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1、题目：会展旅游广告策略研究以郑州市为例院系名称：专业班级:学生姓名：学号:指导教师：教师职称:会展和旅游的关系是密不可分的，会展旅游是把会展活动和旅游相结合的新兴旅游方式。会展旅游市场的开拓主要依托几方面，包括优化会展与旅游的关系，完善会展旅游服务综合能力，建立会展旅游市场化运作机制，寻找会展旅游市场开发切入点以及会展旅游营销人才的培养。针对这样的情况，本文试图围绕会展旅游广告策略的研究这一课题，在对郑州市会展旅游广告策略现状及所存在问题的认识上，从实践來探讨广告策略的革新与深度开发。本文的主要工作包括：介绍选题背
2、景、研究的目的和意义、研究内容和方法、以及文献综述；会展旅游的相关概念的界定；郑州市会展旅游广告策略现状分析；以及基于此提出的有针对性的广告传播策略与营销策略。本文的研究表明：会展旅游广告策略应注重网络等宣传工具，制定网络营销策略，充分发挥招展函、会刊、会展网站的宣传作用，利用媒体的新闻效应，联合旅游资源，着重打造会展品牌。关键词：会展旅游广告策略传播策略营销策略Title：ConventionTourismAdvertising;Strategies：ACaseStudyonZhengzhouCityAbstra
3、ctTherelationshipbetweentheConventionandtourismareinextricablylinked,istheMICEtourismexhibitionactivitiesandthecombinationoftheemergingformoftourism.MICEmarketsmainlyrelyonseveralaspects,includingtheoptimizationoftherelationshipbetweenexhibitionandtourism,impr
4、ovethecomprehensivecapacityofMICEservices,theestablishmentoftheConventionandExhibitionoftheoperatingmechanismofthetourismmarkettofindtheentrypointforMICEmarketdevelopmentaswellasMICEmarketingtalents.Forsuchasituation,thisarticleattemptstofocusonadvertisingstra
5、tegyMICEtostudythesubject,intheConventionandExhibitionTourisminZhengzhouadvertisingstrategiesandthestatusofproblems,fromthepracticeofadvertisingstrategiestoexplorethedepthofinnovationanddevelopment.Inthispaper,themainfunctionsinclude:tointroducetopicsoftheback
6、ground,purposeandsignificanceofthestudy,researchcontentsandmethods,aswellastheliteraturereview;MICETourisminthedefinitionofrelatedconcepts;ZhengzhouCityadvertisingstrategiesMICEAnalysis;andbasedonthisproposedagainstdisseminationofadvertisingstrategyandmarketin
7、gstrategy.Thisstudyshowsthat:MICEstrategyshouldfocusonadvertisingandpromotionaltoolfornetworkstodeveloponlinemarketingstrategy,givefullplaytotheletterinthebreeze,journal,WebsiteoftheadvocacyroleConvention,theuseofnewsmediaeffects,thejointtourismresources,theCo
8、nventionandExhibitionfocusedonbrandbuilding.KeywordsMICETourismAdvertisingStrategyMarketingStrategyCommunicationStrategyin1引言11.1选题背景11.2研究的目的和意义11.3文献综述21.4研究的内容和方法42相关概念的界定52.1会展
