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1、題目：會(huì)展旅游廣告策略研究以鄭州市為例院系名稱(chēng)：專(zhuān)業(yè)班級(jí):學(xué)生姓名：學(xué)號(hào):指導(dǎo)教師：教師職稱(chēng):會(huì)展和旅游的關(guān)系是密不可分的，會(huì)展旅游是把會(huì)展活動(dòng)和旅游相結(jié)合的新興旅游方式。會(huì)展旅游市場(chǎng)的開(kāi)拓主要依托幾方面，包括優(yōu)化會(huì)展與旅游的關(guān)系，完善會(huì)展旅游服務(wù)綜合能力，建立會(huì)展旅游市場(chǎng)化運(yùn)作機(jī)制，尋找會(huì)展旅游市場(chǎng)開(kāi)發(fā)切入點(diǎn)以及會(huì)展旅游營(yíng)銷(xiāo)人才的培養(yǎng)。針對(duì)這樣的情況，本文試圖圍繞會(huì)展旅游廣告策略的研究這一課題，在對(duì)鄭州市會(huì)展旅游廣告策略現(xiàn)狀及所存在問(wèn)題的認(rèn)識(shí)上，從實(shí)踐來(lái)探討廣告策略的革新與深度開(kāi)發(fā)。本文的主要工作包括：介紹選題背
2、景、研究的目的和意義、研究?jī)?nèi)容和方法、以及文獻(xiàn)綜述；會(huì)展旅游的相關(guān)概念的界定；鄭州市會(huì)展旅游廣告策略現(xiàn)狀分析；以及基于此提出的有針對(duì)性的廣告?zhèn)鞑ゲ呗耘c營(yíng)銷(xiāo)策略。本文的研究表明：會(huì)展旅游廣告策略應(yīng)注重網(wǎng)絡(luò)等宣傳工具，制定網(wǎng)絡(luò)營(yíng)銷(xiāo)策略，充分發(fā)揮招展函、會(huì)刊、會(huì)展網(wǎng)站的宣傳作用，利用媒體的新聞效應(yīng)，聯(lián)合旅游資源，著重打造會(huì)展品牌。關(guān)鍵詞：會(huì)展旅游廣告策略傳播策略營(yíng)銷(xiāo)策略Title：ConventionTourismAdvertising;Strategies：ACaseStudyonZhengzhouCityAbstra
3、ctTherelationshipbetweentheConventionandtourismareinextricablylinked,istheMICEtourismexhibitionactivitiesandthecombinationoftheemergingformoftourism.MICEmarketsmainlyrelyonseveralaspects,includingtheoptimizationoftherelationshipbetweenexhibitionandtourism,impr
4、ovethecomprehensivecapacityofMICEservices,theestablishmentoftheConventionandExhibitionoftheoperatingmechanismofthetourismmarkettofindtheentrypointforMICEmarketdevelopmentaswellasMICEmarketingtalents.Forsuchasituation,thisarticleattemptstofocusonadvertisingstra
5、tegyMICEtostudythesubject,intheConventionandExhibitionTourisminZhengzhouadvertisingstrategiesandthestatusofproblems,fromthepracticeofadvertisingstrategiestoexplorethedepthofinnovationanddevelopment.Inthispaper,themainfunctionsinclude:tointroducetopicsoftheback
6、ground,purposeandsignificanceofthestudy,researchcontentsandmethods,aswellastheliteraturereview;MICETourisminthedefinitionofrelatedconcepts;ZhengzhouCityadvertisingstrategiesMICEAnalysis;andbasedonthisproposedagainstdisseminationofadvertisingstrategyandmarketin
7、gstrategy.Thisstudyshowsthat:MICEstrategyshouldfocusonadvertisingandpromotionaltoolfornetworkstodeveloponlinemarketingstrategy,givefullplaytotheletterinthebreeze,journal,WebsiteoftheadvocacyroleConvention,theuseofnewsmediaeffects,thejointtourismresources,theCo
8、nventionandExhibitionfocusedonbrandbuilding.KeywordsMICETourismAdvertisingStrategyMarketingStrategyCommunicationStrategyin1引言11.1選題背景11.2研究的目的和意義11.3文獻(xiàn)綜述21.4研究的內(nèi)容和方法42相關(guān)概念的界定52.1會(huì)展
