大庆市旅游品牌推广研究

Study on the brand promotion of Daqing tourism industry

近年来,大庆市政府给予旅游项目建设政策上、资金上的大力支持,重点打造石油文化、湿地文化、温泉文化三大旅游品牌。然而品牌推广力度弱,传播的工具仅停留在传统渠道上。尝试将整合营销传播策略应用到大庆市旅游品牌推广中,确保品牌推广的一致性传播、目标市场的准确定位、高效整合营销渠道、双向沟通的实现和品牌竞争力的提升等。

In recent years,Daqing government has been giving funding and policy support to diverse tourism projects,and mainly forges three tourism brands——the oil culture,the wetland culture,and hot spring culture.However,current brand promotion with traditional channels is to some extent severely limited.This paper tries to apply the Integrated Marketing Communications strategy to expand Daqing tourism brand.Integrated Marketing Communications can ensure the consistency of brand information communication,the accurate positioning of targeted markets,high-efficiently marketing channel integration,the realization of the two-way communication,and enhancement of brand competitiveness and so forth.