会展旅游广告策略研究——以郑州市为例.doc

题 目: 会展旅游广告策略研究 ——以郑州市为例 院系名称： 专业班级： 学生姓名： 学 号： 指导教师： 教师职称： 摘 要 会展和旅游的关系是密不可分的，会展旅游是把会展活动和旅游相结合的新兴旅游方式。会展旅游市场的开拓主要依托几方面，包括优化会展与旅游的关系，完善会展旅游服务综合能力，建立会展旅游市场化运作机制，寻找会展旅游市场开发切入点以及会展旅游营销人才的培养。针对这样的情况，本文试图围绕会展旅游广告策略的研究这一课题，在对郑州市会展旅游广告策略现状及所存在问题的认识上，从实践来探讨广告策略的革新与深度开发。 本文的主要工作包括：介绍选题背景、研究的目的和意义、研究内容和方法、以及文献综述；会展旅游的相关概念的界定；郑州市会展旅游广告策略现状分析；以及基于此提出的有针对性的广告传播策略与营销策略。 本文的研究表明：会展旅游广告策略应注重网络等宣传工具，制定网络营销策略，充分发挥招展函、会刊、会展网站的宣传作用，利用媒体的新闻效应，联合旅游资源，着重打造会展品牌。 关键词： 会展旅游 广告策略 传播策略 营销策略 Title: Convention Tourism Advertising Strategies：A Case Study on Zhengzhou City Abstract The relationship between the Convention and tourism are inextricably linked, is the MICE tourism exhibition activities and the combination of the emerging form of tourism. MICE markets mainly rely on several aspects, including the optimization of the relationship between exhibition and tourism, improve the comprehensive capacity of MICE services, the establishment of the Convention and Exhibition of the operating mechanism of the tourism market to find the entry point for MICE market development as well as MICE marketing talents. For such a situation, this article attempts to focus on advertising strategy MICE to study the subject, in the Convention and Exhibition Tourism in Zhengzhou advertising strategies and the status of problems, from the practice of advertising strategies to explore the depth of innovation and development. In this paper, the main functions include: to introduce topics of the background, purpose and significance of the study, research contents and methods, as well as the literature review; MICE Tourism in the definition of related concepts; Zhengzhou City advertising strategies MICE Analysis; and based on this proposed against dissemination of advertising strategy and marketing strategy. This study shows that: MICE strategy should focus on advertising and promotiona