| 基于IMC的武夷山旅游品牌传播 |
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| 引用本文： | 郭向东.基于IMC的武夷山旅游品牌传播[J].南平师专学报,2013(6):1-4. |
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| 作者姓名： | 郭向东 |
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| 作者单位： | 武夷学院商学院,福建武夷山354300 |
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| 摘 要： | 在对武夷山旅游品牌现状进行分析的基础上，运用整合营销传播理论，指出武夷山旅游品牌传播中存在传播理念有待进一步提升、缺少整合营销传播管理机构、缺少游客数据库、传播方式需要整合四个问题，提出营销传播理念的提升、成立整合营销传播管理机构、游客数据库的建设、整合运用与现有或潜在客户有关并可能为其接受的一切沟通形式、注重接触管理五个方面的建议。
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| 关 键 词： | IMc 品牌传播 旅游品牌 武夷山 |
An Analysis on Wuyishan Tourism Brand Communication Based on IMC |
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| GUO Xiangdong.An Analysis on Wuyishan Tourism Brand Communication Based on IMC[J].Journal of Nanping Teachers College,2013(6):1-4. |
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| Authors: | GUO Xiangdong |
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| Institution: | GUO Xiangdong (School of Business,Wuyi University, Wuyishan,Fujian 354300) |
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| Abstract: | Based on IMC and the analysis of the present situation of the present situation Wuyishan tourism brand, this paper points out the existing problems in Wuyishan tourism brand communication：marketing communication concept needs to be further improved,the lack of integrated marketing communications agency and tourists database,communications need to be integrated,offer five aspects to shape Wuyishan tourism brand： promotion of marketing communication concept, the establishment of integrated marketing communications agen cy, construction of tourist database, apply all forms of communications to existing or potential customers, pay attention to the contact man agement. |
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| Keywords: | IMC brand communication tourism brand Wuyishan |
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