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CIPFF为事件的营销传播战略案例研究-英国爱丁堡龙比亚大学战略学毕业论文Marketing communications strategies for events-case study on CIPFF

论文作者:留学生论文论文属性:硕士毕业论文 thesis登出时间:2013-07-04编辑:anne点击率:9193

论文字数:18962论文编号:org201307041518181785语种:英语 English地区:英国价格:$ 132

关键词:营销传播战略案例英国爱丁堡龙比亚大学战略学毕业论文Marketing communications strategiesevents-case studyCIPFF

摘要:本文的目的是探讨营销传播战略-成都国际桃花节(CIPFF)的讨论其长处和短处。

Abstract摘要

This study used constructivist as the research philosophy and a deductive approach, it adopted qualitative research methods, a semi-structured interview and a desk research tool. Contents of the semi-structured interview mainly included five major issues. The desk research was carried out by using C-PEST and SWOT analysis. The C-pest analysis results showed that at present, China's political situation is stable, the economy develops rapidly and people's living standard has been improved, people’s demand for event tourism has also been increased, the technique used in promotion of event tourism has been improved as well, all of these are beneficial for the development of the event tourism industry in China. The results of SWOT analysis proved that CIPFF should develop SO strategy, making use of external favorable conditions and its own advantages to accelerate its development, expand market share and increase economic income. The interview results indicated that, the Marketing communications strategies of the festival followed the requirements of a protracted nature, integrity, risk control and selection of names and themes of events, but there were still some problems. Judging from integrated marketing means used in CIPFF, it was very helpful for improving the visibility of the festival, and the marketing cost for it was not high. At the same time, the festival was through the use of integrated marketing to realize the two-way communication with tourists, so as to maintain the relationship with tourists better and meet their needs better. However, it should be noted that although China’s network develops swiftly, overall, the influence of network is not as good as the influence of TV advertising, and CIPFF pays no attention to promotion through television advertising, which may be wrong. In the end of this paper, aiming at problems existing in the marketing communication process of the festival, it brought forward relevant recommendations.本研究采用建构主义作为研究哲学和演绎的方法,它通过定性研究方法,半结构化面试和案头研究工具。半结构化面试的内容主要包括五个主要问题。进行案头研究,通过使用C-PEST和SWOT分析。 C-害虫的分析结果显示,目前,中国的政局是稳定的,经济发展迅速,并已经提高了人们的生活水平,英国战略管理毕业论文人们的需求事件旅游业已也已增加,事件旅游推广使用的技术已经被提高以及,所有这些都是有益的事件在中国旅游业的发展。 SWOT分析的结果证明,CIPFF应制定SO战略,利用外部有利条件和自身优势,加快发展,扩大市场份额,增加经济收入。采访结果表明,节日营销传播策略遵循一个长期性,完整性,风险控制和选择的名称和主题活动的要求,但仍存在一些问题。来看从整合营销意味着CIPFF使用的,这是非常有利于提高企业的知名度的节日,它的营销成本是不高的。与此同时,艺术节是通过运用整合营销与游客实现双向通信,以保持与游客更好的关系,并更好地满足他们的需求。然而,应该指出,虽然中国的网络发展迅速,总体而言,网络的影响是不是不如电视广告的影响,CIPFF不理推广通过电视广告,这可能是错误的。在本文末尾的,瞄准的节日营销传播过程中存在的问题,提出了相关建议。

Table of Content
Abstract……………………………………………………………………………………………2
Table of Content…………………………………………………………………………………..3
Chapter I Introduction……………………………………………………………………………5
1.1 Introduction……………………………………………………………………………………5
1.2 Study area……………………………………………………………………………………….5
1.3 Aims and objectives…………………………………………………………………………….6
1.4 Methodology……………………………………………………………………………………7
1.5 Dissertation structure…………………………………………………………………………...7
Chapter II Literature Review…………………………………………………………………….8
2.1 Introduction……………………………………………………………………………………..8
2.2 An overview of the events field………………………………………………………………...8
..............................
Chapter III Methodology………………………………………………………………………..24
3.1 Introduction……………………………………………………………………………………24
3.2 Research methodology………………………………………………………………………...25
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3.6 Limitation.…………………论文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。

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