| 大庆市旅游品牌推广研究 |
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| 引用本文： | 张宇丽,孙晓春,李昊宇.大庆市旅游品牌推广研究[J].科技与管理,2012,14(1):14-17. |
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| 作者姓名： | 张宇丽 孙晓春 李昊宇 |
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| 作者单位： | 1. 东北石油大学经济管理学院,黑龙江大庆,163318
2. 中国石油管道大庆输油气分公司太阳升输油站,黑龙江大庆,163458 |
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| 摘 要： | 近年来,大庆市政府给予旅游项目建设政策上、资金上的大力支持,重点打造石油文化、湿地文化、温泉文化三大旅游品牌。然而品牌推广力度弱,传播的工具仅停留在传统渠道上。尝试将整合营销传播策略应用到大庆市旅游品牌推广中,确保品牌推广的一致性传播、目标市场的准确定位、高效整合营销渠道、双向沟通的实现和品牌竞争力的提升等。
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| 关 键 词： | 大庆旅游 品牌推广 整合营销传播 |
Study on the brand promotion of Daqing tourism industry |
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| ZHANG Yu-li,SUN Xiao-chun,LI Hao-yu.Study on the brand promotion of Daqing tourism industry[J].Science-Technology and Management,2012,14(1):14-17. |
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| Authors: | ZHANG Yu-li SUN Xiao-chun LI Hao-yu |
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| Institution: | 1.School of Economics and Management,Northeast Petroleum University,Daqing 163318,China;2.China Petroleum Pipeline Corporation,Daqing Subsidiary for Petroleum and Natural Gas Transportation,Sunrise Transfer Station,Daqing 163458,China) |
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| Abstract: | In recent years,Daqing government has been giving funding and policy support to diverse tourism projects,and mainly forges three tourism brands——the oil culture,the wetland culture,and hot spring culture.However,current brand promotion with traditional channels is to some extent severely limited.This paper tries to apply the Integrated Marketing Communications strategy to expand Daqing tourism brand.Integrated Marketing Communications can ensure the consistency of brand information communication,the accurate positioning of targeted markets,high-efficiently marketing channel integration,the realization of the two-way communication,and enhancement of brand competitiveness and so forth. |
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| Keywords: | Daqing tourism brand promotion integrated marketing communications |
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