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香港旅游业推广的整合营销传播研究 被引量:2

Study on the Promotion of Tourism Industry in Hongkong Based on IMC
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摘要 整合营销传播,以消费者为核心,通过双向沟通形成互动,与消费者建立起长期紧密的关系,同时整合多种传播媒介,树立起品牌形象,从而更有效地实现营销目标。这种营销理念在香港旅游业的推广过程中得到了很好的体现,从整合营销传播的角度进行了分析,概括出香港旅游业推广成功的原因所在,这对于更好地了解香港旅游业并学习其先进的推广经验等具有重要的意义。 Integrated marketing communication (IMC)emphases; consumer is the core, enterprises can build a closer and lasting relationship with consumers through interactive communication. Meanwhile, by integrating marketing communication tools, enterprises are able to build a good image and make marketing goals more efficient. The promotion process of Hongkong' s tourism industry is a typical ease of IMC . On the basis of summarizing the promotion process of tourism in Hongkong ,this article summaries the reasons of success from IMC. It is meaningful for us to learn advanced experience from Hongkong.
作者 刘雅
出处 《桂林旅游高等专科学校学报》 CSSCI 2008年第1期43-46,共4页 Journal of Guilin Institute of Tourism
关键词 整合营销传播 香港 旅游 推广 integrated marketing communication (IMC) Hongkong tourism promotion
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