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Executive Summary

Edinburgh is Scotland's capital city.Walking in its street, you are like walking into an old Scottish film.Church spires, narrow winding stone path as well as the ancient hilltop castle were just like hundreds of years ago.
Edinburgh is a city with an ancient culture. In 18th https://www.51lunwen.org/marketing/ century, it is the center of European culture, art, Philosophy and science. Tourism is an important industry for Edinburgh today.The establishment of an independent parliamentary has been what Scotland wants all the time. In this macro political condition, the rapid development of the tourism industry in Scotland has also become an inevitable result.

爱丁堡是苏格兰的首都。走在街上，你就像是走进一个古老的苏格兰电影。教堂的尖顶，狭窄蜿蜒的石径以及古老的山顶城堡就像几百年前。
爱丁堡是一个有着古老文化的城市。在第十八世纪，它是欧洲文化中心，艺术，哲学和科学。旅游业是爱丁堡的重要产业。一个独立的议会成立至今，苏格兰想要的所有时间。在这种宏观的政治条件，苏格兰旅游业的快速发展也成为一种必然的结果。
In the development of tourism, Britainmakes great efforts to develop and use the cultural factors in Edinburgh, and always show respect, understanding and protection of the history and culture of Edinburgh. Tourism is a key factor to achieve a balanced development of society. Tourism wind also blows marketing opportunities.But it also leads to price increases, destroys the industrial structure and national culture in some countries or regions changes the taste, even gradually disappear.
In future, Edinburgh can improve and broaden the channels for the dissemination of tourism information,increase government efforts to support and enhance the autonomy of tourism enterprises.

Table of Contents

1.0 Background information about Edinburgh and its macro and micro environment 3
1.1 Background information about Edinburgh 3
1.2 Macro and micro environment of Edinburgh 4
1.2.1 Macro environment 4
1.2.2 Micro environment 5
2.0 Marketing communications tools for Edinburgh and their strengths and weaknesses 5
2.1 Make city brand 6
2.2 Joint marketing 7
2.3 Film marketing 8
2.4 network marketing 9
3.0 Future marketing communication strategies for Edinburgh 9
4.0 Conclusion 11
5.0 Appendices 11
6.0 References 13

1.0 Background information about Edinburgh and its macro and micro environment

1.1 Background information about Edinburgh
Freedom, the movie "BraveHeart" shouted the voices of many people. People even though living in the age of peace will inevitably resonate. Scotland used to be a sovereign and independent country. In 1707, it was forced to disband their own parliamentunder pressure, and then merged with England and accepted the rule of the British government(Stephen and McDougall, 2012). Since then, the independent parliament has been an important issue in Scottish politics. In May 1997, the Scottish NationalParliament was established as oneof the Commonwealth. Edinburgh, with an area of 260 square kilometers in the central lowlands of Scotland and the south bank of the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。