广安城市形象传播策划书.docVIP

广 安 城 市 形 象 传 播 策 划 书 郑后秀 2010010544 2013年5月 广安 蜀地有广安，僻壤出才俊。 少年青云志，开国建功勋。 起伏三更跌，深邃隐星辰。 古稀开天日，光耀华夏人。 --------郝福 目 录 第一部分：市场分析 一.广安概况·········································· 1 历史沿革········································1 （二）自然地理概况····································1 1.地理区位········································1 2.地形地貌········································2 3.气候············································2 4.自然资源·········································2 5.水资源情况······································3 （二）社会经济文化概况·································3 1.基础设施建设····································3 2.社会经济概况·····································3 3.文化艺术·········································4 4.教育·············································4 5.旅游·············································4 6.广安土特产········································4 二．营销环境分析······································6 三．广安旅游产业SWOT分析·····························6（一）优势（Strength）分析·····························6 1. 红色旅游资源丰富·································6 2.地缘交通优越 ····································7 3.文化底蕴深厚 ····································7 4.环境崭新靓丽 ····································7 5.资源潜力巨大·····································8 劣势（Weakness）分析 ····························8 1.红色文化特色挖掘不够 ····························8 2.可进入性差 ······································8 3.资金严重短缺 ···································9 4.高素质人才匮乏 ··································9 5.品牌建设任重道远·································9 6.营销宣传乏力 ···································10 7.资源统筹整合欠缺 ·······························10（三）机会（opportunity）分析··························11 1.政策支持········································11 2.中西部大开发和广安奋起“三次创业”带来的新发展机遇 11 3.市场需求 ·······································11 （四）威胁（Threat）分析 ·····························11 1.整体旅游市场竞争激烈····························11 2.受邻近红色旅游地替代性竞争的挑战··········