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1、題目：會展旅游廣告策略研究以鄭州市為例院系名稱:學生姓名:指導教師:專業(yè)班級:學號:教師職稱:會展和旅游的關系是密不可分的，會展旅游是把會展活動和旅游相結合的新興旅游方式。會展旅游市場的開拓主要依托幾方面，包括優(yōu)化會展與旅游的關系，完善會展旅游服務綜合能力，建立會展旅游市場化運作機制，尋找會展旅游市場開發(fā)切入點以及會展旅游營銷人才的培養(yǎng)。針對這樣的情況，木文試圖圍繞會展旅游廣告策略的研究這一課題，在對鄭州市會展旅游廣告策略現(xiàn)狀及所存在問題的認識上，從實踐來探討廣告策略的革新與深度開發(fā)。本文的主要工作包括：介紹選題背景、研究的
2、目的和意義、研究內容和方法、以及文獻綜述；會展旅游的相關概念的界定；鄭州市會展旅游廣告策略現(xiàn)狀分析；以及基于此提出的有針對性的廣告?zhèn)鞑ゲ呗耘c營銷策略。本文的研究表明：會展旅游廣告策略應注重網(wǎng)絡等宣傳工具，制定網(wǎng)絡營銷策略，充分發(fā)揮招展函、會刊、會展網(wǎng)站的宣傳作用，利用媒體的新聞效應，聯(lián)合旅游資源，著重打造會展品牌。關鍵詞：會展旅游廣告策略傳播策略營銷策略Title：ConventionTowrismAdvertisingStrateMes：ACaseStudyonZhengzhouCityAbstractTherelatio
3、nshipbetweentheConventionandtourismareinextricablylinked,istheMICEtourismexhibitionactivitiesandthecombinationoftheemergingformoftourism.MICEmarketsmainlyrelyonseveralaspects,includingtheoptimizationoftherelationshipbetweenexhibitionandtourism,improvethecomprehensi
4、vecapacityofMICEservices,theestablishmentoftheConventionandExhibitionoftheoperatingmechanismofthetourismmarkettofindtheentrypointforMICEmarketdevelopmentaswellasMICEmarketingtalents.Forsuchasituation,thisarticleattemptstofocusonadvertisingstrategyMICEtostudythesubj
5、ect,intheConventionandExhibitionTourisminZhengzhouadvertisingstrategiesandthestatusofproblems,fromthepracticeofadvertisingstrategiestoexplorethedepthofinnovationanddevelopment.Inthispaper,themainfunctionsinclude:tointroducetopicsofthebackground,purposeandsignifican
6、ceofthestudy,researchcontentsandmethods,aswellastheliteraturereview;MICETourisminthedefinitionofrelatedconcepts;ZhengzhouCityadvertisingstrategiesMICEAnalysis;andbasedonthisproposedagainstdisseminationofadvertisingstrategyandmarketingstrategy.Thisstudyshowsthat:MIC
7、Estrategyshouldfocusonadvertisingandpromotionaltoolfornetworkstodeveloponlinemarketingstrategy,givefullplaytotheletterinthebreezeJournal,WebsiteoftheadvocacyroleConvention,theuseofnewsmediaeffects,thejointtourismresources,theConventionandExhibitionfocusedonbrandbui
8、lding.KeywordsMICETourismAdvertisingStrategyMarketingStrategyCommunicationStrategyin1引言11.1選題背景11.2研究的目的和意義11.3文獻綜述21.4研究的內容和方法42相關概念的界定52.1會展旅游的
