the partners and the merchants of the festival will conduct their own marketing activities which are separated from the official marketing activities. The following marketing activities and marketing strategies have been identified based on the answers provided by the respondents of interview. The discussion and analysis toward these marketing of festival are as follows.
In the first place, the sponsor of the festival usually use the new media forms to advertise and promote the festival including cable TV, internet, mobile TV in the bus, taxi and plane, electronic magazine and newspaper. Some traditional marketing media are also adopted including home TV, newspaper and outdoor posters. With the help of these marketing platforms, the festival is well-known before it is held. This way of marketing can not only make the festival become famous rapidly but also make its destination famous mainly because the name of the festival begins with the destination of the festival, in the meantime, the city government of Qingdao also adds the city elements and characteristics in the advertising activities of the beer festival each time. However, the new media way of marketing for the festival has certain limitations which should be paid attention to in the marketing process. One of the most significant feature and advantages of the new media marketing for the festival is that it's too board and covers a wide range of potential visitors, while, this point is also a problem because according the analysis of the answers from the respondents of interview, it is found that many of them are not directly and well targeted and positioned by the marketing activities of the festival which shows that the marketing activities are not so effective and should be improved based on the segmentation and positioning strategies in the marketing process.
In the second place, the marketing strategies are adopted in the marketing process in order to enhance the effectiveness of the marketing activities. From the talks with the interviewees and also from the background investigation toward the beer festival, it could be discovered that the main marketing strategy for the festival is the 7Ps marketing strate本论文由英语论文网提供整理,提供论文代写,英语论文代写,代写论文,代写英语论文,代写留学生论文,代写英文论文,留学生论文代写相关核心关键词搜索。