桂林国际旅游胜地建设视角下的户外广告调查与改进研究-工商管理专业论文.docxVIP

摘 摘 要 万方数据 万方数据 摘 要 桂林以其得天独厚的人文与自然资源优势和“山水甲天下”的品牌美誉，率先被 列为国家旅游综合改革试验区，其建设的成效，不仅直接影响到广西旅游业的发展， 而且将对全国其他省市旅游业转型升级起到示范带头作用。本文选取户外广告作为研 究切入点，期望通过对桂林市户外广告相关问题的调查与改进，为有关部门落实广 西自治区党委、政府提出的“打造桂林国际旅游胜地，建设美丽桂林”战略提供一 些决策支持。本文研究包括以下几部分内容： 首先，以系统性的理论方法对户外广告与城市形象的关系进行梳理。提出要把户 外广告作为城市形象与环境的重要组成部分来看待。其次，通过实地考察和案例分析， 对国内外发达城市户外广告进行典型案例研究，旨在为桂林户外广告发展提供借鉴， 并以此反观户外广告对桂林旅游城市形象造成的影响，发现桂林户外广告系统存在的 问题。再次，通过实地调查法和系统归类法，对桂林户外广告现状进行归类研究。最 后，以桂林建设国际旅游胜地为总体背景，以优化桂林城市形象为目标，对前面三个 部分进行总结和归纳，提出了桂林户外广告媒介提升的一些策略建议。 户外广告的设计、制作、布置和管理是旅游城市形象和文化底蕴的反映，对桂林 国际旅游胜地建设至关重要；桂林市的户外广告目前存在的主要问题是内涵不够，形 式单一，多头管理等；为进一步提升桂林城市形象，有效推进国际旅游胜地建设，必 须更新理念，统筹规划，学习借鉴发达国家和地区的经验，保障桂林城市视觉形象与 环境媒体的和谐发展。 关键词：国际旅游胜地；户外广告；环境媒介；城市形象 I Abstract Abstract II万方数据 II 万方数据 Abstract Guilin is famous for its unique culture and natural resources advantage and landscape enjoys brand reputation. It is listed as national tourism priority of comprehensive reform area. The construction results, not only directly affects the development of tourist industry of Guangxi, but also could be the demonstration to other provinces and cities’ transformation and upgrading of tourism industry nationwide. This article take outdoor advertising as the key object, aim to improve the city image by survey of Guilin outdoor advertising related issues. Thus, the research would give effective support government relevant departments’ strategy of build Guilin international tourism resort, build a beautiful Guilin. In this paper, we study content includes the following several parts: First, according to the systematic theories and methods of outdoor advertising and its relationship with the citys image. Offered a point of the outdoor advertising as the key part of city image and the environment. Secondly, through on-the-spot investigation and case analysis, of developed cities at home and abroad outdoor advertising, aimed at providing reference for Guilin outdoor advertising development, and in contrast, outdoor advertising the effects on the city of Guilins tourism imag