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泉州作为东亚文化之都,海上丝绸之路的起点,中国著名的侨乡和台胞祖籍地,国家首批历史文化名城,被联合国教科文组织认定的世界多元文化展示中心,世界宗教博物馆。除此之外,泉州素有“中国品牌之都”、“民营特区”之称。是国家级金融改革实验区之一,是我国东南沿海重要的商贸港口城市。泉州历史底蕴深厚,文物古迹众多,经济发展迅速,但旅游业的发展却相对滞后。尤其是节事旅游方面,有着品牌意识差,后续性不强,民众参与度不高等现状。本文以妈祖诞辰这一节事活动为例,第一部分阐述了选题的背景及意义。第二部分对节事,节事旅游和节事旅游营销策略做了概念界定。第三部分简单介绍了泉州的节事活动及发展现状。第四章是本文的核心部分,运用产品策略,价格策略,渠道策略,促销策略4Ps理论,研究了将泉州妈祖诞辰发展为该市节事品牌的市场营销策略。
As the capital of East Asian culture, the starting point of the maritime Silk Road, the famous hometown of overseas Chinese in China and the ancestral home of the Taiwan compatriots, the first batch of national historical and cultural cities, Quanzhou is a World Multicultural Exhibition Center recognized by UNESCO and a museum of world religions. In addition, Quanzhou is known as “the capital of China’s brand” and “the privately-owned SAR”. It is one of the national experimental zones for financial reform and an important commercial port city on the southeast coast of China. Quanzhou has a profound historical background, numerous cultural relics and monuments, rapid economic development, but the development of tourism is relatively lagging behind. In particular, festival tourism, with poor brand awareness, follow-up is not strong, the public participation is not high status quo. This article takes Matsu’s birthday as an example. The first part elaborates the background and significance of the topic. The second part of the festival, festival tourism and festival tourism marketing strategy made a concept definition. The third part briefly introduces the festival activities and development status of Quanzhou. The fourth chapter is the core part of this article. Using the 4Ps theory of product strategy, price strategy, channel strategy and promotion strategy, this paper studies the marketing strategy of developing Matsu Quanzhou into the festival brand of this city.