哥斯达黎加旅游业在中国市场的广告策略分析

《哥斯达黎加旅游业在中国市场的广告策略分析》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。

1、OneofthemostimportantconclusionsofthisstudywasthattheeffortsmadebyCostaRicaTourismBoardarenotsufficienttocapturetheChineseTouristicMarket．AnotherimportantconclusionofthisstudyisthefactthatCostaRicaneedsanintegratedcommunicationmarketingstrategyandnotonlyAdvertisingpresent

2、edindifferentpartsoftheworld．ThelastpartofthisstudyshowsanintegratedmarketingcommunicationproposalthathasasamainobjectivetocapturemoreattentionfromChineseTravelersandincreasetheirinterestoftravellingtoCostaRica．Keywords：AdvertisementStrategy；IntegratedMarketingCommunicati

3、on(IMC)．TourismIndustryinCOSTARICATABLEOFCONTENTSOFCoNTENTSCHAPTERoNE⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯lNTRODUCTl0N⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．1Background⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．．11．2Statementoftheproblem⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯

4、⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．31．3Thepurposeandobjectivesofthestudy⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．．．．⋯．⋯．⋯⋯⋯．．31．4Researchquestions．⋯．⋯．⋯⋯⋯⋯⋯⋯⋯⋯．⋯⋯．⋯⋯⋯⋯⋯．⋯⋯．⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．．41．5Scopeofthestudy⋯⋯．．⋯．．⋯⋯⋯．⋯．⋯．．⋯．⋯⋯⋯⋯．⋯⋯⋯．⋯．．．．⋯．．．．．．．．．．⋯⋯⋯⋯⋯⋯⋯．．．41．6Organizationofthestudy⋯⋯⋯．．⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．．．．．⋯．⋯⋯．⋯⋯⋯⋯⋯⋯⋯⋯．．

5、．．．．．．．．．4CHAPTERTWO⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯。5LITERATUREREVlEW．⋯⋯⋯⋯⋯⋯．．．．．．．⋯⋯⋯⋯⋯．⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．．⋯．．．⋯．．．．．⋯．．⋯⋯⋯⋯⋯⋯⋯⋯．．．．．5：!．0Introduction．⋯．⋯⋯⋯⋯⋯⋯⋯⋯⋯．⋯⋯．．⋯．⋯．⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．⋯⋯⋯⋯⋯⋯⋯⋯52．1MarketingCommunicationStrategy⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯52．1．2Productp

6、lacement⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．72．1。3ProductplacementVS。Advertisement．⋯．⋯⋯⋯．⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯82．2IntegratedMarketingCommunication《IMC)⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯92．2．1IntegratedMarketingCommunicationTools⋯⋯⋯⋯⋯⋯⋯．．⋯．．．⋯⋯⋯⋯⋯⋯⋯⋯⋯．．．．．11CHAPTERTHREE⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯

7、⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯。14METHODOLOGY⋯⋯⋯⋯⋯⋯⋯⋯．⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．．⋯．⋯⋯⋯．⋯⋯⋯．⋯⋯⋯．⋯⋯．⋯⋯．⋯⋯⋯⋯⋯⋯．⋯]【zI3．0Introduction⋯．⋯．⋯⋯．⋯⋯⋯⋯⋯⋯⋯⋯．⋯⋯．⋯．⋯⋯⋯⋯．⋯⋯⋯．⋯⋯⋯．⋯⋯⋯．⋯⋯⋯⋯⋯．．1zl3．1Researchdesign⋯⋯⋯⋯⋯⋯⋯⋯⋯．⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．⋯⋯⋯．．．．⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．．．14：；．2Samplingprocedure⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．．143．3Sa

8、mplesize．．．．．．⋯⋯⋯．⋯．⋯．⋯⋯．⋯．⋯⋯．．⋯．⋯⋯⋯⋯．⋯⋯⋯⋯⋯．⋯⋯⋯．．⋯．．⋯⋯⋯⋯⋯⋯．．143．4Sourcesofdata．⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯