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时间:2019-02-26
《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.⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯
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